Rubber Road

What Rubber Road does

Rubber Road Ltd is a privately held UK consumer-products company, founded in 2012 by Ben Grant and Matt Precious (both previously senior executives at GAME Stores Group), that designs, manufactures, and distributes officially licensed entertainment merchandise. The group operates through five wholly owned sub-brands: Numskull (licensed gaming, movie, TV, and music merchandise including figurines, apparel, and collectibles), TUBBZ (duck cosplay toy collectibles), Quarter Arcades (replica arcade cabinets with original game code), Countdown Characters (seasonal holiday figurines), and Numskull Games (video game publishing across digital and physical formats).

Rubber Road's commercial proposition sits at the intersection of IP licensing, physical product design, and omnichannel retail distribution. The company holds licensing relationships with over 40 major entertainment IP owners across video games (Capcom, Bandai Namco, Square Enix, Sega, Konami, Ubisoft, Bethesda, Epic Games, Mojang, Bungie, Crystal Dynamics, BioWare, Atari, Taito, Data East, Fazbear Entertainment), film and TV (Warner Bros, Universal, Sony Pictures, ViacomCBS/Paramount, MGM, Netflix, Nickelodeon, WildBrain), anime (Toei Animation, Crunchyroll/Funimation, Toho), music and lifestyle (Global Merchandising, Pepsi), and platforms (Xbox/Microsoft, PlayStation/Sony, England Football, Hasbro). Go-to-market is dual-track: B2B licensing partnerships with retail chains and online marketplaces, and direct-to-consumer sales through Amazon, dedicated brand websites, and specialty physical retail in North America, Europe, and Australia/New Zealand.

The business model converts licensed IP into physical SKUs manufactured primarily in Asia, sold globally to fans and collectors through mass retail (Walmart, Target), specialty retail (Gamestop, Spencers, Spirit of Halloween, Big Bad Toy Store, BAM), and European tier-1 electronics and entertainment chains (Carrefour, MediaMarkt, FNAC). Revenue is generated primarily through one-time merchandise sales, with secondary revenue from video game publishing and hardware sales of replica arcade cabinets. Operations are supported by offices and facilities in Welwyn Garden City (HQ and sales/marketing/production/finance), Jarrow (UK warehouse, distribution, and design studio), Sydney (ANZ sales and marketing), Shenzhen (China production and logistics), Los Angeles (North America HQ), and Apex, NC (North America warehouse). The firm is private, founder-controlled, and bootstrapped with no institutional investors evidenced.

Name

Rubber Road

Legal name

Rubber Road Ltd

Website

https://rubberroad.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

Rubber Road Ltd designs, manufactures, and distributes licensed entertainment merchandise through five sub-brands (Numskull, TUBBZ, Quarter Arcades, Numskull Games, Countdown Characters), serving video game, movie, TV, and music fans globally via retail chains, distributors, and direct e-commerce.

Ownership category

akta.pro rank

Product category

Licensed Entertainment Merchandise

NAICS

Doll, Toy, and Game Manufacturing (33993), Toy and Hobby Goods and Supplies Merchant Wholesalers (423920)

SIC

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

akta.pro primary industry

Miniatures & Figurines (Display/Collectible) (CRALAKAB)

akta.pro secondary industries

Traditional Toys Distribution (CRAOAMAA), Hobby & Model Kits Distribution (RC, Scale Models, Miniatures) (CRAOAMAD)

Keywords

• Licensed merchandise
• Collectible toys
• Replica arcade cabinets
• Video game publishing
• Branded merchandise

Headquarters

HQ city

Welwyn Garden City

HQ country

United Kingdom

HQ region

Europe

Offices6 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Licensed merchandise sales: Revenue from designing, manufacturing, and distributing officially licensed merchandise including toys (TUBBZ, Countdown Characters), collectibles (figurines), apparel, and gaming peripherals under licensing agreements with entertainment brands.
2. Video game publishing: Revenue from publishing, marketing, and distributing unique video games in both digital and physical formats across multiple platforms through Numskull Games division.
3. Replica arcade cabinets: Revenue from Quarter Arcades brand selling high-quality replica arcade cabinets to collectors worldwide.

Go-to-market motion2 records

Distribution channels7 records

Marketing channels3 records

Core offering

Rubber Road designs, manufactures, and distributes officially licensed entertainment merchandise — including collectible figurines, toys, apparel, gaming peripherals, and replica arcade cabinets — through its portfolio of sub-brands (Numskull, TUBBZ, Quarter Arcades, Countdown Characters) under licensing agreements with major entertainment IP holders. It also publishes, markets, and distributes indie video games in digital and physical formats via its Numskull Games division. Products are sold globally through retail chains, online marketplaces, regional distributors, and the company's own brand websites.

Product overview

Rubber Road operates as a multi-brand merchandise and publishing company with five distinct sub-brands. The core product portfolio centers on licensed merchandise (Numskull), collectible toys (TUBBZ), replica arcade cabinets (Quarter Arcades), and video game publishing (Numskull Games), complemented by seasonal figurines (Countdown Characters). The Numskull brand serves as the primary merchandise platform, while TUBBZ and Countdown Characters expand into collectible toys; Quarter Arcades addresses the arcade collector market; and Numskull Games handles video game publishing operations. Together, these brands cover video game, movie, TV, and music merchandise and publishing across global markets.

Differentiator

Problem solved

Functional benefit

Brands

• TUBBZ: Duck cosplay toy collectibles - charming and imaginative toy range featuring ducks dressed as beloved characters from video games, movies, TV and music.
• Numskull
• Quarter Arcades
• Numskull Games
• Countdown Characters

Products and services

• Numskull (licensed merchandise brand) Designs, manufactures, and distributes officially licensed figurines, apparel, and collectibles tied to video game, movie, TV, and music franchises, sold globally through retailers and the Numskull e-commerce site.
• TUBBZ (collectible duck figurines) Collectible toy line featuring ducks cosplaying as popular entertainment characters from video games, movies, TV, and music, sold as figurines to fans and collectors through retail and direct e-commerce.
• Quarter Arcades (replica arcade cabinets) Meticulously crafted replica arcade cabinets featuring authentic look, feel, sound, and original game code of classic arcade machines, sold to collectors globally via retail and direct e-commerce.
• Numskull Games (video game publishing) Video game publishing service that markets and distributes unique indie video games in both digital and physical formats across multiple platforms for independent game developers.
• Countdown Characters (holiday figurines) Holiday-themed collectible figurines inspired by characters from games, movies, and TV shows, designed for assembly and seasonal display by fans and collectors.

Named customers9 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

36 partnerships are on record, tiered core and minor.

• TohocoreOEM/ Whitelabel/ Licensing PartnerJapanese film studio known for Godzilla franchise and other properties. Provides licensing for rubber road merchandise production.
• Xbox (Microsoft)coreOEM/ Whitelabel/ Licensing PartnerMajor gaming platform providing licensing for gaming merchandise and accessories.
• WildBraincoreOEM/ Whitelabel/ Licensing PartnerEntertainment company managing children's content properties including Peanuts and other popular franchises.
• Warner BroscoreOEM/ Whitelabel/ Licensing PartnerMajor entertainment conglomerate providing licensing for movies, TV shows, and related merchandise.
• ViacomCBS (Paramount)coreOEM/ Whitelabel/ Licensing PartnerEntertainment conglomerate providing licensing for properties including Star Trek, Nickelodeon shows, and Paramount films.
• UniversalcoreOEM/ Whitelabel/ Licensing PartnerMajor film studio providing licensing for movies, TV properties, and entertainment merchandise.
• UbisoftcoreOEM/ Whitelabel/ Licensing PartnerMajor video game publisher providing licensing for gaming merchandise including Assassin's Creed, Far Cry, and other franchises.
• Toei AnimationcoreOEM/ Whitelabel/ Licensing PartnerJapanese anime studio providing licensing for Dragon Ball and other anime properties.
• TaitocoreOEM/ Whitelabel/ Licensing PartnerJapanese video game company providing licensing for classic arcade properties including Space Invaders.
• Square EnixcoreOEM/ Whitelabel/ Licensing PartnerMajor video game publisher providing licensing for gaming merchandise including Final Fantasy, Tomb Raider, and other franchises.
• Sony PicturescoreOEM/ Whitelabel/ Licensing PartnerFilm studio providing licensing for movies and television properties for merchandise.
• SegacoreOEM/ Whitelabel/ Licensing PartnerJapanese video game company providing licensing for Sonic the Hedgehog and other gaming franchises.
• PlayStation (Sony)coreOEM/ Whitelabel/ Licensing PartnerMajor gaming platform providing licensing for gaming merchandise and accessories.
• PepsiminorOEM/ Whitelabel/ Licensing PartnerBeverage brand providing licensing for branded merchandise and promotional products.
• NickelodeoncoreOEM/ Whitelabel/ Licensing PartnerChildren's entertainment network providing licensing for popular children's franchises.
• NetflixcoreOEM/ Whitelabel/ Licensing PartnerStreaming giant providing licensing for original series merchandise.
• Mojang StudioscoreOEM/ Whitelabel/ Licensing PartnerGame developer providing licensing for Minecraft merchandise.
• MGMcoreOEM/ Whitelabel/ Licensing PartnerFilm studio providing licensing for movies and entertainment properties.
• KonamicoreOEM/ Whitelabel/ Licensing PartnerJapanese video game publisher providing licensing for gaming merchandise including Yu-Gi-Oh! and other franchises.
• HasbrocoreOEM/ Whitelabel/ Licensing PartnerToy company providing licensing for various entertainment properties including Transformers, G.I. Joe, and other franchises.
• Global MerchandisingcoreChannel Partner/ Reseller/ DistributorMerchandising company handling music and entertainment artist merchandise licensing.
• Funimation (Crunchyroll)coreOEM/ Whitelabel/ Licensing PartnerAnime streaming and distribution company providing licensing for anime merchandise.
• Epic GamescoreOEM/ Whitelabel/ Licensing PartnerGame developer providing licensing for Fortnite merchandise and other properties.
• England FootballcoreOEM/ Whitelabel/ Licensing PartnerFootball association providing licensing for England national team merchandise.
• Data EastcoreOEM/ Whitelabel/ Licensing PartnerVideo game company providing licensing for classic arcade game properties.
• Crystal DynamicscoreOEM/ Whitelabel/ Licensing PartnerGame developer providing licensing for Tomb Raider and other gaming franchises.
• Crypton Future MediacoreOEM/ Whitelabel/ Licensing PartnerJapanese company providing licensing for Vocaloid and virtual singer properties.
• CrunchyrollcoreOEM/ Whitelabel/ Licensing PartnerAnime streaming platform providing licensing for anime merchandise.
• CapcomcoreOEM/ Whitelabel/ Licensing PartnerJapanese video game publisher providing licensing for Street Fighter, Resident Evil, Monster Hunter, and other franchises.
• BungiecoreOEM/ Whitelabel/ Licensing PartnerGame developer providing licensing for Destiny and Halo merchandise.
• BioWarecoreOEM/ Whitelabel/ Licensing PartnerGame developer providing licensing for Mass Effect, Dragon Age, and other RPG franchises.
• BethesdacoreOEM/ Whitelabel/ Licensing PartnerGame publisher providing licensing for Fallout, The Elder Scrolls, Doom, and other major franchises.
• Bandai NamcocoreOEM/ Whitelabel/ Licensing PartnerJapanese entertainment conglomerate providing licensing for Pac-Man, Dragon Ball, Tekken, and other major franchises.
• AtaricoreOEM/ Whitelabel/ Licensing PartnerVideo game company providing licensing for classic Atari gaming properties and nostalgia merchandise.
• Fazbear EntertainmentcoreOEM/ Whitelabel/ Licensing PartnerEntertainment company providing licensing for Five Nights at Freddy's merchandise.
• Original StormtrooperscoreOEM/ Whitelabel/ Licensing PartnerEntertainment company providing licensing for Star Wars related merchandise.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Funko: Global leader in pop-culture licensed collectible figurines (Pop! Vinyls, ReAction). Closest direct competitor to Rubber Road across mass-market gaming/movie/TV collectibles with overlapping retailer placement (Walmart, Target, Gamestop, Amazon) and similar licensed-merchandise business model.
• Super7: Pop-culture collectibles and designer-toy maker with ReAction and Ultimates! lines. Direct peer in licensed retro/pop-culture figurines with comparable price points and specialty retail distribution.
• Arcade1Up: Home replica arcade cabinet brand sold through Walmart, Target and mass channels. Direct competitor to Quarter Arcades for collector consumer dollars and the same retail shelf.
• NECA (National Entertainment Collectibles Association): Long-standing maker of licensed action figures, collectibles and replica merchandise for gaming and film. Overlaps on character-driven collectibles and the same gaming/pop-culture license base (Capcom, Konami, Universal, etc.).
• McFarlane Toys: Licensed collectible figure maker (NFL, NBA, gaming, movie figures). Direct competitor in the high-detail gaming/movie collectible figurine category with analogous licensor relationships and mass-retail distribution.
• ThreeZero: High-end collectible figure maker with deep gaming/anime licensing (Mega Man, Re:Zero, Devilman). Comparable in premium licensed figurines and in replicating game/anime IP.
• Hot Toys: Premium 1/6 scale and life-size collectible figure maker with deep gaming/movie licenses. Overlaps with Rubber Road at the high-end licensed collectible buyer and shares the same entertainment IP licensors.
• Kidrobot: Designer toy and collectible figure brand focused on art-driven and pop-culture collaborations. Direct peer in design-led collectibles and adjacent to TUBBZ/Countdown Characters in collector figurines.
• Master Replicas: Licensed replica and collectibles manufacturer spanning entertainment properties. Directly comparable to Rubber Road's licensed replica/collectible hardware lines and share similar B2B licensing funnel.

Emerging players

• Mighty Jaxx: Designer collectibles and soft vinyl platform with a creator-led and licensed hybrid model. Comparable IP-led drop model and direct overlap with Numskull's licensed-figurine audience.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/Rubber_Road

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries5 records

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 Rubber Road