HUE
HUE designs and sells plug-and-play USB document cameras and stop-motion animation software, serving K-12 educators, parents and children at home, and business users across more than a dozen countries.
- Company typePrivate
- Founded1994
- HeadquartersAustin, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What HUE does
HUE is the trading name of Ascent Information Technology Limited, a UK-incorporated private limited company established in 1994, that designs, manufactures, and sells plug-and-play USB document cameras (HUE HD and HUE HD Pro) bundled with proprietary stop-motion animation software, presentation software (HUE Intuition), a web-based camera viewer app, a 64-page instructional book, and — since the 2025 acquisition of Newclay Products Limited — its own branded modelling clay (HUE Clay). The underlying technology is a commodity USB video class (UVC) camera platform combined with proprietary desktop and Chrome-based software for capture, annotation, flip/mirror, and frame-by-frame animation, sold both as standalone hardware and as integrated kits (HUE Animation Studio, Animation Studio Pro, Animation Toolbox). Products are priced at the affordable end of the visualiser market, with the HD Pro at $79.95 and the Pro kit at $99.95 ex. VAT.
HUE firmographics
Firmographics- Name
- HUE
- Legal name
- Ascent Information Technology Limited
- Website
- https://huehd.com
- Company type
- Private
- Founded year
- 1994
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- HUE designs and sells plug-and-play USB document cameras and stop-motion animation software, serving K-12 educators, parents and children at home, and business users across more than a dozen countries.
- Ownership category
- akta.pro rank
Where HUE is headquartered
LocationHeadquarters
- HQ city
- Austin
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
HUE business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Personnel, Technology or R&D, Operations
Revenue model
- Hardware camera sales: One-time sale of USB document cameras (HUE HD Camera, HUE HD Pro Camera) as standalone hardware products, sold via own e-commerce, Amazon, and distributor network.
- Bundled kits (hardware + software + accessories): One-time sale of bundled products combining a camera with software licenses, books, clay, and/or tools — including HUE Animation Studio, HUE Animation Studio Pro, and HUE Animation Toolbox. Revenue from hardware + bundled software as a single one-time transaction.
- Standalone software licenses: Single-user software licenses sold separately from hardware, including Stop Motion Studio for HUE and older HUE Animation software variants.
- Accessories and consumables: Sale of accessories (carry cases, tablet stands) and consumables (HUE Clay modelling material) through the online shop.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | HUE Clay (standalone modelling clay) — US $7.99 ex. VAT |
| One time/ perpetual license | Pay-as-you-go | HUE HD Pro Camera (standalone) — US $79.95 ex. VAT |
| One time/ perpetual license | Pay-as-you-go | HUE Animation Studio Pro kit — US $99.95 ex. VAT |
| One time/ perpetual license | Pay-as-you-go | HUE Animation Studio kit — bundled camera + software + book |
| Other | Multi-year contract | School orders — dedicated channel, quote-based pricing |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels7 records
HUE product offering
Product offeringCore offering
HUE designs and sells USB plug-and-play HD/FHD document cameras (HUE HD Pro, HUE HD) bundled or sold with proprietary stop-motion animation software, presentation software, and supporting creative materials (HUE Clay). Products are sold directly to consumers, schools, and businesses through an own e-commerce shop, Amazon, and a global distributor network.
Product overview
HUE is a technology company offering a portfolio of cameras, software, and creative materials primarily for education, home, and business use. The core hardware products are the HUE HD Pro Camera (Full HD 1080p document camera/visualiser with LED lights and microphone) and the HUE HD Camera (720p/1080p USB camera). These cameras are used for stop motion animation, video conferencing, document projection, and live demonstration. The product line extends into software: HUE Animation Studio and HUE Animation Studio Pro (which bundle cameras with stop motion animation software and the HUE Book of Animation), HUE Animation Toolbox (a comprehensive animation kit with camera, software, clay, tools, and materials), and HUE Clay (premium modelling clay formerly known as Newplast). Supporting software includes HUE Intuition (bundled with Pro), Stop Motion Studio for HUE, and HUE Camera Viewer (Chrome web app). Accessories include a dedicated carrying case for the HUE HD Pro. The company targets educators, parents, students, businesses, and creative professionals, and sells direct-to-consumer and through Amazon and authorized distributors worldwide.
Differentiator
Problem solved
Functional benefit
Brands
- HUE HD Pro Camera: Award-winning plug & play document camera and visualiser (Full HD 1080p) with solid base, flexible neck, built-in LED lights and noise cancelling microphone
- HUE HD Camera
- HUE Animation Studio
- HUE Animation Studio Pro
- HUE Clay
- HUE Animation Toolbox
- HUE Intuition
- Stop Motion Studio for HUE
- HUE Camera Viewer
Products and services
- HUE HD Pro Camera Award-winning plug-and-play USB document camera and visualiser with Full HD 1080p resolution, flexible neck, built-in LED lights, and noise-cancelling microphone. Designed for classroom teaching, video conferencing, and stop motion animation. Bundled with HUE Intuition software.
- HUE HD Camera
- HUE Animation Studio
- HUE Animation Studio Pro
- HUE Animation Toolbox
- HUE Clay Premium quality, reusable, non-drying modelling clay suitable for stop-motion animation, classrooms, after-school clubs, and creative play. Formerly manufactured by Newclay Products Limited under the name Newplast.
- HUE Intuition Software
- Stop Motion Studio for HUE
- HUE Camera Viewer
- The HUE Book of Animation
- HUE HD Pro Carrying Case
Quantifiable outcome
- Between two and three million children in the United States are learning at home (homeschool market)
- +1 more outcomes
Companies that use HUE
Customer profileNamed customers10 records
Segments3 records
Ideal customer profiles3 records
HUE technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
Feature6 records
HUE partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- AmazoncoreHUE products are sold through Amazon marketplace alongside the company's own online shop and authorized distributor network, making products widely accessible to global consumer and education customers.
Scale indicators5 records
Recent moves5 records
Expansion highlights5 records
HUE competitors and assessment
Company assessmentDirect peers
- IPEVO: IPEVO is a direct competitor offering USB document cameras and visualizers for education and business use. Overlaps directly with HUE in plug-and-play document cameras targeted at teachers and remote workers.
Broad incumbents
- ELMO: ELMO is a long-established incumbent in the document camera / visualiser category, primarily serving K-12 and higher education. Comparable to HUE in the visualiser product category but with a more premium, broader-portfolio positioning.
- Epson (Document Camera division): Epson produces a well-known line of document cameras and visualizers for education and business. Comparable to HUE in core functionality but with deeper distribution and broader corporate backing.
- Lumens Integration: Lumens manufactures document cameras, visualizers, and AV-over-IP solutions for education and ProAV. Direct product overlap with HUE in visualizers, with a stronger enterprise/ProAV tilt.
- AVer Information: AVer produces document cameras and visualizers for K-12, higher education, and conference rooms. Comparable to HUE in education-focused visualiser offerings, with stronger global distribution.
Emerging players
- INSWAN: INSWAN is a smaller, Asia-focused manufacturer of document cameras and visualizers. Comparable to HUE in affordable plug-and-play visualizers, with a more regional footprint.
- Cateater (Stop Motion Studio): Cateater develops the Stop Motion Studio app, which HUE bundles with its Pro camera. Adjacent in software-defined stop-motion creation, with potential overlap in creator and education segments.
- OKIOLABS: OKIOLABS makes USB document cameras and visualizers for education and conferencing, directly competing with HUE's HUE HD Pro. Smaller, niche competitor with comparable target customers and similar plug-and-play positioning.
Others
- Wacom: Wacom manufactures digital pen displays and tablets used for animation, art, and education. Adjacent to HUE's animation/creative ecosystem but focused on higher-end digital drawing rather than USB visualizers.
- Learning Resources: Learning Resources is a major educational toy and resource brand present in primary classrooms worldwide. Comparable to HUE in education-segment distribution and STEM positioning, though its product portfolio is broader.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
HUE social profiles
Digital presenceHUE compliance and trust
Trust signalCompliance3 records
HUE financial estimates
Financial estimateRevenue estimate
Valuation estimate
HUE leadership team
Management profileNumber of profiles
HUE funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
HUE M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about HUE
What does HUE do?
HUE designs and sells USB plug-and-play HD/FHD document cameras (HUE HD Pro, HUE HD) bundled or sold with proprietary stop-motion animation software, presentation software, and supporting creative materials (HUE Clay). Products are sold directly to consumers, schools, and businesses through an own e-commerce shop, Amazon, and a global distributor network.
Is HUE a public or private company?
HUE is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was HUE founded?
HUE was founded in 1994. It employs 1 to 10 people.
Where is HUE based?
HUE is headquartered in Austin, United States, in the North America region.
How does HUE make money?
Four revenue lines are on record. Hardware camera sales are the primary driver. The others are bundled kits (hardware + software + accessories), standalone software licenses and accessories and consumables.
Who are HUE's main competitors?
IPEVO is listed as a direct peer. Broad incumbents are ELMO, Epson (Document Camera division), Lumens Integration and AVer Information. Emerging players are INSWAN, Cateater (Stop Motion Studio) and OKIOLABS. Others are Wacom and Learning Resources.
Does HUE have an API?
No public API is recorded for HUE.