ToyWiz
ToyWiz is a family-owned online and physical retailer of licensed toys, action figures, and trading card games. Operating since the late 1980s, the New York-based company serves TCG players and collectible figure enthusiasts through its BigCommerce website and Nanuet retail store.
- Company typePrivate
- Founded1989
- HeadquartersNew York, United States
- Headcount51–100
- GTM typeB2C
- OfferingServices
What ToyWiz does
ToyWiz is a family-owned direct-to-consumer retailer of licensed toys, action figures, and trading card games, founded in the late 1980s and headquartered in New York. The company sells a catalog spanning Marvel Legends and Marvel Universe action figures from Hasbro, Funko POP! vinyl figures, McFarlane Toys sports figures, NECA collectibles, and a deep portfolio of trading card games including Pokemon, Magic: The Gathering, Yu-Gi-Oh!, Disney Lorcana, Flesh and Blood, One Piece, Digimon, Cardfight Vanguard, and Weiss Schwarz. Its physical retail store in Nanuet, NY measures 3,000 square feet and holds tens of thousands of single trading cards browseable through an in-store card request list, complemented by a global e-commerce storefront.
The business runs on a BigCommerce-powered e-commerce platform supporting secure checkout, pre-orders, sale items, and international shipping, with no proprietary technology stack or mobile app identified. Christopher Taylor serves as founder and CEO. The technology layer is functional commodity infrastructure rather than a differentiated asset, with the company's competitive emphasis placed on authenticity guarantees, direct sourcing from manufacturers like Hasbro, Mattel, and Funko, and a 30-day satisfaction guarantee on unopened products.
ToyWiz generates revenue through one-time unit-priced product sales with no subscription component, at price points ranging from under $10 for common items to over $600 for rare collectibles. The company also operates a "We Buy Collections" supply program that acquires inventory from individual collectors for resale, effectively running a hybrid retail and secondary-market wholesale model. Distribution is purely direct: own e-commerce website and one physical storefront, with no third-party marketplace or reseller channels identified.
ToyWiz firmographics
Firmographics- Name
- ToyWiz
- Legal name
- ToyWiz
- Website
- https://toywiz.com
- Company type
- Private
- Founded year
- 1989
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- ToyWiz is a family-owned online and physical retailer of licensed toys, action figures, and trading card games. Operating since the late 1980s, the New York-based company serves TCG players and collectible figure enthusiasts through its BigCommerce website and Nanuet retail store.
- Ownership category
- akta.pro rank
ToyWiz industry classification
Industry- Product category
- Specialty Toy and Collectibles Retail
- NAICS
- Hobby, Toy, and Game Retailers (45912)
- SIC
- Retail-Hobby, Toy & Game Shops (5945)
- akta.pro primary industry
- Collectibles, Trading Cards & Blind Box Toys Retail (CRALAFAI)
- akta.pro secondary industries
- Dolls, Plush & Action Figures Retail (CRALAFAD), Traditional Toy Stores (CRALAFAA)
Keywords
Where ToyWiz is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
ToyWiz business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Product Sales: ToyWiz generates revenue through direct sales of toys, action figures, trading card games, and collectibles to consumers. Products are sold at set retail prices with no subscription component. The company also buys collections from customers and resells them.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | — | Standard retail pricing for toys and collectibles |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels2 records
ToyWiz product offering
Product offeringCore offering
ToyWiz is a specialty retailer that sells licensed toys, action figures, and trading card games (both sealed product and singles) through its own e-commerce website and a physical retail store in Nanuet, NY. The company sources directly from manufacturers such as Hasbro, Mattel, and Funko, guarantees authenticity on all merchandise, and offers pre-orders, same-day shipping, and an in-store card request list with tens of thousands of single TCG cards.
Product overview
ToyWiz operates an e-commerce retail platform for toys, action figures, and trading card games. The company sells a diverse portfolio of licensed collectibles including Marvel Legends and Marvel Universe action figures (Hasbro), Funko POP! vinyl figures, McFarlane Toys Sports Picks, and trading card games such as Magic: The Gathering, Pokemon, Yu-GiOh!, and Disney Lorcana. The platform is built on BigCommerce and offers both domestic and international shipping, pre-orders, and an in-store card request list for retail customers. The business also operates a physical retail store in Nanuet, NY and emphasizes authenticity guarantees for all merchandise.
Differentiator
Problem solved
Functional benefit
Products and services
- ToyWiz E-Commerce Storefront
Companies that use ToyWiz
Customer profileSegments3 records
Ideal customer profiles3 records
ToyWiz technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
ToyWiz partnerships and signals
Strategic signalScale indicators3 records
Recent moves5 records
Expansion highlights5 records
ToyWiz competitors and assessment
Company assessmentMarket position
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
ToyWiz social profiles
Digital presenceToyWiz financial estimates
Financial estimateRevenue estimate
Valuation estimate
ToyWiz leadership team
Management profileNumber of profiles
Profiles1 record
ToyWiz funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
ToyWiz 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 ToyWiz
What does ToyWiz do?
ToyWiz is a specialty retailer that sells licensed toys, action figures, and trading card games (both sealed product and singles) through its own e-commerce website and a physical retail store in Nanuet, NY. The company sources directly from manufacturers such as Hasbro, Mattel, and Funko, guarantees authenticity on all merchandise, and offers pre-orders, same-day shipping, and an in-store card request list with tens of thousands of single TCG cards.
Is ToyWiz a public or private company?
ToyWiz is a private company. It is classified as family owned and is currently operating.
When was ToyWiz founded?
ToyWiz was founded in 1989. It employs 51 to 100 people.
Where is ToyWiz based?
ToyWiz is headquartered in New York, United States, in the North America region.
How does ToyWiz make money?
One revenue line is on record: product Sales.
Does ToyWiz have an API?
No public API is recorded for ToyWiz.
What industry is ToyWiz in?
ToyWiz's product category is Specialty Toy and Collectibles Retail. Its primary akta.pro industry code is CRALAFAI, Collectibles, Trading Cards & Blind Box Toys Retail, with a secondary code of CRALAFAD, Dolls, Plush & Action Figures Retail. Its NAICS code is 45912 and its SIC code is 5945.