Maisto International
Maisto International is the US sales arm of Hong Kong-based May Cheong Group, manufacturing and distributing precision die-cast vehicle replicas and radio-controlled toys at scales from 1:64 to 1:8 under the Maisto, Bburago, Polistil, and Muscle Machines brands for collectors, hobbyists, and retail chains globally.
- Company typePrivate
- Founded1967
- HeadquartersFontana, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Maisto International does
Maisto International, Inc. is the US sales and marketing arm of Hong Kong-based May Cheong Group, a privately held, family-controlled diversified toy manufacturer founded in 1967 by brothers P.Y. Ngan and Y.C. Ngan. Operating from Fontana, California, Maisto designs, sources, and distributes precision die-cast vehicle replicas and radio-controlled (RC) toy vehicles under the Maisto brand registered in 1990, alongside sibling brands Bburago (Italian die-cast, acquired 2005), Polistil (slot cars, acquired 2005), Muscle Machines (American muscle replicas, IP acquired 2012), and Bb Junior (preschool vehicles, launched 2017). Core products span scales from 1:64 to 1:8, featuring licensed replicas of automotive brands (Ferrari, Lamborghini, Porsche, Ford, Harley-Davidson, etc.) with opening doors and engine compartments, working suspension, detailed chassis, and integrated 2.4GHz multi-player RC technology in the Maisto Tech line.
The company manufactures through vertically integrated facilities operated by its affiliate May Tat Toy Products Factory Limited in China, covering over 2,000,000 square feet with 7,500-11,000+ employees and ISO9001, ISO50001, and ICTI CARE certifications. Revenue is generated primarily through wholesale hardware sales of die-cast and RC vehicles, supplemented by licensing royalties from exclusive agreements including the 2014 worldwide Ferrari license. Products reach end consumers via a global authorized-distributor network across North America, South America, Central America, Europe, Asia, Africa, and Oceania, with major US shelf presence at Target, Toys R Us, Hobby Lobby, and Amazon, alongside specialty diecast dealers and a $7.50/year Maisto Collectors Club membership program. Customer segments include die-cast collectors and hobbyists, RC vehicle enthusiasts, automotive brand fans aged 16-34, and character/children product buyers (Marvel, Angry Birds).
Maisto International firmographics
Firmographics- Name
- Maisto International
- Legal name
- Maisto International, Inc.
- Website
- https://maisto.com
- Company type
- Private
- Founded year
- 1967
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Maisto International is the US sales arm of Hong Kong-based May Cheong Group, manufacturing and distributing precision die-cast vehicle replicas and radio-controlled toys at scales from 1:64 to 1:8 under the Maisto, Bburago, Polistil, and Muscle Machines brands for collectors, hobbyists, and retail chains globally.
- Ownership category
- akta.pro rank
Maisto International industry classification
Industry- Product category
- Die-Cast Collectibles and Radio-Controlled Toys
- 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 industry
- Hobby & Model Kits Distribution (RC, Scale Models, Miniatures) (CRAOAMAD)
Keywords
Where Maisto International is headquartered
LocationHeadquarters
- HQ city
- Fontana
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
Maisto International business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain
Revenue model
- Die-cast Vehicle Replicas: Sale of precision die-cast metal vehicle replicas at various scales (1:64, 1:43, 1:24, 1:18, 1:10, 1:8) featuring licensed vehicles from automotive manufacturers. Products include opening features, working suspension, and detailed components.
- Radio-Controlled Toys: Sale of radio-controlled vehicles including Rock Crawler off-road R/C vehicles, MTRC (Metal RC) line with engine sounds, and various scale R/C hypercars. Features 2.4GHz technology enabling multi-vehicle simultaneous operation.
- Ferrari Exclusive Licensing: Multi-year exclusive agreement signed November 2014 (commencing January 2015) granting May Cheong Group exclusive rights to manufacture and distribute Ferrari replicas worldwide. Over 100 Ferrari cars launched by mid-2015 under Bburago brand.
- Brand Licensing: Licensing agreements with major automotive brands (Ford, Lamborghini, Porsche, Audi, Harley-Davidson, etc.) and entertainment properties (Marvel, Angry Birds) to produce branded replica vehicles and toys.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Maisto Collectors Club - $7.50 membership fee |
Go-to-market motion1 record
Distribution channels10 records
Marketing channels10 records
Maisto International product offering
Product offeringCore offering
Maisto International designs, manufactures, and globally distributes precision die-cast metal vehicle replicas in 1:18, 1:24, 1:43, and 1:64 scales, plus radio-controlled toy vehicles in 1:10, 1:16, and 1:43 scales under the Maisto, Maisto Tech, Bburago, Polistil, Muscle Machines, and Bb Junior brands. Products feature licensed designs from automotive manufacturers including Ferrari, Ford, Lamborghini, Porsche, Audi, and Harley-Davidson, as well as entertainment properties like Marvel and Angry Birds, and are sold to collectors, hobbyists, and children through major retailers, online marketplaces, hobby stores, and a worldwide authorized distributor network.
Product overview
Maisto International is a toy and replica vehicle manufacturer producing die-cast collectibles and radio-controlled vehicles across multiple scales. The core product portfolio includes Maisto branded die-cast vehicles (1:18, 1:24, 1:43, 1:64 scales) and Maisto Tech radio-controlled vehicles (1:10, 1:16, 1:43 scales). The company operates under parent May Cheong Group along with acquired brands Bburago (Italian die-cast), Polistil (slot cars), and Bb Junior (preschool vehicles). Featured products include the 1:10 RC Oracle Red Bull Racing RB19 with engine sounds, 1:16 RC Alpine A424, 1:43 Mini Metal R/C Drifters, 1:18 Ford Mustang GTD, and 1:18 2022 Porsche 911 GT3. The company also maintains the Maisto Collectors Club membership program for enthusiasts.
Differentiator
Problem solved
Functional benefit
Products and services
- Maisto Die-Cast Collectibles High-detail die-cast metal vehicle replicas in various scales (1:18, 1:24, 1:43, 1:64) featuring licensed vehicles from automotive manufacturers, designed for collectors and hobbyists.
- Maisto Tech RC Vehicles Radio-controlled toy vehicles including R/C cars, motorcycles, and airplanes in various scales with engine sounds, multi-channel support, and lithium rechargeable batteries, targeted at RC enthusiasts and children.
- 1:10 RC Oracle Red Bull Racing RB19 1:10 scale R/C replica of the Oracle Red Bull Racing RB19 Formula 1 car, approximately 22.5 inches long, with authentic engine sounds, 2.4GHz performance, and up to 4 players simultaneously.
- 1:16 RC Alpine A424 1:16 scale radio-controlled hypercar replica approximately 12.6 inches long, ready to run with included batteries, 115ft control range, pistol controller, and built-in lithium battery.
- 1:43 Mini Metal R/C Drifters 1:43 scale mini metal R/C drifters featuring die-cast metal body for realistic feel, available in Porsche 911 GT3 RS and Lamborghini Revuelto, with 2.4GHz technology and USB charging.
- 1:18 Ford Mustang GTD Special Edition 1:18 scale Ford Mustang GTD replica in metallic gray and metallic red, featuring detailed die-cast precision with opening doors and engine compartment.
- 1:18 2022 Porsche 911 GT3 Special Edition 1:18 scale 2022 Porsche 911 GT3 replica approximately 9.5 inches, featuring die-cast metal body with opening doors and engine compartment, full function steering, and four-wheel suspension.
- 1:64 Muscle Machines Die-cast muscle car replicas with exposed chrome-plated engines, beefy rear wheels, and cartoon-like features, in 1:64 and 1:24 scales, original 1:18 models, and 1:18 radio control.
- Bburago Die-Cast Vehicles Italian die-cast vehicle replicas with over 30 years of experience manufacturing high quality die-cast products, including Signature Series, Racing, Race and Play, and Ferrari Kids lines.
- Polistil Slot Cars and Track Sets Slot-car and track set products under the Polistil brand, an Italian maker acquired by May Cheong Group.
- Bb Junior Preschool Vehicles Preschool vehicle range launched in 2017, featuring vehicles designed for young children.
- Maisto Collectors Club Annual fan club membership program at $7.50/year offering exclusive fan club merchandise, membership card, special discounts, behind-the-scenes e-newsletters, limited edition 1:64 die-cast, and invitations for special events.
Quantifiable outcome
- #1 Selling Toy in the U.S. in Non-Powered Car/Air/Boat/Truck category - Circana Toy Industry Award
- +2 more outcomes
Companies that use Maisto International
Customer profileNamed customers8 records
Segments4 records
Ideal customer profiles4 records
Maisto International technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Maisto International partnerships and signals
Strategic signalPartnerships
13 partnerships are on record, tiered core, minor and flagship.
- Rovio EntertainmentcoreMulti-year licensing agreement to produce vehicles for Angry Birds franchise. Maisto developed pull backs, R/C vehicles and track sets as Rovio's new toy partner in vehicles category for Angry Birds. Products timed for The Angry Birds Movie 2 (September 2019 worldwide release).
- Bb JuniorminorNew line of preschool vehicles launched by May Cheong Group, the company behind Maisto and Bburago brands.
- FerrariflagshipMulti-year exclusive agreement signed November 2014 (commencing January 2015) granting MCG exclusive worldwide rights to manufacture and distribute Ferrari replicas. MCG has had ongoing relationship with Ferrari for over 25 years. Bburago brand has even longer history with Ferrari. Over 100 Ferrari cars launched by mid-2015 under Bburago brand across four ranges: Signature Series, Racing, Race and Play, and Ferrari Kids.
- Chinese Lunar Exploration Program (CLEP)coreExclusive development of 1:8 scale Jade Rabbit lunar rover replica for Chinese space program. Three versions developed including highly detailed scale with opening solar panels, premium collector's version with gold/silver components, and 1:1 scale replica (20 units made). Worked closely with CLEP for certificates of authenticity and authorization.
- Forte The CollectiveminorMarketing and advertising agency handling 60-day online advertising campaign (primarily Facebook and Google AdWords) for Maisto Collectors Club launch. Los Angeles-based agency specializing in traditional and new media marketing.
- Bodylines/Bruce SchultzcoreAcquisition of tooling and intellectual property of Muscle Machines brand. Bruce Schultz, famed 3D artist who worked on original models, retained by MCG along with artist Rohan Day to create new artwork for the line.
- BburagocoreBburago brand acquired by May Cheong Group in 2005. Italian die-cast brand with over 30 years experience, 10,000+ employees worldwide, and fully vertical-integrated facilities. Celebrating 40th anniversary in 2015.
- AudiobahnminorMarketing licensing agreement to produce official Audiobahn Fresh Metal Extreme Hauler in 1/64 scale featuring images of Audiobahn's hottest products. Target audience overlap: males 16-34 years old.
- RaindeO | BeautifulminorPromotional partnership with L.A.-based boutique marketing agency for holiday promotion featuring radio-controlled vehicle launch. Interactive campaign and consumer contest launched mid-October 2010. Agency specializes in marketing for minority and/or female-owned businesses.
- Marvel EntertainmentcoreMajor worldwide multi-year licensing agreement to manufacture and market die-cast vehicles and play sets based on Marvel characters and brands including Super Hero Squad, classic Marvel properties, and Marvel Studios' feature films (Iron Man 2, Thor, Captain America, The Avengers). Initial product line hit shelves May 2010.
- Swarovski ElementsminorProduction of 1:18 Mercedes-Benz SLS AMG and Lamborghini Murcielago LP640 made with over 7,800 Swarovski crystals applied over 3 days per model. Products packaged in black leatherette case with certificate of authenticity.
- Various Automotive LicensorscoreLicensing agreements with major automotive manufacturers including: Acura, Aston Martin, Audi, BMW, Boeing, Bugatti, Dodge, Ducati, Ferrari, Ford, GM, Harley-Davidson, Honda, Jaguar, Jeep, Kawasaki, KTM, Lamborghini, Mercedes-Benz, Mini, Mitsubishi, Nissan, Porsche, Renault, Shelby, Subaru, Suzuki, Toyota, Volkswagen, Volvo, Yamaha. ISO9001:2000 accredited with strict QC/QA/IQC systems.
- PolistilminorPolistil brand acquired by May Cheong Group in 2005. Italian brand specializing in slot cars and track sets.
Scale indicators6 records
Recent moves7 records
Expansion highlights6 records
Maisto International competitors and assessment
Company assessmentBroad incumbents
- Mattel (Hot Wheels): Mattel's Hot Wheels is the dominant global die-cast vehicle brand and Maisto's largest competitor across multiple scales. Both target child and collector segments with licensed automotive replicas, though Hot Wheels commands materially larger mass-market share.
Direct peers
- IXO Models: IXO Models is a die-cast collectibles manufacturer producing detailed 1:43, 1:18, and 1:24 scale replicas of racing and road cars. Competes directly in the licensed automotive collector segment.
- Tomica (Takara Tomy): Takara Tomy's Tomica is a leading Japanese die-cast vehicle brand competing in 1:43 and 1:64 scales with extensive automotive licensing. Comparable product format, target market, and licensing-driven business model to Maisto.
- Jada Toys: Jada Toys produces die-cast vehicles and RC models with licenses including Hollywood entertainment properties. Direct competitor in the entertainment-licensed die-cast and RC vehicle space, particularly for kids' and family segments.
- Hot Wheels (Mattel) - direct product line peer: Hot Wheels operates as Mattel's flagship die-cast brand with broad 1:64 assortment, premium 1:18 Red Line Club, and RC lines. The most direct product-level competitor to Maisto across both die-cast and RC categories.
- Greenlight Collectibles: Greenlight specializes in 1:18, 1:24, 1:43, and 1:64 die-cast collectibles focused on Hollywood and motorsports themes. Direct competitor in the collector segment with overlapping product formats and licensing strategies.
- Siku (Sieper): Siku is a German die-cast toy manufacturer producing 1:32, 1:50, 1:87 scale vehicles, including licensed automotive replicas. Direct competitor in the die-cast category with comparable scale range and collector offerings.
- Auto World (Round 2): Auto World produces 1:18, 1:24, 1:43, and 1:64 die-cast replicas focused on American muscle cars and vintage vehicles. Direct competitor in the collector die-cast category, particularly against Maisto's Muscle Machines line.
- Majorette: Majorette is a French die-cast and toy vehicle manufacturer (Simba Dickie Group) producing 1:64 scale cars and construction sets. Competes directly in mass-market die-cast with similar licensing approach.
Emerging players
- Spark Models: Spark Models produces premium 1:43 die-cast racing replicas with a focus on motorsport liveries. Niche competitor in the high-end collector segment where Maisto's Bburago Signature line competes.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Maisto International social profiles
Digital presenceMaisto International compliance and trust
Trust signalCompliance3 records
Maisto International financial estimates
Financial estimateRevenue estimate
Valuation estimate
Maisto International leadership team
Management profileNumber of profiles
Profiles5 records
Maisto International subsidiaries and ownership
Company hierarchySubsidiaries4 records
Maisto International funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Maisto International 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 Maisto International
What does Maisto International do?
Maisto International designs, manufactures, and globally distributes precision die-cast metal vehicle replicas in 1:18, 1:24, 1:43, and 1:64 scales, plus radio-controlled toy vehicles in 1:10, 1:16, and 1:43 scales under the Maisto, Maisto Tech, Bburago, Polistil, Muscle Machines, and Bb Junior brands. Products feature licensed designs from automotive manufacturers including Ferrari, Ford, Lamborghini, Porsche, Audi, and Harley-Davidson, as well as entertainment properties like Marvel and Angry Birds, and are sold to collectors, hobbyists, and children through major retailers, online marketplaces, hobby stores, and a worldwide authorized distributor network.
Is Maisto International a public or private company?
Maisto International is a private company. It is classified as family owned and is currently operating.
When was Maisto International founded?
Maisto International was founded in 1967. It employs 11 to 50 people.
Where is Maisto International based?
Maisto International is headquartered in Fontana, United States, in the North America region.
How does Maisto International make money?
Four revenue lines are on record. Die-cast Vehicle Replicas are the primary driver. The others are radio-Controlled Toys, ferrari Exclusive Licensing and brand Licensing.
Who are Maisto International's main competitors?
Mattel (Hot Wheels) is listed as a broad incumbent. Direct peers are IXO Models, Tomica (Takara Tomy), Jada Toys, Hot Wheels (Mattel) - direct product line peer, Greenlight Collectibles, Siku (Sieper), Auto World (Round 2) and Majorette. Spark Models is listed as an emerging player.
Does Maisto International have an API?
No public API is recorded for Maisto International.
What industry is Maisto International in?
Maisto International's product category is Die-Cast Collectibles and Radio-Controlled Toys. Its primary akta.pro industry code is CRALAKAB, Miniatures & Figurines (Display/Collectible), with a secondary code of CRAOAMAD, Hobby & Model Kits Distribution (RC, Scale Models, Miniatures). Its NAICS code is 339930 and its SIC code is 3944.