TeeTurtle

What TeeTurtle does

TeeTurtle is a privately held, founder-led (Ramy Badie) direct-to-consumer e-commerce brand founded in 2012 and headquartered in Missouri City, United States. The company designs, sources, and sells a curated portfolio of whimsical consumer products — graphic t-shirts, hoodies, sweatshirts and long sleeves; a signature line of reversible plushies plus the extended Plushiverse collection (Cloudheads, scented plushies, plushie fanny packs, tote bags, and keychains); ceramic mugs; and the Unstable Games sub-brand of tabletop games including Unstable Unicorns, Here to Slay, If Words Could Kill, Twisted Cryptids, Casting Shadows, Happy Little Dinosaurs, and Command of Nature. Catalog breadth exceeds 1,500 apparel designs and 100+ plush designs. Technology stack is a Shopify storefront with a custom product configurator, standard payments (PayPal, Shop Pay, Apple Pay, Google Pay, Amazon Pay, Venmo, major card networks), and a Route shipping-protection integration. The business monetizes via one-time unit purchases (price points $4 keychains to $35 board games), gamified mystery products (3-shirt grab bag at $22.50, mystery plush boxes, blind boxes), and B2B wholesale through Faire. No subscription pricing is offered. Roughly half the catalog is built on official licenses with rights holders including Toho (Godzilla), Sanrio (Hello Kitty & Friends), Wizards of the Coast (Dungeons & Dragons), Sesame Street, Hasbro (Transformers, My Little Pony), Sega (Sonic the Hedgehog), Jim Henson (Labyrinth), Nickelodeon, Avatar: The Last Airbender, Dragon Ball Z, Care Bears, and Strawberry Shortcake, generating both product sales and licensing royalty flows.

Name

TeeTurtle

Legal name

TeeTurtle

Website

https://teeturtle.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

TeeTurtle is a privately held DTC e-commerce brand founded in 2012 that sells graphic apparel, signature reversible plushies, and tabletop games under its Unstable Games sub-brand to nerdy and pop-culture enthusiasts, leveraging official licenses with franchises such as Godzilla, Hello Kitty, Dungeons & Dragons, Transformers, and Sonic.

Ownership category

akta.pro rank

Product category

Pop Culture Apparel and Collectibles

NAICS

Clothing and Clothing Accessories Retailers (458110), Hobby, Toy, and Game Retailers (45912), Gift, Novelty, and Souvenir Retailers (459420)

SIC

Retail-Apparel & Accessory Stores (5600), Games, Toys & Children's Vehicles (No Dolls & Bicycles) (3944), Dolls & Stuffed Toys (3942), Wholesale-Apparel, Piece Goods & Notions (5130)

akta.pro primary industry

Pop Culture, Licensed & Fandom Gifts Retail (CRALAJAK)

akta.pro secondary industries

Collectibles, Trading Cards & Blind Box Toys Retail (CRALAFAI), Dolls, Plush & Action Figures Retail (CRALAFAD), Entertainment Memorabilia Retail (Film/TV/Music) (CRALAGAJ), Customized & Personalized Fan Gear Retail (CRAMAOAJ)

Keywords

• Graphic apparel
• Reversible plushies
• Tabletop board games
• Licensed merchandise
• Pop culture collectibles

Headquarters

HQ city

Missouri City

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Apparel Sales: Direct sales of graphic t-shirts, hoodies, sweatshirts, and long sleeve shirts featuring whimsical, nerdy, and pop culture-inspired designs. One-time purchase model with standard pricing ranging from $16-$25 for t-shirts.
2. Plush and Soft Goods: Sales of reversible plushies, Cloudheads, plush keychains, fanny packs, tote bags, and scented plushies. Pricing varies by size and type, from $4 keychains to $25 larger plushies.
3. Board Games (Unstable Games): Proprietary tabletop game brand including Unstable Unicorns, Here to Slay, If Words Could Kill, and other party/strategy games sold as base games, expansions, and bundles.
4. Licensed Merchandise: Products featuring officially licensed intellectual property from brands including Godzilla, Sesame Street, Sanrio (Hello Kitty), Transformers, Dungeons & Dragons, Labyrinth, Sonic, and others. Revenue shared through licensing agreements.
5. Mystery Products: Mystery grab bags (3-shirt bundles at $22.50), mystery boxes for plushies, and blind boxes for collectibles. These drive higher average order values and repeat purchases through gamification.
6. Wholesale: B2B wholesale sales through Faire marketplace for retailers to carry TeeTurtle products in physical and online stores.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels9 records

Core offering

TeeTurtle designs and sells own-branded graphic apparel (t-shirts, hoodies, sweatshirts, long sleeves) featuring quirky, pop-culture-inspired designs, alongside a signature line of reversible plushies, Cloudheads, scented plushies, and Plushiverse accessories. The company also publishes and sells the Unstable Games line of proprietary board games (Unstable Unicorns, Here to Slay, If Words Could Kill, etc.), and offers an extensive assortment of officially licensed merchandise covering franchises such as Godzilla, Hello Kitty, Dungeons & Dragons, Transformers, Sonic, and Sesame Street.

Product overview

TeeTurtle is an e-commerce platform specializing in quirky, whimsical consumer products centered around self-expression and pop culture. The core product portfolio consists of graphic apparel (t-shirts, hoodies, sweatshirts, long sleeves) featuring over 1,500 unique designs, and the signature Reversible Plushies line that can be flipped inside out for two different looks. The platform also offers Cloudheads (plush toys with detachable cloud-shaped heads), Scented Plushies, and Plushiverse accessories including fanny packs, tote bags, and keychains. Additionally, TeeTurtle publishes and sells the Unstable Games line of board games, including Unstable Unicorns, If Words Could Kill, Here to Slay, Twisted Cryptids, Casting Shadows, Happy Little Dinosaurs, and Command of Nature, along with collectibles, accessories, and mystery/blind box products. The company operates an official licensing program with major franchises including Godzilla, Transformers, Sonic the Hedgehog, Dungeons & Dragons, Hello Kitty & Friends (Sanrio), Invader Zim, Labyrinth, Sesame Street, Avatar: The Last Airbender, SpongeBob SquarePants, Teenage Mutant Ninja Turtles, Dragon Ball Z, Care Bears, Strawberry Shortcake, and My Little Pony.

Differentiator

Problem solved

Functional benefit

Brands

• Unstable Games: Board game brand featuring titles including Unstable Unicorns, Here to Slay, If Words Could Kill, Twisted Cryptids, Casting Shadows, Happy Little Dinosaurs, Command of Nature, and Garden Variety.

Products and services

• Graphic Apparel (T-Shirts, Hoodies, Long Sleeves, Sweatshirts) Premium cotton graphic t-shirts, pullover hoodies, long sleeve t-shirts, and crew neck sweatshirts featuring quirky, whimsical, and pop culture-inspired designs. Available in men's, women's, and kids' sizes with Classic Cotton and Premium Cotton variants. Priced at $16-$25 for t-shirts and $25-$35 for hoodies.
• Reversible Plushies TeeTurtle's signature product line: plush toys with two different designs on each side that can be flipped inside out for a completely different look. Available in 4", 6", and 8" sizes, including licensed character versions. Priced at $10-15 regular, $6-8 on sale.
• Cloudheads Plushies Soft plush toys featuring oversized, detachable cloud-shaped heads with cute character faces. Available in 5" and 8" sizes with various licensed characters including Sonic, Invader Zim, Hello Kitty, and Labyrinth themes. Priced at $20-30.
• Scented Plushies Plush toys infused with fragrances such as cupcake-scented and strawberry-scented versions, typically featuring Hello Kitty and Friends characters. Multi-sensory products combining scent and plush design.
• Plushiverse Accessories (Fanny Packs, Tote Bags, Keychains) Functional fanny packs, tote bags, and small reversible plush keychains shaped like plush characters. Part of the Plushiverse collection with various animal and character designs. Keychains $4-6, fanny packs $8-12, tote bags $10-15.
• Mystery Boxes (Plush Mystery Boxes) Blind box style mystery packages containing random plush designs, including reversible plushie mystery boxes and themed collector's blind boxes. Gamified product that drives higher average order values and repeat purchases.
• Mystery Grab Bags (3-Shirt Apparel Bundle) Mystery packages containing 3 random t-shirts at a discounted bundle price ($45 value for $22.50, ~50% off), featuring various designs from the collection in men's, women's, and kids' styles. Sales are final with no exchanges or returns.
• Ceramic Mugs Ceramic mugs featuring whimsical designs matching the apparel collection's quirky aesthetic. Priced at $15-20.
• Unstable Unicorns Board Game A strategic card game where players collect unicorns, featuring the Diamond Edition with enhanced components. Includes various expansions and bundles. Part of TeeTurtle's proprietary Unstable Games brand.
• If Words Could Kill Board Game A party word game where players try to guess words from clever clues, described as a top seller on the site. Priced at $15 regular, $12 on sale. Part of the Unstable Games lineup.
• Here to Slay Board Game A strategic card game featuring character classes and challenges, part of the Unstable Games lineup with expansion bundles available.
• Twisted Cryptids Board Game A board game featuring mythical cryptid creatures, part of the Unstable Games collection.
• Casting Shadows Board Game A game title within the Unstable Games lineup, featuring shadow-themed gameplay.
• Happy Little Dinosaurs Board Game A dinosaur-themed card game featuring various expansions and bundles. Part of the Unstable Games collection.
• Command of Nature Board Game A nature-themed strategy game within the Unstable Games collection featuring vinyl figures and standee sets.
• Blind Boxes and Vinyl Figures Blind box collectibles and vinyl figures based on various game franchises including Unstable Games and Command of Nature.
• Game Accessories Card sleeves, meeples, and other gaming accessories for the Unstable Games product line.
• Game Collectibles Collectible items including standees and special edition game components tied to the Unstable Games brand.
• Gift Cards Digital gift cards available for purchase to give the TeeTurtle experience to others.
• Officially Licensed Franchise Merchandise Officially licensed apparel, plushies, and accessories featuring characters and imagery from major franchises including Godzilla, Hello Kitty & Friends, Dungeons & Dragons, Transformers, Sonic the Hedgehog, Sesame Street, Labyrinth, Invader Zim, Nickelodeon properties (SpongeBob, TMNT, Fairly OddParents, Fraggle Rock), Avatar: The Last Airbender, Dragon Ball Z, Care Bears, Strawberry Shortcake, and My Little Pony. Revenue shared through licensing agreements.

Segments6 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration12 records

Feature5 records

Partnerships

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

• Godzilla (Toho)coreOEM/ Whitelabel/ Licensing PartnerTeeTurtle produces officially licensed Godzilla merchandise including t-shirts, plushies, and collectibles featuring the iconic monster franchise.
• Sanrio (Hello Kitty & Friends)coreOEM/ Whitelabel/ Licensing PartnerExtensive licensing agreement covering Hello Kitty, Kuromi, Cinnamoroll, My Melody, Aggretsuko, and other Sanrio characters on plushies, apparel, and accessories.
• Dungeons & Dragons (Wizards of the Coast)coreOEM/ Whitelabel/ Licensing PartnerD&D themed merchandise including apparel, plushies (owlbear, mimic chest), and mystery boxes featuring tabletop gaming imagery.
• Sesame StreetcoreOEM/ Whitelabel/ Licensing PartnerSesame Street character merchandise including the popular Martians Read Book t-shirt design featuring Elmo and characters.
• Transformers (Hasbro)coreOEM/ Whitelabel/ Licensing PartnerTransformers franchise merchandise including the Autobots Vehicle Grid t-shirt and plushies.
• Labyrinth (Jim Henson)coreOEM/ Whitelabel/ Licensing PartnerLabyrinth movie merchandise featuring characters like Jareth, Sarah, Ludo, and Didymus on Cloudheads and reversible plushies.
• Sonic the Hedgehog (Sega)coreOEM/ Whitelabel/ Licensing PartnerSonic franchise merchandise including Cloudheads plushies featuring Sonic, Tails, Knuckles, Shadow, and Chao Garden designs.
• Invader ZimcoreOEM/ Whitelabel/ Licensing PartnerNickelodeon's Invader Zim animated series merchandise including Gir and Zim plushies and apparel.
• Nickelodeon PropertiesmajorOEM/ Whitelabel/ Licensing PartnerMultiple Nickelodeon licenses including SpongeBob SquarePants, Teenage Mutant Ninja Turtles, The Fairly OddParents, and Fraggle Rock.
• Avatar: The Last AirbendermajorOEM/ Whitelabel/ Licensing PartnerAvatar franchise merchandise including Plushmates Besties featuring Appa and Momo, and related accessories.
• Dragon Ball ZmajorOEM/ Whitelabel/ Licensing PartnerDragon Ball Z anime merchandise through official licensing arrangements.
• My Little Pony (Hasbro)majorOEM/ Whitelabel/ Licensing PartnerMy Little Pony franchise merchandise available on the platform.
• Care BearsmajorOEM/ Whitelabel/ Licensing PartnerClassic Care Bears franchise merchandise through licensing.
• Strawberry ShortcakemajorOEM/ Whitelabel/ Licensing PartnerStrawberry Shortcake character merchandise including scented plushies.
• KC GreenminorOEM/ Whitelabel/ Licensing PartnerLicensed merchandise featuring webcomic artist KC Green's iconic characters.

Recent moves1 record

Expansion highlights5 records

Emerging players

• Mighty Jaxx: Mighty Jaxx is a designer toy and collectibles company producing limited-edition vinyl figures, blind boxes, and licensed art toys. Its product format and audience overlap with TeeTurtle's Unstable Games blind-box vinyls and licensed plush collectibles.
• Ravensburger (Disney/Lorcana): Ravensburger publishes tabletop and card games with strong pop culture licensing (Disney Lorcana). Its board game publishing business parallels TeeTurtle's Unstable Games sub-brand in serving hobbyist gamers with strategy and party titles.

Direct peers

• Kidrobot: Kidrobot produces designer vinyl toys, blind-box collectibles, and licensed plush/art toys across pop culture and artist collabs. Its vinyl figures, mystery packaging, and artist collaboration model are closely aligned with TeeTurtle's Unstable Games vinyls and plushiverse drops.
• Loot Crate: Loot Crate built its brand on mystery subscription boxes of licensed pop culture merchandise including apparel, collectibles, and apparel. TeeTurtle's mystery grab bags and mystery plushie boxes follow the same gamified discovery commerce model for the same fandom audience.
• BoxLunch: BoxLunch is a pop culture retailer selling licensed apparel, plush, accessories, and collectibles tied to franchises like Sanrio, Disney, and anime properties. Its catalog and DTC channel closely mirror TeeTurtle's licensed merchandise and pop-culture apparel focus.
• The Mountain: The Mountain is a graphic apparel brand specializing in nature, fantasy, and animal-themed t-shirts and hoodies. Its product format (graphic tees with stylized designs) and DTC distribution model directly mirror TeeTurtle's core apparel business.
• Funko: Funko is a leading pop culture collectibles company producing vinyl figures, plush, and apparel tied to licensed entertainment IP (Marvel, Star Wars, Sanrio, etc.). It directly overlaps TeeTurtle's licensed plush and blind-box vinyl business and competes for the same fandom-driven consumer wallet.
• Squishmallows (Jazwares): Squishmallows is a plush collectibles brand that has captured massive share in the soft toy market through licensed characters (Sanrio, Disney, etc.) and blind-box mechanics. It is the most direct competitor to TeeTurtle's reversible/scented plush and mystery plushie box offerings.

Broad incumbents

• Hot Topic: Hot Topic is a much larger specialty retailer of band/apparel plus licensed pop culture merchandise, plush, and collectibles. It overlaps significantly with TeeTurtle's audience and product mix but operates at much greater scale with both DTC and physical retail.
• FYE (For Your Entertainment): FYE is a pop culture retailer carrying apparel, plush, collectibles, and licensed merchandise tied to fandom franchises. It competes with TeeTurtle in licensed pop culture goods but at larger scale with a primarily physical retail footprint.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/teeturtlenews
• Facebookfacebook.com/teeturtle
• Instagraminstagram.com/teeturtle
• Pinterestpinterest.com/teeturtle
• TikToktiktok.com/@teeturtlehq
• LinkedInlinkedin.com/company/teeturtle

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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 TeeTurtle