What threezero does

threezero is a Hong Kong-based collectible toy company founded in 2000 by Kim Fung Wong, producing officially licensed articulated action figures across major Western and Japanese entertainment franchises. The company operates ten distinct product sub-brands: DLX and MDLX (Transformers and similar die-cast articulated mecha figures), FigZero and FigZero S (1/6 scale anime and tokusatsu characters), ROBO-DOU (zinc-alloy mecha figures including Evangelion and Patlabor), PREMIUM (large-scale figures with 100+ articulation points and multi-layer weathering), threezeroX (artist collaborations including Takayuki Takeya), threeMega (variable mecha/vehicle figures), SiXTH (1/6 scale movie and TV characters), KAIJU-DOU (monster figures), and Code_threezero (apparel and lifestyle merchandise). Its core technology centers on die-cast zinc alloy frames combined with engineering-grade plastic skeleton systems, enabling approximately 48 articulation points in MDLX and 100+ in PREMIUM, with multi-layer weathering paint finishes that replicate source IP appearances.

threezero monetizes through two primary revenue streams: direct-to-consumer product sales via its own multi-language e-commerce storefront (threezerohk.com), supported by a pre-order plus in-stock model with global shipping, and licensing-driven collectible sales spanning Transformers, Marvel Studios' Infinity Saga and Spider-Man, Stranger Things, Game of Thrones, The Walking Dead, Ultraman, Evangelion: New Theatrical Edition, Mobile Police Patlabor, G.I. Joe, Power Rangers, JOJO's Bizarre Adventure, Demon Slayer, Jujutsu Kaisen, Naruto, BERSERK, and Tencent's Honor of Kings. Unit pricing ranges from approximately $40 entry items to over $1,100 for limited/exclusive editions, with prices displayed in USD, HKD, RMB, TWD, and JPY. Distribution combines the DTC site with a global network of authorized dealers and retailers organized by country/region.

The customer base is fragmented across hobbyist collectors and franchise fans globally; the company employs 101–250 people across its headquarters in Kwun Tong, Hong Kong (legal entity Iridescence Development Limited), and reports over 200 projects in development as of 2022. Online order shop support is handled through a related entity, Lofun Production. Geographic coverage is explicitly global with shipping restrictions limited to sanctioned jurisdictions (Cuba, Iran, North Korea, Syria, Crimea, Russia, Belarus, Ukraine regions, Venezuela).

Name

threezero

Legal name

Iridescence Development Limited

Website

https://threezerohk.com

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

101–250 employees

Short description

threezero is a Hong Kong-founded collectible toy company producing officially licensed articulated action figures for major Western and Japanese entertainment franchises, including Transformers, Marvel, Evangelion, and Ultraman, selling globally through its own multi-language e-commerce platform and a network of authorized dealers.

Ownership category

akta.pro rank

Product category

Licensed Collectible Action Figures

NAICS

Doll, Toy, and Game Manufacturing (339930), Hobby, Toy, and Game Retailers (45912)

SIC

Games, Toys & Children's Vehicles (No Dolls & Bicycles) (3944), Retail-Hobby, Toy & Game Shops (5945)

akta.pro primary industry

Miniatures & Figurines (Display/Collectible) (CRALAKAB)

akta.pro secondary industries

Dolls, Plush & Action Figures Retail (CRALAFAD), Hobby & Model Kits Distribution (RC, Scale Models, Miniatures) (CRAOAMAD)

Keywords

• Licensed collectible figures
• Articulated action figures
• Die-cast toy manufacturing
• Anime merchandise
• Franchise collectibles

Headquarters

HQ city

Kwun Tong

HQ country

Hong Kong SAR China

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: Direct-to-consumer sales of collectible action figures through their e-commerce website. Products are sold via pre-order and in-stock models. Global shipping with customer responsibility for customs duties and taxes.
2. Licensed Collectibles: Revenue from licensed collectible figures based on entertainment properties including Transformers, Marvel, Evangelion, Ultraman, anime franchises, and other media properties.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

threezero designs, manufactures, and sells officially licensed articulated collectible action figures based on major entertainment franchises including Transformers, Marvel Studios, Evangelion, Ultraman, Game of Thrones, Stranger Things, and The Walking Dead. Products are organized into distinct product lines (DLX, MDLX, FigZero, FigZero S, ROBO-DOU, PREMIUM, threezeroX, threeMega, SiXTH, KAIJU-DOU) at varying scales and price points, sold via direct-to-consumer e-commerce and authorized global retailers.

Product overview

threezero is a Hong Kong-based collectible toy company founded in 2000 by Kim Fung Wong, producing licensed articulated figures across multiple product sub-brands. The portfolio includes DLX and MDLX (Transformers mecha figures with die-cast metal frames), FigZero and FigZero S (1/6 scale anime and tokusatsu figures), ROBO-DOU (Japanese robot anime figures with zinc alloy construction), PREMIUM (high-end luxury figures with 100+ articulation points and weathering paint), threezeroX (artist collaborations), threeMega (vehicle/hybrid figures), SiXTH (1/6 scale movie/TV character figures), KAIJU-DOU (monster figures), and Code_threezero (apparel and accessories). The company licenses major franchises including Transformers, Marvel Studios Infinity Saga, Evangelion, Mobile Police Patlabor, Ultraman, Game of Thrones, and others. The products are distributed as pre-orders and in-stock items through the company's e-commerce platform.

Differentiator

Problem solved

Functional benefit

Brands

• DLX: Transformers figure series featuring die-cast metal frames for wide articulation range, delivering cost-performance with sturdy construction and detailed weathering paint applications.
• MDLX
• FigZero
• FigZero S
• ROBO-DOU
• PREMIUM
• threezeroX
• threeMega
• SiXTH
• KAIJU-DOU
• Code_threezero

Products and services

• DLX High-cost-performance Transformers articulated figure series featuring die-cast metal frames providing wide articulation range, pleasing weight, sturdiness, and intricate paint detailing. Targeted at adult collectors seeking movie-accurate Transformers figures.
• MDLX Articulated figure series that achieves the spirit of the DLX series in a smaller size, offering wide articulation and sturdiness at an affordable price point. Targeted at collectors seeking accessible Transformers and other franchise figures.
• FigZero 1/6 scale articulated figures of Japanese and American anime and tokusatsu characters, featuring wide articulation bodies with elaborate costumes using various materials, detailed paint applications, and accessories.
• FigZero S Action figure series that achieves the high articulation found in FigZero in an even smaller size, featuring Japanese and American anime and tokusatsu characters.
• ROBO-DOU Figure series featuring Japanese anime robots, using zinc alloy die-cast parts for wide articulation range, pleasing weight and texture, with intricate paint detailing.
• PREMIUM The most luxurious series in the threezero lineup, featuring large-scale figures with over 100 articulation points, multi-layer weathering paint, metal texture and battle damage expression, and metal frames with ratchet joint upgrades.
• threezeroX High-end collaboration series with various artists, featuring original style designs arranged by artists with threezero's paint technology and detailed sculpting.
• threeMega Variable action Hi-Spec series featuring high articulation and detailed sculpting for mecha and vehicle figures.
• SiXTH 1/6 scale articulated figures based on movie and TV series characters, featuring threezero's original articulated body, precise costumes, hand-sewn clothing, various equipment and interchangeable wrist parts.
• KAIJU-DOU Kaiju (monster) figure series featuring collectible creature characters.
• Code_threezero Apparel and accessories including t-shirts, tumblers, wireless charging mouse pads, and other branded merchandise.

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Lofun ProductionminorImplementation/ SI/ Consulting PartnerOnline order shop support partner handling customer service operations for threezero e-commerce platform.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Bandai (Tamashii Nations): Japan's dominant anime/manga licensed figure maker with massive distribution, producing S.H. Figuarts and other articulated lines that overlap threezero's FigZero, ROBO-DOU and threeMega portfolios in the same collector channel.
• Hasbro: Threezero's principal licensor (Transformers, GI Joe, Power Rangers) and a major toymaker with its own HasLab premium figure line. Relevant both as licensor and as an emerging direct competitor in the collector tier.
• Good Smile Company: Japanese figure maker with Nendoroid, figma and scale figure lines. Larger scale manufacturer overlapping with threezero's anime tokusatsu FigZero and FigZero S lines and competing for the same Japanese IP licensing.

Direct peers

• Hot Toys: Hong Kong-based premium 1/6 scale collectible figure maker, also founded in the late 1990s/2000 era, licensing Marvel, DC, Star Wars and other blockbuster IP. Direct head-to-head competitor in the articulated die-cast premium figure category that threezero occupies.
• Mezco Toyz: US-based manufacturer of One:12 Collective and Living Dead Dolls, focused on 1/12 scale articulated figures. Comparable in scale and price point to threezero's MDLX line, serving the same adult collector demographic.
• Beast Kingdom: Taiwanese producer of Dynamic 8-Ction and Egg Attack licensed figures across Marvel, DC and Disney. Comparable articulated figure product targeting the same collector markets with similar Asian-based manufacturing.
• Medicom Toy: Japanese manufacturer of MAFEX and Real Action Heroes premium articulated figures. Competes with threezero across Marvel, DC and anime licenses at similar 1/6 and 1/12 scale price points.
• Kotobukiya: Japanese figure manufacturer producing ARTFX, Bishoujo and licensed anime/manga statues and articulated figures. Competes with threezero in the anime tokusatsu and mecha figure space with overlapping retailers.
• Sideshow Collectibles: US-based premium collectibles company producing licensed film, TV and comic figures and busts. Directly comparable high-end licensed figure product with similar DTC and authorized-retail distribution.

Emerging players

• Storm Collectibles: Hong Kong-based maker of premium fighting game and anime 1/12 figures with die-cast construction. Smaller scale than threezero but competes in similar price tiers for anime/manga IP collectors.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/threezeroHK
• YouTubeyoutube.com/@threezeroGlobal
• Facebookfacebook.com/threezeroHK
• Instagraminstagram.com/threezerohk
• LinkedInlinkedin.com/company/threezerohk

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 threezero