Fathead

What Fathead does

Fathead, operating as YI Fathead, LLC, is a Detroit-based direct-to-consumer e-commerce company specializing in officially licensed and custom vinyl wall decals, foam core and cardstock cutouts, and peel-and-stick wall coverings. Founded in 2006 and incorporated in Delaware, the company lists more than 11,900 SKUs across product lines including RealBig Decals, Big Head cutouts, Mini Decals, Peel & Stick Posters, Dry Erase Wall Decals, Growth Charts, Peel & Stick Wallpaper, Stand Out Minis, and personalized name decals. Core manufacturing relies on precision die-cut vinyl and a low-tack adhesive system that allows products to be applied, repositioned, and removed without wall damage or residue, and the company offers a self-serve image upload platform for fully custom Big Heads, die-cut decals, and vinyl posters.

The business monetizes exclusively through one-time unit sales on its Shopify storefront at fathead.com, with prices ranging from $14.99 for cardstock Big Head cutouts to $179.99 for life-size stand-out products and free standard U.S. shipping on orders above $140. Fathead holds official licensing agreements with the NFL, NBA, MLB, NHL, NCAA, WNBA, NASCAR, and WWE for sports merchandise, and with Hasbro, Toho (Godzilla), Sesame Street, Cocomelon (Moonbug), Bluey (BBC Studios), Blippi, Sports Illustrated, Monster Jam, and Upper Deck for entertainment IP and signed memorabilia. Customer demand is fragmented across sports fans and collectors, families with children, celebration and event planners, pet owners, and small business buyers seeking branded wall decor.

Fathead operates a single-channel DTC go-to-market: customer acquisition runs through SEO-optimized content, the FATHEAD NATION email newsletter, an Ascend Partner affiliate program, a Fatcash rewards program, and a Refer-a-Friend program, with no physical retail or third-party marketplace presence. In August 2025 the company filed an SEC Form D for an exempt securities offering that raised approximately $960,000 from 18 investors at a $10,000 minimum, indicating modest supplemental capital rather than institutional venture financing. Leadership consists of CEO Joey Rexford and Chief Partnership Officer Jen Beaver, who manages the company's licensing, talent, and brand relationships.

Name

Fathead

Legal name

YI Fathead, LLC

Website

https://fathead.com

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

51–100 employees

Short description

Fathead is a Detroit-based direct-to-consumer e-commerce retailer of officially licensed and custom vinyl wall decals, Big Head cutouts, and peel-and-stick wall coverings, selling more than 11,900 SKUs to sports fans, families, event planners, and small businesses across the United States.

Ownership category

akta.pro rank

Product category

Wall Decals and Licensed Home Decor

NAICS

Sporting Goods Retailers (45911), Gift, Novelty, and Souvenir Retailers (459420)

SIC

Jewelry, Silverware & Plated Ware (3910), Games, Toys & Children's Vehicles (No Dolls & Bicycles) (3944)

akta.pro primary industry

Sportswear Customization & Printing Retail (CRAMACAK)

akta.pro secondary industries

Sports, Concert & Venue Gift Shops (CRALAJAH), Customized & Personalized Fan Gear Retail (CRAMAOAJ)

Keywords

• Licensed wall decals
• Vinyl decal printing
• Custom wall art
• Sports fan merchandise
• Home decor products

Headquarters

HQ city

Detroit

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D

Revenue model

1. Product Sales: Fathead generates revenue through the direct sale of vinyl wall decals, Big Head cutouts, and related home decor products. The business operates on a one-time purchase model with no subscription component. Revenue is derived from sales of officially licensed sports merchandise (NFL, NBA, MLB, NHL, NCAA, WNBA, NASCAR, WWE) as well as entertainment brands (Hasbro, Godzilla, Sesame Street, Cocomelon, Bluey, Blippi) and custom personalized products. The company offers products across multiple price points ranging from $14.99 to over $100.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Fathead designs, manufactures, and sells officially licensed and custom vinyl wall decals, Big Head cutouts, peel-and-stick posters, and related home decor products through a direct-to-consumer e-commerce platform. Products feature licensed imagery from major sports leagues (NFL, NBA, MLB, NHL, NCAA, WNBA, NASCAR, WWE) and entertainment brands (Hasbro, Godzilla, Sesame Street, Cocomelon, Bluey, Blippi), alongside a self-serve customization platform where customers upload personal photos to create personalized Big Heads, die-cut decals, and vinyl posters.

Product overview

Fathead is an officially licensed wall decal and custom product company operating primarily as an e-commerce platform. The core product is the RealBig Decals line—large-scale, reusable vinyl wall decals featuring official licensing partnerships with major sports leagues (NFL, NBA, MLB, NHL, WNBA, NCAA, NASCAR) and entertainment brands (WWE, Hasbro, Godzilla, Sesame Street, Bluey, Cocomelon, Blippi). The portfolio includes Big Heads (foam core/cardstock cutouts), Mini Decals, Peel & Stick Posters, Dry Erase Wall Decals, Growth Charts, Peel & Stick Wallpaper, and Stand Out Minis. Customization is offered through dedicated product lines where customers upload their own photos to create personalized Big Head Cutouts, Custom Die-Cut Decals, Custom Vinyl Posters, and Personalized Name Decals. The company operates exclusively as a direct-to-consumer e-commerce business without a public API offering.

Differentiator

Problem solved

Functional benefit

Products and services

• RealBig Decals

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

17 partnerships are on record, tiered core and minor.

• NFL (National Football League)coreOEM/ Whitelabel/ Licensing PartnerFathead holds official licensing rights from the NFL to produce and sell officially licensed vinyl wall decals, Big Heads, and other products featuring NFL team logos, athletes, and imagery. Products are marketed as officially licensed NFL merchandise.
• NBA (National Basketball Association)coreOEM/ Whitelabel/ Licensing PartnerFathead holds official licensing rights from the NBA to produce and sell officially licensed vinyl wall decals, Big Heads, and other products featuring NBA team logos, players, and imagery.
• MLB (Major League Baseball)coreOEM/ Whitelabel/ Licensing PartnerFathead holds official licensing rights from MLB to produce and sell officially licensed MLB team logo and player decals, Big Heads, and related products.
• NHL (National Hockey League)coreOEM/ Whitelabel/ Licensing PartnerFathead holds official licensing rights from the NHL to produce and sell officially licensed NHL team logos, player images, and related wall decal products.
• NCAA (National Collegiate Athletic Association)coreOEM/ Whitelabel/ Licensing PartnerFathead holds official licensing rights from NCAA to produce and sell officially licensed collegiate team logos and imagery for wall decals and related products.
• WNBA (Women's National Basketball Association)coreOEM/ Whitelabel/ Licensing PartnerFathead holds official licensing rights from WNBA to produce and sell officially licensed WNBA team logos and player decals.
• NASCARcoreOEM/ Whitelabel/ Licensing PartnerFathead holds official licensing rights from NASCAR to produce and sell officially licensed racing-themed wall decals and related products.
• WWE (World Wrestling Entertainment)coreOEM/ Whitelabel/ Licensing PartnerFathead holds official licensing rights from WWE to produce and sell officially licensed wrestler decals, Big Heads, and related products.
• HasbrocoreOEM/ Whitelabel/ Licensing PartnerFathead holds licensing rights from Hasbro to produce and sell products featuring brands including My Little Pony, G.I. Joe, Transformers, Power Rangers, Peppa Pig, PJ Masks, and Tonka.
• Toho (Godzilla)minorOEM/ Whitelabel/ Licensing PartnerFathead holds licensing rights from Toho to produce and sell officially licensed Godzilla wall decals, Big Heads, and related products.
• Sesame StreetminorOEM/ Whitelabel/ Licensing PartnerFathead holds licensing rights to produce and sell Sesame Street branded wall decals, characters, and related products for children's rooms and decor.
• CocomelonminorOEM/ Whitelabel/ Licensing PartnerFathead holds licensing rights from Moonbug Entertainment to produce and sell Cocomelon branded wall decals and related products.
• BlueyminorOEM/ Whitelabel/ Licensing PartnerFathead holds licensing rights from BBC Studios to produce and sell Bluey branded character decals and related products.
• BlippiminorOEM/ Whitelabel/ Licensing PartnerFathead holds licensing rights to produce and sell Blippi branded wall decals and related educational entertainment products.
• Sports IllustratedminorOEM/ Whitelabel/ Licensing PartnerFathead offers a Sports Illustrated branded collection featuring iconic sports photography and content.
• Monster JamminorOEM/ Whitelabel/ Licensing PartnerFathead holds licensing rights to produce and sell Monster Jam branded monster truck decals, Big Heads, and related products.
• Upper Deck (Signed Memorabilia)minorOEM/ Whitelabel/ Licensing PartnerFathead offers signed memorabilia through a partnership with Upper Deck, featuring authenticated autographed sports collectibles.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Shutterfly: Large custom photo products platform offering personalized prints, posters, and home decor. Comparable to Fathead's custom vinyl posters and personalized wall decals, with overlapping customer base of consumers creating photo-based home decor.
• Vistaprint: Major custom printing platform serving small businesses and consumers with personalized signage, decals, and marketing materials. Comparable to Fathead's business logo decals and custom product offerings serving small business owners.
• NFL Shop: Official direct-to-consumer storefront of the NFL selling licensed team merchandise including wall decor and novelty items. Comparable because it sells officially licensed NFL merchandise in the same fandom use cases that drive Fathead's NFL product line.
• Fanatics: Dominant sports merchandise retailer offering officially licensed apparel, headwear, and home goods across all major US leagues. Comparable because it monetizes the same league IP (NFL/NBA/MLB/NHL) that Fathead licenses, but operates at much larger scale and broader category breadth.

Direct peers

• Zazzle: Custom products marketplace allowing users to create personalized gifts, decals, and home decor. Directly comparable to Fathead's custom Big Head and decal offering, with similar self-serve upload-and-customize functionality for personalized merchandise.
• Tempaper: Specialty retailer of removable, peel-and-stick wallpaper and decals. Directly comparable to Fathead's peel-and-stick wallpaper and reusable vinyl products, both targeting renters and consumers seeking damage-free wall decor solutions.
• Society6: Online marketplace for artist-designed wall art, prints, and home decor including removable options. Comparable to Fathead's custom and licensed wall decor business, with both companies serving customers seeking personalized, self-expression-driven wall products.

Others

• Upper Deck: Authenticated sports memorabilia and trading cards company. Comparable as an existing Fathead partnership supplier (signed memorabilia) and adjacent player in licensed sports collectibles, though focused on cards/autographs rather than wall decor.

Emerging players

• Walls Need Love: Independent brand specializing in removable, peel-and-stick wallpaper and decals. Comparable niche focus on renter-friendly wall decor with similar reusable adhesive technology, though smaller scale and without Fathead's major league licensing portfolio.
• Spoonflower: Custom design-on-demand platform for fabric, wallpaper, and home decor. Comparable to Fathead's custom and peel-and-stick wallpaper offerings through its self-serve personalization model for unique, made-to-order wall coverings.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key highlights6 records

Customer concentration

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

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds1 record

Investors1 record

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

M&A

Investments

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

Frequently asked questions about Fathead