What FYE does

FYE (For Your Entertainment) is a US-based omnichannel pop culture retailer operating physical retail stores nationwide alongside a Shopify-powered e-commerce storefront at fye.com, shipping to all 50 US states, military addresses, and US territories including Guam, Puerto Rico, Palau, and the US Virgin Islands. The company is owned by 2428392, Inc., a US corporation that also retains a portfolio of legacy retail brands (SamGoody, Suncoast Video, Coconuts, Alex Baby and Toys). FYE's product catalog exceeds 25,000 SKUs spanning Funko Pop! collectibles, trading cards (Pokemon, Magic: The Gathering, Yu-Gi-Oh!, Lorcana), anime merchandise and manga, toys and collectibles (NECA, Youtooz, Bandai, Banpresto, LEGO, Squishmallows), physical music media (CD and vinyl), Blu-ray/DVD home video, apparel (Loungefly, Riot Society), home and gift items, technology accessories, and international snacks. Differentiated SKUs are concentrated in the FYE Exclusives line, featuring limited-edition Funko figures, colored vinyl releases, and exclusive Blu-ray collections available only through FYE.

The business operates a primarily product-led, transactional retail model combining one-time unit purchases with a subscription-based Backstage Pass loyalty program offering a 10% discount on in-store and online purchases across VIP and Platinum annual tiers. Pricing varies widely by category, from approximately $3.99 for snacks to $350+ for premium collectibles, with frequent BOGO and sitewide 15% promotional campaigns driving basket conversion. Fulfillment is hybrid: FYE ships directly from its own warehouses for many SKUs while outsourcing fulfillment of select products to third-party vendor AEC Collectables, indicating a partial drop-ship or marketplace-style supply model. Underlying technology is a standard Shopify storefront with cookie-based personalization and SSL-encrypted checkout; no proprietary AI/ML, API, or developer platform is disclosed. Marketing is concentrated on email/newsletter, organic social across Twitter, Facebook, Pinterest, Instagram, and TikTok (@officialfye), and the loyalty program's 10% member discount mechanic. The customer base is long-tail individual collectors and entertainment enthusiasts across Pop Culture Collectors, Anime and Manga Enthusiasts, Trading Card Game Players, Horror Fans, and Music Collectors, with no enterprise or B2B customer segment disclosed.

Name

FYE

Legal name

2428392, Inc.

Website

https://fye.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

FYE is a US-based omnichannel pop culture retailer operating physical stores and a Shopify-powered e-commerce site (fye.com), selling 25,000+ collectibles, trading cards, anime merchandise, manga, music, and apparel to collectors and entertainment enthusiasts across all 50 US states and territories.

Ownership category

akta.pro rank

Product category

Pop Culture and Entertainment Merchandise Retail

NAICS

Hobby, Toy, and Game Retailers (45912), Sporting Goods, Hobby, Musical Instrument, Book, and Miscellaneous Retailers (459), Gift, Novelty, and Souvenir Retailers (45942)

SIC

Retail-Hobby, Toy & Game Shops (5945), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Toy & Game E-commerce Specialists (CRALAFAL)

akta.pro secondary industry

Apparel, Footwear & Accessories Omnichannel (CRAFAEAA)

Keywords

• Pop culture merchandise
• Collectibles retail
• Trading card shop
• Anime merchandise store
• Entertainment retail

Headquarters

HQ city

Albany

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. Retail Store Sales: Physical retail store sales of pop culture merchandise including Funko Pops, trading cards, anime products, movies, music, apparel, and collectibles.
2. E-commerce Sales: Online sales through fye.com website with shipping to 50 US states, military addresses, and US territories including Guam, Puerto Rico, Palau, and US Virgin Islands.
3. Backstage Pass Loyalty Program: Subscription loyalty program offering 10% discount on in-store and online purchases. Includes Backstage Pass VIP (annual subscription) and Backstage Pass Platinum tiers.
4. Fulfillment Services: FYE fulfills some products directly while other products are fulfilled by third-party vendors (AEC Collectables).

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

FYE is a U.S.-based omnichannel specialty retailer that sells pop-culture and entertainment merchandise—including Funko Pops, trading cards, anime goods, manga, music, movies, apparel, plush, toys, home goods, candy, and technology products—through company-operated physical stores and the fye.com e-commerce site, supported by a Backstage Pass loyalty program and nationwide shipping to all 50 states, military addresses, and U.S. territories.

Product overview

FYE (For Your Entertainment) operates a multi-category e-commerce retail platform built on Shopify, offering pop culture merchandise and entertainment products across distinct sub-brands and product lines. The core offering includes Funko Pop! collectibles (vinyl figures), trading cards (Pokemon, Magic: The Gathering, Yu-Gi-Oh!, Lorcana), anime merchandise and manga books, toys and collectibles (NECA, Youtooz, Super7, Bandai, Banpresto, LEGO), plush toys (Squishmallows, Squishable), music (CD and vinyl formats), movies and TV on physical media, apparel and accessories, home and gift items, technology products (headphones, speakers, turntables), candy and snacks, and FYE-exclusive limited-edition products. The company also operates a Backstage Pass loyalty program offering member discounts. FYE's product portfolio spans over 25,000 products across these categories, serving fans of anime, gaming, movies, TV, music, and various pop culture franchises.

Differentiator

Problem solved

Functional benefit

Products and services

• Funko Pop! Collectibles
• Trading Cards
• Anime and Manga Merchandise
• Music (CDs, Vinyl, Cassettes)
• Movies and TV Merchandise
• Apparel
• Plush Toys
• Toys and Collectibles
• Home and Gift Items
• Candy and Snacks
• Technology Products
• FYE Exclusives
• Backstage Pass Loyalty Program
• FYE Gift Cards
• Alex Baby and Toys
• Coconuts
• SamGoody
• Suncoast Video

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Emerging players

• Barnes & Noble: Book retailer that has expanded its manga, graphic novel, and collectibles assortment. Increasingly competes with FYE for manga buyers and pop culture shoppers, particularly in physical locations.
• Whatnot: Live-shopping marketplace for collectibles, trading cards, and Funko Pops. Represents a fast-growing channel that disintermediates traditional retailers like FYE for the secondary-market and TCG communities.

Broad incumbents

• Amazon: Broad e-commerce incumbent that carries most of FYE's licensed SKUs (Funko, trading cards, movies, music, anime products) at competitive pricing with faster shipping. Sets the price ceiling for FYE's online assortment.
• Target: Mass-market retailer with an expanding collectibles, trading card, and pop culture section (including exclusive Funko drops). Competes with FYE on both price and convenient access to licensed merchandise.

Direct peers

• Spencer Gifts: Mall-based specialty retailer targeting young adults with novelty items, pop culture merchandise, apparel, and seasonal gifts. Operates a directly comparable physical retail footprint and customer demographic to FYE.
• BoxLunch: Pop culture and licensed merchandise retailer (sibling concept to Hot Topic under the same parent). Sells Funko Pops, apparel, accessories, and home goods tied to fandom franchises — closely overlapping FYE's product mix and customer demographic.
• Hot Topic: Specialty retailer of pop culture merchandise, band/apparel tees, Funko Pops, and licensed collectibles targeting teens and young adults. Operates mall-based stores and e-commerce, competing head-to-head with FYE on assortment, audience, and channel.
• GameStop: Public gaming retailer that has expanded aggressively into trading cards, Funko Pops, and collectibles. Overlaps directly with FYE in the TCG and pop culture collectibles categories, competing for both store traffic and online sales.
• Zumiez: Action-sports and streetwear specialty retailer with a growing pop culture apparel and collectibles offering. Targets a similar teen/young-adult demographic in mall-based locations and competes with FYE on apparel and accessories.

Others

• Funko: Manufacturer of Funko Pop! collectibles and a major supplier/partner for FYE. While not a direct competitor, Funko's brand strength, retailer-direct e-commerce, and license economics materially shape FYE's category economics and competitive landscape.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/officialfye
• Facebookfacebook.com/FYE
• Instagraminstagram.com/officialfye
• Pinterestpinterest.com/officialfye
• TikToktiktok.com/@officialfye
• LinkedInlinkedin.com/company/officialfye

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries4 records

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 FYE