What Mcfarlane does

McFarlane Toys is a privately held American collectibles and action figure manufacturer founded in 1994 by comic book artist Todd McFarlane and headquartered in Tempe, Arizona. The company designs, manufactures, and distributes highly detailed action figures, statues, and vinyl collectibles under its own brand and through licensing agreements with major entertainment and sports IP holders, serving three primary customer segments: adult hobbyist collectors, mainstream toy consumers and gift buyers, and sports fans. McFarlane is positioned as the fifth largest action figure manufacturer in the United States and distributes through both direct-to-consumer e-commerce (mcfarlanetoysstore.com) and broad retail channels including Walmart, Target, GameStop, and specialty comic and toy stores globally.

The product portfolio spans more than 40 licensed brands across comics (Spawn, DC Multiverse, Marvel), anime (Demon Slayer, BLEACH, Dandadan, Persona 3 Reload), video games (DOOM, Fallout, Diablo IV, Warhammer 40,000, Helldivers, Mortal Kombat), movies/TV (Dune, Avatar, Game of Thrones, IT, Transformers, TMNT), and sports (NFL, MLB, NHL, UFC), and is structured as a price pyramid ranging from entry-level 3-inch Page Punchers (figure-and-comic bundles) to premium 1:6 scale resin statues priced over $200. Tiered sub-brands include the Gold Label Series (limited-edition premium collectibles), McFarlane Collector Edition (numbered variants), McFarlane Elite Edition (gaming-focused deluxe figures), Todd's MODs (artist-modified vinyls), and McFarlane's SportsPicks. The company also operates McFarlane Publishing, producing Spawn-universe comic titles (Spawn, King Spawn, Gunslinger, Scorched, Medieval Spawn) under Image Comics, providing an internally controlled IP pipeline for figure development.

Revenue is generated through two streams: physical toy and collectible sales via wholesale/retail distribution and DTC e-commerce, and comic book publishing. Pricing is unit-based with pay-as-you-go billing across all tiers, and the go-to-market motion combines owned content marketing (the Toddfather Talk blog, press release cadence), event-driven demand generation (Toy Fair, San Diego Comic-Con), and co-branded loyalty (UFC McFarlane Rewards). McFarlane was named a Toy of the Year 2026 finalist by The Toy Foundation, validating its standing within the broader toy industry.

Name

Mcfarlane

Legal name

McFarlane Toys

Website

https://mcfarlane.com

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

11–50 employees

Short description

McFarlane Toys is a privately held Tempe, Arizona-based collectibles manufacturer founded by Todd McFarlane in 1994, designing detailed action figures, statues, and vinyl collectibles under 40+ licensed entertainment and sports brands for adult collectors and mainstream toy consumers.

Ownership category

akta.pro rank

Product category

Collectible Action Figures & Toys

NAICS

Doll, Toy, and Game Manufacturing (339930)

SIC

Games, Toys & Children's Vehicles (No Dolls & Bicycles) (3944)

akta.pro primary industry

Miniatures & Figurines (Display/Collectible) (CRALAKAB)

akta.pro secondary industry

Wargaming Miniatures (Tabletop Armies) (CRALAKAC)

Keywords

• Action figure manufacturer
• Collectible statues
• Licensed character toys
• Comic publishing
• Vinyl collectibles

Headquarters

HQ city

Tempe

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Toys and Collectibles Sales: McFarlane generates the majority of its revenue through the design, manufacture, and sale of action figures, collectible statues, vinyl figures, and related merchandise. Products are sold at various price points ranging from budget-friendly 3-inch figures to premium 1:6 scale resin statues priced over $200. The company operates both a direct-to-consumer e-commerce channel and a wholesale/retail distribution channel.
2. Publishing (Comics): Through McFarlane Publishing, the company publishes comic book titles including Spawn, King Spawn, Gunslinger, Scorched, and other properties. Comics are sold through direct market (comic shops) and newsstand channels, with collected editions and special projects rounding out the publishing revenue stream.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels4 records

Core offering

McFarlane Toys designs, manufactures, and sells highly detailed collectible action figures, statues, and vinyl figures based on licensed entertainment, comic book, video game, and sports properties. The company also publishes comic book titles including Spawn, King Spawn, and Gunslinger. Products are sold through its own e-commerce storefront and through mass-market, hobby, and specialty retailers worldwide.

Product overview

McFarlane Toys is a multi-brand collectibles and toys company offering a diverse portfolio of action figures, statues, and comic publications. The core product lineup centers on highly detailed action figures across multiple series including Gold Label Series (premium limited editions), McFarlane Collector Edition (numbered variants), McFarlane Special Edition, and Page Punchers (figure-with-comic combinations). The company operates several specialized sub-brands including McFarlane Elite Edition (deluxe gaming figures), Todd's MODs (stylized collector vinyls), the Autograph Series, McFarlane Vault Collection (premium resin statues), and McFarlane SportsPicks (professional sports athlete figures). McFarlane holds extensive licensing agreements spanning DC Comics (DC Multiverse, DC Direct, DC Retro, DC Super Powers), Marvel, Teenage Mutant Ninja Turtles, Warhammer 40,000, and numerous video game properties (Helldivers, DOOM, Fallout, Diablo IV, Game of Thrones, Demon Slayer, Avatar, Dune, Transformers). The company's publishing division produces Spawn and related comic titles under Image Comics.

Differentiator

Problem solved

Functional benefit

Brands

• Spawn: Original comic book property created by Todd McFarlane; Spawn toys are based off the comic book character
• Page Punchers
• Gold Label Series
• McFarlane Collector Edition
• McFarlane's SportsPicks
• McFarlane's Dragons
• McFarlane Toys Digital
• McFarlane Elite Edition
• McFarlane Vault Collection
• Todd's Mods
• Movie Maniacs
• Music Maniacs

Products and services

• Action Figures Highly detailed collectible action figures across multiple scales (3", 5", 6", 7", 12") based on comic, movie, gaming, and sports properties, sold to collectors and hobbyists.
• Gold Label Series Premium collectible line featuring limited-edition variants with enhanced paint applications, metallic finishes, and exclusive collector-focused details targeting hardcore collectors.
• McFarlane Collector Edition Numbered collector-focused figures with detailed sculpting and comic-themed packaging, part of the ongoing collector edition series.
• McFarlane Special Edition Special release figures with unique variants and collector-exclusive packaging.
• Page Punchers Figure line combining action figures with comic books, featuring characters from various DC and other comic properties with themed packaging.
• PVC Statues Polyvinyl chloride statues featuring larger-scale collectible representations of characters, including 1:6 scale and 12-inch posed figures.
• McFarlane SportsPicks Sports collectible figures representing professional athletes and team mascots from NFL, MLB, NHL, NBA, UFC, and other major sports leagues, targeting sports fans and collectors.
• Spawn Action Figures Collectible action figures and statues based on the Spawn franchise created by Todd McFarlane, including various character versions and variants.
• DC Multiverse Collectible action figure line featuring DC Comics characters across various comic eras and movie adaptations, produced under license from DC Comics/Warner Bros. Discovery.
• DC Direct Premium collectible figures featuring DC Comics characters with high-detail sculpting and collector-focused presentation.
• Marvel Collectibles Action figures and collectibles featuring Marvel Comics characters including Spider-Man, X-Men, Deadpool, and other Marvel properties, produced under license from Marvel Entertainment/Disney.
• Warhammer 40,000 Figures Collectible figures based on the Warhammer 40,000 universe, including Chaos Space Marines, Ultramarines, Dark Angels, Space Wolves, Astra Militarum, and Imperial Fist figures produced under license from Games Workshop.
• Helldivers Figures Collectible figures based on the Helldivers video game franchise including Helldivers 2, featuring military-style figures and equipment, produced under license from Sony Interactive Entertainment.
• DOOM Figures Collectible figures featuring characters and equipment from the DOOM video game franchise including the Doom Slayer, produced under license from Bethesda.
• Fallout Figures Collectible figures based on the Fallout video game franchise featuring Vault Boy, ghouls, and various wasteland characters, produced under license from Bethesda.
• Diablo IV Figures Collectible figures featuring characters from the Diablo IV video game including the Lilith Elite Edition figure, produced under license from Blizzard Entertainment.
• Teenage Mutant Ninja Turtles Figures Collectible figures featuring the Teenage Mutant Ninja Turtles characters with various comic and media variants, including the Page Punchers figure-with-comic line.
• Mortal Kombat Klassic Figures Collectible figures from the Mortal Kombat Klassic line featuring Liu Kang, Scorpion, Sub-Zero, Kitana, and other iconic characters from the fighting game franchise, produced under license from Warner Bros. Discovery Interactive Entertainment.
• Comic Book Publishing McFarlane Publishing division producing comic book titles including Spawn, King Spawn, Gunslinger, Scorched, Sam & Twitch Case Files, Medieval Spawn, She-Spawn, and other Spawn-universe series published through Image Comics, sold through direct market and newsstand channels.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

One partnership is on record.

• UFC Rewards ProgramminorGTM or Marketing PartnerMcFarlane operates the UFC McFarlane Rewards program (ufc.mcfarlanerewards.com), a co-branded loyalty initiative that allows UFC fans and McFarlane collectors to earn and redeem rewards, effectively serving as a joint marketing and customer retention mechanism with UFC.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Funko: Public collectibles manufacturer best known for Pop! vinyl figures and a wide portfolio of licensed pop-culture products across movies, TV, gaming, anime, and sports. Closely comparable to McFarlane in license-driven collectible business model, multi-tier pricing, and mass + specialty retail distribution.
• NECA (National Entertainment Collectibles Association): Privately held U.S. collectibles manufacturer producing highly detailed action figures, prop replicas, and statues across horror, sci-fi, video game, and comic licenses. Closely comparable niche peer to McFarlane in scale, target customer (adult collectors), and licensed IP strategy.
• Mezco Toyz: Independent U.S. collectible figure maker known for One:12 Collective, Living Dead Dolls, and other premium hobby lines targeting the same adult collector demographic as McFarlane's Gold Label and Collector Edition tiers.
• Diamond Select Toys: Collectibles manufacturer producing action figures, statues, and toys across Marvel, DC, Star Wars, and video game licenses. Comparable niche competitor to McFarlane in the specialty and mass-market collectible aisles.
• Good Smile Company: Japanese figure maker (Nendoroid, figma, scale figures) with a significant U.S. presence and strong anime/otaku collector focus. A direct peer in the anime and high-end collectible figure segments where McFarlane is expanding via Demon Slayer, Bleach, and Dandadan lines.
• Jada Toys: Privately held U.S. toymaker producing die-cast, scale model, and action figure products across entertainment and pop-culture licenses. Comparable mid-market private competitor with mass-retail distribution and a licensed-IP-led catalog.

Broad incumbents

• Hasbro: Diversified toy and games major with action figure lines (Marvel Legends, Star Wars Black Series, G.I. Joe) that compete head-to-head with McFarlane at retail. Operates at far greater scale and controls key entertainment IP (Marvel, Star Wars, Transformers), making it both a competitor and a counterparty in licensing.
• Mattel: Global toy major producing Masters of the Universe, WWE, and DC Multiverse-era action figures, plus the Hot Wheels and Barbie franchises. A direct competitor in adult-collector action figures and a licensor/counterparty for major entertainment properties.
• Bandai Namco Holdings: Major Japanese toymaker with Gunpla, Dragon Ball, and Tamashii Nations lines, plus U.S. distribution of collectible figures. A broad incumbent competing with McFarlane in anime, video-game, and high-end collector categories.
• Spin Master: Public global toy and entertainment company with collectible and licensed product lines and a presence across mass-market and specialty retail. A broader incumbent peer that overlaps with McFarlane in licensed collectibles and youth/collector crossover SKUs.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/todd_mcfarlane
• Facebookfacebook.com/mcfarlanetoys
• LinkedInlinkedin.com/company/tmp-international

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 Mcfarlane