McFarlane Toys
- Company typePrivate
- Founded1994
- HeadquartersWausau, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
McFarlane Toys firmographics
Firmographics- Name
- McFarlane Toys
- Legal name
- McFarlane Toys
- Website
- https://mcfarlanetoysstore.com
- Company type
- Private
- Founded year
- 1994
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Ownership category
- akta.pro rank
McFarlane Toys industry classification
Industry- Product category
- Action Figure Manufacturing
- NAICS
- Hobby, Toy, and Game Retailers (45912), Hobby, Toy, and Game Retailers (459120), Doll, Toy, and Game Manufacturing (339930), Doll, Toy, and Game Manufacturing (33993)
- SIC
- Retail-Hobby, Toy & Game Shops (5945), Games, Toys & Children's Vehicles (No Dolls & Bicycles) (3944)
- akta.pro primary industry
- Pop Culture Collectibles Retail (Figures, Statues, Funko, etc.) (CRALAGAK)
- akta.pro secondary industries
- Miniatures & Figurines (Display/Collectible) (CRALAKAB), Collectibles, Trading Cards & Blind Box Toys Retail (CRALAFAI), Gaming Collectibles, Merchandise & Toys Retail (CRACAFAI)
Keywords
Where McFarlane Toys is headquartered
LocationHeadquarters
- HQ city
- Wausau
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
McFarlane Toys 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, Infrastructure
Revenue model
- Action Figures and Statues: Sale of 7-inch scale action figures, 1:6th and 1:10th scale resin statues, limited edition collectibles across DC Multiverse, Spawn, gaming, sports, music, and entertainment franchises.
- Phygital Products: Hybrid physical-digital collectibles bundled with UFC NFT cards and digital collectible redemption. Digital drops separate from physical products.
- Apparel and Merchandise: Clothing items including t-shirts with Spawn imagery, enamel pins, and branded merchandise.
- Crowdfunding Projects: Drawing Board platform enabling backers to fund new collectible projects with fulfillment upon successful campaign completion.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | 7-inch Scale Action Figures - Standard |
| Unit Pricing | Pay-as-you-go | Collector Edition Figures |
| Unit Pricing | Pay-as-you-go | 1:10 Scale Resin Statues |
| Unit Pricing | Pay-as-you-go | Factory Sealed Cases |
| Unit Pricing | Pay-as-you-go | Phygital Bundles |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels5 records
McFarlane Toys product offering
Product offeringCore offering
McFarlane Toys manufactures and sells licensed action figures and collectibles, including 7-inch scale figures, 1:6th and 1:10th scale resin statues, and limited-edition collector products across DC Comics, sports leagues (NFL, MLB, NHL, UFC), gaming, music, and film franchises. The company sells directly to consumers through its own e-commerce store and through retail partners, with additional offerings in phygital (physical + digital) collectibles, branded apparel and merchandise, and a crowdfunding platform for new product development.
Differentiator
Problem solved
Functional benefit
Brands
- DC Multiverse: DC Comics action figure line featuring characters from Batman, Superman, and other DC properties
- SportsPicks
- Music Maniacs
- Movie Maniacs
- DC Direct
- Spawn
- Collector Edition
- Drawing Board
- EQL
Products and services
- DC Multiverse Action Figures 7-inch scale action figures based on DC Comics characters from Batman, Superman, Supergirl, and other DC properties. Targeted at adult collectors and family buyers, with standard, Gold Label, and Platinum Edition variants. Includes Collector Edition figures priced at $34.99 and Jack Nicholson Joker Collector Edition based on the 1989 Batman film.
- SportsPicks (NFL, MLB, NHL, UFC) 7-inch scale figures of professional athletes under licensing agreements with NFL, MLB, NHL, and UFC. Includes players such as Vladimir Guerrero Jr., Shohei Ohtani, Bryce Harper, Israel Adesanya, Paddy Pimblett, and Alex Pereira. UFC line features digital collectible redemption cards bundled with physical figures. Targeted at sports fans and collectors.
- Spawn Action Figures and Merchandise Original action figures, apparel, and merchandise based on the Spawn comic franchise created by Todd McFarlane. Includes t-shirts with Spawn imagery, enamel pins, and figure products. Targeted at comic book fans and original McFarlane brand collectors.
- Music Maniacs Statues and Figures Music-themed collectible figures and statues featuring musicians, including 1:10 scale resin statues. Example products include Ozzy Osbourne Music Maniacs statue at $179.99. Targeted at music memorabilia collectors and fans of rock, metal, and pop artists.
- Movie Maniacs Figures Movie-themed collectible figures spanning Warner Brothers, NBC Universal, Beetlejuice, Rocky, Shrek, Pacific Rim, Jumanji, Dune, and Avatar properties. Targeted at film fans and pop-culture collectors seeking memorabilia tied to film franchises.
- Gaming Action Figures (Fallout, Mortal Kombat, Warhammer 40K, Call of Duty, Diablo IV, Doom, World of Warcraft, The Witcher) Licensed action figures and collectibles based on video game franchises, including power armor sets from Fallout and figures from Mortal Kombat, Warhammer 40,000, Call of Duty, Diablo IV, Doom, World of Warcraft, The Witcher, and DC Gaming properties. Targeted at gaming enthusiasts and collectors.
- DC Direct Resin Statues High-end 1:10 scale resin statues based on DC Comics characters and artwork, priced from $169.99 to $499.99. Targeted at premium collectors and display enthusiasts seeking high-detail art-based collectibles.
- Phygital and Digital Collectibles Hybrid physical and digital collectibles bundling physical figures with digital assets, including UFC NFT cards and digital redemption collectibles. DC Phygital, Dragons Phygital, SportsPicks Phygital, and Movie Maniacs Phygital product lines are available, plus digital-only drops. Targeted at tech-forward collectors and NFT enthusiasts.
- Drawing Board Crowdfunding Projects Crowdfunding platform enabling backers to support new collectible product projects with charges only upon successful campaign funding. Targeted at collector community members seeking to participate in development of new products.
- Page Punchers Comic-Inspired Figures Comic book-inspired collectible figures tied to DC Comics, Spawn, Raw10, and other comic properties. Targeted at comic readers and collectors.
- Television Collectibles (Batman Classic TV Series, Batman Animated Series, Game of Thrones, Stranger Things, The Walking Dead, Transformers, Bleach, G.I. Joe) Action figures and collectibles based on television properties including Batman Classic TV Series, Batman: The Animated Series, Superman: The Animated Series, Game of Thrones, Stranger Things, The Walking Dead, Transformers, Bleach, and G.I. Joe. Targeted at TV show fans and collectors.
- Apparel and Branded Merchandise Clothing items including t-shirts with Spawn and DC imagery, enamel pins, and McFarlane Toys branded merchandise. Targeted at fans seeking branded apparel and accessories.
Companies that use McFarlane Toys
Customer profileNamed customers9 records
Segments3 records
Ideal customer profiles3 records
McFarlane Toys technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
McFarlane Toys partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and flagship.
- Warner Bros. Discovery Global Consumer ProductscorePartnership with Warner Bros. Discovery for Supergirl film merchandise collection spanning collectibles, apparel, toys, home goods. McFarlane Toys is one of multiple licensees producing products for June 2026 film release.
- MattelcoreWarner Bros. Discovery signed multi-year global licensing agreement transferring DC Comics toy license from McFarlane Toys back to Mattel starting late 2025. First wave of new Mattel DC Comics figures debut Fall 2026. McFarlane Toys continues releasing DC Multiverse figures through end of 2026 before transition completes.
- Blumhouse ProductionsflagshipTodd McFarlane partnering with producer Jason Blum and Blumhouse for King Spawn reboot film. Jamie Foxx attached to star. First draft script completed by Matt Mixon, Malcolm Spellman, and Scott Silver. Currently searching for director.
- Jamie FoxxflagshipActor attached to star as titular character in King Spawn reboot film produced by Blumhouse.
- WalmartcoreRetail partnership hosting exclusive collectibles through Walmart Collector Con events featuring McFarlane Toys figures, trading cards, and memorabilia with daily drops and special bundles.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
McFarlane Toys competitors and assessment
Company assessmentDirect peers
- Funko: Direct peer in pop culture collectibles—Funko makes licensed Pop! vinyl figures, statues, and ReAction figures across DC, Marvel, sports, gaming, and entertainment, competing head-to-head with McFarlane for collector spend and shelf space at mass retail.
- Storm Collectibles: Direct peer in premium 1:6 and 1:12 fighting game and anime action figures (Tekken, Mortal Kombat, Street Fighter, Demon Slayer), directly overlapping with McFarlane's gaming and Demon Slayer collectibles lines.
- NECA (National Entertainment Collectibles Association): Direct peer producing highly detailed licensed action figures and statues across horror, sci-fi, gaming, comics, and movie franchises (TMNT, Alien, Predator, Godzilla), targeting the same adult collector segment as McFarlane.
- Hot Toys: Direct peer in high-end 1:6 scale collectible figures across Marvel, DC, Star Wars, and gaming franchises; targets the same premium collector segment as McFarlane's higher-priced resin statues and Collector Edition tiers.
- Mezco Toyz: Direct peer focused on premium 1:12 collectible action figures and stylized "One:12" figures across horror, comics, and cult entertainment IP, competing with McFarlane in the high-end collector specialty channel.
- Diamond Select Toys: Direct peer producing licensed action figures, Minimates, and Gallery PVC statues across Marvel, DC, Star Wars, and video game IP, targeting the same comic/specialty retail and online collector channels as McFarlane.
Broad incumbents
- Spin Master: Broad toy incumbent with a growing collector and licensed action figure business (Bakugan, WWE, Tech Deck), plus mass-market reach that overlaps with McFarlane's general-retail distribution.
- Hasbro: Broad incumbent in toys and licensed collectibles, with Star Wars Black Series, Marvel Legends, G.I. Joe, and Transformers lines that compete for the same collector shelf and shelf space as McFarlane's DC Multiverse, gaming, and entertainment products.
- Mattel: Broad toy and collectibles incumbent now directly competing with McFarlane after taking over the DC Comics toy license; produces action figures (Masters of the Universe, WWE, Hot Wheels collectibles) and operates the Mattel Creations premium channel.
- Bandai Namco (Bandai Collectibles): Broad incumbent producing licensed action figures and model kits across anime, gaming, and tokusatsu (Dragon Ball, Gundam, Naruto, Tamashii Nations), overlapping directly with McFarlane's anime and gaming collectibles catalog.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
McFarlane Toys social profiles
Digital presenceMcFarlane Toys financial estimates
Financial estimateRevenue estimate
Valuation estimate
McFarlane Toys leadership team
Management profileNumber of profiles
Profiles1 record
McFarlane Toys funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
McFarlane Toys 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 McFarlane Toys
What does McFarlane Toys do?
McFarlane Toys manufactures and sells licensed action figures and collectibles, including 7-inch scale figures, 1:6th and 1:10th scale resin statues, and limited-edition collector products across DC Comics, sports leagues (NFL, MLB, NHL, UFC), gaming, music, and film franchises. The company sells directly to consumers through its own e-commerce store and through retail partners, with additional offerings in phygital (physical + digital) collectibles, branded apparel and merchandise, and a crowdfunding platform for new product development.
Is McFarlane Toys a public or private company?
McFarlane Toys is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was McFarlane Toys founded?
McFarlane Toys was founded in 1994. It employs 1 to 10 people.
Where is McFarlane Toys based?
McFarlane Toys is headquartered in Wausau, United States, in the North America region.
How does McFarlane Toys make money?
Four revenue lines are on record. Action Figures and Statues are the primary driver. The others are phygital Products, apparel and Merchandise and crowdfunding Projects.
Who are McFarlane Toys's main competitors?
Direct peers on record are Funko, Storm Collectibles, NECA (National Entertainment Collectibles Association), Hot Toys, Mezco Toyz and Diamond Select Toys. Broad incumbents are Spin Master, Hasbro, Mattel and Bandai Namco (Bandai Collectibles).
Does McFarlane Toys have an API?
No public API is recorded for McFarlane Toys.
What industry is McFarlane Toys in?
McFarlane Toys's product category is Action Figure Manufacturing. Its primary akta.pro industry code is CRALAGAK, Pop Culture Collectibles Retail (Figures, Statues, Funko, etc.), with a secondary code of CRALAKAB, Miniatures & Figurines (Display/Collectible). Its NAICS code is 45912 and its SIC code is 5945.