What AMMO by Mig Jimenez does

AMMO by Mig Jimenez (legally Mig Jimenez, S.L.) is a privately-held Spanish specialty manufacturer of paints, weathering products, and finishing tools for the scale modeling hobbyist market. Founded in 2014 and headquartered at Polígono Industrial Miguel de Eguía, Calle Zarapuz 3, 31200 Estella, Navarra, Spain, the company sells globally through a direct-to-consumer e-commerce storefront at migjimenez.com, a physical retail store in Estella, and a B2B/distributor channel for hobby shops. The business carries 11–50 employees, is founder-led, and has no disclosed external funding. Customers span scale model hobbyists (military vehicles, aircraft, figures, ships, sci-fi), wargaming and tabletop gamers, railway modelers, professional/semi-professional modelers, and B2B retailers/distributors.

The core product portfolio is built around domain-specialized paint systems: AMMO Acrylics (modulation, figure, metallic, crystal, washable), A-Stand lacquer paints, Oilbrusher weathering oils, DIO Drybrush, IONIC Smart Colors for fantasy/sci-fi miniatures, ATOM precision paints, Rail Center for railway modeling, Cobra Motor for automotive/motorcycle, and a comprehensive Weathering line (washes, streaking, pigments, filters, panel line washes, U-Rust). The technology is rooted in chemical formulation and packaging design rather than software. Adjacent offerings include the Solution Box all-in-one kits, YAKUMO weathering systems, Missing Link accessory sets, LOCK N LOAD assembly tools, premium Kolinsky and synthetic brushes, airbrushes, diorama materials, and scale model kits. The educational layer is anchored by The Weathering Magazine (TWM), The Weathering Aircraft (TWA), The Weathering Special (TWS), and Solution Books, available in 11+ language editions, supported by a YouTube tutorial channel and active social media presence.

The revenue model is one-time product sales (no subscription) priced in EUR/GBP/USD on the DTC storefront, supplemented by B2B wholesale and the Estella retail store. Unit pricing ranges from approximately $3.50 (small consumables) to $136.49 (YAKUMO Bundle). DAMIS WORLD S.L. operates as a wholly-owned subsidiary handling scale model kits. The company received a 2024 Government of Navarra subsidy under the "Promotion of Digital Business" program, indicating active investment in its digital channel.

Name

AMMO by Mig Jimenez

Legal name

Mig Jimenez, S.L.

Website

https://migjimenez.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

AMMO by Mig Jimenez (Mig Jimenez, S.L.) is a Spanish specialty manufacturer of acrylics, enamels, lacquers, weathering products, brushes, and finishing tools for scale model hobbyists, selling globally through DTC e-commerce, B2B distribution, and a physical retail store in Estella, Spain.

Ownership category

akta.pro rank

Product category

Scale Modeling Paints and Finishing Products

NAICS

Paint and Coating Manufacturing (325510)

SIC

Paints, Varnishes, Lacquers, Enamels & Allied Prods (2851)

akta.pro primary industry

Wood Coatings & Finishes (IMAEAHAF)

akta.pro secondary industry

Wood Coatings & Finishes (IMAEAGAG)

Keywords

• Scale model paints
• Model weathering products
• Acrylic enamel paints
• Hobby modeling tools
• Scale modeling publications

Headquarters

HQ city

Villatuerta

HQ country

Spain

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales: Direct-to-consumer sales of paints, tools, publications, and scale model kits through their e-commerce platform. Revenue generated through one-time product transactions with no subscription component.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

AMMO by Mig Jimenez manufactures and sells a comprehensive range of paints and finishing products for scale modeling, including acrylics, enamels, lacquers, weathering effects (washes, pigments, streaking), oil paints with applicator brushes, and specialized tools such as airbrushes and drybrushes. The company also produces scale model kits across military, aviation, naval, sci-fi, and railway categories, and publishes multilingual instructional magazines and books (The Weathering Magazine family) covering modeling techniques.

Product overview

AMMO by Mig Jimenez is a comprehensive hobby products company offering a multi-brand portfolio centered on scale model paints and finishing products. The core offerings include the AMMO Paints line (featuring specialized acrylics, lacquers, weathering effects, and application tools like Oilbrusher and DIO Drybrush), the IONIC Smart Colors sub-brand (high-performance paints for fantasy and sci-fi miniatures), and ATOM precision paints. Beyond paints, the company provides extensive publications (The Weathering Magazine family, Solution Books), scale model kits across multiple categories (military vehicles, aircraft, figures, ships, sci-fi), auxiliary products (brushes, tools, adhesives), diorama materials, and specialized lines for railway modeling (Rail Center) and automotive models (Cobra Motor). The portfolio is distributed through an e-commerce platform with physical retail presence in Estella, Spain.

Differentiator

Problem solved

Functional benefit

Brands

• IONIC Smart Colors: High-performance acrylic paints for fantasy and sci-fi miniatures
• ATOM
• YAKUMO
• Rail Center
• Cobra Motor
• Mr. Hobby
• DIO Drybrush
• Oilbrusher
• A-Stand
• The Weathering Magazine
• The Weathering Aircraft
• The Weathering Special
• Missing Link
• Zimmerit

Products and services

• IONIC Smart Colors High-performance acrylic paints specifically formulated for fantasy and sci-fi miniatures and figures, including IONIC Acrylic Paints, Drybrush formulas, and themed paint sets for Gundam, Wargames, and Signature Selection. Targeted at miniature painters and wargamers who require smooth coverage and semi-matte or metallic finishes on small-scale figures.
• AMMO Acrylic Paints Core water-based acrylic paint range for scale modeling, including Metallic Colors, Crystal Colors, Washable Colors, Modulation Colors, Figure Colors, One Shot Primer, DIO Drybrush, Shaders, Acrylic Filters, and curated sets for airbrush, figures, and wargames applications.
• ATOM Paints Precision paint sub-brand offering ATOM Colors, ATOM Sets, ATOM Auxiliary Products, and Toolcase ATOM organization systems designed for systematic, organized paint selection and storage in scale modeling workflows.
• Weathering Products Comprehensive weathering effects line including Washes (Acrylic and Enamel), Streaking, Effects, Enamel Mud, Filters, Panel Line Washes, Pigments, Streakingbrusher, Effects Brushers, U-Rust, and themed Weathering Sets for Vehicles, Aircraft, Rail Road, and Filters, used to simulate realistic aging and damage on scale models.
• Oilbrusher Oil-based paint with fine brush applicator for weathering and blending effects on scale models, available in individual colors and themed sets.
• A-Stand Lacquer Paints Professional lacquer paint system including Lacquer Primer, Metallic Lacquer, Transparent Lacquer, Hot Metal Lacquer, Candy Lacquer, and Varnish & Cleaner-Thinner, producing automotive-style finishes on scale models.
• Rail Center Paints and Products Dedicated paint and publication line for railway modeling enthusiasts, featuring specialized Paint Sets, Solution Box products, and publications tailored for train modeling and diorama track finishing.
• AMMO Wargaming Universe Paint sets designed specifically for tabletop wargaming miniatures, providing curated color selections for fantasy, sci-fi, and historical wargames.
• Cobra Motor Paints and Products Specialized paint products designed for automotive and motorcycle modelers, supporting realistic finishes on vehicle scale models including custom paint effects.
• DIO Drybrush Quick-drying acrylic paint formula specifically designed for drybrushing techniques on scale models and dioramas, with complementary Drybrush technical brushes available.
• YAKUMO Weathering System Precision weathering tool system including thinners and themed sets for WWII eras (Western Front, Eastern Front, Afrika Korps), plus basic sets for beginners, sold as bundles including the YAKUMO Bundle and YAKUMO Basics Set.
• Missing Link Accessory Sets Gap-filling accessory sets for models including Aircraft Sets, Tanks Sets, and Trains Sets, supplying small connecting or finishing components to address common modeling challenges.
• Solution Box Kits All-in-one painting solution kits containing paints, tools, and instructions for specific finishing effects on model vehicles, including multilingual editions such as Solution Box 35 (WWII German Dunkelgelb Vehicles).
• The Weathering Magazine (TWM) Official modeling publication released in multiple language versions (English, Spanish, French, Russian, Polish, German, Czech, Hungarian, Romanian, Chinese, Korean) covering weathering techniques and modeling tutorials.
• The Weathering Aircraft (TWA) Specialized aircraft modeling publication covering weathering and finishing techniques for aircraft models, available in English and Spanish versions, including titles such as TWA Aircraft Essentials.
• The Weathering Special (TWS) Special issue publication covering advanced modeling techniques and weathering effects, available in English, Spanish, French, and Russian versions.
• Solution Books Step-by-step painting guide books providing detailed instructions for model assembly and finishing techniques, including beginner guides such as Solution Book 29, with editions in multiple languages.
• Tools and Brushes Complete modeling tool range including Synthetic Brushes, Premium Marta Kolinsky Brushes, Drybrush Technical Brushes, Decal Application Brushes, AMMO Precision Pigment Brushes, Airbrushes, Paint Organizers, Masking Products & Stencils, Engraving Tools, Cutting/Bending Tools, Sanding/Polishing Tools, and Stands & Jigs.
• Auxiliary Products and Glues Modeling essentials including Glues & Cements, Cleaners/Thinners/Solvent Products, Varnishes, Decal Products, Chipping Products, Putties, Textures, Burnishing Fluids, and Zimmerit products for anti-slip texture on tank models.
• Dioramas and Vignettes Diorama building materials including Textures for Dioramas (Mud, Water, Terraform), Vegetation (Grass Mats, Leaves, Plants, Bushes, Scenic Mats, Static Grass, Moss), Carving & Sculpting Materials, Crackle Creator Textures, Marble floors, Cork Rock, and Diorama Bases.
• Scale Model Kits Extensive scale model kit catalog covering Tanks & AFV, Aircraft, Figures (various scales 1:7 to 1:350), Civilian vehicles, Sci-Fi models, Ships, Trains & Wagons, Buildings/Objects & Animals, and Aftermarkets/Decals & Upgrade Kits, with scales from 1:1 to Egg scale, distributed under DAMIS WORLD S.L. and other related brands.
• Sprays Aerosol spray paints for priming, base coating, varnish, and finishing of scale models, sold under the AMMO Paints category.
• LOCK N LOAD Modeling Tools Precision modeling tool line for scale model assembly and finishing, providing specialized jigs and tools under the LOCK N LOAD brand.
• Combo-Pack Bundles Pre-configured book pack bundles combining multiple AMMO publications at discounted prices for specific modeling themes including Luftwaffe, Modern Aircraft, WWII Color Profiles, Wargames Scenery, Wargames Vehicles, Fantasy Figures, Mecha, Science Fiction, Diorama Modeling, Aircraft Weathering, Zimmerit, Scale Cars, and Modeling Library topics.

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Two partnerships are on record, tiered minor.

• Mr. HobbyminorChannel Partner/ Reseller/ DistributorMr. Hobby is a Japanese brand of modeling tools and materials that AMMO distributes through their online store. Product categories include Mr. Hobby Paints, Auxiliary products, Weathering Products, Tools, and Markers. This is a distribution/reseller relationship where AMMO resells Mr. Hobby products alongside their own AMMO branded offerings.
• DAMIS WORLD S.LminorOthersDAMIS WORLD S.L is listed as a special product line within the AMMO store. The nature of the partnership appears to be a collaborative product offering or brand sold under the AMMO distribution channel.

Scale indicators1 record

Recent moves6 records

Expansion highlights6 records

Direct peers

• Mr. Hobby / Mr. Color (Gsi Creos): Japanese hobby paint brand whose products AMMO already distributes through its online store. Direct peer in paint chemistry (acrylics, lacquers, weathering) serving the same global modeling customer base.
• Citadel (Games Workshop): Vertically integrated wargaming brand with its own paint range (Citadel) directly competing with AMMO's IONIC and AMMO Wargaming Universe lines for the same wargaming/tabletop hobbyist segment.
• The Army Painter: Specialist hobby paint company serving wargamers and miniature painters. Direct competitor to AMMO's IONIC line with comparable SKU breadth, color systems, and hobbyist retailer distribution.
• AK Interactive: Spanish manufacturer of acrylic paints, weathering products, and modeling tools for scale modeling. Closest direct competitor to AMMO, with overlapping product categories (washes, pigments, enamel effects) and the same Iberian base.
• Vallejo (Acrylicos Vallejo): Spanish manufacturer of acrylic paints for scale modeling, wargaming, and figure painting. Same geographic origin and overlapping customer base; Vallejo's Model and Game Color lines compete head-to-head with AMMO and IONIC.

Broad incumbents

• Humbrol: UK-based legacy model paint manufacturer offering enamels and acrylics for scale modelers. Competes in the same core hobby paint category but with a more traditional, less content-led go-to-market approach.
• Tamiya: Major Japanese manufacturer of scale model kits and acrylic/lacquer paints with global retail presence. Competes broadly across both kits and paint segments but does not specialize in weathering effects the way AMMO does.
• Italeri: Italian manufacturer of scale model kits across military, aircraft, and civilian categories. Direct overlap with AMMO's model kit offering via DAMIS WORLD but without the proprietary paint ecosystem.
• Revell: European scale model kit and paint manufacturer serving hobbyists broadly. Overlaps with AMMO in paint and basic kit categories at mass-market price points with extensive retail distribution.

Others

• Badger Airbrush: US airbrush and paint manufacturer serving the same scale modeling application workflow. Adjacent rather than direct: provides application tools and airbrush-ready paints rather than weathering systems, but competes for the same hobbyist tool spend.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/AMMOMIG
• YouTubeyoutube.com/user/AMMOofMIGJIMENEZ
• Facebookfacebook.com/MigJimenez
• Instagraminstagram.com/ammomig

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 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 AMMO by Mig Jimenez