Rebecca's Toys and Prizes

What Rebecca's Toys and Prizes does

Rebecca's Toys & Prizes is a family-owned wholesale and retail distributor of toys, prizes, candy, party supplies, classroom merchandise, and seasonal novelties, founded in 1980 and operating as a single Shopify-powered e-commerce storefront at rebeccas.com. The catalog spans approximately 1,405 SKUs across Toys & Novelties (including apparel, fidgets, plush, light-ups, squishies, and themed collections), Party Supplies, Candy, Classroom (including S.T.E.M./S.T.E.A.M.), Seasonal merchandise (Valentine's through New Year's), and Carnival items. The company stocks, packs, and ships from its own US warehouse, with free shipping triggered at $750+ orders.

The business monetizes through three streams: (1) direct-to-consumer retail sales through the Shopify site with standard per-unit pricing; (2) wholesale and bulk pricing for larger orders, targeting family entertainment centers, roller skating rinks, bowling centers, schools, churches, and non-profit organizations; and (3) a regional carnival game rental service offering nine game types at $35 per week for local customers with weekday pickup/dropoff. Payment options include major card networks, Apple Pay, PayPal, and Shop Pay. The technology stack is a standard Shopify storefront — no proprietary platform features, APIs, integrations, or mobile app are disclosed.

The company is privately held with no parent, no subsidiaries, and no disclosed institutional ownership. It is not venture-backed; no funding rounds, M&A, leadership changes, or partnership announcements are recorded. Marketing is conducted organically across Facebook, Instagram, TikTok, and YouTube, supplemented by an email newsletter. The operation serves customers in the United States and Canada and is positioned as a one-stop novelty supplier for small-volume B2B and consumer buyers in the entertainment and education verticals.

Name

Rebecca's Toys and Prizes

Legal name

Rebecca's Toys & Prizes

Website

https://rebeccas.com

Company type

Private

Founded year

1980

Operating status

Operating

Headcount range

11–50 employees

Short description

Family-owned wholesale and retail distributor of toys, prizes, candy, party supplies, and classroom novelties operating a Shopify storefront with over 1,400 SKUs, serving entertainment centers, schools, churches, and consumers across the US and Canada since 1980.

Ownership category

akta.pro rank

Product category

Wholesale Toys and Party Supplies

NAICS

Hobby, Toy, and Game Retailers (459120), Toy and Hobby Goods and Supplies Merchant Wholesalers (423920)

SIC

Retail-Hobby, Toy & Game Shops (5945), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Traditional Toy Stores (CRALAFAA)

akta.pro secondary industries

Dolls, Plush & Action Figures Retail (CRALAFAD), Educational & Learning Toys Retail (CRALAFAB), Toy Rentals & Subscription Boxes (CRALAFAK)

Keywords

• Wholesale toys
• Carnival prizes
• Party supplies
• Novelty toys
• Bulk wholesale

Headquarters

HQ city

Hurst

HQ country

United Kingdom

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Toy Sales: Direct retail sales of toys, prizes, and party supplies through their e-commerce website. Products sold in various quantities with wholesale and bulk pricing available.
2. Wholesale/Bulk Sales: Wholesale and bulk pricing for larger orders, targeting businesses like roller skating centers, bowling centers, and family entertainment venues.
3. Carnival Game Rentals: Carnival games rented for $35.00 per week. Available for local customers only. Games include Block Island, Bowling, Crazy Driver, Home Plate, Milk Bottle Toss, Over The Hump, Over-Under, Shuffle Board, and Wheel of Fortune.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Rebecca's Toys & Prizes is a family-owned wholesale and retail distributor that sells toys, prizes, candy, classroom supplies, and party supplies directly to consumers and businesses through its Shopify e-commerce site. The company stocks, packs, and ships over 1,400 products from its own warehouse, with wholesale and bulk pricing for entertainment venues, schools, and churches, plus a local carnival game rental service.

Product overview

Rebecca's Toys and Prizes is a family-owned wholesale distributor of toys, prizes, and party supplies serving the industry for over 40 years. The company operates as a single unified e-commerce platform offering a diverse portfolio of products organized into core categories including Toys & Novelties (featuring Apparel & Jewelry, Balls, Bowling, Fidgets, Glow Products, Inflatables, Light-Up Toys, Plush, Practical Jokes, Putty & Slime, Puzzles & Games, Rubber Ducks, Squishy Toys, and themed items), Party Supplies (Paper Place Settings, Table Covers, Balloons, Decorations), Carnival Games (with rental services available), Candy, Classroom Supplies (S.T.E.M./S.T.E.A.M., Stickers, Erasers), and Seasonal merchandise. The company stocks, packs, and ships from its own warehouse with free shipping on orders over $750, primarily serving roller skating centers, bowling centers, family entertainment venues, schools, and churches.

Differentiator

Problem solved

Functional benefit

Products and services

• Toys & Novelties A broad category of wholesale novelty toys and themed merchandise (Alien & Space, Axolotl, Dinosaurs, Emoji & Smiley, Fantasy, Pirate, Religious, Sport, Superhero, Western, Zoo) sold to entertainment venues, schools, churches, and individuals.
• Party Supplies Wholesale party supplies covering themed paper place settings, table covers, invitations, party essentials, favors, balloons, decorations, and buttons for entertainment venues and individual party planners.
• Candy Wholesale bulk candy assortment including nostalgic and branded candies for prize redemption, party favors, and event use.
• Classroom Supplies Wholesale classroom and educational supplies including S.T.E.M./S.T.E.A.M. materials, stickers, erasers, crayons, notepads, and student rewards for schools and churches.
• Seasonal Products Seasonal and holiday merchandise spanning Valentine's Day, Mardi Gras, St. Patrick's Day, Easter, VBS, Patriotic, Halloween, Operation Christmas Child, Winter, Christmas, and New Year's Eve.
• Carnival Game Rentals Rental service offering nine carnival game titles for $35 per week with weekday pickup/dropoff between 10:00 AM and 5:30 PM CST, available to local event organizers and venues only.

Named customers6 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves4 records

Expansion highlights5 records

Direct peers

• Novelty Inc. (Toy Network): Novelty Inc. is a wholesale and retail distributor of plush toys, novelties, and gift items serving amusement parks, FECs, and retail chains. Comparable plush and novelty assortment and shared FEC/carnival customer base.
• S&S Worldwide: S&S Worldwide is a wholesale supplier of party supplies, novelties, games, and educational/incentive products for schools, churches, camps, and family entertainment centers. Strong overlap on carnival rentals, school prizes, and party goods — directly comparable GTM and assortment.
• Oriental Trading: Oriental Trading is the largest US direct competitor — a wholesale distributor of novelty toys, party supplies, and carnival items sold via e-commerce and bulk channels to schools, churches, and event planners. Closely comparable product mix, customer base, and direct-to-consumer e-commerce model.
• Fun Express: Fun Express is a wholesaler of toys, novelties, and party supplies targeting schools, churches, camps, and event planners. Highly comparable customer segments and product categories with focus on bulk and educational/incentive merchandise.
• U.S. Toy: U.S. Toy is a wholesale distributor of carnival games, plush, novelties, and prize merchandise, with a particular strength in carnival and amusement industry rentals — directly comparable to Rebecca's carnival rental and FEC supply business.
• Morris Costumes: Morris Costumes is a wholesale distributor of costumes, novelties, and party supplies with bulk pricing for entertainment venues and event organizers. Overlapping party/novelty assortment and B2B wholesale motion.

Broad incumbents

• Party City: Party City is a large specialty retailer of party supplies, costumes, and balloons with both physical stores and e-commerce. Significantly larger scale and broader assortment, but overlapping party supply category and consumer overlap.
• Hobby Lobby: Hobby Lobby is a large national craft and hobby retail chain with broad assortment including seasonal and party items. Larger scale and broader category, but overlaps with classroom/educational and seasonal merchandise.
• Amazon (Toys & Games): Amazon is the dominant online mass retailer of toys, novelties, and party supplies. Serves the same end consumer and small business buyers with massive assortment and fast fulfillment, representing significant competitive pressure on pricing and discovery.

Emerging players

• Lakeshore Learning: Lakeshore Learning specializes in educational toys, classroom supplies, and teacher resources with both retail and school-channel distribution. Comparable school/educator customer segment and overlap in classroom/S.T.E.M. merchandise.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@rebeccastoysprizes7970
• Facebookfacebook.com/rebeccasnovelty
• Instagraminstagram.com/rebeccastoysprizes
• TikToktiktok.com/@rebeccas.toys
• Xx.com/rebeccaswhlsale

Revenue estimate

Valuation estimate

Number of profiles

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 Rebecca's Toys and Prizes