Vinyl figure hype: sales up 80% at Galaxus
11.7.2024
Translation: Jessica Johnson-Ferguson
Galaxus customers are crazy for collectable vinyls this year, with sales soaring by 80% compared to 2023. The plastic figurines have proven particularly popular with men in their thirties. And one player is dominating this multi-billion market with a clever franchise strategy.
«The real collector is not recognised by what he has, but by what he would be happy to have.»Painter Marc Chagall’s quote from the 19th century is still true today, but only rarely applies to stamps, coins or butterflies. These days, collectors are chasing rare Lego sets, first editions of comic books or collectable figures.
Galaxus’ sales figures reflect this hype. Customers bought 80 per cent more collectable figures between January to May of this year than they did in the same period in 2023. Last year, the demand even saw sales go up by 130 per cent. In fact, almost 30 times as many figurines are shipped to customers these days compared to five years ago. We’re talking several thousand units each month.
At the same time, the lines between a collectable and a toy are blurred. However, toy figurines are usually movable, sturdy and affordable. Collectables, on the other hand, are aimed at buyers who are after detail, quality and limited availability. In other words, toy figurines are for playing, collectables for admiring.
«A passion for collecting usually starts off harmlessly,» says Viktor Wiesinger, the man in charge of this particular range at Galaxus. «For example, with a vinyl of your favourite sportsperson or character from a TV series.» But some people take collecting so far that their entire living room is full of figures peeping out of their unopened boxes.
The one who’s benefiting most in this multi-billion industry is the one who started it all: US manufacturer Funko with its POP! brand. And the name hints at what the brand’s about: «Funko’s target group are lovers of pop culture,» Viktor explains. It’s topics and licences are constantly expanding. The range has something to suit almost every taste. From Star Wars Stormtroopers to characters from the mangas One Piece or Naruto Shippuden. From Formula 1 racing drivers to superheroes from the Marvel universe to Freddy Mercury.
Just like toy manufacturer Lego, Funko relies on licensing agreements with popular brands and celebrities. There’s another parallel between the two brands: they both attract customers with limited editions. This means the vinyl figures are also viewed as an investment.
With a 72 per cent share of all sales, Funko dominates the market for collectable figures at Galaxus. Competitors Bandai and Banpresto are following way behind with a four per cent share and Good Smile Company with two per cent.
Viktor views the demographic as an important driver of the overall success of Funko Pop! figures and collectable figures. «We sell the figures primarily to adults, rather than to children, who tend to follow fast-moving trends.»
This is reflected in Galaxus’ sales figures. Soft toys and toy figures are mainly purchased by 35 to 44-year-olds. In other words, probably by parents who are buying for their children. Collectable figures, on the other hand, are mainly bought by 25- to 34-year-olds.
Accounting for just under 60 per cent of purchases, it’s mainly men who treat themselves to vinyls. Conversely, women are typically the ones who order soft toys and toy figures.
There is one thing collectable figures have in common with soft toys and toy figures: seasonal demand. Their sales peak in November and December in the run up to the holidays. In other words, the plastic versions of Freddy Mercury and Max Verstappen are popular gifts. «And let’s not forget the Funko advent calendars, which have been hugely popular in the last few years,» Viktor adds.
Viktor expects an increasing demand in the coming months and years. «The hype’s ongoing thanks to ever-new editions and themes, and also because a video game called Funko Fusion will be released in autumn.» He therefore wants to offer Galaxus customers an increasingly broader selection. This also includes a growing range of high-quality busts and replicas.
What do you make of the collectable hype? Do you have a favourite figure? What do you collect? Let us know in the comments!
Alex Hämmerli
Senior Public Relations Manager
Alex.Haemmerli@digitecgalaxus.chAt Digitec and Galaxus, I’m in charge of communication with journalists and bloggers. Good stories are my passion – I am always up to date.