Wizkids
WizKids (NECA/WizKids LLC) designs, manufactures, and distributes proprietary collectible miniatures games (HeroClix, Attack Wing), collectible dice games (Dice Masters), D&D-licensed miniature lines, and hobby accessories through owned storefronts, wholesale distributors, and hobby retail, serving tabletop gamers and franchise fans globally.
- Company typePrivate
- Founded2000
- HeadquartersNew Jersey, Trinidad & Tobago
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Wizkids does
WizKids (legally NECA/WizKids LLC) is a privately held tabletop games company and subsidiary of NECA (National Entertainment Collectibles Association), founded in 2000 and operating from New Jersey with an 11-50 employee footprint. It designs, manufactures, and distributes collectible miniatures games, collectible dice games, boxed strategy games, RPG accessories, and lifestyle/decorative miniatures, anchored by three flagship proprietary franchises: HeroClix (collectible superhero miniatures using the SwitchClix/Combat Dial system), Attack Wing (tactical Star Trek and D&D Forgotten Realms miniatures using the FlightPath maneuver system), and Dice Masters (a cross-brand collectible dice game built on the proprietary Dice Building Game platform that originated with Quarriors).
The company monetizes primarily through one-time physical product sales across own storefronts (shop.wizkids.com, DnDMini.com), Spreadshirt merchandise, wholesale distributors, and hobby/game retail, with royalty payments flowing back to major IP licensors (Wizards of the Coast for Dungeons & Dragons, Marvel/Disney, and Star Trek/Paramount). It operates a horizontal segmentation strategy across collectible miniatures players, D&D/RPG hobbyists, franchise fans (Marvel, Star Trek), miniature painters, and casual strategy gamers, served through event-driven and community-led go-to-market motions organized around the WizKids Info Network (WIN) platform for tournaments, storylines, Paint Night Events, and a player feedback panel.
Recent activity includes the July 2024 launch of the Gamelings wooden tokens line, ongoing D&D licensing expansions (Spelljammer Adventures in Space, Builders of Baldur's Gate reprint in March 2026), and a September 2025 public acknowledgment of distribution challenges affecting HeroClix shelf availability. No AI/ML capabilities, APIs, or external integrations are disclosed, and AI is not a material product dimension.
Wizkids firmographics
Firmographics- Name
- Wizkids
- Legal name
- NECA/WizKids LLC
- Website
- https://wizkidsgames.com
- Company type
- Private
- Founded year
- 2000
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- WizKids (NECA/WizKids LLC) designs, manufactures, and distributes proprietary collectible miniatures games (HeroClix, Attack Wing), collectible dice games (Dice Masters), D&D-licensed miniature lines, and hobby accessories through owned storefronts, wholesale distributors, and hobby retail, serving tabletop gamers and franchise fans globally.
- Ownership category
- akta.pro rank
Wizkids industry classification
Industry- Product category
- Tabletop Hobby Games
- NAICS
- Doll, Toy, and Game Manufacturing (33993), Hobby, Toy, and Game Retailers (45912), Toy and Hobby Goods and Supplies Merchant Wholesalers (423920)
- SIC
- Retail-Hobby, Toy & Game Shops (5945)
- akta.pro primary industry
- Miniatures Games & Tabletop Skirmish Games Retail (CRALALAH)
- akta.pro secondary industries
- Wargaming Miniatures (Tabletop Armies) (CRALAKAC), Tabletop RPG Miniatures & Terrain (CRALAKAD)
Keywords
Where Wizkids is headquartered
LocationHeadquarters
- HQ city
- New Jersey
- HQ country
- Trinidad & Tobago
- HQ region
- Latin America
Markets served
Wizkids business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D, Others
Revenue model
- Physical Game and Miniature Product Sales: Direct revenue from sales of boxed games, pre-painted and unpainted miniatures, dice games, RPG accessories, decorative/lifestyle products, and 2D miniatures, distributed through the official online store, DnDMini.com, and retail/distributor channels. This is one-time, unit-based revenue tied to new product releases and reprints.
- Licensed IP Miniature and Game Royalties: Revenue tied to licensed products built around marquee IP including Dungeons & Dragons (Icons of the Realms, Builders of Baldur's Gate, Free Radicals), Star Trek (Attack Wing), and Marvel (Dice Masters, Marvel HeroClix). These products generate revenue via royalty payments back to licensors from physical product sales.
- Branded Merchandise Sales: WizKids-branded apparel and merchandise sold through a Spreadshirt storefront (shop.spreadshirt.com/wizkids), providing ancillary transactional revenue and brand promotion.
Go-to-market motion5 records
Distribution channels6 records
Marketing channels7 records
Wizkids product offering
Product offeringCore offering
WizKids (NECA/WizKids LLC) designs, manufactures, and sells physical collectible miniatures games (HeroClix, Attack Wing), collectible dice games (Dice Masters, Quarriors), boxed strategy games, and tabletop RPG accessories. The company layers its own proprietary game systems — Dice Building Game, SwitchClix/Combat Dial, and FlightPath — over licensed intellectual property from Dungeons & Dragons, Marvel, Star Trek, and Disney+, selling through dedicated direct-to-consumer online stores plus a wholesale distributor and hobby retail network.
Product overview
WizKids (NECA/WizKids LLC) operates a multi-brand tabletop games portfolio rather than a single unified product, organized into product-line categories (Collectible Miniatures Games, Collectible Dice Games, Miniature Games, Boxed Strategy Games, Pre-painted Miniatures, Unpainted Miniatures, 2D Miniatures, Lifestyle & Decorative, and RPG Accessories) that sit alongside three flagship franchises: HeroClix (collectible superhero miniatures), Attack Wing (Star Trek / D&D Forgotten Realms tactical miniatures using the proprietary FlightPath maneuver system), and Dice Masters (collectible dice game built on WizKids' proprietary Dice Building Game platform, the successor to Quarriors). Licensed offerings such as D&D: Onslaught and D&D Icons of the Realms (including Spelljammer Adventures in Space) extend the line into the Dungeons & Dragons ecosystem, while newer lines like Gamelings (collectable wooden tokens) and upcoming titles such as Free Radicals expand the hobby play and accessories footprint. The WizKids Info Network (WIN) at win.wizkids.com serves as the community/event backbone supporting play-at-home and organized local play.
Differentiator
Problem solved
Functional benefit
Brands
- HeroClix: Collectible miniatures game featuring characters from many franchises including DC, Marvel, and Disney, with thousands of characters and terrain maps.
- Dice Masters
- Quarriors
- Attack Wing
- D&D: Onslaught
- Gamelings
- D&D Icons of the Realms
Products and services
- HeroClix
Quantifiable outcome
- USD 2.14 billion global tabletop miniatures game market in 2024 with 7.3% CAGR to USD 4.04 billion by 2033, providing tailwind for WizKids' category.
- +3 more outcomes
Companies that use Wizkids
Customer profileSegments6 records
Ideal customer profiles6 records
Wizkids technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Wizkids partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered flagship / parent, flagship, core and minor.
- NECA (National Entertainment Collectibles Association)flagship / parentNECA is the parent of WizKids, with the website footer crediting '©2026 NECA/WizKids LLC (WizKids)' and the Terms of Service linking to necaonline.com. NECA provides corporate, legal, and likely operational backbone for WizKids' product lines and licensing operations.
- Wizards of the Coast / Dungeons & DragonsflagshipLicensing partnership that powers WizKids' D&D: Icons of the Realms miniature line, including the Spelljammer Adventures in Space release and Builders of Baldur's Gate boxed game. WizKids also promotes products in collaboration with DnDMini.com.
- Marvel / Marvel Studios / Disney+coreLicensing relationship underlying Marvel HeroClix (including Marvel Studios' Disney+ booster brick and the X-Men X of Swords storyline OP) and Marvel Dice Masters: The Amazing Spider-Man. Scott Porter is featured unboxing the Marvel Studios' Disney+ set, supporting co-marketing.
- Star Trek (CBS/Paramount)coreLicensing relationship backing Star Trek Attack Wing, a fast-paced tactical combat miniatures game using the proprietary FlightPath maneuver system, with collectible ships and equipment customization.
- SpreadshirtminorSpreadshirt operates the official WizKids merchandise storefront at shop.spreadshirt.com/wizkids, producing and fulfilling branded apparel and merchandise on behalf of WizKids.
- Scott PorterminorActor Scott Porter is featured as an influencer/celebrity partner unboxing Marvel HeroClix: Marvel Studios' Disney+ booster brick on the WizKids site, driving mid-funnel video marketing.
- D&D DirectminorWizKids premiered the Spelljammer Adventures in Space teaser 'featured at D&D Direct,' using Wizards of the Coast's flagship D&D Direct showcase as a co-marketing moment for the Icons of the Realms line.
Scale indicators7 records
Recent moves5 records
Expansion highlights4 records
Wizkids competitors and assessment
Company assessmentEmerging players
- Modiphius Entertainment: UK publisher of licensed tabletop miniatures games (Star Trek Adventures, Dune, A Song of Ice and Fire, Conan). Emerging player with direct overlap in Star Trek–licensed tactical miniatures alongside WizKids' Star Trek Attack Wing.
- Steamforged Games: Video-game-to-tabletop adaptations publisher (Dark Souls, Monster Hunter World, Resident Evil, Guild Ball). Emerging player with growing overlap in licensed collectible miniatures games and a direct peer to WizKids' IP-driven HeroClix and Attack Wing approach.
Direct peers
- Privateer Press: Independent publisher of Warmachine, Hordes, and Monsterpocalypse tabletop miniatures games. Direct peer to WizKids in collectible miniatures skirmish games with proprietary rules engines and organized play ecosystems.
- Games Workshop: The dominant global manufacturer and retailer of tabletop miniatures wargames (Warhammer, Warhammer 40,000, Age of Sigmar). Direct peer to WizKids' collectible miniatures games (HeroClix, Attack Wing) serving the same hobby gamer customer base with plastic miniatures and organized play.
- CMON Limited: Publisher of Zombicide, Marvel United, and a large catalog of miniatures-heavy tabletop games, including many Kickstarter-funded titles. Direct peer in collectible and boxed miniatures games with overlap in Marvel-licensed product.
- Mantic Games: UK-based miniatures and tabletop games publisher (Kings of War, Deadzone, Warpath). Direct peer to WizKids in collectible and skirmish miniatures, competing for hobby retailer shelf space and organized play mindshare.
- Reaper Miniatures: Long-running US manufacturer of metal and plastic miniatures (Bones line) for tabletop RPGs, skirmish games, and collectible display. Direct peer to WizKids' unpainted miniature line and D&D-compatible fantasy miniatures.
Regional players
- Battlefront Miniatures: New Zealand-based publisher of Flames of War and Team Yankee historical miniatures wargames. Regional peer in the tabletop miniatures space with a similar collectible miniatures business model but a more historical/military focus and different core geography.
Broad incumbents
- Asmodee: Global tabletop games publisher and distributor owning major hobby and family game brands (Catan, Ticket to Ride, Star Wars games). Broad incumbent in the tabletop games space with overlap in boxed strategy and hobby titles sold through the same retail channels as WizKids.
- Wizards of the Coast (Hasbro): Owner of Dungeons & Dragons and Magic: The Gathering, and WizKids' primary licensor. Functions as a licensor, ecosystem gatekeeper, and adjacent competitor (D&D minis line, Magic miniatures), making it both a critical partner and a structural constraint on WizKids' D&D product roadmap.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Wizkids social profiles
Digital presenceWizkids financial estimates
Financial estimateRevenue estimate
Valuation estimate
Wizkids leadership team
Management profileNumber of profiles
Wizkids funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Wizkids M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Wizkids
What does Wizkids do?
WizKids (NECA/WizKids LLC) designs, manufactures, and sells physical collectible miniatures games (HeroClix, Attack Wing), collectible dice games (Dice Masters, Quarriors), boxed strategy games, and tabletop RPG accessories. The company layers its own proprietary game systems — Dice Building Game, SwitchClix/Combat Dial, and FlightPath — over licensed intellectual property from Dungeons & Dragons, Marvel, Star Trek, and Disney+, selling through dedicated direct-to-consumer online stores plus a wholesale distributor and hobby retail network.
Is Wizkids a public or private company?
Wizkids is a private company. It is classified as corporate owned and is currently operating.
When was Wizkids founded?
Wizkids was founded in 2000. It employs 11 to 50 people.
Where is Wizkids based?
Wizkids is headquartered in New Jersey, Trinidad & Tobago, in the Latin America region.
How does Wizkids make money?
Three revenue lines are on record. Physical Game and Miniature Product Sales are the primary driver. The others are licensed IP Miniature and Game Royalties and branded Merchandise Sales.
Who are Wizkids's main competitors?
Emerging players on record are Modiphius Entertainment and Steamforged Games. Direct peers are Privateer Press, Games Workshop, CMON Limited, Mantic Games and Reaper Miniatures. Battlefront Miniatures is listed as a regional player. Broad incumbents are Asmodee and Wizards of the Coast (Hasbro).
Does Wizkids have an API?
No public API is recorded for Wizkids.
What industry is Wizkids in?
Wizkids's product category is Tabletop Hobby Games. Its primary akta.pro industry code is CRALALAH, Miniatures Games & Tabletop Skirmish Games Retail, with a secondary code of CRALAKAC, Wargaming Miniatures (Tabletop Armies). Its NAICS code is 33993 and its SIC code is 5945.