It all started quite simply.
A touch of nostalgia.
Bill Rusu happened upon an action figure from his childhood – the Thing from the Fantastic Four.
Of course he bought it, then another. And another.
Bill Rusu’s shop Unboxing Rush offers repackaged action figures in addition to new stock, Aug. 10, 2026, in Stow, Ohio.
Before he knew it, Rusu was a collector.
“One day you look at your room and realize ‘I am a toy collector,'” he said.
He likes all collectibles but readily admits he’s a big Marvel fan.
Working in marketing at the time, he thought it might be fun to share his love of collecting and capturing pieces of his childhood and the thrill of not only finding a rare, coveted item but also some new collectibles.
“You get to relive your childhood,” he said. “You can keep some of that sense of wonder.”
So he began recording himself and posting videos on social media adopting the persona RiverBilliam.
Bill Rusu, owner of Unboxing Rush, chats about what his shop offers, Aug. 10, 2026, in Stow, Ohio.
Unboxing Rush was born.
His videos attracted more and more views.
And before he knew it, the Youngstown State grad found himself dabbling in the sales of collectibles and using the video skills he honed in college.
“I always wanted to start a business like this,” he said. “All the stars aligned.”
Soon the online business − UnboxingRush.com − began to take over the house.
“I was completely out of space,” he said.
Earlier this month, Rusu opened up a storefront on Graham Road in Stow by the BMV.
This helped clear out the spare bedroom and kitchen counter in his home where he was boxing and shipping out as many as 30 boxes in a single day.
Bill Rusu, owner of Unboxing Rush, looks over a glass case of Mafex action figures at his new shop, Aug. 10, 2026, in Stow, Ohio.
Rusu said he has built a niche in the world of collectibles specializing in new items that are hard to find in a typical brick and mortar store by makers including Mafex, Revoltech, Blokees, and S.H. Figuarts.
“Some customers are shocked to see some of this stuff in person,” Rusu said. “They have only seen pictures online. Some of this stuff is rarely sold in a store.”
Aside from action figures, the store also has other items, including Loungefly backpacks, enamel pins, plushies and stickers.
There’s also plenty familiar fan-favorites including Marvel Legends, McFarlane DC Multiverse, Teenage Mutant Ninja Turtles, G.I. Joe and Transformers.
The collectibles range in price to as little as a couple of bucks to as much as $150.
The new digs offer a space to not only store the items he offers online but also the chance for customers to come in and check out what’s available for sale.
A selection of S.H. Figuarts Dragonball Z figures on display at Unboxing Rush, Aug. 10, 2026, in Stow, Ohio.
And when the store opened up for business the first time earlier this month, Rusu said, there was a line waiting outside with some customers traveling from as far away as Dayton.
“Collectors travel,” he said. “Especially if they know you have the item they want.”
The bulk of the collector’s business is still online, but he said, there’s a growing number of pop culture fans who love the hunt of finding the “item” in person.
“They want the character they have been looking for,” he said. “They want to hold it in their hands. They want to purchase it in person.”
This article originally appeared on Akron Beacon Journal: Store specializing in rare pop culture collectibles opens in Stow
