Heo
Heo (heo GmbH) is a Germany-based B2B wholesale distributor, founded in 1996, that supplies over 22,000 pop-culture collectibles, figures, toys, and licensed products from 400+ brands to professional retailers across six European markets via a registered-account e-commerce platform.
- Company typePrivate
- Founded1996
- HeadquartersHerxheim, Germany
- Headcount51–100
- GTM typeB2B
- OfferingHardware or Manufacturing
What Heo does
Heo (heo GmbH) is a privately held German wholesale distributor founded in 1996 and headquartered in Herxheim, Germany, specializing in pop-culture collectibles, figures, games, hobby items, and licensed toys. The company sells exclusively to professional retailers, hobby shops, and collectors across six European markets under a registered-retailer account model, with prices visible only to logged-in business customers. Its catalog spans more than 22,000 SKUs across seven categories — Collectibles, Toys, Fashion & Accessories, Home & Gifts, Manga & Anime, and Games & Puzzles — sourced from over 400 brand partners that include Bandai, Funko, Hot Toys, Kotobukiya, McFarlane Toys, NECA, Prime 1 Studio, Sideshow Collectibles, Weta Workshop, Wizards of the Coast, Hasbro, and Mattel.
The underlying technology is a multi-language e-commerce platform (English, German, Spanish, French, Italian, Polish) that handles registered retailer account management, pre-orders, hot deals, closeout inventory, wish lists, and shopping cart workflows. Heo also operates the proprietary Ultimate Guard brand of premium card-protection products (sleeves, boxes, binders, playmats) and a "heo Games" sub-brand, indicating limited vertical extension beyond pure third-party distribution. The company employs 51–100 staff and reports no external funding, acquisitions, or subsidiary structure.
Revenue is generated entirely through B2B wholesale distribution under a non-publicly disclosed pricing model with no public price list. The go-to-market is a channel-partner motion backed by trade relationships and a product-led catalog. The leadership team comprises Patrick Hildebrant (CEO), Juan André Guzman Viera (COO), and Matthias Schmidt (CIO/CDO). No AI/ML capabilities, public APIs, mobile applications, or certifications are disclosed.
Heo firmographics
Firmographics- Name
- Heo
- Legal name
- heo GmbH
- Website
- https://heo.com
- Company type
- Private
- Founded year
- 1996
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Heo (heo GmbH) is a Germany-based B2B wholesale distributor, founded in 1996, that supplies over 22,000 pop-culture collectibles, figures, toys, and licensed products from 400+ brands to professional retailers across six European markets via a registered-account e-commerce platform.
- Ownership category
- akta.pro rank
Heo industry classification
Industry- Product category
- Pop Culture Wholesale Distribution
- NAICS
- Toy and Hobby Goods and Supplies Merchant Wholesalers (423920)
- SIC
- Wholesale-Misc Durable Goods (5090), Wholesale-Professional & Commercial Equipment & Supplies (5040)
- akta.pro primary industry
- Collectibles & Trading Cards Distribution (CRAOAMAC)
- akta.pro secondary industry
- B2B Marketplaces & Wholesale Platforms (BPAMAGAD)
Keywords
Where Heo is headquartered
LocationHeadquarters
- HQ city
- Herxheim
- HQ country
- Germany
- HQ region
- Europe
Offices1 record
Markets served
Heo business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D
Revenue model
- Wholesale Distribution: B2B wholesale distribution of collectibles, figures, toys, games, and licensed merchandise to professional retailers. Operates on a registered retailer account model with prices visible only to logged-in business customers.
Go-to-market motion2 records
Distribution channels2 records
Marketing channels2 records
Heo product offering
Product offeringCore offering
heo GmbH operates a B2B wholesale distribution platform for collectibles, figures, games, merchandise, hobby items, and licensed toys across Europe. The platform offers a catalog of 22,000+ products sourced from 400+ brands and manufacturers, organized across Collectibles, Toys, Fashion & Accessories, Home & Gifts, Manga & Anime, and Games & Puzzles categories, with a proprietary Ultimate Guard sub-brand for card protection products. Access is restricted to registered professional retailers through a multi-language account-based system (English, German, Spanish, French, Italian, Polish).
Product overview
Heo (heo GmbH) is a European B2B distribution and wholesale platform for collectibles, figures, games, merchandise, hobby items, and licensed toys. Founded in 1996 and headquartered in Germany, the company operates exclusively as a wholesale platform serving professional retailers. The platform offers a comprehensive catalog across seven main categories: Collectibles (statues, figures, busts), Toys (action figures, plush, vehicles, dolls), Fashion & Accessories (apparel, bags, keyrings), Home & Gifts (housewares, decor), Manga & Anime products, and Games & Puzzles (trading cards, board games). Heo also offers its proprietary Ultimate Guard brand of card protection products. Key platform features include preorders, hot deals, closeout sections, multi-language support, and account management for registered retailers. The company distributes from over 400 brands including Funko, Bandai Tamashii Nations, Good Smile Company, Hot Toys, Kotobukiya, McFarlane Toys, and Wizards of the Coast.
Differentiator
Problem solved
Functional benefit
Brands
- heo Games: Gaming products sub-brand
Products and services
- Collectibles Distribution Wholesale distribution of collectibles including action figures, statues, mini-figures, bobble heads, PVC figures, and lifelike busts from 400+ brands and manufacturers, for professional retailers and hobby shops across Europe.
- Toys Distribution Wholesale distribution of toys including action figures, plush toys, vehicles, dolls, action toys, and playsets, for professional retailers across Europe.
- Fashion & Accessories Distribution Wholesale distribution of fashion accessories including t-shirts, sweaters, keyrings, bags, beanies, caps, and wallets featuring pop-culture themes, for professional retailers.
- Home & Gifts Distribution Wholesale distribution of home decor and gift items including cups, mugs, posters, stationery, kitchenware, banks, and lamps, for professional retailers.
- Manga & Anime Products Distribution Wholesale distribution of manga and anime collectibles including action figures, mini-figures, model kits, and statues from Japanese and anime franchises, for professional retailers.
- Games & Puzzles Distribution Wholesale distribution of trading cards, board games, puzzles, playing cards, miniatures, and storage/protection products for card games, for professional retailers.
- Ultimate Guard (Proprietary Sub-brand) Heo's proprietary brand of premium card game protection products including card sleeves, card boxes, binders, portfolios, playmats, and storage solutions for trading card games, distributed wholesale through the heo.com platform.
- Storage & Protection Products Distribution Wholesale distribution of storage and protection products for collectibles and trading cards including card sleeves, boxes, binders, and display cases, for professional retailers.
- heo.com B2B Wholesale Platform B2B e-commerce platform for European wholesale distribution of collectibles, figures, games, merchandise, hobby items, and licensed toys, featuring account management, shopping cart, preorders, and wish lists for registered retailers across six European languages.
Companies that use Heo
Customer profileSegments2 records
Ideal customer profiles1 record
Heo technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Heo partnerships and signals
Strategic signalPartnerships
43 partnerships are on record, tiered core and minor.
- Bandai Tamashii NationscoreOfficial distribution partner for Bandai Tamashii Nations products including S.H. Figuarts, FiguartsZERO, and related action figure lines.
- FunkocoreOfficial distributor for Funko POP! Figures and related collectibles across European markets.
- Hot ToyscoreOfficial distribution partner for Hot Toys sixth scale figures and collectibles including Star Wars and Marvel movie masterpiecest.
- KotobukiyacoreOfficial distributor for Kotobukiya products including ARTFX statues, Bishoujo statues, plastic model kits, and related merchandise.
- Good Smile CompanycoreOfficial distributor for Good Smile Company products including Nendoroid, Pop Up Parade, PVC statues, and Moderoid model kits.
- McFarlane ToyscoreOfficial distributor for McFarlane Toys action figures including DC Comics, Fortnite, Mortal Kombat, The Witcher, and Warhammer licensed products.
- NECAcoreOfficial distributor for NECA action figures and collectibles including Alien, Predator, Ghostbusters, and other licensed properties.
- Prime 1 StudiocoreOfficial distributor for Prime 1 Studio premium statues and collectibles including Masterline, Premium Masterline, and Ultimate Diorama Masterline series.
- Weta WorkshopcoreOfficial distributor for Weta Workshop Lord of the Rings, The Hobbit, and other film and gaming collectibles including miniatures, statues, and environments.
- Wizards of the CoastcoreOfficial distributor for Magic: The Gathering products including card sleeves, boxes, binders, portfolios, and related gaming accessories.
- Sideshow CollectiblescoreOfficial distributor for Sideshow Collectibles premium statues and sixth scale figures including Star Wars, Marvel, and DC Comics collectibles.
- HasbrocoreOfficial distributor for Hasbro products including Star Wars: The Black Series, G.I. Joe Classified Series, and other licensed action figure lines.
- MattelcoreOfficial distributor for Mattel products including Hot Wheels, Barbie, Masters of the Universe, and other licensed toy lines.
- Dark HorsecoreOfficial distributor for Dark Horse collectibles including manga, anime, and video game licensed merchandise.
- Square-EnixcoreOfficial distributor for Square-Enix merchandise including Final Fantasy, Dragon Quest, and other video game collectibles.
- SegacoreOfficial distributor for Sega merchandise and collectibles including Sonic the Hedgehog and other gaming franchises.
- Ubisoft / UBICollectiblescoreOfficial distributor for Ubisoft collectibles including Assassin's Creed, Far Cry, and other video game franchise merchandise.
- BandaicoreOfficial distributor for Bandai products including Gunpla model kits and other anime and gaming merchandise.
- BanprestocoreOfficial distributor for Banpresto figures including Dragon Ball, One Piece, Naruto, and other anime licensed products.
- Super7coreOfficial distributor for Super7 Re-action figures, Ultimates, and collectible lines including Teenage Mutant Ninja Turtles and other properties.
- NumskullcoreOfficial distributor for Numskull merchandise including Eikoh and related pop-culture collectibles.
- Tomy / TomyteccoreOfficial distributor for Tomy and Tomytec products including Be@rbrick and related collectibles.
- ThreeZerocoreOfficial distributor for ThreeZero products including Game of Thrones, Transformers, and other licensed collectibles.
- Iron StudioscoreOfficial distributor for Iron Studios premium statues including Battle Diorama and related collectible lines.
- MedicomcoreOfficial distributor for Medicom products including RAH (Real Action Heroes) and related collectible figures.
- KidrobotcoreOfficial distributor for Kidrobot designer toys and blind box collectibles.
- LoungeflycoreOfficial distributor for Loungefly fashion accessories including bags, wallets, and licensed merchandise.
- Spin MastercoreOfficial distributor for Spin Master products including Bakugan, Paw Patrol, and other licensed toy lines.
- TsumecoreOfficial distributor for Tsume statues and collectibles including Naruto, One Piece, and other anime licensed products.
- PlaymatescoreOfficial distributor for Playmates products including Teenage Mutant Ninja Turtles and other licensed toy lines.
- Jada ToyscoreOfficial distributor for Jada Toys diecast vehicles, action figures, and related collectibles.
- YoutoozcoreOfficial distributor for Youtooz vinyl figures, plush toys, and collectibles.
- Blizzard EntertainmentcoreOfficial distributor for Blizzard Entertainment merchandise including Overwatch, Diablo, World of Warcraft, and other gaming franchise collectibles.
- Games WorkshopcoreOfficial distributor for Games Workshop products including Warhammer tabletop gaming merchandise.
- MegahousecoreOfficial distributor for Megahouse products including G.E.M. series figures and other anime collectibles.
- Ultimate GuardcoreOfficial distributor for Ultimate Guard premium card protection products including sleeves, boxes, binders, and playmats for trading card games.
- EvoretrocoreOfficial distributor for Evoretro card protection and display products.
- NACELLE Consumer ProductsminorOfficial distributor for NACELLE Consumer Products licensed merchandise.
- Fizz CreationsminorOfficial distributor for Fizz Creations novelty gifts and gadgets.
- Headstart InternationalminorOfficial distributor for Headstart International toy and novelty products.
- Heroes IncminorOfficial distributor for Heroes Inc licensed merchandise and collectibles.
- BearPandaminorOfficial distributor for BearPanda plush toys and collectibles.
- SquaroesminorOfficial distributor for Squaroes trading cards and collectible products.
Scale indicators2 records
Recent moves5 records
Expansion highlights10 records
Heo competitors and assessment
Company assessmentDirect peers
- Underground Toys: UK-based wholesale distributor of licensed collectibles, toys, and pop-culture merchandise to retailers across Europe. Closely comparable to Heo as a B2B specialty distributor serving the same hobby shop and specialty retailer channel with overlapping brand portfolios.
- Entertainment Earth: US-based distributor and retailer of collectibles, action figures, statues, and pop-culture merchandise with a wholesale division. Comparable to Heo in serving resellers and hobby shops with Funko, Mezco, and similar licensed lines.
- BigBadToyStore: US-based collectibles retailer and wholesaler with a deep catalog of import action figures, statues, and Japanese collectibles. Comparable to Heo in product mix (third-party import brands, statues, sixth-scale figures) and B2B service to smaller retailers.
- Toy Tokyo: US-based importer and retailer of collectible toys, designer toys, and pop-culture merchandise. Comparable to Heo in specializing in imported Japanese and US collectibles and serving both retail and wholesale customers.
- Forbidden Planet: UK's largest pop-culture retailer chain specializing in comics, collectibles, toys, and licensed merchandise. Comparable to Heo as a downstream channel serving the same European fan consumer base, though operating as a retailer rather than a B2B distributor.
- EMP Merchandising: German-based rock and pop-culture apparel, music, and merchandise retailer with pan-European reach. Comparable to Heo as a Germany-rooted B2B and B2C operator in pop-culture and licensed merchandise, especially in the apparel and accessories category.
Broad incumbents
- Funko: Major US manufacturer of Funko POP! figures and licensed collectibles. Comparable to Heo as both a key supplier brand and a broad incumbent that increasingly sells directly to retailers and consumers, potentially threatening independent distributors.
- Sideshow Collectibles: US premium collectibles manufacturer (sixth-scale figures, statues) and direct retailer. Comparable to Heo as both a supplier partner and a vertically integrated competitor pushing direct-to-consumer sales that bypass wholesale.
- Asmodee: European leader in tabletop game publishing and distribution with deep retail penetration across the continent. Comparable to Heo as a European B2B game and hobby distributor serving the same retail channels, though broader in gaming and core category.
- Hot Toys: Hong Kong-based premium sixth-scale figure manufacturer and direct retailer. Comparable to Heo as both a major supplier of high-end collectibles and a vertically integrated player pushing direct-to-consumer distribution.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Heo financial estimates
Financial estimateRevenue estimate
Valuation estimate
Heo leadership team
Management profileNumber of profiles
Profiles3 records
Heo funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Heo 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 Heo
What does Heo do?
heo GmbH operates a B2B wholesale distribution platform for collectibles, figures, games, merchandise, hobby items, and licensed toys across Europe. The platform offers a catalog of 22,000+ products sourced from 400+ brands and manufacturers, organized across Collectibles, Toys, Fashion & Accessories, Home & Gifts, Manga & Anime, and Games & Puzzles categories, with a proprietary Ultimate Guard sub-brand for card protection products. Access is restricted to registered professional retailers through a multi-language account-based system (English, German, Spanish, French, Italian, Polish).
Is Heo a public or private company?
Heo is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Heo founded?
Heo was founded in 1996. It employs 51 to 100 people.
Where is Heo based?
Heo is headquartered in Herxheim, Germany, in the Europe region.
How does Heo make money?
One revenue line is on record: wholesale Distribution.
Who are Heo's main competitors?
Direct peers on record are Underground Toys, Entertainment Earth, BigBadToyStore, Toy Tokyo, Forbidden Planet and EMP Merchandising. Broad incumbents are Funko, Sideshow Collectibles, Asmodee and Hot Toys.
Does Heo have an API?
No public API is recorded for Heo.
What industry is Heo in?
Heo's product category is Pop Culture Wholesale Distribution. Its primary akta.pro industry code is CRAOAMAC, Collectibles & Trading Cards Distribution, with a secondary code of BPAMAGAD, B2B Marketplaces & Wholesale Platforms. Its NAICS code is 423920 and its SIC code is 5090.