What Headfully does

Headfully is a Vietnamese licensed merchandise company founded in 2004 that holds official licensing rights from major international IP holders — including Disney, Marvel, Sanrio, Pokemon, Doraemon, and DC Comics — as well as select Vietnamese intellectual properties. The company operates across eight product categories (bags, fashion, stationery, publishing, toys, sports, household, and travel) and runs an international production network with offices in Ho Chi Minh City, Hong Kong, and Shanghai. Its core competency is end-to-end merchandise execution: securing IP rights, designing products, coordinating production, and delivering at scale to brand and enterprise clients.

The business model is primarily B2B, serving 200+ enterprise partners — including Nestlé, GS25, Galaxy Cinema, Fahasa, Pharmacity, TH True Milk, Solite, PNJ, TOUS les JOURS, YADEA, and Biti's — across FMCG, retail, publishing, and entertainment. Revenue is generated through licensed merchandise sales, copyright licensing services, and integrated merchandise solutions tailored to client campaigns. The company has more recently added a direct-to-consumer channel via Younik.vn and begun developing owned IP (e.g., Học Viện Alpha) to diversify beyond third-party licences. Headfully is asset-light at the core, with a 5-person team coordinating outsourced production across its factory network.

Name

Headfully

Legal name

Headfully

Website

https://head-fully.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

1–10 employees

Short description

Headfully is a Vietnamese licensed merchandise company holding official rights to 200+ international and local IPs (Disney, Marvel, Sanrio), serving 200+ enterprise brands across FMCG, retail, and publishing with end-to-end design, licensing, and production, plus D2C sales via Younik.vn.

Ownership category

akta.pro rank

Product category

Licensed Merchandise & Promotional Products

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

Merchandising, Character & Brand Licensing (MPADALAF)

akta.pro secondary industries

Creator Licensing & Rights Monetization (UGC Licensing, Music/Video Rights) (MPACAFAK), Digital/Interactive Toys & Accessories Distribution (CRAOAMAJ), Creator Commerce & Merch Platforms (Shops, Drops, Print-on-Demand) (MPACABAG)

Keywords

• Licensed merchandise manufacturing
• Character IP licensing
• Promotional products
• Corporate branding merchandise
• Licensed character products

Headquarters

HQ city

Ho Chi Minh

HQ country

Vietnam

HQ region

Asia

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Licensed Merchandise Sales: Headfully generates primary revenue through designing, producing, and selling licensed merchandise products featuring popular IP characters. Products include bags, accessories, stationery, toys, apparel, and home goods featuring licensed characters from Disney, Marvel, Sanrio, and local Vietnamese IPs.
2. Copyright Licensing Services: Headfully provides comprehensive copyright licensing services, helping businesses obtain official licensing rights for international and local IPs to use in their marketing, advertising, and promotional campaigns.
3. Integrated Merchandise Solutions: Full-service merchandise solutions including design, production, and fulfillment for enterprise clients' marketing, advertising, and promotional product needs.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels3 records

Core offering

Headfully designs, produces, and distributes officially licensed merchandise featuring international character IPs (Disney, Marvel, Sanrio, Doraemon, Pokémon) and local Vietnamese IPs (Lớp Học Mật Ngữ, Học Viện Alpha, Thỏ Bảy Màu, Quỳnh Aka). The company provides end-to-end merchandise solutions including copyright licensing acquisition, product design, manufacturing through international factories, and fulfillment, serving enterprise brand clients (B2B) and individual consumers through its Younik.vn online store (B2C).

Product overview

Headfully is a comprehensive licensed merchandise company offering officially licensed premiums and merchandise products featuring international IPs (Disney, Marvel, Hello Kitty, Doraemon, Pokémon) and local Vietnamese IPs (Lớp Học Mật Ngữ, Học Viện Alpha, Thỏ Bảy Màu, Quỳnh Aka). The portfolio includes eight main product categories: Bags & Backpacks (anti-hunchback backpacks, fashion backpacks, drawstring bags, wallets), Fashion & Accessories (t-shirts, hoodies, watches, keychains, badges), Stationery (pencil cases, study supply sets, creative tools, notebooks), Publishing Products (comics, coloring books, interactive books, calendars), Toys & Games (plush toys, puzzles, board games, minifigures), Sports & Outdoor (kids tents, sports toys, bicycles), Household Items (thermal bottles, water bottles, cups), and Travel Items (eye masks, neck pillows, suitcases). The company provides full-service solutions for enterprise branding, advertising, and promotional products with official IP licensing rights.

Differentiator

Problem solved

Functional benefit

Brands

• Học Viện Alpha: A children's comic series about a special school for descendants of fairy tale characters, with supernatural abilities.

Products and services

• Licensed Premiums & Merchandise Officially licensed merchandise products featuring popular character IPs from major international brands and Vietnamese creators, sold as a complete line of branded premiums covering eight product categories for both enterprise B2B clients and individual consumers via Younik.vn.
• Túi & Balo (Bags & Backpacks) Licensed character backpacks (including anti-hunchback designs), fashion backpacks, drawstring bags, and fashion wallets/pouches featuring 3D designs of popular characters. Targeted at children, students, and young consumers; retail prices range from 50,000 đ to 799,000 đ.
• Thời Trang & Phụ Kiện (Fashion & Accessories) Licensed character apparel and accessories including t-shirts, hoodies, watches, umbrellas, keychains, badges, and card straps featuring popular IP characters. Targeted at young consumers and brand promotional campaigns.
• Văn Phòng Phẩm (Stationery) Licensed character stationery including 3D pencil cases, study supply sets, creative tool sets, 3D erasers, sharpeners, rulers, and notebook sets featuring popular IP characters. Targeted at school-age children and back-to-school campaigns; retail prices range from 35,000 đ to 185,000 đ.
• Xuất Bản Phẩm (Publishing Products) Licensed character publishing products including comics, coloring books, interactive books, and desk calendars featuring popular IP characters. Targeted at children and as branded merchandise for publishers and retail chains.
• Đồ Chơi & Trò Chơi (Toys & Games) Licensed character toys and games including plush toys, puzzles, board games, and minifigures featuring popular IP characters. Targeted at children and as premium promotional items for brands; plush toys priced around 375,000 đ.
• Thể Thao & Ngoài Trời (Sports & Outdoor) Licensed character sports and outdoor products including kids tents, sports toys, scooter bikes, and bicycles featuring popular IP characters. Targeted at children and family-oriented brands.
• Gia Dụng (Household Items) Licensed character household items including thermal water bottles, regular water bottles, double-layer plastic cups, and kitchen mats featuring popular IP characters. Retail prices for water bottles range from 95,000 đ to 245,000 đ.
• Du Lịch (Travel) Licensed character travel products including eye masks, neck pillows, and travel suitcases featuring popular IP characters. Targeted at travel-related promotions and lifestyle brand collaborations.
• Copyright Licensing Services Comprehensive copyright licensing service helping businesses obtain official licensing rights for international IPs (Disney, Marvel, Sanrio, Doraemon, Pokémon) and local Vietnamese IPs for use in marketing, advertising, and promotional campaigns. Provided as a standalone service to enterprise clients.
• Integrated Merchandise Solutions End-to-end full-service merchandise solution covering licensing acquisition, product design, production through international factory network, and fulfillment for enterprise clients' marketing, advertising, and promotional product campaigns. Includes 1:1 consulting with advisors having 10+ years of merchandising marketing experience.
• Deadpool 3 Collection Officially licensed Marvel Deadpool 3 merchandise collection including products tied to the Deadpool & Wolverine franchise released in 2024. Targeted at Marvel fans and promotional campaigns for brands.
• Stitch Collection Officially licensed Stitch merchandise collection launched in 2024 as part of Headfully's Back To School merchandise push, featuring diverse products for the back-to-school season with over 200+ partner brand customers.

Quantifiable outcome

• Over 200 brand customers served
• +2 more outcomes

Named customers10 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

32 partnerships are on record, tiered core.

• PNJcoreGTM or Marketing PartnerPNJ collaborated with Headfully to create jewelry collections featuring licensed characters including Cinderella, Mickey & Friends, and Hello Kitty. These collaborations resulted in exclusive jewelry designs with Disney characters.
• PANDORAcoreGTM or Marketing PartnerPANDORA collaborated with Headfully for the Cinderella Collection, combining fairy tale beauty with contemporary jewelry craftsmanship.
• Thiên LongcoreGTM or Marketing PartnerHeadfully partnered with Thiên Long (Vietnamese stationery company) to create Doraemon-themed educational products including pens, pencil cases, notebooks, and backpacks.
• LeventscoreGTM or Marketing PartnerLevents collaborated with Doraemon for the 'MAKE EVERYTHING POPULAR' collection, bringing character-inspired streetwear fashion to young consumers.
• Biti'scoreGTM or Marketing PartnerBiti's collaborated with Headfully for the Frozen x Biti's 'Hunter X Festive Frosty White' collection featuring special white-colored sneakers inspired by snow and ice.
• YADEAcoreGTM or Marketing PartnerYADEA partnered with Headfully for Lotso-themed electric vehicles, combining adorable character design with modern technology and fashion sensibility.
• TOUS les JOURScoreGTM or Marketing PartnerHeadfully collaborated with TOUS les JOURS for limited edition Lotso Strawberry Fresh Cake and Strawberry Cream Bread products during Children's Day.
• RefrecoreGTM or Marketing PartnerRefre partnered with Headfully for Kuromi and Quỳnh Aka themed deodorant products, targeting young consumers seeking fashionable personal care items.
• SolitecoreGTM or Marketing PartnerSolite collaborated with Headfully for Mickey & Friends and Minions themed sponge cakes, bringing official licensed bakery products to Vietnamese consumers.
• ComicolacoreGTM or Marketing PartnerComicola partnered with Headfully for various Vietnamese IP merchandise including Én Comics, Thăng Fly Comics (Pikalong), creating art toys and comic-related products.
• CanifacoreGTM or Marketing PartnerCanifa collaborated with NUVI World for children's apparel featuring characters from the NUVI universe set in the year 2500.
• LeventscoreGTM or Marketing PartnerLevents collaborated with Headfully for the Hello Kitty 'Adorable Dream' collection launched in late 2024, combining cuteness with modern active fashion.
• Sun Wolf StudiocoreGTM or Marketing PartnerSun Wolf Studio partnered with Headfully for Én Comics merchandise including books, pencils, postcards, cards, and keychains - marking Én's first official merchandise and commercial licensing venture.
• Nestlé Ice CreamcoreGTM or Marketing PartnerNestlé Ice Cream partnered with Headfully for licensed ice cream merchandise and promotional campaigns.
• MemoncoreGTM or Marketing PartnerMemon collaborated with Headfully for exclusive Lotso plush toys, bringing the beloved character's expressions to life for Vietnamese consumers.
• Disney (The Walt Disney Company)coreOEM/ Whitelabel/ Licensing PartnerHeadfully holds official licensing rights from Disney Vietnam for various character IPs including Mickey & Friends, Frozen, Avengers, Cinderella, and other Disney properties for merchandise production.
• Sanrio Southeast AsiacoreOEM/ Whitelabel/ Licensing PartnerHeadfully holds official licensing rights from Sanrio for Kuromi, My Melody, Hello Kitty and other Sanrio characters for merchandise production.
• Sanrio Southeast Asia Pte. Ltd.coreOEM/ Whitelabel/ Licensing PartnerOfficial licensing partner for Kuromi character merchandise in Vietnam.
• MarvelcoreOEM/ Whitelabel/ Licensing PartnerHeadfully holds official licensing rights from Marvel Vietnam for Avengers, Spider-Man, and other Marvel characters for merchandise production.
• The Walt Disney (Vietnam) Company Ltd.coreOEM/ Whitelabel/ Licensing PartnerOfficial licensing partner for Avengers and other Marvel/Disney characters in Vietnam.
• TAGGER Co., Ltd.coreOEM/ Whitelabel/ Licensing PartnerLicensing partner for Doraemon in Vietnam, providing official rights for character merchandise.
• Pacific Licensing Studio Pte LtdcoreOEM/ Whitelabel/ Licensing PartnerLicensing partner for Minions character merchandise in Vietnam.
• GoGo Entertainment Co., Ltd.coreOEM/ Whitelabel/ Licensing PartnerLicensing partner for Pokémon character merchandise in Vietnam.
• Medialink Group LimitedcoreOEM/ Whitelabel/ Licensing PartnerLicensing partner for Le Petit Prince (Hoàng Tử Bé) character merchandise.
• B.R.O ComicscoreOEM/ Whitelabel/ Licensing PartnerLicensing partner for Lớp Học Mật Ngữ (Secret Language Class), a popular Vietnamese children's comic series.
• NutiMilk (Nutifood Nutrition Joint Stock Company)coreOEM/ Whitelabel/ Licensing PartnerLicensing partner for NUVI World, a comic and animation universe for children with over 200 characters.
• QAKA StudiocoreOEM/ Whitelabel/ Licensing PartnerLicensing partner for Quỳnh Aka, a popular Vietnamese comic character created by Lưu Thúy Quỳnh.
• Công ty TNHH T7McoreOEM/ Whitelabel/ Licensing PartnerLicensing partner for Thỏ Bảy Màu (Seven-Color Rabbit), a popular Vietnamese social media comic character.
• SUZU STUDIO Ltd.coreOEM/ Whitelabel/ Licensing PartnerLicensing partner for Thằng Anh Con Em, a popular Vietnamese webcomic about sibling dynamics.
• Bùi Đình ThăngcoreOEM/ Whitelabel/ Licensing PartnerCreator and licensing partner for Thăng Fly Comics (Pikalong), a Vietnamese daily comic series.
• Én ComicscoreOEM/ Whitelabel/ Licensing PartnerCreator and licensing partner for Én, a popular Vietnamese webcomic character created by Trần Tuấn Dũng.
• Công ty TNHH HEADFULLYcoreOEM/ Whitelabel/ Licensing PartnerHeadfully owns the copyright for Học Viện Alpha (Alpha Academy), their own developed Vietnamese children's comic book IP.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Miniso: Miniso operates a global variety retail chain featuring licensed character merchandise across categories (toys, stationery, home goods). Comparable as a broad-based character merchandise retailer overlapping with Headfully's Younik.vn assortment.
• Mattel: Mattel is a global toy and character merchandise incumbent with deep licensing partnerships. Comparable as a broad incumbent in character-driven toys and licensed merchandise categories that Headfully serves.
• Daiso: Daiso is a global variety retail chain offering low-priced character merchandise, stationery, and household goods. Comparable assortment overlap with Headfully's broader merchandise categories across price points.
• Bandai Namco Holdings: Bandai Namco operates a global character merchandise and toy business built on owned and licensed IPs. Comparable as a broader incumbent in character-driven toys, collectibles, and licensing.

Direct peers

• Sanrio Company: Sanrio owns and licenses iconic character IPs (Hello Kitty, Kuromi, My Melody). Headfully is one of Sanrio's official licensees in Vietnam, making Sanrio the closest upstream peer with the same character-merchandising business model.
• Pop Mart: Pop Mart designs, produces, and sells character-driven merchandise and collectibles across Asia and globally. Comparable to Headfully as both monetize IP through licensed/owned character products sold through retail and brand partnerships.
• Alpha Group: Alpha Group is a major Chinese toy and character-licensed merchandise company that produces licensed and proprietary IP products across categories. Directly comparable in business model to Headfully's licensed merchandise production.

Others

• The Walt Disney Company (Disney Consumer Products): Disney Consumer Products is the IP owner that grants Headfully its licensing rights. Comparable as the upstream licensor that defines the character merchandise ecosystem in which Headfully operates.

Regional players

• Minh Long Group: Minh Long is a major Vietnamese manufacturer and licensor of character merchandise and ceramics, including Mickey Mouse and other global IP products. Comparable as a Vietnamese-headquartered character merchandise peer.
• TopToy: TopToy is a leading toy and character merchandise retailer in Greater China with a multi-brand assortment. Comparable retail-channel function to Headfully's Younik.vn D2C store, although geographically focused on China.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/headfullyvietnam
• LinkedInlinkedin.com/company/headfully

Revenue estimate

Valuation estimate

Number of profiles

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 Headfully