Funko, the U.S.-based pop culture collectibles company best known for its wide-eyed Pop! Vinyl figures, is laying the groundwork for a broader and more coordinated expansion across Canada. Beginning in January 2026, the company will rely on Kroeger Marketing as its wholesale distributor for the Canadian market, a move designed to simplify access for retailers while responding to sustained growth in demand for licensed collectibles.
The agreement gives Kroeger Marketing responsibility for managing wholesale distribution of Funko’s full portfolio nationwide. For Canadian retailers, that means streamlined access to both long-standing core products and new releases planned for 2026, at a time when collectibles tied to entertainment, nostalgia, and fandom have become an increasingly reliable retail category.
“This collaboration represents an exciting opportunity to grow our footprint and bring even more fans the unique, entertaining, and collectible experiences they love,” says Jaron Carson, Sales Director, Funko.
Betting on the Strength of the “Kidult” Consumer
Funko pointed to the expanding “kidult” market as a central reason for the timing of the partnership. Adult consumers, many of whom grew up with the franchises now being reimagined as collectibles, continue to drive demand for products that blend nostalgia with contemporary pop culture. What was once a niche segment has become a mainstream driver of sales across specialty, mass, and online retail.
By appointing Kroeger Marketing as its Canadian distributor, Funko is aligning itself with a company that already has deep roots in the domestic retail ecosystem. The collaboration is positioned to support consistent availability and national reach, addressing common challenges for international brands operating in Canada, including logistics, compliance, and fragmented retail relationships.
“Funko has long been a beloved part of pop culture, and we’re excited to serve as their distributor in Canada beginning in 2026 and beyond,” says Rubin Beige, Co-CEO of Kroeger Marketing.
A Distributor Built for National Scale
Kroeger Marketing operates as the rebranded successor to Kroeger Inc., a long-standing Toronto-area toy and gift distributor founded in 1971. In 2025, the business was restructured after Genco International LLC acquired Kroeger Inc.’s assets through an NOI and bankruptcy process, relaunching the operation under the Kroeger Marketing name as Genco’s Canadian and North American distribution arm.
Today, Kroeger Marketing functions as a wholesale distributor rather than a consumer-facing brand, supplying national chains, specialty retailers, and e-commerce players across Canada. Its Toronto-area facility combines warehousing, offices, and showrooms, enabling the company to manage inventory and ship product nationwide from a single domestic base.
The distributor has built its business around acting as a “domestic solution” for brands seeking Canadian market access. By handling sales representation, warehousing, and compliance, Kroeger Marketing allows suppliers to avoid navigating multiple local relationships while maintaining broad retail coverage.
Funko’s Path From Nostalgia Toy to Global Brand
Funko’s own story mirrors the nostalgia it now sells at scale. Founded in 1998 by toy collector Mike Becker in Snohomish, Washington, the company initially focused on low-tech novelty items such as bobbleheads of advertising mascots. Its trajectory changed in 2005, when it was sold to Brian Mariotti, who expanded licensing aggressively and transformed Funko into a global pop culture brand.
The company later moved its headquarters to Everett, Washington, and went public in 2017 under the NASDAQ ticker FNKO. Since then, Funko has grown into a major licensor, with more than 1,000 franchises spanning film, television, gaming, sports, music, and streaming platforms.
While Pop! Vinyl figures remain its most recognizable product, Funko’s portfolio has expanded to include plush toys, action figures, apparel, bags and accessories through its Loungefly brand, games, homewares, and novelty items. Its business model relies on licensing well-known intellectual property, outsourcing manufacturing primarily in Asia, and distributing through a mix of wholesale, e-commerce, and direct-to-consumer channels.
