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Walmart Taps StockX For Verified Collectibles

Plus: Why last click undervalues channel revenue by over 90%?

Author

Avinash Duggempudi
September 17, 2025 • Estimated Reading Time: 6 minutes

Toy Talk

Here's what's happening this week in the world of toy and game marketing:
- Walmart pairs with StockX to authenticate Pop Mart.
- Nike and Lego fuse sets, sneakers, accessories.
- LEGO’s September slate drops with GWPs and preorders.
- Transformers World Dragnus debuts with multi-mode dragon combos.
- McFarlane’s Colossus extends Jim Lee statue lineup.

⏱️Why Last Click Undervalues Channel Revenue By Over 90%?

The majority of channels are undervalued by over 90% by Last Click. Add marketplace sales into the mix, and brands see a 37% ROAS uplift, yet most tools still ignore it.

See why the future of growth depends on full-funnel, unified measurement across DTC + marketplaces.

Watch Dom Devlin explain this at #etailboston

📌WEEKLY MUST-KNOWS

Walmart is now offering verified Pop Mart Labubu collectibles via its marketplace through a partnership with StockX. This brings resale-grade authentication into mass retail, signaling a new channel strategy for limited toys and combating counterfeits ahead of Halloween and holidays. Impact: marketplace teams, collectible brands and retail buyers planning scarcity-led promotions.

Nike and Lego dropped a co-branded collection spanning Lego-themed Nike Dunks, apparel, a backpack, and basketball-focused Lego sets. The crossover blends fandoms to lift basket size and social reach during back-to-school and early holiday discovery. Expect membership-gated drops and content-heavy launches to drive urgency and UGC.

LEGO’s September slate includes the Black Pearl, Arkham Asylum, Ideas Willy Wonka, Disney’s WALL-E and EVE, plus Advent Calendars, with four GWPs tied to Pirates of the Caribbean and Harry Potter and spend thresholds. Staggered release dates and Insiders early access will shape DTC traffic spikes and retailer allocation. Plan media pacing, preorder tactics, and GWP threshold bundling to maximize AOV.

Magicbox appointed Rocket Licensing to expand SuperThings across plush, puzzles, games, apparel and more in the U.K. and Ireland. With S2 on air and a 2026 movie planned, the collectibles-to-screen pipeline sets up a broader CP program. UK and global licensees and retailers should anticipate category expansion and synchronized media support.

Meet Fospha at Shoptalk Fall 2025

Fospha is heading to Chicago for Shoptalk Fall. From GenAI reshaping search to marketplace measurement and scaling creative, their team is ready to explore the topics defining retail growth with industry peers.

⚡QUICK READS

McFarlane Adds Colossus To Jim Lee X-Men Line: A $34.99 1/10 statue broadens entry into premium comic collectibles and fuels checklist-driven campaigns around the X-Men #1 lineup.(More)

MEW And 223 Launch Limited Blind Box Vehicles: The late-September “Catch MEW If You Can” drop teases six collectible vehicles, primed for scarcity-led demand and influencer unboxings.(More)

ClickZ is a ClickZ Media publication in the DTC eCommerce division