Herpa Miniaturmodelle

Name

Herpa Miniaturmodelle

Legal name

Herpa Miniaturmodelle GmbH

Website

https://herpa.de

Company type

Private

Founded year

1949

Operating status

Operating

Headcount range

101–250 employees

Ownership category

akta.pro rank

Product category

Scale Model Manufacturing

NAICS

Toy and Hobby Goods and Supplies Merchant Wholesalers (423920), Hobby, Toy, and Game Retailers (45912)

SIC

Games, Toys & Children's Vehicles (No Dolls & Bicycles) (3944)

akta.pro primary industry

Scale Model Kits (Aircraft, Armor, Ships, Cars) (CRALAKAA)

akta.pro secondary industry

Miniatures & Figurines (Display/Collectible) (CRALAKAB)

Keywords

• Diecast scale models
• Miniature collector vehicles
• Model aircraft replicas
• Custom advertising models
• H0 scale miniatures

Headquarters

HQ city

Dietenhofen

HQ country

Germany

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Miniature model product sales: Primary revenue stream from selling miniature diecast/plastic models of cars, trucks, and aircraft in various scales (1:87, 1:500, 1:200, etc.). Products sold through model hobby retailers, e-commerce, museum shop, and factory sales. Includes standard catalog items, limited editions, and club/special models.
2. Custom advertising models (Werbemodelle): Production of exclusive custom models for industrial clients including automotive manufacturers, airlines, logistics companies, breweries, and other businesses. These models are produced in limited quantities exclusively for the respective client, often for specific occasions like anniversaries or product launches. Revenue from industrial customers through dedicated sales team.
3. Collector magazines (DER MASSSTAB and WingsWorld): Herpa publishes two bimonthly collector magazines: DER MASSSTAB (for car/truck enthusiasts in 1:87 scale) and WingsWorld (bilingual aviation magazine). These subscriptions provide recurring revenue and keep collectors engaged with the brand.
4. Herpa Club memberships: The transparent Herpa Club operates without contractual commitment. Members earn points with each online purchase to achieve higher status levels. Benefits include priority access to special models, collector information, catalog delivery, and exclusive offers.
5. Parts and accessories service: Herpa offers replacement parts and accessories through a dedicated parts service, as well as the eXtra online shop for exclusive fan articles, rarities, and remaining stock.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels9 records

Core offering

Herpa Miniaturmodelle manufactures and sells premium diecast and plastic miniature scale models of cars, trucks, vans, and aircraft in scales such as 1:87, 1:200, and 1:500 under official license from automotive and aviation brands. The company also produces custom advertising models (Werbemodelle) for industrial clients including automotive manufacturers, airlines, logistics companies, and breweries. Herpa publishes two collector magazines (DER MASS:STAB and WingsWorld) and operates a Herpa Club loyalty program, with over 1,500 deliverable models in the current catalog and approximately one million models produced annually.

Product overview

Herpa Miniaturmodelle GmbH is a leading manufacturer of premium miniature diecast models for collectors, hobbyists, and industrial advertising. The product portfolio consists of two core lines: Cars & Trucks (automobiles, trucks, vans in 1:87, 1:160, 1:120 scales) and Wings (aircraft models in 1:500, 1:200, 1:400, 1:1000 scales). Supporting sub-brands include Herpa Toys (children's aviation toys), MicroCity (tuning models), Trends Hobby (1:64 motorsport models), Modellbau Schwarz (high-end precision models), Herpa MiniKit (kit models), Herpa Basic (entry models), SnapFit (snap-fit aircraft), Oxford Aviation, and Private Collection (premium collectibles). The company also publishes collector magazines DER MASS:STAB and WingsWorld, and offers custom Werbemodelle advertising services, a Herpa Club loyalty program, Teileservice for replacement parts, and Herpa.TV video content. With over 1,500 deliverable models and approximately one million models produced annually, Herpa serves model railroad enthusiasts, collectors, automotive and aviation industry clients, and advertising customers worldwide.

Differentiator

Problem solved

Functional benefit

Brands

• DER MASSSTAB: Collector magazine for car and truck model enthusiasts in scale 1:87 (H0), published bimonthly by Herpa.
• WingsWorld
• Magic
• MicroCity
• Modellbau Schwarz
• Herpa Toys
• Herpa Club
• Herpa MiniKit

Products and services

• Cars & Trucks Diecast and plastic miniature models of cars, trucks, vans, and commercial vehicles in primary scale 1:87 (H0), with additional scales 1:160 and 1:120. Officially licensed under brands including Volkswagen, Mercedes-Benz, BMW, and licensed with automotive manufacturers worldwide.
• Wings Diecast and plastic miniature aircraft models in primary scale 1:500, with additional scales 1:200, 1:400, and 1:1000. Officially licensed with Boeing, Airbus, and airlines worldwide.
• Werbemodelle (Custom Advertising Models) Custom miniature models produced for industrial clients for advertising, merchandising, branded merchandise, and promotional purposes. Produced in limited editions exclusively for each client, including automotive manufacturers, airlines, logistics companies, breweries, and other industrial customers. Includes options for standard models with individual printing and full custom production (e.g., 'Ihr Fahrzeug in Klein' and 'Ihr Flugzeug in Klein').
• Herpa Toys Children's product line featuring single airplanes designed for safe play and discovery of aviation, targeting young aviation enthusiasts and gift purchases.
• MicroCity Tuning-model miniature cars with diverse designs for collectors in a smaller scale than the standard Herpa range.
• Trends Hobby Motorsport miniature models in scale 1:64, distributed under the Herpa umbrella.
• Modellbau Schwarz
• SnapFit
• Oxford Aviation
• Herpa Basic
• Herpa MiniKit
• Club-/Sondermodelle (Club and Special Models)
• Herpa Club
• DER MASS:STAB
• WingsWorld Bilingual collector magazine for aviation enthusiasts, published bimonthly with news, detailed model reports, background stories, and reader features on aircraft models.
• Magic Landscape accessories and metal (die-cast) models for model railroad enthusiasts, offering high quality at accessible prices for dioramas and H0 layout integration.
• Private Collection (PC-Modelle)
• Teileservice (Parts Service)

Quantifiable outcome

• Over one million models manufactured annually
• +3 more outcomes

Named customers10 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Twelve partnerships are on record, tiered minor and core.

• Modelleisenbahn München GmbH (MOBA)minorStrategic or Co-development PartnerMOBA is a cooperation partner for joint trade show presence in Eastern Europe. They share exhibition space with Herpa at model railway shows and trade fairs in the region. MOBA represents brands including Roco.
• AuhagenminorStrategic or Co-development PartnerAuhagen is listed as a cooperation partner for joint exhibition presence at model railway trade shows in Eastern Europe.
• GützoldminorStrategic or Co-development PartnerGützold is listed as a cooperation partner for joint exhibition presence at model railway trade shows in Eastern Europe.
• NochminorStrategic or Co-development PartnerNoch is listed as a cooperation partner for joint exhibition presence at model railway trade shows in Eastern Europe.
• PMT-ModelleminorStrategic or Co-development PartnerPMT-Modelle is listed as a cooperation partner for joint exhibition presence at model railway trade shows in Eastern Europe.
• Christian Philipp Martin / Agence Commerciale (France)minorChannel Partner/ Reseller/ DistributorFrench sales representative for Herpa in France, operating as Agence Commerciale with office at 3 Rue Jacques Prévert, F-57520 Grosbliederstroff.
• Lubos Piterka / Modelleisenbahn München GmbH (Czech, Hungary, Romania, etc.)minorChannel Partner/ Reseller/ DistributorSales representative for Herpa in Czech Republic, Hungary, Romania, Bulgaria, Slovakia, Slovenia, Croatia, Lithuania, Estonia, Latvia, and Poland, operating through Modelleisenbahn München GmbH.
• Automotive manufacturers (Mercedes-Benz, VW, BMW, etc.)coreOEM/ Whitelabel/ Licensing PartnerLicensing partnerships with major automotive manufacturers to produce officially licensed miniature models of their vehicles. Includes partnerships with Mercedes-Benz, Volkswagen, BMW, and numerous other automotive brands for both passenger cars and commercial vehicles.
• BoeingcoreOEM/ Whitelabel/ Licensing PartnerLicensing partnership with Boeing for production of officially licensed miniature aircraft models including Boeing 787-9, 777-9, Dreamlifter, and various other aircraft types.
• AirbuscoreOEM/ Whitelabel/ Licensing PartnerLicensing partnership with Airbus for production of officially licensed miniature aircraft models including Beluga XL and other Airbus aircraft types.
• World AirlinescoreOEM/ Whitelabel/ Licensing PartnerPartnerships with nearly all airlines worldwide for production of airline-specific liveries on aircraft models. Enables Herpa to produce models in authentic airline color schemes and livery variations.
• Logistics companies (Heide-Logistik, Emil Ehrhardt, etc.)coreOEM/ Whitelabel/ Licensing PartnerPartnerships with logistics and transport companies for production of promotional and commemorative truck models. Includes custom liveries for company fleets and special anniversary editions.

Scale indicators6 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Wiking: German manufacturer of diecast model vehicles in 1:87 and other scales, historically a direct competitor to Herpa's Cars & Trucks line. Now part of the Sieper/Siku group; competes head-to-head with Herpa in the German model hobby retail channel.
• Gemini Jets: US-based manufacturer of diecast aircraft models primarily in 1:400 and 1:500 scales with extensive airline livery coverage. Direct competitor to Herpa's Wings product line, serving the same global aviation collector market.
• Minichamps: German premium diecast manufacturer of cars and trucks in 1:43 and 1:87 scales. Closely comparable to Herpa's premium, licensed collector car and motorsport models and serves the same licensed-collectible buyer.
• Schuco: German diecast manufacturer producing scale model cars, trucks and figures, including classic and commercial vehicles. Directly comparable to Herpa on product category (premium diecast vehicles), specialty hobby channel and licensing-led model range.
• Brekina: German maker of plastic scale model cars and trucks in 1:87 (H0), strongly overlapping with Herpa's Cars & Trucks catalog. Competes for the same specialist model retailer shelf space and collector enthusiast.
• Oxford Diecast: UK-based diecast model maker in 1:76 (close to H0) and N gauge, producing cars, trucks, buses, and military vehicles. Directly comparable to Herpa's 1:87 product line and shares the British and European hobby retail channel.
• Busche Modellspielwaren: German manufacturer of H0-scale model vehicles, accessories, and diorama items. A direct peer in the 1:87 model railroading segment with overlap in truck and utility vehicle categories.
• Phoenix Models: UK maker of diecast and plastic scale model buses, coaches and commercial vehicles in 1:76 and OO gauge. Direct overlap with Herpa's commercial vehicle and bus coverage within the model railroading collector community.

Broad incumbents

• Siku (Sieper): German diecast toy vehicle brand covering cars, trucks, agricultural and construction models. Broader, more toy-focused incumbent that overlaps with Herpa in licensed diecast vehicles and hobby shelves.

Emerging players

• NG Model: Hong Kong-based diecast aircraft model maker in 1:200 and 1:400 scales with strong airline coverage. An emerging player challenging established aviation diecast brands including Herpa Wings on detail and price.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/herpatv
• Facebookfacebook.com/herpa
• LinkedInde.linkedin.com/company/herpa-miniaturmodelle-gmbh
• Instagraminstagram.com/herpa_official

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

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 Herpa Miniaturmodelle