Birthday Party

What Birthday Party does

Birthday Party operates as a small private retail business under the brand BirthdayExpress, headquartered in New Berlin, Wisconsin. The company sells party supplies and costumes — including officially licensed DC Comics superhero costumes (Batman, Superman, Wonder Woman), inflatable costumes, fashion boots, witches' brooms, and various party accessories — through an Amazon marketplace storefront (merchant ID A1W8HGZQWT12WP) and an owned direct-to-consumer website (birthdayexpress.com). Its primary customer base is US consumers purchasing seasonal costume and party merchandise on a unit-transaction basis, with example price points ranging from approximately $50 to $74 per SKU.

The business model is straightforward e-commerce retail: BirthdayExpress sources and resells third-party branded costume and party SKUs (notably the Rubies/Rubie's costume line and DC-licensed superhero apparel) at retail margins through Amazon and its own site. There is no proprietary platform, no mobile app, no API/SDK offering, no disclosed manufacturing capability, and no technology layer beyond standard e-commerce storefronts. The company employs 26 people and operates exclusively in the USA, with no disclosed international footprint, parent company, subsidiaries, investors, or M&A activity.

The company has no disclosed funding history, no management team information available in source data, no patents or trademarks listed, no partnerships or alliances documented, and no awards or certifications on record. It is inferred as a private operating business, and the available evidence supports a focused, single-category niche retail profile rather than a technology, platform, or brand-IP business.

Name

Birthday Party

Website

https://birthdayexpress.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Birthday Party, operating as BirthdayExpress, is a private US-based niche retailer of party supplies and costumes (including licensed DC Comics superhero apparel) sold via its own website and an Amazon marketplace storefront serving US consumers.

Ownership category

akta.pro rank

Product category

Party Supplies & Costumes

NAICS

Gift, Novelty, and Souvenir Retailers (45942), Office Supplies, Stationery, and Gift Retailers (4594), Gift, Novelty, and Souvenir Retailers (459420), Hobby, Toy, and Game Retailers (459120), Hobby, Toy, and Game Retailers (45912)

akta.pro primary industry

Greeting Cards, Wrap & Party Supplies Retail (CRALAJAE)

Keywords

• Party supplies
• Halloween costumes
• Children's costumes
• Licensed character costumes
• Party accessories

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales

Core offering

BirthdayExpress is a party supplies and costumes retailer operating through Amazon's marketplace, offering Halloween costumes, licensed superhero outfits (DC Comics Batman, Superman, Wonder Woman), inflatable costumes, fashion boots, witches' brooms, and party accessories for children and adults. The catalog spans over 1,000 SKUs and ships via Amazon fulfillment with Prime delivery.

Product overview

BirthdayExpress is a party supplies and costumes retailer operating through Amazon's marketplace. The company offers a wide range of Halloween costumes, accessories, and party items for children and adults. The product portfolio includes officially licensed superhero costumes (DC Comics Batman, Superman, Wonder Woman), inflatable costumes, fashion boots, witches' brooms, and various party accessories. This is a single-product retail operation (party supplies) rather than a platform-plus-modules architecture.

Differentiator

Problem solved

Functional benefit

Products and services

• BirthdayExpress Party Supplies & Costumes

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Recent moves3 records

Expansion highlights2 records

Direct peers

• Fun.com: Costumes-and-party retailer operating multiple niche storefronts (Halloween, costume, plus-size, group) targeting similar Amazon and D2C customers. Strong comparable for assortment and customer profile.
• HalloweenCostumes.com: Online specialist retailer of Halloween and year-round costumes for adults, kids, and pets. Same costume-led, party-adjacent assortment as BirthdayExpress, and a similar D2C plus marketplace presence.
• Costume SuperCenter: Direct-to-consumer costume retailer offering licensed and themed costumes for the whole family. Closely comparable assortment, customer demographic, and online-first operating model to BirthdayExpress.
• BuyCostumes.com (by Celebrations.com): Online costume and Halloween accessories retailer competing in the same niche with similar licensed and themed SKUs as BirthdayExpress. Closest direct comparable among costume specialists.

Broad incumbents

• Spirit Halloween: Seasonal pop-up retail chain owned by Spencer Gifts specializing exclusively in Halloween costumes, décor, and accessories. Directly comparable in product mix to BirthdayExpress's costume-heavy Amazon assortment.
• Party City Holdco: Former largest US specialty party retailer offering costumes, decorations, and party supplies across hundreds of stores plus online. Directly comparable category leader to BirthdayExpress, though with far broader omnichannel scale (despite 2023 bankruptcy restructuring).
• Walmart (Party & Occasions): Mass retailer with deep party supplies, costumes, and seasonal décor assortments under its marketplace and owned inventory. Represents the broader-incumbent competitive ceiling for specialty sellers like BirthdayExpress.
• Oriental Trading Company: Long-standing direct-to-consumer party supplies, crafts, and novelties retailer carrying costumes, favors, and themed décor. Comparable in category breadth and assortment depth to BirthdayExpress, with stronger catalog scale.
• Target (Party City collaboration): National general merchandiser carrying licensed costumes, party décor, and themed party supplies, including a partnership with Party City for exclusive lines. A scaled omni-channel competitor in the same category as BirthdayExpress.

Regional players

• Shindigz: Online party supplies and event décor retailer focused on personalized and themed party goods. Overlaps with BirthdayExpress on party favor, decoration, and themed accessories categories.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• LinkedInlinkedin.com/company/birthday-party

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 Birthday Party