HobbyBox
HobbyBox is a Seoul-based South Korean specialty e-commerce retailer and official authorized importer of Hot Toys and Beast Kingdom collectible figures, selling premium 1/6 scale action figures and statues to individual collectors and B2B resellers in Korea.
- Company typePrivate
- Founded2006
- HeadquartersSeoul, South Korea
- Headcount—
- GTM typeB2C
- OfferingServices
What HobbyBox does
HobbyBox (하비박스) is a privately held South Korean specialty e-commerce retailer headquartered in Seoul, founded in 2006 as the official authorized importer of Hot Toys collectible action figures in Korea and later expanded to include Beast Kingdom as a second anchor authorized-importer partnership. The company operates a direct-to-consumer storefront at hobbybox.co.kr (built on the Cafe24 e-commerce platform), a mobile app, and customer-service channels on Naver TalkTalk and KakaoTalk Plus Friends, selling 1/6 scale, 1/4 scale, and 1/12 scale action figures, 1/3–1/4 scale statues, and Cosbaby bobble heads sourced from more than 30 international brands including Hot Toys, Beast Kingdom, Blitzway, Soldier Story, Sideshow, DamToys, ThreeZero, XM Studios, Prime 1 Studio, and Weta. The catalog spans licensed entertainment franchises (Marvel, Star Wars, DC Comics, Harry Potter, Terminator) with prices ranging from approximately ₩22,000 for entry-level bobble heads to over ₩2,000,000 for premium large-scale statues, and the Movie & TV category alone lists 2,142+ items.
The business model is predominantly one-off retail unit sales (with a smaller B2B wholesale / 도매 channel) priced per item, with free shipping at a ₩50,000 threshold, same-day dispatch for weekday orders placed before 4 PM, installment payment options, and a mileage/loyalty point system that awards additional points through the mobile app. The company is owned and operated by sole representative director Lee Yong-jin (이용진); there is no disclosed venture capital or private equity involvement, no parent company, and no subsidiaries. Operations are confined to the Korean domestic market, with fulfillment handled via Logen Express courier. There are no patents, no certifications, no AI/ML capabilities, and no public financial disclosures on file; revenue, headcount, and funding figures are not stated in available sources.
HobbyBox firmographics
Firmographics- Name
- HobbyBox
- Legal name
- 주식회사 하비박스
- Website
- https://hobbybox.co.kr
- Company type
- Private
- Founded year
- 2006
- Operating status
- Operating
- Short description
- HobbyBox is a Seoul-based South Korean specialty e-commerce retailer and official authorized importer of Hot Toys and Beast Kingdom collectible figures, selling premium 1/6 scale action figures and statues to individual collectors and B2B resellers in Korea.
- Ownership category
- akta.pro rank
HobbyBox industry classification
Industry- Product category
- Collectible Figures & Statues
- NAICS
- Hobby, Toy, and Game Retailers (459120), Hobby, Toy, and Game Retailers (45912)
- SIC
- Retail-Hobby, Toy & Game Shops (5945)
- akta.pro primary industry
- Collectibles, Trading Cards & Blind Box Toys Retail (CRALAFAI)
- akta.pro secondary industry
- Miniatures & Figurines (Display/Collectible) (CRALAKAB)
Keywords
Where HobbyBox is headquartered
LocationHeadquarters
- HQ city
- Seoul
- HQ country
- South Korea
- HQ region
- Asia
Offices1 record
Markets served
HobbyBox business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure
Revenue model
- Retail product sales: HobbyBox generates revenue through direct retail sales of collectible action figures (1/6 scale, 1/4 scale, 1/12 scale), statues, and bobble heads sourced from licensed manufacturers including Hot Toys (since 2006), Beast Kingdom, Blitzway, Sideshow, DamToys, ThreeZero, Soldier Story, XM Studios, and others. Products are sold at fixed retail prices ranging from approximately ₩22,000 to over ₩2,000,000 KRW per item.
- Wholesale / B2B sales: HobbyBox maintains a dedicated wholesale (도매) section on its platform, indicating B2B distribution of collectible figures to other retailers or resellers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard retail pricing per product, with free shipping threshold at ₩50,000 KRW |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
HobbyBox product offering
Product offeringCore offering
HobbyBox is a South Korean online specialty retailer and official authorized importer that sells licensed collectible action figures (1/6, 1/4, 1/12 scale), statues, Cosbaby bobble heads, and diorama accessories sourced from over 30 international manufacturers including Hot Toys, Beast Kingdom, Blitzway, Soldier Story, Prime 1 Studio, Weta, and Sideshow. Products are sold at fixed retail prices ranging from approximately ₩22,000 to over ₩2,000,000 KRW, with same-day dispatch on weekday orders before 4 PM and a dedicated wholesale channel for resellers.
Product overview
HobbyBox is a Korean e-commerce specialty shopping mall and official importer of Hot Toys (since 2006) and Beast Kingdom collectible figures. The company operates a multi-brand platform selling premium 1/6 scale action figures, 1/3-1/4 scale statues, Cosbaby mini figures, and collectible merchandise from over 30 international brands including Hot Toys, Beast Kingdom, Blitzway, Soldier Story, Prime 1 Studio, Weta, and others. Product categories span licensed characters from Marvel, Star Wars, DC Comics, Harry Potter, and various movie/TV franchises. The platform offers both immediate stock items and pre-order reservations, with services including same-day shipping for orders before 4 PM on weekdays, customer support via Naver TalkTalk and KakaoTalk, and an mobile application for convenient shopping.
Differentiator
Problem solved
Functional benefit
Products and services
- Hot Toys Figure (핫토이 피규어) Premium 1/6 scale collectible action figures featuring detailed sculpting, interchangeable parts, and authentic movie-accurate likenesses from the Hot Toys Movie Masterpiece Series (MMS), TMS series, and Cosbaby series, sold to individual collectors and resellers in South Korea.
- Beast Kingdom Figure (비스트킹덤 피규어) Collectible action figures and statues including the Egg Attack series, Dynamic 12-inch figures, and various movie/TV character collectibles offered as official authorized Beast Kingdom products in South Korea.
- Blitzway Statue (블리츠웨이 스테츄) High-quality 1/3 and 1/4 scale statues featuring pop culture characters, movie icons, and celebrity figures with premium materials and detailed craftsmanship, distributed by HobbyBox in the Korean market.
- Soldier Story Figure (솔져스토리 피규어) 1/6 and 1/12 scale military and tactical collectible figures featuring detailed equipment, uniforms, and accessories based on real-world military units and video game characters, sold to collectors.
- Statues (스테츄) Large-scale collectible statues from various manufacturers including Prime 1 Studio, Weta, PCS, and other specialty statue makers featuring characters from movies, comics, and video games, sold at prices ranging up to ₩2,090,000 KRW.
- 12-inch Figures (12인치 피규어) Standard scale collectible figures approximately 30cm tall, featuring articulated bodies, detailed accessories, and authentic character representations from major entertainment franchises, prominently featured in HobbyBox's same-day shipping category.
Quantifiable outcome
- Free shipping for orders ≥₩50,000 KRW
- +1 more outcomes
Companies that use HobbyBox
Customer profileSegments2 records
Ideal customer profiles2 records
HobbyBox technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
HobbyBox partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Hot Toys Ltd.coreHobbyBox is the official authorized importer (공식수입원) of Hot Toys products in South Korea since 2006. As the official importer, HobbyBox handles distribution, sales, and A/S support for Hot Toys' 1/6 scale action figures and accessories, applying Hot Toys' official A/S policy for all warranty claims.
Scale indicators2 records
Recent moves5 records
Expansion highlights3 records
HobbyBox competitors and assessment
Company assessmentDirect peers
- BigBadToyStore: BigBadToyStore is a long-running US online specialty retailer focused on import collectibles, 1/6 scale figures, statues, and hobby merchandise. Its business model — authentic imports of Japanese, Korean, and Western collectibles sold through an e-commerce storefront with a loyalty program — is highly comparable to HobbyBox's operations.
- Entertainment Earth: Entertainment Earth is a US-based authorized retailer of collectibles, action figures, statues, and licensed merchandise from Marvel, Star Wars, DC, and similar franchises. It shares HobbyBox's focus on licensed movie/TV character collectibles, multi-brand authorized retailing, and direct-to-consumer e-commerce.
- Alter Reality Distributors: Alter Reality is a US-based distributor and retailer of collectibles including statues, action figures, and import merchandise. It operates both retail and wholesale channels, similar to HobbyBox's combined retail/도매 model, and serves as an authorized distributor for several of the same premium brands.
- Sideshow Collectibles: Sideshow is a US-based direct-to-consumer retailer of premium collectibles including 1/6 scale figures, statues, and high-end movie-prop replicas. Like HobbyBox, Sideshow both manufactures its own premium collectibles and distributes third-party brands (including being an authorized US distributor for many of the same manufacturers HobbyBox carries in Korea), making it the closest direct functional peer in the global collectibles retail space.
Regional players
- Mandarake: Mandarake is a major Japanese specialty retailer of collectibles, vintage toys, figures, and hobby merchandise with both physical stores and a robust online platform. Its specialization in collectible figures and statues for adult hobbyists makes it functionally comparable to HobbyBox, though it operates within the larger Japanese market and carries a stronger vintage/used inventory mix.
- AmiAmi: AmiAmi is a Japanese online retailer specializing in Japanese and imported anime figures, model kits, and collectibles. It is one of Asia's largest hobby retailers and the most direct functional analog to HobbyBox in terms of product mix, though it primarily serves the Japanese domestic market and English-speaking international buyers.
Emerging players
- Timewalker Toys: Timewalker Toys is a US-based collector-focused online retailer specializing in imported 1/6 scale figures, statues, and high-end collectibles. Comparable to HobbyBox in product category depth and collector-focused customer base, though smaller in scale.
- The Chosen One Collectibles: A newer US-based authorized retailer of premium imported collectibles including Blitzway, Beast Kingdom, and other brands HobbyBox carries. Operates on a similar niche DTC model focused on licensed premium figures and statues for collectors.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights5 records
Customer concentration
HobbyBox social profiles
Digital presenceHobbyBox financial estimates
Financial estimateRevenue estimate
Valuation estimate
HobbyBox leadership team
Management profileNumber of profiles
Profiles1 record
HobbyBox funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
HobbyBox 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 HobbyBox
What does HobbyBox do?
HobbyBox is a South Korean online specialty retailer and official authorized importer that sells licensed collectible action figures (1/6, 1/4, 1/12 scale), statues, Cosbaby bobble heads, and diorama accessories sourced from over 30 international manufacturers including Hot Toys, Beast Kingdom, Blitzway, Soldier Story, Prime 1 Studio, Weta, and Sideshow. Products are sold at fixed retail prices ranging from approximately ₩22,000 to over ₩2,000,000 KRW, with same-day dispatch on weekday orders before 4 PM and a dedicated wholesale channel for resellers.
Is HobbyBox a public or private company?
HobbyBox is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was HobbyBox founded?
HobbyBox was founded in 2006.
Where is HobbyBox based?
HobbyBox is headquartered in Seoul, South Korea, in the Asia region.
How does HobbyBox make money?
Two revenue lines are on record. Retail product sales are the primary driver. The others are wholesale / B2B sales.
Who are HobbyBox's main competitors?
Direct peers on record are BigBadToyStore, Entertainment Earth, Alter Reality Distributors and Sideshow Collectibles. Regional players are Mandarake and AmiAmi. Emerging players are Timewalker Toys and The Chosen One Collectibles.
Does HobbyBox have an API?
No public API is recorded for HobbyBox.
What industry is HobbyBox in?
HobbyBox's product category is Collectible Figures & Statues. Its primary akta.pro industry code is CRALAFAI, Collectibles, Trading Cards & Blind Box Toys Retail, with a secondary code of CRALAKAB, Miniatures & Figurines (Display/Collectible). Its NAICS code is 459120 and its SIC code is 5945.