Heartland Hobby Wholesale

What Heartland Hobby Wholesale does

Heartland Hobby Wholesale is a privately held B2B wholesale distributor founded in 1993 and headquartered at 6929 Seward Ave, Lincoln, Nebraska. The company exclusively serves independent hobby shop retailers across the Midwest USA, supplying model trains and accessories across HO, N, O, and Z scales, plastic model kits, scenery and finishing supplies, diecast models, and (more recently) tabletop gaming products through a newly launched Gaming Division. There is no proprietary technology platform; ordering is conducted through a legacy VSA1 web portal and traditional channels, with pricing negotiated via dealer accounts after submission of state sales tax license and resale certificates.

The business operates a traditional distribution model from a single Nebraska warehouse, carrying products from 80+ manufacturers including category leaders such as Lionel, MTH Electric Trains, Kato, Bachmann, Atlas, Marklin & Trix, Broadway Limited Imports, Rapido, Bandai/Gundam, Kotobukiya, Tamiya, and Woodland Scenics. Revenue is generated one transaction at a time through sales-led relationships managed by a small team of five sales representatives, with fulfillment overseen by an in-house warehouse manager. A marketing coordinator and a dedicated gaming purchasing manager were added to support assortment expansion.

The go-to-market is sales-led and SMB-focused: retailers must apply for a dealer account, provide tax documentation, and then order online or through traditional channels. Pricing is not publicly disclosed and is handled through individual dealer negotiations. With 1–10 total employees and no disclosed funding, ownership changes, M&A, or geographic expansion, the company is a small, stable, founder-era distributor whose near-term strategic moves have centered on broadening assortment (notably into tabletop gaming) rather than scaling headcount or footprint.

Name

Heartland Hobby Wholesale

Legal name

Heartland Hobby Wholesale

Website

https://hhwonline.com

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

1–10 employees

Short description

Heartland Hobby Wholesale is a privately held B2B wholesale distributor, founded in 1993 in Lincoln, Nebraska, that supplies independent hobby shop retailers with model trains, accessories, plastic model kits, and tabletop gaming products from 80+ manufacturers.

Ownership category

akta.pro rank

Product category

Hobby Products Wholesale Distribution

NAICS

Toy and Hobby Goods and Supplies Merchant Wholesalers (423920)

akta.pro primary industry

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

Keywords

• Hobby products wholesale
• Model train distribution
• Plastic model kits
• Tabletop gaming supplies
• Hobby shop supplies

Headquarters

HQ city

Lincoln

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Wholesale Product Distribution: Revenue generated through the sale of hobby products to authorized hobby shop retailers. The company distributes model trains, model train accessories, tools, finishing supplies, plastic model kits, and gaming products.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels2 records

Core offering

Heartland Hobby Wholesale is a wholesale distributor of hobby products, selling model trains, model train accessories, tools, finishing supplies, plastic model kits, diecast models, and tabletop gaming/board game products to authorized hobby shop retailers. Products are sourced from more than 80 manufacturers and shipped from Nebraska warehouses to dealers primarily across the Midwest USA through both online and traditional ordering channels.

Product overview

Heartland Hobby Wholesale is a wholesale distributor offering a comprehensive portfolio of hobby products through multiple categories. The core offering centers on model trains and model train accessories across multiple scales (HO, N, O, Z), complemented by plastic model kits, diecast vehicles, and a recently launched Gaming Division for tabletop and board game enthusiasts. The company distributes products from over 80+ manufacturers including Accurail, Atlas, Bachmann, Bandai, Kato, Lionel, Marklin, MTH, Rapido, Tamiya, and Warlord Games. Products are available exclusively to registered dealer/retailer customers through online and traditional ordering channels.

Differentiator

Problem solved

Functional benefit

Brands

• Gaming Division: A recently introduced division offering tabletop and board game products for dealers

Products and services

• Model Trains Distribution Wholesale distribution of model trains across HO, N, O, and Z scales, including locomotives, rolling stock, and track components from more than 40+ railroad manufacturers. Sold exclusively to authorized hobby shop dealer accounts.
• Scenery, Paints & Accessories Distribution Wholesale distribution of tools, finishing supplies, scenery products, paints, and model railroad accessories from brands such as Woodland Scenics, Tamiya, Vallejo, Badger Airbrush, Evergreen, and Circuitron. Supplied to authorized hobby shop retailers.
• Plastic Model Kits Distribution Wholesale distribution of plastic model kits covering automotive, aircraft, military, and sci-fi subjects from manufacturers such as Tamiya, Bandai & Gundam, Kotobukiya, Hasegawa, Academy, Revell, Italeri, Trumpeter, and Hobby Boss.
• Diecast Models Distribution Wholesale distribution of diecast model vehicles from manufacturers including Auto World, Motor City Classics, Classic Metal Works, Oxford Diecast, Schuco, and Sunstar, supplied to authorized hobby retailers.
• Gaming Division (Tabletop & Board Games) Recently launched wholesale division offering tabletop gaming and board game products for hobby shop retailers, including AFX Racing slot cars, Chessex dice, Carrera and Scalextric slot cars, and Warlord Games USA tabletop wargaming products.

Named customers3 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

13 partnerships are on record, tiered core.

• Intermountain RailwaycoreChannel Partner/ Reseller/ DistributorManufacturer whose products are distributed through HHW. Products include N and HO scale locomotives and rolling stock.
• KotobukiyacoreChannel Partner/ Reseller/ DistributorJapanese model kit manufacturer distributed by HHW. Offers figure models and plastic model kits.
• MTH Electric TrainscoreChannel Partner/ Reseller/ DistributorMajor O gauge model train manufacturer. HHW distributes MTH Premier and RailKing product lines.
• RapidocoreChannel Partner/ Reseller/ DistributorHO and N scale model train manufacturer known for detailed locomotives and rolling stock.
• Broadway Limited ImportscoreChannel Partner/ Reseller/ DistributorN and HO scale locomotive and car manufacturer. HHW distributes their Paragon series.
• LionelcoreChannel Partner/ Reseller/ DistributorIconic American model train manufacturer. HHW distributes Lionel product lines.
• Bandai & GundamcoreChannel Partner/ Reseller/ DistributorJapanese hobby and plastic model kit manufacturer. HHW distributes Gundam model kits.
• Warlord Games USA Inc.coreChannel Partner/ Reseller/ DistributorTabletop wargame manufacturer. HHW recently expanded into Gaming Division to include Warlord products.
• Atlas (Micro-Trains Line)coreChannel Partner/ Reseller/ DistributorN scale model train manufacturer and producer of Micro-Trains Line products.
• Marklin & TrixcoreChannel Partner/ Reseller/ DistributorGerman model train manufacturers. HHW distributes HO and Z scale products from both brands.
• Woodland ScenicscoreChannel Partner/ Reseller/ DistributorScenery and layout supplies manufacturer. HHW distributes their Just Plug Sound System and other scenery products.
• TamiyacoreChannel Partner/ Reseller/ DistributorJapanese hobby products manufacturer. HHW distributes Tamiya plastic models and paints.
• ChessexcoreChannel Partner/ Reseller/ DistributorGaming dice and accessories manufacturer. Part of HHW's Gaming Division expansion.

Scale indicators1 record

Recent moves4 records

Expansion highlights4 records

Direct peers

• Wm. K. Walthers: Wm. K. Walthers is a long-established (since 1932) wholesale and retail distributor of model railroading products, directly competing with HHW across HO/N/O scales, scenery, and structure lines. Operates the same B2B-plus-direct-retail hybrid model with a much larger catalog and brand footprint.
• Tower Hobbies: Tower Hobbies is a hobby mail-order and online retailer/distributor selling model trains, plastic models, RC, and slot cars; overlaps directly with HHW's assortment and shares the hobby-distribution B2B-to-consumer adjacency. Currently operated under Horizon Hobby's ownership.
• Horizon Hobby: Horizon Hobby is the largest US hobby distributor (RC cars, planes, trains, slot cars) with a broad multi-category model similar to HHW's wholesale-plus-retail motion. While its core is RC rather than model railroading, it competes for hobby retailer shelf space and dealer mindshare.
• Micro-Mark: Micro-Mark is a specialty mail-order distributor of hobby tools, finishing supplies, and model-building accessories, overlapping directly with HHW's tools, finishing supplies, and scenery categories. Targets serious hobbyists and small retailers with similar long-tail SKUs.
• Trainworld: Trainworld is a US model railroading retailer/distributor carrying Lionel, MTH, Kato, Atlas, and other major brands that overlap HHW's portfolio. Directly comparable product mix and target dealer/hobbyist customer base, though more retail-tilted.
• HobbyTown USA: HobbyTown USA is a hobby store franchise system whose independent franchisees buy from hobby distributors like HHW. Functions as an indirect channel peer whose network dynamics affect HHW's downstream customer health and demand patterns.

Broad incumbents

• Lionel LLC: Lionel is the iconic O-gauge model train manufacturer whose products HHW distributes, and the largest brand in HHW's assortment. Functions as both supplier and competitor, having sold direct to consumers historically; represents both the supply backbone and a structural disintermediation risk.
• Hobby Lobby: Hobby Lobby is the largest US retail craft and hobby chain, operating at massive scale and competing with hobby shops that HHW supplies. Not a wholesale peer, but a broad incumbent whose retail footprint and pricing power shape demand for HHW's downstream dealer customers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/HeartlandHobbyWholesale
• Instagraminstagram.com/heartlandhobbywholesale
• LinkedInlinkedin.com/company/heartland-hobby-wholesale

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 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 Heartland Hobby Wholesale