BULLYLAND
BULLYLAND, a trademark of Bullyworld GmbH, manufactures and sells hand-painted collectible toy figurines under licenses from Disney, Marvel, DC, and other entertainment franchises from its Nußdorf, Bavaria headquarters, serving families with children aged 3+ and collector hobbyists through global distributors and a direct Amazon storefront.
- Company typePrivate
- Founded2019
- HeadquartersNußdorf, Germany
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What BULLYLAND does
BULLYLAND is a German manufacturer of hand-painted toy figurines, registered as a trademark of Bullyworld GmbH, with operations headquartered in Nußdorf near Traunstein, Bavaria. Founded in 1973 and now in its fifth decade, the company specializes in detail-rich collectible figurines spanning animal worlds, fantasy figures, and licensed characters from major entertainment franchises, manufactured from tested, age-appropriate materials for children aged 3 and above. The company was acquired by the Eberl Group in 2019 and is led by CEO Thomas Eberl with Marketing Manager Sophia Eberl and Sales Director Bernd Lukoschek on the leadership team.
The company's core technology and product development process spans 2D concept design, 3D modeling, prototype creation with tooling, series production with casting, hand-painting, and final quality control and packaging, all conducted at the Bavarian facility. BULLYLAND's licensing portfolio covers Disney (a 40+ year cornerstone relationship), Marvel, DC, Yakari, Sandmännchen, Peanuts, Minions, Shrek, Shaun das Schaf, Pettersson und Findus, and most recently KIDDINX's Pumuckl (announced September 2025, retailing summer 2026), supplemented by proprietary themes including farm life, dinosaurs, safari, marine life, and enchanted forests, plus the BÄRnie brand mascot introduced in 2025. The product range holds multiple Spiel gut quality certifications.
BULLYLAND operates a multi-channel go-to-market combining a curated international distributor network, direct B2B sales to retailers, and a direct Amazon storefront, supported by social media (Facebook, Instagram, LinkedIn), email newsletters, Google Ads, trade show presence (Spielwarenmesse), and brand ambassador marketing featuring six-time Olympic gold medalists Tobias Wendl and Tobias Arlt. Revenue is generated primarily through wholesale and direct-to-consumer sales of physical figurines, with the company paying royalties to upstream IP holders as a licensee; pricing is set by resellers rather than published by the company, and revenue is not publicly disclosed.
BULLYLAND firmographics
Firmographics- Name
- BULLYLAND
- Legal name
- Bullyworld GmbH
- Website
- https://www.bullyland.de
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- BULLYLAND, a trademark of Bullyworld GmbH, manufactures and sells hand-painted collectible toy figurines under licenses from Disney, Marvel, DC, and other entertainment franchises from its Nußdorf, Bavaria headquarters, serving families with children aged 3+ and collector hobbyists through global distributors and a direct Amazon storefront.
- Ownership category
- akta.pro rank
BULLYLAND industry classification
Industry- Product category
- Collectible Toy Figurines
- NAICS
- Doll, Toy, and Game Manufacturing (339930)
- SIC
- Games, Toys & Children's Vehicles (No Dolls & Bicycles) (3944)
- akta.pro primary industry
- Miniatures & Figurines (Display/Collectible) (CRALAKAB)
- akta.pro secondary industries
- Dolls, Plush & Action Figures Retail (CRALAFAD), Collectibles, Trading Cards & Blind Box Toys Retail (CRALAFAI), Traditional Toys Distribution (CRAOAMAA)
Keywords
Where BULLYLAND is headquartered
LocationHeadquarters
- HQ city
- Nußdorf
- HQ country
- Germany
- HQ region
- Europe
Offices1 record
Markets served
BULLYLAND business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Physical Toy Figurine Sales: BULLYLAND generates revenue primarily through the sale of hand-painted collectible figurines featuring licensed characters from major franchises like Disney, Marvel, and DC. Products are sold through distributors globally and via Amazon storefront.
- Licensing Royalties: As a licensee, BULLYLAND pays royalties to IP holders (Disney, Marvel, KIDDINX, etc.) for the right to manufacture and sell figurines featuring their characters.
Go-to-market motion1 record
Distribution channels3 records
Marketing channels6 records
BULLYLAND product offering
Product offeringCore offering
BULLYLAND manufactures and sells hand-painted toy figurines featuring licensed characters from major entertainment franchises (Disney, Marvel, DC, Sandmännchen, Yakari, Pumuckl, Peanuts, Minions, Shrek, Shaun das Schaf, and others) along with original themed Play Worlds (Spielwelten) such as farm, dinosaur, safari, marine life, castle, enchanted forest, and micro-animal lines. Every figurine is hand-painted at the German headquarters in Nußdorf using tested, safe materials suitable for children aged 3 and above, targeting both play and collector use cases.
Product overview
BULLYLAND is a German toy figurine company producing hand-painted collectible figurines under the Bullyworld GmbH umbrella. The company operates a unified product portfolio centered on hand-painted toy figures with license characters (Disney, Marvel, DC, Sandmännchen, Pumuckl, Yakari, Peanuts, and others) and original themed play worlds (farms, dinosaurs, safari, marine life, enchanted forests). The offering is complemented by brand character merchandise (BÄRnie the polar bear) and a brand ambassador program with Olympic athletes. All figurines are manufactured with tested, safe materials and painted by hand at the German headquarters in Nußdorf.
Differentiator
Problem solved
Functional benefit
Brands
- BÄRnie: A courage-inspiring polar bear mascot character that accompanies the Rodeltobis (brand ambassadors) on their adventures and carries the Olympic champions' message to children.
Products and services
- BULLYLAND Hand-Painted Figurines (Core Product Line) The core BULLYLAND product line — detail-rich, hand-painted toy figurines with high recognition value, covering animal worlds, fantasy figures, and popular characters from film, TV, and fairy tales. Made from tested, harmless materials and suitable for children aged 3+ as well as collectors.
- Licensed Character Figurines Hand-painted figurines produced under license featuring characters from Disney, Disney/Pixar, Marvel, DC, Sandmännchen, Yakari, Peanuts, Pettersson und Findus, Illumination's Minions, DreamWorks' Shrek, and Shaun das Schaf. Targeted at children aged 3+ and adult collectors, with movie- and TV-accurate representations.
- Spielwelten (Themed Play Worlds) Themed play sets spanning farm life, dinosaurs, safari, marine life, castles and palaces, enchanted forests, and micro-animals, designed for imaginative play by children and for collectors building themed displays.
- Microworld Figurines Miniature hand-painted figurines offered in mixed boxes of 240 colorful animals or as individual varieties, usable as lucky charms, decorative items, or for creative play scenarios.
Quantifiable outcome
- All figurines made from tested, harmless materials for safe play
Companies that use BULLYLAND
Customer profileSegments2 records
Ideal customer profiles3 records
BULLYLAND technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
BULLYLAND partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core and minor.
- Tobias Wendl & Tobias Arlt (Rodeltobis)coreSix-time Olympic gold medalists in luge sledding serve as brand ambassadors for BULLYLAND. They represent values of willpower, perseverance, trust, courage, teamwork, and passion. The partnership includes BÄRnie, a polar bear mascot, as a courage ambassador for children.
- DVSI (German Toy Industry Association)minorBULLYLAND became a member of DVSI in May 2026, strengthening the association with expertise around strong licensed brands and international brand expansion.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
BULLYLAND competitors and assessment
Company assessmentDirect peers
- Schleich: Schleich is a German producer of detailed animal, fantasy and character figurines sold globally for children’s play and collecting. It is highly comparable to BULLYLAND because both focus on high-quality figurines, play worlds and toy retail/distribution channels.
- CollectA: CollectA offers realistic collectible animal and dinosaur figurines for children, educators and collectors. It is comparable to BULLYLAND’s non-licensed play-world and miniature figurine lines, particularly in animal and dinosaur themes.
- Plastoy: Plastoy is a French company known for PVC figurines, including licensed and character-based products. It is comparable because BULLYLAND also monetizes recognizable IP through collectible physical figurines.
- Safari Ltd. Safari Ltd. produces educational and collectible animal, dinosaur and fantasy figurines sold through toy, museum and online channels. It is comparable because BULLYLAND also sells detailed physical figurines for play, collection and imaginative storytelling.
- Comansi: Comansi is a Spanish toy company producing licensed character figurines and play-oriented PVC figures. It is comparable to BULLYLAND through its similar focus on children’s character figures and licensed toy assortments.
- Mojo Fun: Mojo Fun sells hand-painted animal, dinosaur and fantasy toy figures through hobby and toy channels. It is comparable to BULLYLAND’s hand-painted figurine manufacturing model and focus on durable play and display items.
- Papo: Papo is a French maker of hand-painted toy figurines across animals, fantasy, historical and character themes. It closely overlaps with BULLYLAND’s craft-led figurine proposition and collector/child play use cases.
Broad incumbents
- JAKKS Pacific: JAKKS Pacific is a broad toy company with significant licensed character and action-figure products. It is comparable because BULLYLAND also depends on licensed entertainment IP to create physical toys, though JAKKS operates at larger scale and across more toy categories.
- Funko: Funko is a large licensed pop-culture collectibles company best known for vinyl character figures. While more collector-oriented and broader in scale, it is comparable because both companies convert entertainment IP into physical figurine products.
- Playmobil: Playmobil is an established German toy brand offering figures, playsets and themed play worlds. It is comparable at the broader toy-figure and imaginative-play level, although Playmobil is much larger and built around its own system of figures and playsets.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
BULLYLAND social profiles
Digital presenceBULLYLAND compliance and trust
Trust signalCompliance1 record
BULLYLAND financial estimates
Financial estimateRevenue estimate
Valuation estimate
BULLYLAND leadership team
Management profileNumber of profiles
Profiles3 records
BULLYLAND funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
BULLYLAND M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about BULLYLAND
What does BULLYLAND do?
BULLYLAND manufactures and sells hand-painted toy figurines featuring licensed characters from major entertainment franchises (Disney, Marvel, DC, Sandmännchen, Yakari, Pumuckl, Peanuts, Minions, Shrek, Shaun das Schaf, and others) along with original themed Play Worlds (Spielwelten) such as farm, dinosaur, safari, marine life, castle, enchanted forest, and micro-animal lines. Every figurine is hand-painted at the German headquarters in Nußdorf using tested, safe materials suitable for children aged 3 and above, targeting both play and collector use cases.
Is BULLYLAND a public or private company?
BULLYLAND is a private company. It is classified as family owned and is currently operating.
When was BULLYLAND founded?
BULLYLAND was founded in 2019. It employs 11 to 50 people.
Where is BULLYLAND based?
BULLYLAND is headquartered in Nußdorf, Germany, in the Europe region.
How does BULLYLAND make money?
Two revenue lines are on record. Physical Toy Figurine Sales are the primary driver. The others are licensing Royalties.
Who are BULLYLAND's main competitors?
Direct peers on record are Schleich, CollectA, Plastoy, Safari Ltd., Comansi, Mojo Fun and Papo. Broad incumbents are JAKKS Pacific, Funko and Playmobil.
Does BULLYLAND have an API?
No public API is recorded for BULLYLAND.
What industry is BULLYLAND in?
BULLYLAND's product category is Collectible Toy Figurines. Its primary akta.pro industry code is CRALAKAB, Miniatures & Figurines (Display/Collectible), with a secondary code of CRALAFAD, Dolls, Plush & Action Figures Retail. Its NAICS code is 339930 and its SIC code is 3944.