Convention - SDCC 2025 : Inside Thrilljoy’s First-Ever Booth, a Collector Wonderland of Chases, Nostalgia, and Pop Culture Magic

By Mulder, San Diego, Convention Center, 26 july 2025

From the moment you entered the cavernous halls of the San Diego Convention Center this year, there was one space on the show floor that seemed to radiate its own gravitational pull: the Thrilljoy booth at #4845. It wasn’t just another sales counter in the sprawling grid of exhibitor spaces—it was a purpose-built playground for collectors and pop culture devotees, and the debut of a brand that came determined to make a statement. The first sight was almost theatrical: vivid displays brimming with the company’s PIX! collectibles, high shelves layered with exclusives, and a design layout that seemed intended to funnel you straight into the heart of the action. The noise of the crowd merged with bursts of excited exclamations as attendees compared chase odds, swapped tips about where certain variants might surface, and shared their hauls like old friends despite having met minutes earlier.

For Brian Mariotti, the former Funko CEO turned Thrilljoy founder, the booth was more than a shopfront—it was the company’s handshake with the fandom. The presentation was meticulous yet unpretentious, with staff who actively encouraged browsing, conversations, and even impromptu photo ops with the larger-than-life mascot visuals that stood like sentinels at either end of the booth. The exclusives on display immediately set tongues wagging: the Bloom PIXL set featuring Bloo, Redd, and Tux, each with a limited edition of just 1,000 units, quickly became the centerpiece of the buzz. Collectors were drawn not just by the scarcity but by the clever chase mechanics—Bloo and Tux each had an ultra chase variant, while Redd boasted the kind of hyper-rare 1:1 gold chase that fuels convention legend. The booth’s open shelving meant fans could get a close look at the craftsmanship before committing, a small but meaningful choice that made every transaction feel personal.

Walking the perimeter, the thrill of discovery was constant. Thrilljoy’s curation balanced nostalgia-heavy properties with cult-favorite surprises, giving the booth a “something for everyone” vibe without feeling scattered. On one display, The Six Million Dollar Man PIX! stood ready with its Steve Austin figure and a super chase of Oscar Goldman, its retro styling pulling in visitors who hadn’t thought about the franchise in decades. Nearby, The Jetsons – George Jetson offered the chance to land a Rosie the Robot chase, and the tongue-in-cheek charm of the Garbage Pail Kids – Adam Bomb figure came with a ghoulish “Dead Ted” variant and an explosive super chase. The Batman ’66 section drew perhaps the most smiles, with the pink-hooded chase and surfboard super chase standing as a gleeful homage to the campiest corners of Gotham. The arrangement made it easy to wander from franchise to franchise, each shelf an invitation to pause, reminisce, and maybe roll the dice on a blind box.

Thrilljoy’s booth didn’t just rely on nostalgia—it also showcased fresh interpretations that appealed to more adventurous collectors. The The Thing PIX! drew a steady stream of admirers, its regular MacReady rendered in painstaking detail, while the chase variant, covered in ash and snow and armed with flare and dynamite, was pure cinematic tension in miniature. The Mummy’s Rick O’Connell was another standout, the dagger-holding regular figure contrasted by a shotgun-wielding chase that seemed to shout “action hero” from behind the glass. Animation fans gravitated to the Space Ghost PIX!, which came with chase variants for Lokar and a rare The Mind Taker, and horror enthusiasts found themselves lingering at the Chucky display, swapping stories about the films as they eyed the hammer-wielding chase variant. The Scott Pilgrim section was equally magnetic, pairing Scott Pilgrim with his Sword of Love against a black-and-white Nega Scott chase, and dangling the tantalizing possibility of the ultra-rare Envy Adams 1:48 chase that sparked near-constant chatter among the crowd.

What truly set Booth #4845 apart from its neighbors was the atmosphere. Thrilljoy didn’t wall off its space or rush people through; instead, the layout encouraged a natural ebb and flow, with plenty of room to linger without feeling like you were in the way. Staff members, some of them clearly seasoned collectors themselves, chatted openly with attendees, sharing tidbits about production runs, teasing upcoming releases, and offering genuine congratulations to those lucky enough to score a coveted chase on the spot. Every so often, a cheer would erupt as someone revealed an ultra chase from a fresh purchase, the moment drawing curious onlookers who then inevitably ended up making their own buys. It was this sense of shared excitement—organic, unscripted, and impossible to fake—that made the booth feel alive in a way most convention sales spaces never achieve.

By the time Sunday rolled around, the Thrilljoy booth had not only sold through many of its most desirable exclusives but had also cemented itself as one of the essential stops of SDCC 2025. It wasn’t simply the quality of the products, though that was undeniable—it was the combination of thoughtful design, staff engagement, and a collector-first philosophy that made every visit feel like more than a transaction. For a debut appearance, it was a masterclass in how to translate a brand’s identity into a physical space, and if the constant foot traffic and smiling faces were any indication, Brian Mariotti and his team have ensured that Booth #4845 will be on everyone’s map for years to come.

You can discover our photos in our Flickr page

Photos and video : Boris Colletier / Mulderville