FOCO

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.

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

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

• Licensed sports merchandise
• Officially licensed collectibles
• Bobbleheads and figurines
• Team-branded apparel
• Fan merchandise ecommerce

Headquarters

HQ city

Piscataway

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure

Revenue model

1. 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
2. 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
3. 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

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core 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.

Named customers2 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

17 partnerships are on record, tiered core.

• NFL (National Football League)coreOEM/ Whitelabel/ Licensing PartnerFOCO 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)coreOEM/ Whitelabel/ Licensing PartnerFOCO 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)coreOEM/ Whitelabel/ Licensing PartnerFOCO holds official MLB licensing to produce merchandise across all MLB teams including jerseys, apparel, bobbleheads, and collectibles.
• NHL (National Hockey League)coreOEM/ Whitelabel/ Licensing PartnerFOCO is an official NHL licensee producing merchandise for all 32 NHL teams including Stanley Cup championship collectibles.
• NCAA (National Collegiate Athletic Association)coreOEM/ Whitelabel/ Licensing PartnerFOCO 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)coreOEM/ Whitelabel/ Licensing PartnerFOCO holds MLS licensing to produce merchandise for Major League Soccer teams.
• WNBA (Women's National Basketball Association)coreOEM/ Whitelabel/ Licensing PartnerFOCO is an official WNBA licensee for women's basketball team merchandise and collectibles.
• NickelodeoncoreOEM/ Whitelabel/ Licensing PartnerFOCO produces officially licensed Nickelodeon merchandise including SpongeBob SquarePants, Rugrats, Hey Arnold!, and other Nicktoons characters.
• Warner Bros DiscoverycoreOEM/ Whitelabel/ Licensing PartnerFOCO holds licensing agreements with Warner Bros Discovery for entertainment properties including Harry Potter, Game of Thrones, Friends, Seinfeld, and Ted Lasso.
• DC ComicscoreOEM/ Whitelabel/ Licensing PartnerFOCO produces officially licensed DC Comics merchandise including Batman, Superman, Wonder Woman, Aquaman, and The Flash branded products.
• Sanrio (Hello Kitty)coreOEM/ Whitelabel/ Licensing PartnerFOCO produces Hello Kitty branded merchandise and has created collaborative products like Hello Kitty x NBA championship items.
• Peanuts Worldwide (Charlie Brown)coreOEM/ Whitelabel/ Licensing PartnerFOCO holds licensing for Peanuts characters including Charlie Brown, Snoopy, and related Peanuts Gang merchandise.
• Premier LeaguecoreOEM/ Whitelabel/ Licensing PartnerFOCO produces officially licensed Premier League merchandise for teams including Arsenal, Liverpool, and Manchester City.
• NASCARcoreOEM/ Whitelabel/ Licensing PartnerFOCO is an official NASCAR licensee producing racing-themed merchandise and collectibles.
• WWEcoreOEM/ Whitelabel/ Licensing PartnerFOCO produces officially licensed WWE wrestling merchandise and collectibles.
• Muhammad Ali EstatecoreOEM/ Whitelabel/ Licensing PartnerFOCO produces officially licensed Muhammad Ali branded merchandise and collectibles.
• US Soccer FederationcoreOEM/ Whitelabel/ Licensing PartnerFOCO holds licensing for US Soccer national team merchandise.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct 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

• Xx.com/focousa
• Facebookfacebook.com/FOCOUSA
• LinkedInlinkedin.com/company/focoinc/jobs
• Instagraminstagram.com/explore/tags/gofoco

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about FOCO