Hollywood Toys and Costumes

What Hollywood Toys and Costumes does

Hollywood Toys and Costumes (legal name: Hollywood Toys & Costumes; previously Hollywood Toy Shop) is a privately held, family-run specialty retailer founded in 1950, headquartered at 6600 Hollywood Boulevard in a historic 1928 art-deco building (formerly J.J. Newberry's) in Los Angeles, California. The company operates a single flagship physical storefront, open seven days a week with extended hours approaching Halloween, alongside a WooCommerce-based e-commerce website serving customers nationally. Its product portfolio spans 3,000+ authentic licensed costumes from major entertainment IP holders including Disney, Marvel, Star Wars, DC Comics, Warner Bros., and Netflix, alongside masks, special-effects and airbrush makeup, magic and prank supplies, costume accessories, party supplies, wigs and facial hair, decorations, and props. In-store-only specialty items — one-of-a-kind custom styled wigs, handmade armor, space suits, and collectibles — differentiate the physical location from the online catalog.

The business model is a hybrid direct-to-consumer retail operation combining walk-in tourist and local foot traffic on Hollywood Boulevard with nationwide e-commerce fulfillment. Pricing follows a unit-purchase model with SKUs ranging from approximately $20 (small accessories, masks at $29-$57) to premium licensed costumes exceeding $1,800 (a Stormtrooper costume listed at $1,868.99), with average items in the $40-$170 range. Customer segments are predominantly individual consumers (Halloween, cosplay, themed parties, theatrical use), supplemented by an enterprise/institutional segment comprising talk shows, movie studios, and entertainment productions that source costumes and props directly from the store.

The company is differentiated primarily by its 70+ years of brand heritage, its iconic and historic Hollywood Boulevard location, custom-stylist wig services, exclusive in-store specialty items, and earned-media exposure including a feature on Ghost Adventures (Season 25, Episode 2) and coverage in LA Magazine and Discover Los Angeles. It has been voted Los Angeles' best costume shop multiple times. In 2010 the company absorbed staff and materials from the closing Hollywood Magic shop to preserve local magic expertise. No venture capital, private equity, institutional investment, parent company, or subsidiary relationships are disclosed, and the business operates as a single-location specialty retailer with no disclosed headcount or revenue figures.

Name

Hollywood Toys and Costumes

Legal name

Hollywood Toys & Costumes

Website

https://hollywoodtoysandcostumes.com

Company type

Private

Founded year

1950

Operating status

Operating

Headcount range

11–50 employees

Short description

Hollywood Toys and Costumes is a family-run specialty retailer founded in 1950 that sells 3,000+ licensed and custom costumes, masks, wigs, makeup, and party supplies through a flagship Hollywood Boulevard store and a national WooCommerce e-commerce site. It serves individual consumers plus entertainment-industry clients including talk shows and movie studios.

Ownership category

akta.pro rank

Product category

Specialty Costume Retail

NAICS

Hobby, Toy, and Game Retailers (45912), Gift, Novelty, and Souvenir Retailers (459420)

SIC

Retail-Hobby, Toy & Game Shops (5945), Costume Jewelry & Novelties (3960)

akta.pro primary industry

Traditional Toy Stores (CRALAFAA)

akta.pro secondary industries

Seasonal & Holiday Gifts & Decor Retail (CRALAJAD), Special Effects & Theatrical Makeup (SFX, Stage/Film, Face Paint, Prosthetic Color) (CRABACAH), Fashion Jewelry Sets & Giftable Collections (CRAKABAL)

Keywords

• Costume retail
• Halloween costumes
• Licensed character costumes
• Wigs and masks
• Party supplies

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Infrastructure, Marketing or Sales

Revenue model

1. Retail Product Sales: Direct retail sales of costumes, wigs, masks, makeup, accessories, and party supplies through both physical storefront and e-commerce website. Products range from mass-market items to specialty/custom pieces. The store offers unique in-store specialty items including one-of-a-kind custom styled wigs, handmade armor, space suits, and collectibles not available online.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Hollywood Toys and Costumes retails costumes, masks, makeup, wigs, costume accessories, party supplies, and decorations through a flagship Hollywood Boulevard store and an e-commerce website. The company carries over 3,000 authentic licensed costumes from major entertainment brands and offers in-store specialty items including custom styled wigs, handmade armor, and unique collectibles.

Product overview

Hollywood Toys and Costumes is a brick-and-mortar e-commerce retailer and physical store located at 6600 Hollywood Blvd., Hollywood, CA 90028, established in 1950. The company operates a single online store with a complementary physical retail location offering costumes, masks, makeup, magic supplies, costume accessories, party supplies, wigs and facial hair, and decorations and props. The product portfolio includes both standard items available online and specialty items such as one-of-a-kind custom styled wigs, handmade armor, space suits, and collectibles available exclusively in-store. The company carries over 3,000 authentic licensed costumes from major brands including Disney, Marvel, Star Wars, DC Comics, Warner Bros., and Netflix. Online products vary from in-store offerings, with the store featuring additional specialty items not available on the website.

Differentiator

Problem solved

Functional benefit

Products and services

• Costumes Adult, children's, and pet costumes across various themes including Halloween, fantasy, historical, superhero, and licensed characters, sold both online and in-store.
• Masks Masks for Halloween and costume events including adult masks, children's masks, and scary masks.
• Makeup Halloween makeup products including fake blood, special effects makeup, airbrush makeup, face paint, prosthetics, and makeup kits.
• Magic Magic tricks, magic silks and streamers, and pranks and gags.
• Costume Accessories Accessories including hats, costume jewelry, shoes, boots, treat bags, costume props, eyewear, gloves, weapons and armor, and costume apparel.
• Party Supplies Party tableware including cups, napkins, plates, and party decorations for Halloween and other events.
• Wigs and Facial Hair Wigs, wig sets, beards, mustaches, facial hair, hairpieces, and hair products including custom styled wigs available in-store.
• Decorations and Props Halloween decorations including inflatables, lighting, special effects, tombstones, props, mannequins, indoor and outdoor decor, and trunk or treat supplies.
• Themed Costumes Costumes organized by theme including humorous, historical, fantasy, gothic, superhero, scary, career, animal, disco, sports, video game, anime, and cosplay costumes.
• Licensed Costumes Over 3,000 authentic licensed costumes from brands including Disney, Marvel, Star Wars, DC Comics, Warner Bros., Hasbro, Sony Pictures, NBC Universal, Netflix, Nintendo, Paramount, Spin Master, Nickelodeon, Sesame Workshop, Blizzard Entertainment, Microsoft, and Mojang.
• Holiday Costumes Costumes and supplies for Halloween, Thanksgiving, Mardi Gras, Christmas, St. Patrick's Day, Fourth of July, Easter, Cinco de Mayo, and Day of the Dead.

Quantifiable outcome

• Over 70 years in continuous operation since 1950

Named customers3 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Hollywood MagicminorStrategic or Co-development PartnerWhen Hollywood Magic shop closed its doors to the public in 2010, Hollywood Toys & Costumes continued to support local magicians by bringing in some of their materials and staff to their store. This represents a strategic alignment to preserve local magic community expertise.

Scale indicators3 records

Recent moves4 records

Expansion highlights3 records

Broad incumbents

• Target: Mass retailer that dedicates substantial seasonal real estate and online merchandising to licensed Halloween costumes and decor. Provides direct mass-market price competition against Hollywood Toys' standard licensed assortment each Q4.
• Party City: National chain retailer of party supplies, balloons, and seasonal Halloween costumes across physical and digital channels. Overlaps with Hollywood Toys on costume accessories and party supply categories, though broader and more mass-market in positioning.
• Rubie's Costume Company: Largest US costume manufacturer and distributor, producing licensed and non-licensed costumes sold through mass-market and specialty retailers. Competitor at the supplier and specialty-retail tiers for the same licensed IP Hollywood Toys stocks.
• Amazon (Halloween store): Dominant marketplace offering licensed and unlicensed costumes, wigs, masks, and makeup with fast fulfillment. Sets price benchmarks and substitution risk across Hollywood Toys' online catalog for non-exclusive SKUs.

Direct peers

• HalloweenCostumes.com: Pure-play online costume and Halloween accessories retailer carrying a broad licensed and non-licensed catalog. Comparable to Hollywood Toys' e-commerce offering and a direct online substitute for the same consumer occasions.
• Spirit Halloween: Largest seasonal Halloween costume and decor retailer in the US, operating thousands of short-term pop-up stores plus year-round e-commerce. Direct competitor across the core licensed-costumes, decorations, and accessories categories that anchor Hollywood Toys' catalog.
• Costume SuperCenter: Long-standing online costume retailer offering adult, children's, and themed costumes plus accessories. Competes head-on with Hollywood Toys on licensed and seasonal categories via the same direct-to-consumer online motion.

Others

• Oriental Trading Company: Major party, costume, novelty, and craft supplier whose catalog Hollywood Toys' website directly pulls product imagery from (visible in URL patterns). Functions as a catalog distributor/competitor supplying similar party-costume SKUs to retail and bulk buyers.

Regional players

• Frank Bee Costumes: Long-established Los Angeles-based costume rental and retail shop serving the entertainment industry and local consumers. Comparable as a regional LA specialty costume retailer with overlapping B2B production-client relationships.

Emerging players

• Magic Inc. Long-running US magic supply retailer carrying tricks, props, and novelty items. Comparable on the 'Magic' category that Hollywood Toys carries, including shared demand from local magicians and entertainment professionals.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/costumeguru
• Facebookfacebook.com/HTCostumes
• LinkedInlinkedin.com/company/bella-brands-llc

Revenue estimate

Valuation estimate

Number of profiles

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 Hollywood Toys and Costumes