Thrilljoy came to New York Comic Con for its second birthday with new exclusives and fresh announcements after last year’s relaunch. The officially licensed collectibles company used the show to keep its momentum going after a strong run at Comic-Con International: San Diego.
Its collectibles were spread across Toy Temple at Booth No. 2473 and 7 Bucks A Pop at Booth No. 1333 and Booth No. 4329, giving fans multiple places to find the line across horror, animation, fantasy, movies and TV. Brian Mariotti and Karissa Marston spoke with The Pop Insider after a successful first day, and Mariotti said the company was supporting its partners while also lining up a big show on Saturday at Whatnot Booth No. 1000 and a TikTok live show on opening day.
That push fits the way Thrilljoy has been trying to grow. The company is not just selling collectibles; it is trying to use comic cons, fan events and other big pop-culture moments to meet fans where they are. Mariotti said Whatnot matters because it gives fans a place to have conversations and gives the company a way to touch base with the community.
The community side carried real weight at NYCC. Thrilljoy met with its fan advisory board to hear feedback, but it also said a recent loss in its fan community took everyone by surprise. Fans responded by donating food and money, and Mariotti said that kind of support showed what the company is trying to build. He said Thrilljoy wants to be a brand fans can adore, and that seeing people rally around each other made him feel the company was doing something good.
That message was sharpened by what happened at Megacon, where Thrilljoy did a big block party and Mariotti said the team realized there is a difference between selling collectibles and building a community. Thrilljoy says it will be back next year with a big booth and tons of programs, which makes this year’s NYCC less of a one-off appearance than a sign the company intends to turn its convention presence into a year-round relationship with fans.
