Open’s partnership with Will Smith was announced on December 11, 2024—not in 2026. GamesBeat reported that Open SuperApp would serve as the exclusive merchandise platform for Smith’s planned 2025 World Tour, selling hoodies, T-shirts and hats through an online store linked to concert venues. The proposal combined QR-code ordering, on-demand production and shipping instead of relying entirely on pre-stocked venue inventory.
As of August 18, 2026, no current official storefront, public sales figures or confirmation that the arrangement remains active has been verified.
| # | Preview | Product | Price | |
|---|---|---|---|---|
| 1 |
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Funko POP Movies: Independence Day - Steve Hiller Action Figure | $12.97 | Buy on Amazon |
| 2 |
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FunKo Pop! Movies: Bad Boys Collectible Vinyl Figures, 3.75" (Set of 2) | $119.99 | Buy on Amazon |
| 3 |
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Funko POP! NBA: Chicago Bulls - Michael Jordan | $14.74 | Buy on Amazon |
| 4 |
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Funko POP! Rocks: Tupac | $13.34 | Buy on Amazon |
What Open and Will Smith actually announced
GamesBeat reported that Open partnered with Will Smith to make the Open SuperApp the intended exclusive merchandise platform for Smith’s “2025 World Tour.” The announcement named hoodies, T-shirts and hats, plus an online store operated through Open.
The initial activation was described around Smith performances at The Observatory North Park in San Diego on December 11 and 12. Fans would encounter QR codes near merchandise areas and on venue screens, then use those codes to reach an Open web store. The article was published on December 11, 2024, but referred to the shows as the beginning of a 2025 tour. That timing is unresolved in the available reporting; it does not establish whether the shows occurred exactly as described or whether the tour continued.
#1 Best Overall
- From the hit movie Independence Day, Steve Hiller, as a stylized POP vinyl from Funko!
- Stylized collectable stands 3 3/4 inches tall, perfect for any Independence Day fan!
- Collect and display all Independence Day Pop! Vinyl's!
Source: GamesBeat’s announcement coverage.
How the proposed fan experience worked
- A fan attended the event or visited the merchandise area.
- A QR code on a merchandise display or venue screen opened the related Open storefront.
- The fan selected Smith merchandise and checked out digitally.
- Open’s proposed manufacturing and fulfillment system produced or sourced the item and shipped it to the buyer.
This approach could spare fans from carrying bulky items during a show and allow people outside the venue to order. However, the announcement did not state prices, shipping charges, delivery times, countries served, size ranges, return rules or whether checkout required the app rather than a browser.
Why Open was pitching a different merchandise model
Conventional concert merchandise requires an artist or promoter to forecast demand, buy inventory, transport it to venues, staff sales booths and manage unsold stock. Open’s pitch was to move more of that risk into an on-demand and drop-shipping system.
| Merchandise approach | Where inventory risk sits | What the fan receives | Key uncertainty |
|---|---|---|---|
| Traditional venue stock | Artist, promoter or merchandise operator buys inventory in advance | Usually immediate possession after purchase | Unsold goods and transport costs |
| Open’s announced model | Production intended to follow orders more closely | Digital order followed by shipment | Delivery time, quality, returns and economics were not disclosed |
Open CEO Jaeson Ma said the company handled design, manufacturing, supply-chain logistics, payments and fulfillment. He also claimed relationships with approximately 10,000 manufacturers. That figure is an Open executive claim, not an independently verified supplier count.
On-demand production can reduce exposure to unsold inventory, but it does not eliminate capacity limits, material shortages, manufacturing minimums, defects, licensing approvals or delivery delays. It also does not prove that merchandise will be cheaper, faster, better made or more environmentally efficient.
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Smith offered Open a high-profile celebrity case study: one campaign could test both an in-person event workflow and online sales to an international audience. Westbrook, Smith’s investment arm, was described as an early investor in Open. Westbrook’s Kosaku Yada said the online store was intended to complement physical merchandise stands and make shopping easier for Smith’s global fans.
Rank #2
- Funko has done it again...this time, bringing the stars of hit comedy "Bad Boys" to the Pop vinyl universe!
- Each individually packaged figure stands approximately 3.75 inches tall
- Set of two includes Detective Sergeant Michael “Mike” Lowrey and Detective Sergeant Marcus Burnett.
That relationship is relevant context, but it does not mean Smith personally owned, operated or co-founded Open. The available report supports a partnership involving Smith and an investment relationship involving Westbrook.
What “social commerce” meant here
In this announcement, social commerce meant combining fan engagement, creator communities, product discovery, checkout and fulfillment in one ecosystem. Open SuperApp was described as bringing together social networking, messaging, creator communities, artificial-intelligence tools and an ad-free platform model.
Open said it had moved from an earlier NFT focus toward social commerce and creator supply chains. The company also described generative-AI text-to-product tools. Those are historical company descriptions from the 2024 coverage; no technical documentation or independent performance test was provided, and the platform’s feature set in 2026 is not established.
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Ma said Open drew inspiration from Asian social-commerce markets, where social interaction and shopping are often more tightly integrated. That is strategic framing from an executive, not evidence that Open achieved comparable adoption or scale.
Potential advantages for artists and fans
- Lower inventory exposure: Orders could be tied more closely to actual demand instead of a large upfront purchase.
- Broader reach: Fans who were not at a venue could potentially use the online store.
- Less event friction: Buyers would not have to carry merchandise through the rest of a show.
- Faster experimentation: AI-assisted design and on-demand production could make limited drops easier to test.
- Direct fan relationships: Open positioned its system as helping creators control their brands and customer relationships.
None of these potential benefits demonstrates that the Smith campaign delivered superior margins or customer outcomes. No sales volume, conversion rate, average order value, delivery metric or customer-satisfaction data was disclosed.
Rank #3
- IDEAL COLLECTIBLE SIZE - At approximately 3.75 inches (9.5 cm) tall, this vinyl mini figurine complements other collectable merchandise and fits perfectly in your display case or on your desk.
- PREMIUM VINYL MATERIAL - Made from high-quality, durable vinyl, this collectible is built to last and withstand daily wear, ensuring long-lasting enjoyment for fans and collectors alike.
- PERFECT GIFT FOR MICHAEL JORDAN FANS - Ideal for holidays, birthdays, or special occasions and as a present this figurine is a must-have addition to any Michael Jordan merchandise collection
- EXPAND YOUR COLLECTION - Add this unique Michael Jordan vinyl display piece to your growing assortment of Funko Pop! figures, and seek out other rare and exclusive collectible items for a complete set
- LEADING POP CULTURE BRAND - Trust in the expertise of Funko, the premier creator of pop culture merchandise that includes vinyl figures, action toys, plush, apparel, board games, and more.
Risks and unanswered practical questions
Delivery replaces immediacy
A fan traditionally leaves a concert with a shirt or hat. A ship-to-home system may be more convenient, but it removes that immediate payoff. The announcement gave no delivery estimate.
Distributed production can vary
Using multiple manufacturers can create differences in fabric weight, sizing, print quality, colors, packaging and reliability. No independent product testing or customer-review data was included.
Returns and support were undefined
The announcement did not identify who would handle returns, exchanges, damaged goods, lost packages, refunds, chargebacks or international duties. Those terms are central to the buyer’s financial risk.
Economics were not disclosed
No public figures were provided for Open’s fees, Smith’s revenue share, manufacturing costs, shipping margins, artist royalties or venue participation. It is therefore impossible to conclude that the model was more profitable than conventional merchandise.
Platform and data dependence
A direct-to-fan service can provide customer insight, but it also makes creators dependent on the platform’s checkout, payment systems, data policies, app availability and fulfillment partners. Open said creators would retain ownership of their data and brands, yet the report did not explain the contractual or technical limits of that ownership.
Rank #4
- IDEAL COLLECTIBLE SIZE - At approximately 3.75 inches (9.5 cm) tall, this vinyl mini figurine complements other collectable merchandise and fits perfectly in your display case or on your desk.
- PREMIUM VINYL MATERIAL - Made from high-quality, durable vinyl, this collectible is built to last and withstand daily wear, ensuring long-lasting enjoyment for fans and collectors alike.
- PERFECT GIFT FOR TUPAC FANS - Ideal for holidays, birthdays, or special occasions and as a present this figurine is a must-have addition to any Tupac merchandise collection
- EXPAND YOUR COLLECTION - Add this unique Tupac vinyl display piece to your growing assortment of Funko Pop! figures, and seek out other rare and exclusive collectible items for a complete set
- LEADING POP CULTURE BRAND - Trust in the expertise of Funko, the premier creator of pop culture merchandise that includes vinyl figures, action toys, plush, apparel, board games, and more.
What is confirmed—and what is not
| Item | What the available report supports | What remains unverified |
|---|---|---|
| Announcement | Open and Will Smith partnership reported December 11, 2024 | A new or continuing partnership in 2026 |
| Tour role | Open SuperApp intended as exclusive merchandise platform for a planned 2025 World Tour | Whether the tour occurred in that form or received a tour-wide rollout |
| Products | Hoodies, T-shirts and hats were named | Prices, sizes, specifications and availability |
| Fulfillment | On-demand production, drop-shipping and shipping were part of Open’s stated model | Actual delivery performance, origin countries and duties |
| Company scale | GamesBeat reported $28 million raised the prior year, $38 million across two rounds and about 50 employees | Current funding, staffing and operating status |
| Manufacturer network | Open claimed relationships with approximately 10,000 manufacturers | Whether that represents active, qualified suppliers |
Current status for fans and creators
As of August 18, 2026, available search results did not surface a current official Open announcement, live Will Smith merchandise store, public Open SuperApp pricing page or independent sales data confirming that the partnership is still operating. The absence of a current result does not prove the deal ended; it means ongoing availability could not be verified.
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How this compares with other creator-merchandise setups
Artists choosing a platform would normally compare the following models:
- Storefront software: Services such as Shopify provide branded commerce infrastructure, but manufacturing and fulfillment usually require separate vendors or apps.
- Print-on-demand providers: Printful and Printify focus on production and fulfillment; creators generally manage more of the storefront and marketing stack.
- Creator platforms: Fourthwall and Spring emphasize creator storefronts and social selling, with current fees, catalogs and shipping terms requiring confirmation.
- Traditional merchandise agencies: These may provide procurement, warehousing and tour logistics, but typically involve advance planning and inventory commitments.
Before signing with any provider, a creator should check platform and payment fees, product cost, shipping windows, international duties, sample quality, returns, customer-data ownership, store portability, licensing responsibilities and who supports customers when orders fail.
Is this the future of artist merchandise?
Open’s proposal addressed a real operational problem: artists can lose money when they guess demand incorrectly, while fans increasingly expect online access and convenient delivery. A connected social-commerce and fulfillment system could be useful for limited releases and geographically dispersed audiences.
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But the Smith announcement demonstrated a plan, not a proven business result. Its value depends on fulfillment quality, reliable customer service, workable economics, licensing approvals and continued platform operation. The available reporting does not establish that the tour was fully fulfilled, that fans received faster or cheaper merchandise, or that the partnership continued into 2026.
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