A Collectible Universe

ICON THEORY™

be you. be iconic.

A collectible universe of bold characters, creativity, confidence and self-expression — built for the icon in you.

Shop the Collection
CHILL the Pineapple Icon
PULSE the Headphone Icon
Collection
Series 01
Icons Live
2 of 5
Made For
Ages 8–13
Format
Collectible
be you. be iconic.ICON THEORY™Seventeen & Willow Co.CHILL™ × PULSE™ — Out NowMore Icons Comingbe you. be iconic.ICON THEORY™Seventeen & Willow Co.CHILL™ × PULSE™ — Out NowMore Icons Coming
Character Universe

Meet the Icons

Full Roster →
CHILL
🍍
CHILL™
The Pineapple Icon
CoolPositiveGood Energy
Confidence looks good on you.
Shop CHILL™
PULSE
🎧
PULSE™
The Headphone Icon
CreativeFocusedEnergetic
Tune into your world.
Shop PULSE™
Building the Universe

More Icons Coming Soon

CARRY™
🔒
CARRY™
The Backpack Icon — Ambition
KICKS™
🔒
KICKS™
The Sneaker Icon — Style
CTRL™
🔒
CTRL™
The Game Console Icon — Strategy
5 Icons. One Universe. Stay Tuned.
Featured Drop

The Collection

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New
CHILL sticker
CHILL™ · Sticker
CHILL™ Die-Cut Sticker
$3.99
Hot
CHILL notebook
CHILL™ · Notebook
CHILL™ Spiral Notebook
$8.99
New
PULSE sticker
PULSE™ · Sticker
PULSE™ Die-Cut Sticker
$3.99
Hot
PULSE notebook
PULSE™ · Notebook
PULSE™ Spiral Notebook
$8.99
Our World

About ICON THEORY™

Icon Theory™ is a world of characters built around confidence, creativity and individuality.

Every Icon has a personality.

Every person has their own story.

Find yours.

be you. be iconic.