Walmart is entering the lucrative collectibles market by partnering with niche merchandise providers. The retail behemoth is rolling out dedicated collectibles sections selling movie, TV show and pop culture-themed merchandise, bobbleheads, T-shirts and posters in the entertainment department of more than 3,500 stores, starting Oct. 15.
“Pop culture fans are passionate about their fandoms and look for ways to incorporate it into all aspects of their life,” Brent Duwe, senior buying manager at Walmart, said in a statement. “We’re introducing a new assortment to serve fans in a way we haven’t before.”
The world’s largest retailer is partnering with Loot Crate, Funko Fanatics, McFarlane Toys and CultureFly, among others, featuring top movie, TV and game franchises reimagined as limited-edition collectibles.
Walmart will be the exclusive brick-and-mortar retail home for Loot Crate fan subscription boxes. Customers have their choice of six different boxes, all around a unique theme such as “Best of the 80s,” “Space Out,” “Merc with a Mouth,” “Not of this World,” “Gaming Treasures,” or “Gaming Legends”.
“[We] creatively collaborate with top licenses to deliver collectibles that are unique, and something that super-fans could only find at fan conventions, but now they can [find] at Walmart stores nationwide,” said Chris Davis, CEO of Loot Crate.
Funko will market Funko Pop! vinyl figures at Walmart as Funkomerchandise migrates from toy stores to Walmart’s collectibles section. The retailer will feature exclusive chrome Thanos in six different colors, one for each of the Infinity Stones.
“Collectibles is a brilliant addition to the merchandise display as is evident by the millions of people that shop pop culture favorites,” said Brian Mariotti, CEO of Funko.
CultureFly markets pop-culture-themed apparel and TV show and movie boxed collectibles, including “Supernatural,” “Game of Thrones,” super hero-themed “World’s Finest: The Collection,” “Jay and Silent Bob,” and “The Nick Box” (Viacom), among others.
“I am confident that consumers will fall in love with the assortment and feel like they are walking a mini Comic-Con at their local Walmart,” said Edward Erani, co-founder of CultureFly.