What Ninco does

Ninco (legal entity FDJ NINCO, SLU) is a Spanish designer, developer, and manufacturer of electronic toys, headquartered in Ibi (Alicante), Spain, and operating as a subsidiary of the Educa Borras Group. Founded in Barcelona in 1993 by two partners with toy-industry roots from the mid-1960s, the company began as a slot racing manufacturer and by 1999 became the global standard in permanent club slot circuits, holding 90%+ market share worldwide. In 2006 Ninco expanded into radio control (RC), and in 2020 Ninco Desarrollos and Fábrica de Juguetes merged to form FDJ Ninco, consolidating development and manufacturing.

The company's product portfolio spans RC cars, drones, boats, planes, helicopters, robots, slot racing circuits and cars, accessories, spare parts, and roller skates, organized under 11+ sub-brands including Ninco (core), NincoAir (aircraft and drones), NincOcean (boats), NincoRacers (innovative RC cars), NincoWheels, Nbots (robots), NincoHobby (advanced hobby), Tubby (soft-material preschool RC), Skyball, and Sonic Prime (licensed IP). Core technologies include 2.4GHz multi-vehicle transmitters, voice-prompt systems in four languages (TUBBY line), and proprietary autonomous-driving logic for ease-of-use vehicles. Products are distributed to toy stores, hobby shops, and department stores in over 75 countries across Europe, the Americas, and Asia, alongside direct e-commerce on ninco.com in five languages and three currencies.

Ninco generates revenue through hardware sales of physical toys and accessories to end consumers via retail partners and its own e-commerce platform. The customer base is dual-segment: children and young families (primary entry point through TUBBY and main RC lines) and hobbyist adults (NincoHobby and slot racing clubs). Pricing is not publicly disclosed and no external venture or private equity funding rounds have been recorded; the company has grown organically within the Educa Borras Group structure.

Name

Ninco

Legal name

FDJ NINCO, SLU

Website

https://ninco.com

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

11–50 employees

Short description

Ninco is a Spanish manufacturer of remote-controlled and slot racing electronic toys, selling RC cars, drones, boats, planes, helicopters, robots, and accessories under multiple sub-brands through global retail and direct e-commerce channels. A subsidiary of Educa Borras Group since 2020.

Ownership category

akta.pro rank

Product category

Remote Control Toys

NAICS

Doll, Toy, and Game Manufacturing (339930), Hobby, Toy, and Game Retailers (45912), Hobby, Toy, and Game Retailers (459120)

SIC

Games, Toys & Children's Vehicles (No Dolls & Bicycles) (3944), Retail-Hobby, Toy & Game Shops (5945)

akta.pro primary industry

Arcade, Sim Racing & Specialty Controllers Retail (Wheels, Flight Sticks, Fight Sticks) (CRACAFAJ)

akta.pro secondary industry

Gaming Collectibles, Merchandise & Toys Retail (CRACAFAI)

Keywords

• Remote control toys
• Slot racing products
• Radio controlled vehicles
• Electronic toys manufacturing
• Hobby RC products

Headquarters

HQ city

Cornellá

HQ country

Spain

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Toy Hardware Sales: Ninco generates revenue through the sale of physical toys including RC cars, drones, boats, planes, robots, slot racing circuits, and accessories. Products are sold through retail partners, e-commerce, and direct channels.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Ninco designs, develops, and manufactures electronic remote-controlled toys including RC cars, drones, boats, planes, helicopters, robots, and slot racing circuits. The company sells these products globally through toy stores, hobby shops, department stores, and its own e-commerce platform, serving children, families, and RC hobbyists in over 75 countries. The portfolio spans entry-level children products (TUBBY line) to hobbyist-grade equipment, alongside slot racing products that hold a 90%+ market share in permanent club circuits worldwide.

Product overview

Ninco is a comprehensive toy and hobby company offering a portfolio of radio-controlled vehicles and slot racing products. The company operates as a multi-sub-brand platform with NINCO as the core brand, complemented by specialized sub-brands: NincoAIR (planes, drones, helicopters), NincoOcean (boats), NincoRacers (innovative RC cars), NincoWheels (wheeled vehicles), NBOTS (robots), TUBBY (easy-to-use RC vehicles), SONIC PRIME (licensed RC products), and NincoHobby (advanced hobby products). The product line spans RC cars, drones, boats, planes, helicopters, robots, roller skates, slot racing circuits (cars, circuits, spare parts), and RC accessories (tools, body, engines, tires, electronics). The company positions itself as a leader in remote-controlled electronic toys serving toy stores, hobby shops, and department stores across over 75 countries.

Differentiator

Problem solved

Functional benefit

Brands

• Ninco: Primary brand for slot and radio control products
• NincoAir
• NincOcean
• NincoRacers
• NincoWheels
• Nbots
• NincoHobby
• Skyball
• Tubby
• Sonic Prime

Products and services

• RC Cars Full range of radio-controlled cars from Ninco, including the NincoRacers series with models featuring Li-ion batteries, 2.4GHz transmitters, lights, and sound effects. Sold to children, families, and RC hobbyists through retail and e-commerce.
• Slot Racing Products Slot racing products including cars, circuits, and spare parts. Since 1999, Ninco slot circuits have been the standard in all slot competitions with over 90% market share in permanent club circuits worldwide.
• RC Drones Radio-controlled drones and quadcopters sold under the NincoAIR brand, targeted at hobby enthusiasts and recreational users of all ages.
• RC Boats Radio-controlled boats and marine vessels sold under the NincOcean sub-brand, targeting the hobby and toy markets.
• RC Planes Radio-controlled airplanes sold under the NincoAIR Planes sub-brand, targeted at hobby enthusiasts.
• RC Helicopters Radio-controlled helicopters sold under the NincoAIR Drones y Helis sub-brand for hobbyists.
• Robot Toys Robotic toys and collectible robot products sold under the Nbots sub-brand.
• Roller Skates Roller skates offered as part of Ninco's toy product portfolio.
• TUBBY Easy-Drive RC Vehicles World's easiest-to-drive radio-controlled vehicles and robots made from soft, pleasant-to-touch material, featuring automatic turning, direction recognition, voice prompts in 4 languages, and detachable/washable design. Includes TUBBY FANTASY, TUBBY TECHBOT, and TUBBY ZIPPY models designed for young children.
• Sonic Prime RC Products Radio control products based on the Sonic Prime franchise, combining licensed entertainment with RC toys.
• NincoHobby RC Products Advanced hobby-level radio control products and accessories targeted at serious RC enthusiasts.
• RC Accessories Accessories for radio control products including tools, body parts, engines, tires and wheels, and electronics.
• Spare Parts Replacement parts and components for Ninco products, including RC car spare parts.

Quantifiable outcome

• 90%+ market share in permanent club circuits worldwide since 1999
• +1 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Educa Borras GroupcoreOthers · 1 January 2020Ninco is part of the Educa Borras Group, a leading European name in play and educational leisure. In 2020, Ninco Desarrollos and Fabrica de Juguetes came together to form FDJ Ninco, uniting decades of expertise under one roof.

Scale indicators5 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Carrera (Stadlbauer): Austrian/American slot racing and RC toy manufacturer that competes directly with Ninco in slot racing circuits, RC cars, and licensed branded sets (e.g., Mario Kart, Disney). Carrera is Ninco's closest head-to-head rival in the global slot racing category.
• Scalextric (Hornby Hobbies): UK-based slot racing brand owned by Hornby Hobbies, directly competing with Ninco in slot car sets, circuits, and licensed motorsport tie-ins (F1, Le Mans). Comparable as a long-standing European slot racing specialist.
• Tamiya: Japanese manufacturer of model kits, RC cars, and educational construction toys. Competes with Ninco's NincoRacers and NincoHobby lines in the hobby-grade RC car segment with a strong enthusiast and racing-community presence.
• Maisto (May Cheong Group): Hong Kong-headquartered die-cast and RC toy maker (also produces licensed products like Fresh Metal, Ferrari Kids, MXS). Direct competitor to Ninco in entry-to-mid-tier RC cars and motorcycles sold through global mass retail.
• Nikko (Nikko RC): Japanese RC toy brand historically known for affordable RC cars, boats, and planes. Comparable product categories and price tiers to Ninco's RC cars, boats, and NincoAir offerings in toy and hobby retail.
• Silverlit: Hong Kong-based RC and electronic toy manufacturer with a broad portfolio including RC vehicles, helicopters, and robotic toys. Comparable to Ninco in multi-category RC toys, robotic toys (similar to Nbots), and licensed products (e.g., Disney, Marvel).
• Traxxas: US-based hobby-grade RC car and truck specialist with deep enthusiast community and racing sponsorship. Comparable to Ninco's NincoHobby line in performance-focused, hobbyist-segment RC vehicles with strong aftermarket parts business.

Broad incumbents

• Mattel (Hot Wheels / Matchbox RC): Global toy major whose Hot Wheels and Matchbox RC lines compete with NincoRacers and NincoWheels across mass-market toy channels. Much larger scale, licensing power (e.g., Mario Kart collaboration), and shelf-share leverage.

Others

• Educa Borras Group: Ninco's parent group, a European leader in puzzles, board games, and educational leisure. Comparable as a sibling brand portfolio within the same group, sharing distribution and operational resources with Ninco.

Regional players

• HPI Racing: Originally Japanese, now US-based hobby RC car brand offering on-road and off-road performance vehicles. Comparable to Ninco's higher-end NincoHobby RC range for enthusiast and racing-community customers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/nincoofficial
• Facebookfacebook.com/NINCOofficial
• LinkedInlinkedin.com/company/ninco-desarrollos-sl

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries2 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 Ninco