Fascinations

Name

Fascinations

Legal name

Fascinations, Inc.

Website

https://fascinations.com

Company type

Private

Founded year

1985

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Hobby Model Kits

NAICS

Doll, Toy, and Game Manufacturing (339930)

SIC

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

akta.pro primary industry

Scale Model Kits (Aircraft, Armor, Ships, Cars) (CRALAKAA)

akta.pro secondary industries

Miniatures & Figurines (Display/Collectible) (CRALAKAB), Hobby & Model Kits Distribution (RC, Scale Models, Miniatures) (CRAOAMAD)

Keywords

• 3D metal model kits
• Steel sheet models
• Hobby model kits
• Licensed model kits
• DIY assembly kits

Headquarters

HQ city

Seattle

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales

Revenue model

1. Wholesale Product Sales: Primary revenue stream through B2B wholesale distribution to approved retailers. Products sold in case packs and minimum order quantities (increments of fours for MetalEarth and ICONX models). New customer opening order minimum $200, reorder minimum $150.
2. Direct Retail Sales: Revenue from 18 company-owned retail store locations in Tucson, Arizona, including new Buy Online, Pick Up In Store (BOPIS) service.
3. Auto-Shipment Subscriptions: Subscription-based automatic shipment service for wholesale accounts to receive new model releases automatically with free shipping.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Fascinations designs, manufactures, and distributes 3D metal model kits under its flagship Metal Earth brand. Each model is laser-cut from 4-inch steel sheets and assembled via a tab-and-slot system that requires no glue or solder. The portfolio spans standard kits, a higher-complexity Premium Series, and a deep catalog of licensed models tied to franchises such as Star Wars, Marvel, and Harry Potter, sold primarily wholesale to approved retailers and through 18 company-owned Tucson, Arizona retail stores.

Product overview

Fascinations is a 40-year-old retail company specializing in 3D metal model kits under the Metal Earth brand. The product portfolio consists of the core Metal Earth line (made from steel sheets with no glue or solder required), the higher-end Premium Series featuring fully colored models, and supporting product categories including Aquatics, Licensed Models across major franchises (Star Wars, Marvel, Harry Potter, Lord of the Rings), Gift Box Sets, Prepacks, and Accessories (LED bases, acrylic displays, tool sets). The company also offers retail display solutions (POP Cardboard Displays and Wire Rack Displays) for retailers.

Differentiator

Problem solved

Functional benefit

Brands

• Metal Earth: 3D metal model kits made from high quality steel sheets featuring amazing detail, sold under the Metal Earth brand.
• ICONX

Products and services

• Metal Earth 3D Metal Model Kits 3D metal model kits cut from one or more 4-inch square high-quality steel sheets. Each kit includes easy-to-follow instructions and assembles via tab-and-slot connections requiring no glue or solder. Targeted at hobbyists, model builders, gift buyers, and wholesale retailers.
• Premium Series (ICONX) Model Kits Higher-end 3D metal model kits featuring fully colored finishes, increased detail, and greater part count/complexity than standard Metal Earth kits. Targeted at advanced hobbyists and collectors.
• Aquatics Model Kits Water-themed 3D metal model kits featuring aquatic subjects, sold as part of the broader Metal Earth portfolio to hobbyists and retailers.
• Licensed Models 3D metal model kits produced under license from over 100 intellectual properties, including Star Wars, Marvel, Harry Potter, Lord of the Rings, Batman, Transformers, Ford, Boeing, Lockheed Martin, Northrop Grumman, Game of Thrones, Halo, and others. Targeted at fans and collectors of those franchises.
• Gift Box Sets Pre-packaged Metal Earth model kits presented in branded gift packaging, sold as ready-to-give gift items to consumers and through retail/wholesale channels.
• Prepacks Pre-assembled assortment bundles of Metal Earth models packaged for retail display and sale to wholesale accounts.
• Accessories Supporting products for assembled Metal Earth models, including LED bases, acrylic display cases, solar spinners, and tool sets, sold to consumers and retailers.
• POP Cardboard Displays Point-of-purchase cardboard display units designed for retail merchandising of Metal Earth products, sold to wholesale retail accounts.
• Wire Rack Displays

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators4 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Ravensburger: Ravensburger is a large global games and puzzles company whose 3D puzzle line (buildings, vehicles, landmarks) competes directly with Metal Earth for hobby and gift dollars. As a much larger incumbent with broader product lines and global distribution, it represents the most established competitor in the 3D puzzle adjacent category.
• Revell: Revell is a long-established scale model kit manufacturer producing plastic models of aircraft, ships, armor, and vehicles that compete for the same hobbyist customer and the same retail shelf space as Metal Earth. While Revell's core medium is plastic rather than steel, it competes for the hobbyist's budget and gift-channel slot.
• Airfix: Airfix is an iconic UK scale model kit brand producing aircraft, military vehicles, ships, and figures. Comparable target market (hobbyists and gift buyers) and overlapping subject matter (licensed and historical models), though Airfix is a much larger and older incumbent in plastic rather than metal kits.
• Hasegawa: Hasegawa is a Japanese scale model kit manufacturer producing aircraft, ships, vehicles, and figures with high detail. Comparable target customer (advanced hobbyists and collectors) and overlapping categories (aviation, ships, vehicles) where Fascinations also sells licensed kits (Boeing, Sikorsky, Navy).
• Tamiya: Tamiya is a globally recognized Japanese manufacturer of scale model kits (cars, aircraft, military, ships) with deep hobbyist distribution. Comparable target customer (dedicated model builders) and overlapping product categories (vehicles, aviation, military), though Tamiya focuses on plastic kits versus Fascinations' steel-sheet format.

Direct peers

• Robotime (ROKR): Robotime's ROKR brand offers 3D DIY mechanical puzzle kits in wood and metal with no-glue assembly, closely paralleling Fascinations' Metal Earth line. Comparable target customer (adult hobbyists and gift buyers), comparable price points, and similar licensed/themed product approach.
• Polar Lights (Round 2): Polar Lights, owned by Round 2 LLC, produces licensed sci-fi and pop-culture scale model kits (Star Trek, Batman, Ghostbusters, etc.) that directly overlap Fascinations' licensed portfolio. Comparable hobbyist/collector customer, comparable licensed-themed product strategy, and comparable retail channel mix.
• CubicFun: CubicFun manufactures 3D puzzles including metal and foam variants, with licensed brands (architecture, aircraft, landmarks) that directly overlap Fascinations' product mix. Same DIY no-glue assembly model, same gift-and-collector positioning, and overlapping retail channels (museum shops, hobby stores).
• Moebius Models: Moebius Models is a specialty scale model kit maker producing detailed kits of vehicles, aircraft, sci-fi, and pop culture subjects. Comparable target market (collectors and hobbyists), comparable premium positioning, and similar licensed/pop-culture subject matter that overlaps Fascinations' licensed portfolio.
• Piececool: Piececool is one of the largest 3D metal model kit manufacturers globally, producing laser-cut steel DIY models similar to Metal Earth. Directly comparable product category (laser-cut steel model kits, no glue required) and similar hobbyist/gift target market, though primarily China-based with international distribution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks5 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/MetalEarth_Official
• Xx.com/fascinationstoy
• Facebookfacebook.com/MetalEarthOfficial

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 Fascinations