FOCO
FOCO (Forever Collectibles) is a private DTC e-commerce retailer of officially licensed sports and entertainment merchandise, operating Shopify storefronts in the US, Canada, and UK. It sells apparel, bobbleheads, collectibles, home goods, and toys under licenses from NFL, NBA, MLB, NHL, NCAA, Premier League, and entertainment brands including Hello Kitty, Warner Bros Discovery, and DC Comics, serving sports fans, collectors, and gift buyers.
- Company typePrivate
- Founded1998
- HeadquartersPiscataway, United States
- Headcount251–500
- GTM typeB2C
- OfferingHardware or Manufacturing
What FOCO does
FOCO (legal name Forever Collectibles), founded in 1998 and headquartered in Piscataway, New Jersey, is a direct-to-consumer e-commerce retailer of officially licensed sports and entertainment merchandise. The company operates Shopify-powered storefronts across three regional markets — the United States (foco.com), Canada (CAD pricing), and the United Kingdom/Ireland (GBP/EUR pricing) — and holds official licensing agreements with every major North American professional sports league (NFL, NBA, MLB, NHL, MLS, WNBA), the NCAA, the Premier League, NASCAR, and WWE, plus entertainment IP holders including Sanrio (Hello Kitty), Peanuts Worldwide, Nickelodeon, Warner Bros Discovery (Harry Potter, Game of Thrones, Friends, Seinfeld), and DC Comics. Its product portfolio spans bobbleheads as the signature collectible, BRXLZ building sets, PZLZ puzzles, team-branded apparel for men/women/kids, accessories (hats, bags, footwear, jewelry), home & garden goods (neon signs, holiday nutcrackers, snow globes, drinkware), and toys, with prices ranging from approximately $30 entry-level accessories to $1,000 limited-edition 18-inch collectible figurines.
The business model is straightforward unit-pricing DTC e-commerce: revenue is generated through one-time online purchases with no subscription or licensing-as-a-service revenue stream documented. Pricing spans a wide band — standard apparel at $30-$90, hoodies at $55-$60, jackets at ~$150, standard bobbleheads at $65-$75, and premium limited-edition collectibles up to $1,000 — giving FOCO both volume and high-margin specialty exposure. The customer base is fragmented across millions of individual sports fans, sports memorabilia collectors, families and gift buyers, and entertainment/pop-culture fans, served through owned storefronts, social media channels (#GOFOCO), email/SMS marketing, an Impact.com affiliate program, and earned-media coverage in outlets including USA Today, Billboard, and Yahoo. Event-driven demand spikes — exemplified by the June 2026 launch of New York Knicks championship bobbleheads and merchandise following the team's 4-1 NBA Finals win over the San Antonio Spurs — drive material revenue concentration around championship cycles.
FOCO is a privately held company with 251-500 employees and no disclosed revenue, funding, M&A activity, or institutional investors in the available data. Ownership and management details are largely opaque beyond founder, CEO, and president Michael Lewis. The company has no disclosed API, no AI/ML capabilities beyond standard Shopify platform tooling, and no patents or formal certifications in the dataset, positioning it as an established but operationally conventional licensed-merchandise retailer whose competitive position rests primarily on the breadth and quality of its licensing portfolio and the event-driven collectibles market.
FOCO firmographics
Firmographics- Name
- FOCO
- Legal name
- Forever Collectibles
- Website
- https://foco.com
- Company type
- Private
- Founded year
- 1998
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- FOCO (Forever Collectibles) is a private DTC e-commerce retailer of officially licensed sports and entertainment merchandise, operating Shopify storefronts in the US, Canada, and UK. It sells apparel, bobbleheads, collectibles, home goods, and toys under licenses from NFL, NBA, MLB, NHL, NCAA, Premier League, and entertainment brands including Hello Kitty, Warner Bros Discovery, and DC Comics, serving sports fans, collectors, and gift buyers.
- Ownership category
- akta.pro rank
FOCO industry classification
Industry- Product category
- Licensed Sports and Entertainment Merchandise
- NAICS
- Sporting Goods, Hobby, Musical Instrument, Book, and Miscellaneous Retailers (459), Sporting Goods Retailers (45911), Hobby, Toy, and Game Retailers (45912), Sporting and Athletic Goods Manufacturing (33992)
- SIC
- Sporting & Athletic Goods, Nec (3949), Retail-Hobby, Toy & Game Shops (5945), Games, Toys & Children's Vehicles (No Dolls & Bicycles) (3944)
- akta.pro primary industry
- Sports Collectibles, Fan Gear & Licensed Merchandise Retail (CRAMABAO)
- akta.pro secondary industries
- Team & League Branded Merchandise Retail (Non-Apparel) (CRAMAOAF), Fan Apparel & Wearables Retail (Licensed) (CRAMAOAE), Gaming Collectibles, Merchandise & Toys Retail (CRACAFAI)
Keywords
Where FOCO is headquartered
LocationHeadquarters
- HQ city
- Piscataway
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
FOCO business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure
Revenue model
- Direct E-commerce Sales: FOCO generates revenue through direct-to-consumer online sales of officially licensed sports and entertainment merchandise, including apparel, accessories, collectibles, and home goods through its owned e-commerce platforms
- Collectibles and Bobbleheads: Premium collectible products including bobbleheads, figurines, and limited-edition items priced from $65 to $1,000, representing high-margin specialty merchandise lines
- Apparel Sales: Men's, women's, and children's apparel including tops, bottoms, outerwear, and accessories with team branding across major sports leagues
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard Apparel (T-shirts, Hoodies, Accessories) |
| Unit Pricing | Pay-as-you-go | Premium Collectibles (Bobbleheads and Figurines) |
| Unit Pricing | Pay-as-you-go | Men's Clothing Collection |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
FOCO product offering
Product offeringCore offering
FOCO is a direct-to-consumer e-commerce retailer of officially licensed sports and entertainment merchandise, selling team-branded apparel, bobbleheads and other collectibles, building brick sets (BRXLZ), puzzles (PZLZ), accessories, toys, and home goods. The company sources product through official licensing agreements with major professional sports leagues and entertainment IP holders and sells exclusively through its owned Shopify-powered storefronts serving the US, Canada, and UK/Ireland.
Product overview
FOCO (Fans Only) is a licensed sports and entertainment merchandise company operating as an e-commerce platform built on Shopify. The product portfolio centers on bobbleheads as their signature collectible offering, complemented by building brick sets (BRXLZ) and puzzles (PZLZ). The broader assortment spans team-branded apparel for men, women, and kids; accessories including hats, bags, and wearable items; home and garden decor; toys and plush items; and entertainment merchandise featuring licensed properties like Hello Kitty, Peanuts, Nickelodeon, Warner Bros. Discovery, and DC Comics. FOCO holds official licensing agreements with major sports leagues (NFL, MLB, NBA, NHL, MLS, WNBA, NCAA) and entertainment franchises, selling products across multiple international markets including US, Canada, UK, and Ireland.
Differentiator
Problem solved
Functional benefit
Products and services
- Bobbleheads Signature collectible figurines featuring sports players and entertainment characters with signature bobbing heads, sold across NFL, MLB, NBA, NHL, MLS, WNBA, college teams, and entertainment brands. Priced $65-$75 standard and up to $1,000 for 18-inch limited editions.
- BRXLZ Building Brick Sets Building brick toy sets featuring licensed sports team logos, stadiums, players, mascots, helmets, and vehicles, in a LEGO-style collectible format.
- PZLZ Puzzles Puzzle collections including jigsaw puzzles, stadium and arena sets, mascot puzzles, helmet puzzles, and logo puzzles across major sports leagues.
- Team-Branded Apparel (Men, Women, Kids) Licensed team apparel including tops, shirts, hoodies, sweatshirts, jackets, shorts, pants, overalls, swimwear, loungewear, sleepwear, matching sets, and sweaters for men, women, and kids across all major sports leagues. Priced $30 T-shirts, $55-$60 hoodies/sweatshirts, $150 jackets.
- Fan Accessories Fan gear including hats, caps, beanies, bags, backpacks, sunglasses, gloves, scarves, bracelets, necklaces, socks, gaiters, and neck warmers with licensed sports and entertainment branding.
- Home and Garden Decor Home decor and outdoor items including holiday nutcrackers, ornaments, snow globes, Santa hats, stockings, villages, flags, neon signs, garden stones, drinkware (bottles, mugs, tumblers), blankets, and beach towels with licensed branding.
- Toys Play items including plush toys, fidget toys, jigsaw puzzles, and toy cars featuring licensed sports and entertainment characters.
- Other Collectibles Additional collectibles including figurines, team bean bears, blind boxes, Eekeez, baseballs, pins, and commemorative items with licensed branding.
- Entertainment-Branded Merchandise Licensed merchandise featuring entertainment brands including Hello Kitty, Peanuts (Charlie Brown, Snoopy), Nickelodeon (SpongeBob SquarePants, Rugrats, Hey Arnold), Warner Bros. Discovery (Harry Potter, Game of Thrones, Seinfeld, Ted Lasso), and DC Comics (Batman, Superman, Wonder Woman, Aquaman, The Flash).
- Soccer Merchandise MLS team merchandise and Premier League collectibles including Arsenal, Liverpool, Manchester City, and US Soccer national team items.
- FOOCOOS Sub-Brand Collectibles Exclusive collectible product line within the FOCO brand featuring unique fan merchandise and limited drops.
Companies that use FOCO
Customer profileNamed customers2 records
Segments4 records
Ideal customer profiles2 records
FOCO technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
FOCO partnerships and signals
Strategic signalPartnerships
17 partnerships are on record, tiered core.
- NFL (National Football League)coreFOCO holds official licensing agreements with the NFL to produce and sell officially licensed NFL team merchandise including apparel, accessories, and collectibles across all 32 NFL teams.
- NBA (National Basketball Association)coreFOCO is an official NBA licensee producing championship merchandise and team-branded products for all 30 NBA teams, including bobbleheads and limited-edition collectibles.
- MLB (Major League Baseball)coreFOCO holds official MLB licensing to produce merchandise across all MLB teams including jerseys, apparel, bobbleheads, and collectibles.
- NHL (National Hockey League)coreFOCO is an official NHL licensee producing merchandise for all 32 NHL teams including Stanley Cup championship collectibles.
- NCAA (National Collegiate Athletic Association)coreFOCO produces officially licensed NCAA merchandise across multiple collegiate sports and universities including teams like Alabama Crimson Tide, Ohio State Buckeyes, and many more.
- MLS (Major League Soccer)coreFOCO holds MLS licensing to produce merchandise for Major League Soccer teams.
- WNBA (Women's National Basketball Association)coreFOCO is an official WNBA licensee for women's basketball team merchandise and collectibles.
- NickelodeoncoreFOCO produces officially licensed Nickelodeon merchandise including SpongeBob SquarePants, Rugrats, Hey Arnold!, and other Nicktoons characters.
- Warner Bros DiscoverycoreFOCO holds licensing agreements with Warner Bros Discovery for entertainment properties including Harry Potter, Game of Thrones, Friends, Seinfeld, and Ted Lasso.
- DC ComicscoreFOCO produces officially licensed DC Comics merchandise including Batman, Superman, Wonder Woman, Aquaman, and The Flash branded products.
- Sanrio (Hello Kitty)coreFOCO produces Hello Kitty branded merchandise and has created collaborative products like Hello Kitty x NBA championship items.
- Peanuts Worldwide (Charlie Brown)coreFOCO holds licensing for Peanuts characters including Charlie Brown, Snoopy, and related Peanuts Gang merchandise.
- Premier LeaguecoreFOCO produces officially licensed Premier League merchandise for teams including Arsenal, Liverpool, and Manchester City.
- NASCARcoreFOCO is an official NASCAR licensee producing racing-themed merchandise and collectibles.
- WWEcoreFOCO produces officially licensed WWE wrestling merchandise and collectibles.
- Muhammad Ali EstatecoreFOCO produces officially licensed Muhammad Ali branded merchandise and collectibles.
- US Soccer FederationcoreFOCO holds licensing for US Soccer national team merchandise.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
FOCO competitors and assessment
Company assessmentDirect peers
- Lids: Lids is a leading licensed sports headwear and apparel retailer (owned by Fanatics) selling officially licensed MLB, NBA, NFL, NHL, NCAA, and MLS merchandise. It is directly comparable to FOCO on licensed team-branded fan gear, with a stronger physical-retail footprint.
- Rally House: Rally House operates a multi-brand licensed sports and lifestyle merchandise retail concept across mall and outlet locations, overlapping directly with FOCO's apparel and fan gear assortment. Like FOCO, it pursues official league and college licensing to serve passionate fan bases.
- Fanatics: Fanatics is the dominant vertically integrated licensed sports merchandise retailer, holding direct agreements with essentially all the same major US leagues FOCO is licensed against. It competes head-on with FOCO across DTC apparel, collectibles, and team-branded gear at much larger scale.
- Wincraft: Wincraft is an officially licensed sports manufacturer of decals, signs, flags, and small collectibles across NFL, NBA, MLB, NHL, NCAA, and NASCAR. It is directly comparable to FOCO's collectibles and licensed non-apparel merchandise category.
- Mitchell & Ness: Mitchell & Ness produces officially licensed throwback and current sports apparel and headwear across NBA, MLB, NFL, and NHL. It competes with FOCO in licensed sports apparel and increasingly in collectibles-adjacent premium fan product.
- New Era Cap: New Era is the official on-field cap licensee for MLB, NBA, NFL, NHL, and MLS and operates a DTC storefront with licensed apparel and accessories. It is directly comparable to FOCO on officially licensed team merchandise across major US sports leagues.
- '47 Brand: '47 Brand is an officially licensed sports headwear and apparel manufacturer and retailer carrying MLB, NBA, NFL, NHL, and NCAA logos. It overlaps with FOCO's licensed apparel/accessories assortment while competing in the team-licensed headwear and apparel category.
Emerging players
- Funko: Funko is a pop-culture collectibles company (Pop! figures, bobble-style vinyls) with licensing across entertainment IP that overlaps with FOCO's Nickelodeon, DC Comics, Warner Bros, and Hello Kitty properties. Both monetize collectible figurines around licensed IP, though Funko is a manufacturer/brand and FOCO is more retail/DTC.
- Imports Dragon (McFarlane Toys): McFarlane Toys produces officially licensed sports and entertainment collectible figures, including NFL, NBA, MLB, NHL, and entertainment IPs, directly overlapping with FOCO's bobblehead and figurine business.
- Topps (Fanatics Collectibles): Topps produces licensed sports trading cards and collectibles under MLB, NFL, NBA, FIFA, and other league licenses. While its core product is cards rather than apparel or bobbleheads, it competes for the same licensed-sports collectibles consumer that buys FOCO's premium memorabilia.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
FOCO social profiles
Digital presenceFOCO financial estimates
Financial estimateRevenue estimate
Valuation estimate
FOCO leadership team
Management profileNumber of profiles
Profiles1 record
FOCO funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
FOCO M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about FOCO
What does FOCO do?
FOCO is a direct-to-consumer e-commerce retailer of officially licensed sports and entertainment merchandise, selling team-branded apparel, bobbleheads and other collectibles, building brick sets (BRXLZ), puzzles (PZLZ), accessories, toys, and home goods. The company sources product through official licensing agreements with major professional sports leagues and entertainment IP holders and sells exclusively through its owned Shopify-powered storefronts serving the US, Canada, and UK/Ireland.
Is FOCO a public or private company?
FOCO is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was FOCO founded?
FOCO was founded in 1998. It employs 251 to 500 people.
Where is FOCO based?
FOCO is headquartered in Piscataway, United States, in the North America region.
How does FOCO make money?
Three revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are collectibles and Bobbleheads and apparel Sales.
Who are FOCO's main competitors?
Direct peers on record are Lids, Rally House, Fanatics, Wincraft, Mitchell & Ness, New Era Cap and '47 Brand. Emerging players are Funko, Imports Dragon (McFarlane Toys) and Topps (Fanatics Collectibles).
Does FOCO have an API?
No public API is recorded for FOCO.
What industry is FOCO in?
FOCO's product category is Licensed Sports and Entertainment Merchandise. Its primary akta.pro industry code is CRAMABAO, Sports Collectibles, Fan Gear & Licensed Merchandise Retail, with a secondary code of CRAMAOAF, Team & League Branded Merchandise Retail (Non-Apparel). Its NAICS code is 459 and its SIC code is 3949.