Diamond Comic Distributors parent company Geppi Family Enterprises is launching a new direct-to-consumer initiative, FandomWorld, that will allow the general public to purchase items directly from their website.  The initiative includes an affiliate program that allows retailers to generate referral links and receive 10% of the sale price, in Diamond account credit, for any qualifying purchases made through those links. FandomWorld handles all fulfillment, including customer service, returns, and exchanges.

The program is focused on collectibles, apparel, and other merch, although comics may occasionally be offered. Initial offerings include limited-edition Comic-Con toy exclusives and a selection of previously solicited, in-stock merchandise.  Most of the items offered through FandomWorld will also be available to retailers via Diamond's daily New To Order e-mails, but some pre-order exclusives may not.  Most products will be sold for full price, except for occasional sales.

GFI is launching the initiative at Comic-Con International in San Diego, and the Diamond booth will spotlight an array of products available through FandomWorld, many of which have already been made available to retailers.