Immortalizing a Buffalo Bills Tailgate Legend at MafiaCon
Client: 26 Shirts
Brand Products
The Impact
Increased Brand Sentiment
75 Limited Edition Figures Made
New Annual Sales Generater
The Pinto Ron action figure proved to be far more than a novelty—it became a cultural touchstone for MafiaCon. Fans proudly shared photos with their figures across social media, fueling organic buzz and extending the event’s reach beyond the convention walls. Attendees talked about the collectible all weekend, with many getting Pinto Ron himeself to autograph the item. For 26 Shirts, the project delivered exactly what they envisioned: a unique, high-energy activation that celebrated Bills Mafia traditions, strengthened their emotional connection with fans, and solidified their reputation for creating meaningful, fan-first merchandise.
The Challenge
Ken Johnson—better known as Pinto Ron—is a Buffalo Bills tailgate legend, famous for not missing a game since 1994 and for his over-the-top ritual of being doused in ketchup and mustard before kickoff. Recognized nationally as an icon of Bills Mafia culture, Pinto Ron embodies the passion, loyalty, and quirky fun that define Buffalo fandom. For their annual MafiaCon, 26shirts wanted to create a one-of-a-kind collectible that would celebrate his legacy while giving fans a tangible piece of tailgate history. EPIC Promotionals was tasked with designing a limited edition action figure that authentically captured Pinto Ron’s personality, his traditions, and his iconic status.
Insight
For Bills Mafia, MafiaCon is a celebration of community, tradition, and shared culture so creating a product that resonated with 26 Shirts' superfan audience came in the form of a limited edition collectible as a symbol of belonging. By turning Pinto Ron into an action figure, 26shirts and EPIC had the opportunity to create a product that would spark nostalgia, inspire pride, and fuel conversation. The goal was to blend fun and authenticity so the figure could resonate both as a keepsake and as a statement piece of Buffalo’s one-of-a-kind fan culture.
The Concept
EPIC Promotionals designed and fabricated a fully custom action figure bringing Pinto Ron to life in miniature. Using 3D modeling and digital manufacturing, the team created a figure complete with accessories inspired by his tailgate traditions—most notably, nods to his ketchup-and-mustard ritual. The collectible was packaged in a way that elevated it beyond a toy, making it feel like a true limited-edition piece of Bills Mafia history. Every detail, from design to packaging, was crafted to reflect Pinto Ron’s legendary persona while aligning with 26 Shirts’ mission of combining fan culture with meaningful merchandise.
The Experience
Unveiled at MafiaCon, the Pinto Ron action figures became an instant sensation. Fans lined up to grab the collectible, excited to own a piece of tailgate lore and proudly display it as part of their Bills Mafia identity. The figures quickly became one of the most talked-about elements of the event, selling out in the weekend, sparking buzz on social media and creating countless shareable photo moments. For attendees, the figure was a badge of honor, a way to celebrate the spirit of Bills fandom, and a reminder of the unique traditions that make Buffalo culture so special.
By capturing Pinto Ron’s legacy in collectible form, EPIC Promotionals and 26 Shirts transformed an idea into a memorable activation that deepened fan engagement, boosted event energy, and amplified brand sentiment long after MafiaCon ended.