From the ashes of its previous location in Westfield, Unmasked has opened a new store bringing all the toys, classic action figures, custom figurines and movie replicas to 89 Main Street in Millburn.
The store is a haven for comic enthusiasts and has walls covered in action figures from almost every Marvel and DC Comic issue.
"We mainly specialize in sixth-scale replicas," owner Matt Zaitz said with a laugh as he pointed to the Jake Sully Avatar replica.
The store carries collectible lines from brands including: Sideshow, Hot Toys, Medicom, NECA, Mezco, Palisades, Diamond and DC Direct. Zaitz does a lot of preordering for these limited run statues. They are collectibles because they are numbered according to production and have a price tag starting at $200 according to Zaitz
"I'm more of a higher end statue guy myself," Zaitz said, explaining the rarer statues, which are generally sixth-scale replicas. “But I’ve been collecting action figures my whole life.”
Yet, the new location doesn't cater to just the high end collector. It has over 500 different items for customers to choose from that vary from Star Trek to Iron Man action figures on an average of $10 to $20 an action figure.
For customers who are looking for the horror products, fear not because the new Unmasked will not disappoint.
The store usually has over 1,000 products for sale on its website shopunmasked.com even if it's not on display Zaitz said. He also sells his brother David's artwork. David fills in sometimes behind the counter.
Its previous location in Westfield was darker and dealt with more horror products, which he opened with the financial help of his mother, Sherri.
"Since it was our first store it was a different look," Zaitz said about the previous smaller location. "Opening a new store we wanted a light look."
Zaitz still won’t lose his horror roots and will still attend the Chiller Theatre in Parsippany and Monster Mania in Cherry Hill twice a year with his brother.
Zaitz is looking into carrying Magic The Gathering trading cards but welcomes residents to stop in or call to make suggestions on what he should carry.
Unmasked Pop Culture Collectibles: 973-232-6730.