What Youtooz does

Youtooz is a Vancouver, Canada-based collectibles company founded in 2019 that designs, produces, and distributes high-quality vinyl figures, plush toys, pins, and keychains celebrating internet culture personalities, content creators, VTubers, music artists, and licensed entertainment IP. The portfolio spans 400+ unique SKUs released since launch, including licensed collaborations with Sony, Disney, HBO, Cartoon Network, Nickelodeon, and numerous video game franchises such as Fortnite, Mortal Kombat, FNAF, Halo, and Baldur's Gate 3. Manufacturing is outsourced to dedicated partner lines in Shenzhen employing more than 1,400 workers, with tooling via 500+ kg precision molds and production QA anchored by a 96-point checklist and Pantone color matching across 3,000+ colors.

The company's commercial model is built on a strictly limited edition drop cadence — products are sold once and never restocked — executed through a Shopify-powered DTC storefront shipping globally, supported by national retail partnerships with GameStop, Urban Outfitters, Entertainment Earth, Books-a-Million, Rare Games, Fugitive Toys, and Zavvi, plus an official resale marketplace agreement with StockX. Pricing is fixed by tier, ranging from $11.99 (pins) to $34.99+ (large plush), with exclusive bundles priced higher (e.g., $56.99 Astro Bot PlayStation Direct bundle). A community voting platform (community.youtooz.com) crowdsources design concepts, feeding the product pipeline and reinforcing engagement.

Youtooz monetizes via direct product sales, wholesale distribution, and licensing/royalty arrangements with IP holders. The company completed a 2021 funding round led by Streamlined with Great Oaks Venture Capital and Palm Drive Capital, and a 2023 revenue-based, dilution-free facility from Decathlon Capital Partners to fund product, distribution, and partnership expansion. In November 2025, Youtooz acquired UK-based Microdesigns to enter the buildable brickset display model category and extend into museum/stadium retail channels, with subsequent gaming IP extensions announced in partnership with Sassy Chap Games and Sony/PlayStation Direct. Leadership comprises co-founder and CEO Austin Long and co-founder and Executive Chairman Mark Prokoudine.

Name

Youtooz

Legal name

Youtooz, Inc.

Website

https://youtooz.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

51–100 employees

Ownership category

akta.pro rank

Product category

Pop Culture Collectibles

NAICS

Hobby, Toy, and Game Retailers (459120), Doll, Toy, and Game Manufacturing (339930)

SIC

Retail-Hobby, Toy & Game Shops (5945)

akta.pro primary industry

Collectibles, Trading Cards & Blind Box Toys Retail (CRALAFAI)

Keywords

• Vinyl collectible figures
• Licensed character plush
• Limited edition collectibles
• Internet culture merchandise
• Pop culture memorabilia

Headquarters

HQ city

Vancouver

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Licensing, Personnel, Marketing or Sales, Operations

Revenue model

1. Direct Product Sales: Youtooz generates revenue through direct sales of limited edition vinyl figures, plush toys, pins, and keychains via their e-commerce storefront. Products are sold at various price points from $22.99 for keychains to $34.99+ for larger items, with each release being a one-time limited edition drop.
2. Licensing Fees: Youtooz partners with IP holders including Sony, Disney, HBO, video game companies, and content creators to produce officially licensed collectibles, paying licensing fees or royalties for the right to manufacture and sell products featuring their characters and intellectual property.
3. Wholesale/Retail Distribution: Youtooz supplies products to retail partners including GameStop, Urban Outfitters, Entertainment Earth, Books-a-Million, and other national retailers, generating wholesale revenue through these B2B distribution channels.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Youtooz designs, manufactures, and sells limited edition vinyl figures, plush toys, pins, and keychains featuring internet culture personalities, content creators, and licensed entertainment IP characters. Products are released as one-time limited drops and distributed via direct-to-consumer e-commerce and national retail partners including GameStop and Urban Outfitters.

Product overview

Youtooz is a collectibles company that creates high-quality vinyl figures, plush toys, pins, and keychains featuring internet culture personalities, content creators, music artists, and licensed IP characters from video games, anime, TV shows, and movies. The product portfolio centers on limited edition drops (over 400 unique figures since 2019), complemented by the Minitooz smaller figure line and Community Designs platform where fans vote on artist-submitted concepts. The November 2025 acquisition of Microdesigns expanded the portfolio into buildable brickset display models for iconic venues, landmarks, and sports teams. Youtooz products are distributed through their direct-to-consumer e-commerce platform, national retailers (GameStop, Urban Outfitters, Entertainment Earth), and the StockX official resale marketplace.

Differentiator

Problem solved

Functional benefit

Brands

• Minitooz: Smaller, more affordable collectible figures in the Youtooz product line

Products and services

• Youtooz Vinyl Figures High-quality vinyl figurines representing internet culture personalities, memes, content creators, music artists, and licensed IP characters. Released as limited edition drops that are never restocked.
• Youtooz Plush Toys Soft plush collectibles available in various sizes (9-inch, 6-inch shoulder riders, 1ft, 2ft). Feature characters from video games, anime, and pop culture properties.
• Minitooz Smaller collectible vinyl figures featuring Fortnite characters and accessories, sold at $34.99 USD. Part of the Fortnite partnership collection.
• Pins and Pin Sets Collectible enamel pins featuring characters from various franchises. Examples include Nomai Pin ($11.99), Fortnite Pin Set, and various character-specific pins.
• Keychain Plush Smaller 5-inch plush keychain versions of characters, including licensed IP characters and original designs.
• Microdesigns Brickset Display Models Premium licensed brickset display models of iconic venues, landmarks, and sports teams. Acquired by Youtooz in November 2025 to expand into buildable collectibles and cultural/sports/heritage markets.
• Youtooz Mystery Box Limited edition mystery collectibles released as special drops. Each mystery box contains an undisclosed Youtooz figure.
• Astro Bot Red Panda Plushie Licensed plush product developed in partnership with Sony Interactive Entertainment, featuring the Astro Bot Red Panda character. Available exclusively through PlayStation Direct.
• Date Everything! Plush Collection Plush toy collection featuring characters from the Sassy Chap Games video game 'Date Everything!'.

Quantifiable outcome

• 400+ unique figures released since 2019 launch
• +2 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature3 records

Partnerships

Nine partnerships are on record, tiered core, major and minor.

• Sassy Chap GamescoreStrategic or Co-development Partner · 15 December 2025Sassy Chap Games partnered with Youtooz to launch a line of plush toys featuring four fan-favorite characters from the video game 'Date Everything!' — Dorian, Skylar, Betty, and Hector. The game has sold 650,000 copies and generated 50+ million impressions since its June release. This represents Sassy Chap's strategy to grow 'Date Everything!' into a long-term, multi-platform franchise beyond gaming.
• MicrodesignscoreStrategic or Co-development Partner · 4 November 2025Youtooz acquired UK-based Microdesigns, a brand known for premium licensed brickset display models of iconic venues and sports teams. The acquisition expands Youtooz into buildable collectibles and sports/heritage sector markets, enhancing geographic reach through on-site retail at museums and stadiums. The deal broadens product formats and strengthens the licensing pipeline.
• StockXcoreChannel Partner/ Reseller/ DistributorStockX is the official resale marketplace for Youtooz collectibles, allowing collectors to find authentic past releases from previous limited edition drops.
• GameStopmajorChannel Partner/ Reseller/ DistributorGameStop is a national retail stockist of Youtooz products, providing brick-and-mortar distribution alongside e-commerce channels.
• Urban OutfittersmajorChannel Partner/ Reseller/ DistributorUrban Outfitters serves as a national retail stockist for Youtooz products, offering brand visibility among fashion-lifestyle consumers.
• Entertainment EarthmajorChannel Partner/ Reseller/ DistributorEntertainment Earth is a national retail stockist of Youtooz collectibles, specializing in pop culture and entertainment merchandise.
• Books-a-MillionminorChannel Partner/ Reseller/ DistributorBooks-a-Million serves as a national retail stockist for Youtooz products, providing distribution through bookstore locations.
• Entertainment Industry IP LicensorscoreOEM/ Whitelabel/ Licensing PartnerYoutooz partners with major entertainment brands and IP holders including Sony, Disney, HBO, Cartoon Network, Nickelodeon, and numerous video game companies to produce officially licensed collectible products.
• Shenzhen Manufacturing PartnerscoreOthersYoutooz products are manufactured by partner facilities in Shenzhen, China. These facilities employ hundreds of skilled engineers and toy specialists and are audited for Disney International Labor Standards compliance, environmental regulations, ethical labor practices, and health & safety standards. Production involves over 1,400 workers across dedicated production lines.

Scale indicators4 records

Recent moves5 records

Expansion highlights6 records

Direct peers

• Funko: Direct competitor in licensed vinyl collectibles and pop-culture figures with a much larger catalog, broader retail footprint, and public-market scale. Funko's licensing roster (Disney, Marvel, anime, gaming) directly overlaps Youtooz's IP portfolio and target collector base.
• Pop Mart: Global leader in blind-box collectible figures and designer toys, with a heavy focus on limited drops and licensed IP (anime, gaming, entertainment). Competes with Youtooz in the same internet-culture, drop-based collectible model, especially with younger collectors.
• Kidrobot: Pioneer in designer vinyl art toys and limited-edition collectibles. Kidrobot targets a similar overlap of art, pop culture, and designer collaborations, making it a directly comparable peer in the niche designer-collectible category Youtooz occupies.
• Medicom Toy: Japanese manufacturer of Bearbrick and other high-end collectible vinyl figures with strong licensing partnerships (Disney, Star Wars, anime). Comparable in limited-edition, high-collectibility model and premium price points for licensed IP.
• Mighty Jaxx: Designer collectible toy and art figurine brand that ships limited editions featuring pop-culture, gaming, and designer collaborations. Directly competes in the modern designer-collectible space and shares Youtooz's drop-based, community-engaged go-to-market.
• Superplastic: Creator of limited-edition vinyl figures and digital characters, with strong ties to internet culture, virtual influencers, and NFT-era collectibles. Closely matches Youtooz's emphasis on digital-native IP brought to life as premium physical collectibles.

Others

• Entertainment Earth: Major pop-culture and collectible retailer that is both a Youtooz distribution partner and a competitor in the broader hobby/toy retail space. Comparable as a multi-brand collectibles storefront serving the same end consumer.

Broad incumbents

• BoxLunch: National pop-culture retailer offering collectibles, vinyl figures, and licensed merchandise across hundreds of brands. Competes with Youtooz indirectly as a broad incumbent in pop-culture collectible retail with a much larger store footprint.
• Hot Topic: Specialty retailer of music, gaming, and pop-culture merchandise including collectible figures and plush. Overlaps with Youtooz in the licensed pop-culture collectible category but operates a much broader, mall-based retail model.

Emerging players

• MINDstyle: Designer toy and collectible producer known for art-driven and licensed vinyl figures. Comparable as a niche player in the limited-edition designer collectible space with overlapping artist and IP-driven product approach.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/youtooz
• Facebookfacebook.com/youtooz
• LinkedInlinkedin.com/company/youtooz

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries1 record

Funding overview

Funding rounds2 records

Investors5 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Youtooz