The collectible business, once limited to small entertainment-licensed figures, is growing in size and definition.

That much was clear at New York Comic Con last week where collectible offerings for corporate brands—including Coca-Cola and Polaroid—shared space with collectibles inspired by hugely popular entertainment brands like Stranger Things and Squid Game.

Collectibles are also getting in on the nostalgia trend with partnerships spotlighting the likes of Jumpstart Games’ Neopets and Bandai Namco Toys and Collectibles’ Tamagotchi. Tamagotchi devices are now being co-branded with Star Wars, Demon Slayer, and other properties in a multi-year effort to revive the brand that first launched in 1996.

In addition to this wide range of IPs, a changing definition of the collectibles category was also on display.

For example, Super7 launched a collaboration with Saucony on Friday for limited-edition Czarface footwear (2,000 units) at $160 each that featured a collectible Czarface ReAction figure packaged inside the shoe. The Czarface IP, which is owned by Wu Tang Clan member Inspectah Deck and the rap duo 7L & Esoteric, was also paired with Super7’s ReAction label, a brand it once licensed to Funko.

“The word ‘collectible’ is vastly different now in part because the whole pop culture identity of these properties is becoming more mainstream,” said Brad Woods, chief marketing officer at manga publisher Viz Media. “Because of this, you are getting a more affluent audience of people willing to represent a brand on themselves or in their home.”

Viz sold a $99 tapestry at New York Comic Con featuring its Naruto IP and earlier this year launched a Shonen Jump e-commerce store to sell internally-developed, limited edition products based on its anime properties (including My Hero Academia and Sailor Moon) in quarterly drops.

Fandom is no longer simply a matter of putting an action figure on your desk, Woods said. “Now, there are luxury brands that are being brought to bear and a collaboration becomes collectible because it’s a lifestyle in a way that people like to express themselves.”

This means the manner of fan expression is expanding in size and shape. Super7 is marketing 16- to 18-inch supersize vinyl figures with the likes of Peanuts, Disney’s Queen of Hearts, and Mickey Mouse, priced at $294. And Funko’s Loungefly is building out its line of crossbody bags and backpacks to create a collectibles business similar to its parent company.

“Collectibles are changing and the definition of a collection means different things to different people,” said Ilana McBride, director of marketing and social media at Loungefly. For some, she said, collections might hinge on having thousands of your product of choice. For others, the purpose might be to collect items with smaller production runs because their rareness adds an element of value. For example, Loungefly sold a limited edition mini-backpack ($75) last year featuring the Dopey character from Snow White that sold out 1,000 units in 30 seconds.

Those limited-edition production runs add value, which is often reflected in pricing. IDW Publishing released a limited edition (2,000 units) Teenage Mutant Ninja Turtles book (TMNT: The Last Ronin) that was priced at $60 or $79 with the authors’ signature, said Greg Gustin, senior director of content strategy at IDW. And Bandai’s Tamashii Nation introduced a collection of Squid Game collectibles priced at up to $110 for a Young Hee doll.

“People used to try to box in the definition of collectibles to be of a certain size with a base oso they could break it down for a contract,” said Jen Cassidy, VP of business development and licensing at Super7. “But really, it is the developers’ idea and inspiration and it is hard to put a price on that.”

Collectibles weren’t the only thing grabbing attention at New York Comic Con. The event began a four-day run on October 6 with what appeared to be a sharp rise in attendance as lines stretched around several booths in advance of product giveaways and sales. The show attracted 150,000 in 2021 when it was bereft of major exhibitors like Funko and Marvel, both of whom returned this year.