Surprise hits are speeding up the licensing pace. By Mark Seavy The speed at which licensing agreements are struck - and product arrives at retail - is accelerating amid a flow of surprise hit films and television series. And though last week's New York Comic Con (NYCC) showed that tentpole films (and the traditional assets that accompany them for brand licensing) aren't going anywhere, the event also made it clear that sleeper hit independent films and streaming series are changing the distribution dynamics. That shift follows horror film hits like Curry Barker's Obsession, produced by Universal Pictures, and Kane Parsons' Backrooms, distributed by A24 Entertainment, which were surprises at the box office but ultimately were slow to secure licensing deals. And several streaming hits, including KPop Demon Hunters, Ted Lasso, and Stranger Things, went on to become licensing success stories when products launched many months after their release. In the case of Stranger Things, the series was released in 2016 but the bulk of licensed merchandise did not arrive until the following year. The same held true for Ted Lasso, which gained attention with its first season in 2020 but did not field a large product assortment until the following year. In the case of Obsession, Funko had started to develop a Pop! figure featuring the Nikki Freeman character within two months of the film's release in May. The company relied on social listening to gauge interest and then used trailers and press photos to create a non-licensed version before getting approval from Universal for the final product, said James Bischoff, VP for Licensing and Business Development at Funko. The finished Nikki product is expected to be delivered by December. Funko also has boosted Mondo to 30 licenses from four when it acquired the company in 2022, including a 6.75-inch Masters of the Universe Mer-Man figure introduced at NYCC. There have been instances where companies were able to overcome traditional timelines in order to meet demand, however. For example, Spirit Halloween fielded products for KPop Demon Hunters just weeks after it exploded in popularity last summer. The Halloween retailer sped up production and launched costumes (Rumi, Mira, and Zoey) through its stores in October 2025 after the film was released on Netflix in the U.S. in June 2025. "Back in the day, there was a style guide and you started talking about the property 14 months out [from release] and you would build up from there," said Benjamin Butcher, a former Disney and Funko executive who founded Kaleidos Creative, which has introduced collectibles with its own IP and that of licensed artists though 250 Hot Topic and Box Lunch stores and 32 Newbury Comics outlets. "I do not think you have that as much anymore. The time for creating IP is smaller, everything is compressed, and you must be nimble." That need to be nimble is also being driven by shorter stays at retail, licensing industry executives said. While tentpole films once typically enjoyed a six-month run at retail for licensed products, that has since shrunk to 12-18 weeks. In aligning with that change, VeeFriends has been "caught by how quickly you can move with licensing," said Andy Krainak, President of VeeFriends, which has licensed its characters to Topps for trading cards. The company also released 22 issues of its comic book, including the most recent version featuring the new Gentle Giant character, and has collaborated with Authentic Brands Group's Reebok and Jazwares' Squishmallows. To shorten the development cycle, VeeFriends is managing product sourcing itself. But other suppliers maintain that how quickly licensed products can be brought to market varies by licensor. VeeFriends also plans to launch fruit snacks in 2027 using its own sourcing network, CEO Gary Vaynerchuk said. "There isn't consistency [in terms of approvals]," said Sergio Godinho, U.S. General Manager and Chief Operating Officer for trading card supplier Kayou, which unveiled a licensing agreement for Rainbow Group's Winx Club at NYCC and is readying its own Hari & Hacci plush pendants in expanding from deals with Feld Entertainment's Monster Jam, Viz Media's Naruto, Aniplex's Demon Slayer, and Hasbro's My Little Pony. "There definitely is more of an element of speed now, but I wouldn't say it is faster because sometimes it takes forever [to finalize an agreement]." But those agreements are ultimately coming together, with a number of new partnerships and line extensions seen at NYCC. LEGO, for example, continued to build out its Batman line with two Batmobile-based building sets and an addition to its wall art line with a 1,849-piece Joker set that's due January 1 and based on Detective Comics cover art first released in 2011. Marvel Comics, meanwhile, paired with Japanese publisher Kadokawa for five titles, including those featuring Deadpool, Iron Man, Spider-Gwen, Spider-Man, and Venom that combine Japan-set stories with manga adaptions. And NHS Inc.'s skateboard supplier Santa Cruz launched a blind bag collab with Pokémon that will pair boards and with 30 Pokémon trading card designs. "It is all a game of energy, and we try to do as much as we can with as many partners as we can to gain attention," Krainak said. "Every single week there is a new collaboration, and they conjure attention through their frequency. Other companies take a more curated approach."

VeeFriends x Funko Bitty POP! Mystery Collection arrives at New York Comic Con. VeeFriends and Funko first teamed up at the 2024 New York Comic Con with the limited-edition Pop! Jolly Jack-O, winner of the 2024 PSA Gemmy for Best Funko POP!. Gold and Silver editions followed at NYCC in 2025. Now, the collaboration is bringing main character energy to a tiny new collection. Introducing the VeeFriends x Funko Bitty POP! Mystery Collection, available exclusively at the 2026 New York Comic Con. Featuring five fan-favorite VeeFriends characters and seven collectible versions, the collection puts a little mystery into every reveal. Each individually wrapped pack contains one Bitty POP! figure for you to discover, including Ambitious Angel, Decisive Duck, Moral Monkey, Rare Robot, and Zealous Zombie. The VeeFriends x Funko Bitty POP! Mystery Collection is available exclusively at VeeFriends Booth #2835 during New York Comic Con. The collection features individual packs and 24-pack cases. Eligible Series 1 Spectacular holders of the featured characters can also claim one case of the collection per eligible NFT owned from October 8th at 12 PM ET through October 22nd at 12 PM ET. Fast facts. * Collection: VeeFriends x Funko Bitty POP! Mystery Collection * Featured Characters: Ambitious Angel, Decisive Duck, Moral Monkey, Rare Robot, and Zealous Zombie * Inside Each Pack: One individually wrapped mystery Bitty POP! figure * Price: $3.99 per pack | $89.99 per 24-pack case * Where to Buy: Exclusively at VeeFriends Booth #2835 during New York Comic Con * Purchase Limits: None * Holder Benefit: Series 1 Spectacular holders of Ambitious Angel, Decisive Duck, Moral Monkey, Rare Robot, and Zealous Zombie can claim one case per eligible NFT owned * Holder Claim Window: October 8th at 12 PM ET through October 22nd at 12 PM ET via VeeFriends Shop Who's in the collection. The VeeFriends x Funko Bitty POP! Mystery Collection features five fan-favorite VeeFriends characters in seven collectible versions.

Everything you need to know about veefriends at Fanatics Fest | products, activations, livestreams. VeeFriends is heading to New York City this week for Fanatics Fest 2026! Join the VeeFriends team at the Javits Center from Thursday, July 16th through Sunday, July 19th for a full weekend celebrating collectors, community, and the hobby. With three unique activations across the show floor, VeeFriends is bringing 2026 Topps Chrome VeeFriends, Sapphire Edition, graded comic books, collectibles, giveaways, community experiences, and more to one of the biggest weekends in sports culture and collecting. You can find VeeFriends, Inc. at: * VeeFriends Booth: #359 (Level 3) * VeeFriends Dealer Table: #2144 (Level 3) * VeeFriends @ Fanatics Collect Card Combine presented by AT&T (Level 1) Whether you're a longtime collector or discovering VeeFriends for the first time, there will be plenty of ways to get involved throughout the weekend. What you can expect at Fanatics Fest. VeeFriends will bring a variety of collectibles, products, and experiences to Fanatics Fest across three locations throughout the Javits Center. At the VeeFriends booths, collectors can shop a wide selection of products, including: * 2026 Topps Chrome VeeFriends * 2026 Topps Chrome VeeFriends Sapphire Edition * Graded VeeFriends comic books * Mini figurines * Raw cards * Slabs Beyond collecting, attendees can experience the VeeFriends community through giveaways, live content from the show floor, and opportunities to connect with the team throughout the weekend. Get VeeFriends's stories in your inbox. Join Medium for free to get updates from this writer. Fans can also participate in the Fanatics Collect Card Combine, a beginner-friendly experience designed to help attendees learn more about collecting and the hobby. Fanatics Fest 2026: your best shot at Topps Chrome VeeFriends Sapphire for less. Attending Fanatics Fest in person? This is your chance to enter a geo-gated EQL draw for the opportunity to purchase a box of 2026 Topps Chrome VeeFriends Sapphire Edition directly from the VeeFriends booth. Built on the same 200-character checklist as 2026 Topps Chrome VeeFriends, Sapphire Edition delivers an elevated collecting experience with premium Sapphire Chrome stock, substantially more limited print runs, two Sapphire-exclusive insert sets and ultra low numbered Sapphire-exclusive base parallels. Each Topps Chrome Sapphire Edition Box contains: 8 packs per box 4 cards per pack 4 numbered Sapphire parallels per box A limited number of Sapphire Edition boxes will be available exclusively for Fanatics Fest attendees through daily EQL draws. You'll have two chances to enter a geo-gated EQL draw on the Javits Center show floor for a shot at purchasing 2026 Topps Chrome VeeFriends Sapphire Edition. At 11am ET each day, head to VeeFriends Booth #359 and scan the QR code to enter. What: 1st chance Sapphire EQL Dates: Friday, July 17th Times: 11:00 AM ET - 4:00 PM ET Location: Booth #359 - scan the QR code to enter What: 2nd chance Sapphire EQL Date: Saturday, July 18th Times: 11:00 AM ET - 4:00 PM ET Location: Booth #359 - scan the QR code to enter Eligibility: Only attendees physically present at Fanatics Fest (geo-gated) Boxes Available Per EQL: 1 Price: $150 per box Winner Announcement: Email will be sent for winning confirmation later in the afternoon Pickup: Boxes must be picked up on-site by 11:00am ET on the following day of your EQL entry. This is one of the best opportunities for collectors attending Fanatics Fest to get their hands on 2026 Topps Chrome VeeFriends Sapphire Edition directly from VeeFriends. Good luck! Catch all the action on its livestreams. Can't make it to Fanatics Fest? You can still experience the action from wherever you are. The VeeFriends team will be creating live content directly from the show floor throughout the event, bringing collectors behind the scenes with product showcases, community moments, and more. Tune into veefriends.com/live to check out the livestreams that are listed below and follow along throughout the weekend!