Funko Goes Pop: The Death of Fake Nostalgia
(www.youtube.com)
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I think a lot of it was the gamification of collecting them. The chance for a rare variant, the exclusive stickers from various retailers, the "buy for $150 and get a random exclusive", the collecting apps, etc.
I watched a few youtubers out of morbid curiosity and to them the stupid sticker on the side was more important than the figure itself.