When Funko launched their SODA line around ECCC 2020, they created something truly unique in the collectibles market. Unlike traditional Funko Pops, SODAs came packaged in actual aluminum soda cans, complete with mystery chase variants that could only be discovered by opening the can. This innovative packaging, combined with limited edition numbering, created an entirely new collecting experience that captured the imagination of Funko enthusiasts worldwide.
But by late 2023, rumors began circulating that Funko might be winding down the SODA line entirely. To understand how we got here, we need to examine the complete journey of one of Funko's most innovative—and ultimately troubled—product lines.
The Golden Era: When SODAs Were King (2020-2022)
The Revolutionary Concept
The original SODA formula was deceptively simple yet brilliant:
- Aluminum can packaging that mimicked real soda cans
- Limited edition numbering (typically LE 2,000 to LE 10,000)
- Mystery chase variants hidden inside select cans
- "Funko DNA" licenses: Classic characters from beloved franchises
- Affordable entry point compared to other limited collectibles
The Limited Edition Magic That Drove Early Success
Early SODA releases followed a carefully crafted scarcity model that became central to their appeal. Most releases ranged from LE 2,000 to LE 10,000, creating genuine excitement and urgency among collectors. The numbered system meant each can felt special—collectors would check their edition numbers and celebrate particularly low pulls.
Ultra-Rare Categories That Became Legends:
- Convention Exclusives: LE 250 (Golden Sleestak) and LE 300 (Pizza Freddy Funko)
- Chase Variants: Often limited to just 300 pieces across all retailers
- Fundays Team Exclusives: LE 400 per team (creating only 1,600 total across four teams)
- Artist Proof (AP) Cans: The holy grail with approximately 24-36 pieces per release
- Ultra-Rare Fundays Specials: The legendary LE 24 possibilities that collectors dreamed about
The Artist Proof Mystery: SODAs' Best-Kept Secret
Perhaps the most exclusive and misunderstood category in SODA collecting is the Artist Proof (AP) variant. These ultra-rare pieces represent the pinnacle of SODA collecting:
What Makes AP SODAs Special:
- Extremely limited quantities: Estimated 24-36 pieces per release
- Superior paint quality: Hand-finished or first-run production with cleaner lines and more vibrant colors
- Exclusive distribution: Only given away at Funko events, conventions, and special promotions
- Unique identification: Special "AP" pog (the circular cardboard disc inside the can)
- No retail availability: Never sold in stores, making them pure giveaway prizes
The AP Authentication Challenge: Unlike numbered editions, AP SODAs can only be identified by their pog and superior paint quality. This has created a secondary market authentication problem, as pogs can be counterfeited. Experienced collectors look for telltale signs of higher-quality paint applications—cleaner lines, better color saturation, and more precise details.
Where AP SODAs Appeared:
- Star Wars Celebration events
- Funko HQ "Soda Saturdays"
- Festival of Fun giveaways
- Convention booth prizes
- Special Funko promotional events
International Challenges That Foreshadowed Problems
Even during the golden era, warning signs existed. International collectors faced significant barriers:
- Shipping costs: $30+ per SODA in Australia due to weight
- Limited distribution: Many releases never reached international markets
- Currency conversion: Made already expensive SODAs prohibitively costly
- Chase odds: International collectors couldn't afford to buy multiple cans for chase hunting
The Turning Point: When Scarcity Died (2022-2023)
The Strategic Missteps That Killed the Magic
The SODA line's decline can be traced to several critical business decisions that fundamentally altered what made the product special:
1. The Death of Limited Edition Numbering The introduction of unnumbered/unlimited releases marked the beginning of the end. Where early releases commanded attention with their LE 2,000-10,000 counts, newer releases featured unlimited production runs that eliminated scarcity entirely.
2. Price Increases Without Added Value As production costs rose, Funko increased SODA prices significantly while simultaneously reducing their exclusivity through unlimited runs—the worst possible combination for collectors.
3. Market Oversaturation The release schedule accelerated rapidly, with multiple SODA lines launching simultaneously. Collectors who once eagerly awaited each release began experiencing "SODA fatigue."
4. Retail Strategy Failure The shift to mass retail availability meant SODAs sat on shelves indefinitely, destroying the urgency that drove early adoption.
The Psychology of Collecting: Why Numbers Matter
The unlimited releases revealed a fundamental truth about collectible psychology: perceived scarcity drives desire. When collectors could no longer check edition numbers or feel the thrill of obtaining a low-numbered piece, the entire SODA experience lost its emotional appeal.
Collector Behavior Changes:
- Chase hunting disappeared: Why buy six unlimited cans when you could wait for the chase to appear on the secondary market?
- Opening excitement vanished: Unlimited runs meant no thrill in discovering your edition number
- Investment mindset shifted: Collectors stopped viewing SODAs as potential long-term holds
- Community engagement declined: Without scarcity to discuss, forum conversations dwindled
The Current Crisis: Symptoms of a Dying Line (Late 2023)
Warning Signs From the Trenches
By late 2023, industry insiders began noticing troubling patterns:
- Retail changes: Backend systems showing inventory modifications
- Production adjustments: Fewer new SODA announcements
- Store feedback: Retailers reporting poor turnover
- Community sentiment: Collector enthusiasm at all-time lows
The Bitty Pop Factor: A Cheaper Alternative Takes Over
The rise of Bitty Pops as SODA's primary competitor revealed consumer preferences:
Why Bitty Pops Are Winning:
- Lower price point: Significantly cheaper per unit and for shipping
- Space efficiency: Stackable and easier to display in small spaces
- Weight advantage: International shipping costs dramatically lower
- Novelty factor: Appeals to the growing miniature collecting market
- Completability: Smaller lines feel achievable to complete
The Numbers Don't Lie: According to collector reports from retail stores, Bitty Pops consistently outsell SODAs, even during SODA's peak periods. This performance difference likely influenced Funko's rumored decision to wind down the line.
Incomplete Lines: The Collector's Nightmare
One of the most frustrating aspects of the potential SODA discontinuation is the number of incomplete product lines:
Major Unfinished Series:
- TMNT: Missing key characters like Master Splinter and April O'Neil
- Scooby-Doo: Incomplete Mystery Inc. gang
- Cowboy Bebop: No Jet Black to complete the crew
- KISS: Unfinished band lineup
- Teen Titans: Missing core team members
- Hanna-Barbera: Multiple incomplete classic cartoon sets
These incomplete lines represent failed investments for dedicated collectors who bought into specific franchises expecting complete character rosters.
Industry Implications: Lessons for Collectible Markets
The Scarcity Principle in Action
The SODA story demonstrates crucial principles about collectible markets:
Successful Formula Requirements:
- Perceived scarcity drives demand: Limited numbers create urgency
- Exclusivity maintains value: Mass availability destroys premium positioning
- Community building matters: Shared hunting experiences create lasting engagement
- International accessibility: Global markets need affordable entry points
The Danger of "Success" Expansion: Funko's pattern with SODAs mirrors their approach to other discontinued lines like Dorbz—initial success leading to oversaturation and eventual decline. The company's tendency to maximize short-term profits through increased production often undermines long-term collectible value.
Price Sensitivity in Collectible Markets
The SODA experience revealed important truths about collector behavior:
- Affordability thresholds: Once prices exceed certain points, casual collectors exit
- Chase economics: If buying multiple units becomes too expensive, chase hunting dies
- International factors: Shipping costs can kill entire markets
- Opportunity cost: Collectors will choose cheaper alternatives that provide similar satisfaction
Future Scenarios: What Comes Next?
Potential Outcomes for the SODA Line
1. Complete Discontinuation (Most Likely) Following the Dorbz precedent of approximately 4 years before cancellation, SODAs may simply end production entirely. This would leave incomplete lines forever unfinished and current inventory as the final releases.
2. Convention/Event Exclusives Only A scaled-back approach focusing on ultra-limited releases:
- Return to LE 400-500 per team at Fundays
- Convention exclusives only
- Special event giveaways
- Artist Proof releases maintained
3. Complete Reboot Strategy A return to original principles:
- Mandatory limited edition numbering
- Smaller production runs (LE 1,000-5,000 maximum)
- Higher prices justified by genuine scarcity
- Focus on completing existing lines before starting new ones
4. Evolution to Bitty SODA Funko showed mini SODA cans at their 2022 investor event, suggesting a possible transition to smaller, cheaper alternatives that address shipping and display concerns.
The Ultra-Limited Hope
Many dedicated collectors express hope that SODAs could survive by returning to their ultra-limited roots. The community has demonstrated willingness to pay premium prices for genuinely scarce items—evidenced by the continued high demand for early low-numbered releases and Artist Proof variants.
Collector Wishlist for SODA Revival:
- Returns to LE 500-1,000 maximum production runs
- More Artist Proof releases at events
- Completion of existing character lines before new launches
- Special LE 24-48 pieces for major events
- Restoration of numbered edition excitement
Conclusion: A Cautionary Tale of Innovation and Mismanagement
The Funko SODA story represents both the best and worst of modern collectible marketing. At its peak, the line offered genuine innovation—combining nostalgic packaging with mystery elements and carefully managed scarcity to create a unique collecting experience. The Artist Proof variants and ultra-limited convention releases showed how exclusive distribution could build passionate communities around shared hunting experiences.
But the rapid abandonment of these core principles in favor of short-term sales growth demonstrates how quickly beloved collectible lines can lose their magic. The shift from LE 2,000 numbered releases to unlimited production runs didn't just change the economics—it fundamentally altered the emotional experience of collecting SODAs.
Whether SODAs survive in some form or join Dorbz in Funko's discontinued archive, their story serves as a crucial reminder that in collectibles, scarcity isn't just about supply and demand—it's about maintaining the dreams and excitement that drive collectors to participate in the first place.
For current SODA collectors, the potential end of the line adds bitter irony to their collections: the very uncertainty about the future may make existing SODAs, particularly the ultra-rare Artist Proof variants and low-numbered early releases, more valuable than ever before.
Collector's Quick Reference Guide
SODA Rarity Hierarchy (Most to Least Rare):
- Artist Proof (AP) variants - 24-36 pieces
- LE 24 Fundays specials - Theoretical ultra-rares
- Convention exclusives - LE 250-300
- Chase variants - LE 300-500
- Fundays team exclusives - LE 400 per team
- Early numbered releases - LE 2,000-5,000
- Later numbered releases - LE 10,000+
- Unlimited releases - No scarcity value
Red Flags for AP Authentication:
- Prices significantly below market value
- Sellers with no event attendance history
- Poor quality photos hiding paint details
- Unwillingness to provide provenance
- Pogs that look freshly printed or misaligned
Investment Perspective:
Early numbered SODAs and Artist Proof variants likely represent the strongest long-term value retention, especially if the line is discontinued. Unlimited releases offer minimal investment potential regardless of the line's future.