Magic Store Srl - MS Edizioni

What Magic Store Srl - MS Edizioni does

Magic Store Srl is a privately held Italian limited liability company (Srl) headquartered in the Forlì-Cesena area of Emilia-Romagna, founded approximately in the late 1990s and operating for over 25 years (P.IVA 03550320406). The company functions as the reference wholesale distributor for the Italian hobby market, operating three registered brand units under a single corporate umbrella: MS Distribuzione (the B2B distribution platform), MS Edizioni (Italian-language publishing of board games and role-playing games), and MS Eventi (organized play and tournament services, including Yu-Gi-Oh! OTS support). All revenue flows through B2B wholesale to registered retailers, with no consumer-facing retail channel.

The company's distribution portfolio spans major trading card games (Magic: The Gathering, Yu-Gi-Oh!, Pokémon, One Piece Card Game, Lorcana, Star Wars Unlimited, Dragon Ball Super Card Game, Riftbound, Skifidol), board games (Root, MicroMacro, Apex Legends tabletop, Hidden Games, Profiler), and role-playing games (Wyrd Edizioni titles such as Vaesen and Mutant: Year Zero, Nigredo Press, Lightfish Games' Farsight, The World Anvil's Valraven, and own MS Edizioni publications). Exclusive distribution rights cover the two dominant global TCG accessory brands - Dragon Shield and Ultra-PRO - and exclusive RPG partnerships with Nigredo Press and Grumpy Bear Stuff. In 2025, the publishing arm launched Italian editions of Flames of Orion, Token, Apothecaria, and Ruination Pilgrimage, and co-published the Barbascura X - Bestie Bastarde party game.

The business model is straightforward B2B wholesale: retailers access a dedicated portal at msdistribuzione.it with reserved pricing, real-time availability, pre-orders, and promotional offers. Pricing is gated behind login, with a €150+VAT minimum order, free shipping from €300+VAT for orders containing MS Edizioni products, and a €10+VAT transport contribution for non-MS Edizioni shipments. Marketing runs through the B2B portal, WhatsApp Business (375.8441100), and newsletters. No revenue, funding rounds, acquisitions, or external investors are disclosed; the company is founder-owned and privately held.

Name

Magic Store Srl - MS Edizioni

Legal name

Magic Store Srl

Website

https://msdistribuzione.it

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Magic Store Srl is an Italian B2B wholesale distributor for the hobby market, operating MS Distribuzione for retailers, MS Edizioni for Italian-language game publishing, and MS Eventi for organized play. It distributes TCGs, board games, RPGs, and accessories exclusively to registered Italian retailers.

Ownership category

akta.pro rank

Product category

Hobby Games Wholesale Distribution

NAICS

Hobby, Toy, and Game Retailers (45912), Hobby, Toy, and Game Retailers (459120)

SIC

Retail-Hobby, Toy & Game Shops (5945)

akta.pro primary industry

Collectible Card Games (CCG/TCG) Retail (CRALAGAC)

akta.pro secondary industries

Role-Playing Games (RPGs) & Sourcebooks Retail (CRALALAE), Board Games, Card Games & Puzzles Retail (CRALAFAF), Miniature Gaming Accessories (Dice, Mats, Tokens, Measuring Tools) (CRALAKAL), Non-Sports Trading Cards Retail (TCG/Entertainment) (CRALAGAB)

Keywords

• Wholesale game distribution
• Trading card games
• Role-playing games
• Board game publishing
• Gaming accessories distribution

Headquarters

HQ city

Forlì-Cesena area

HQ country

Italy

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Wholesale Distribution of Games and Accessories: Magic Store Srl operates as a B2B wholesale distributor selling board games, trading card games (TCGs), role-playing games, books, miniatures, toys, and accessories exclusively to registered retailers and distributors. Revenue is generated through product sales at wholesale pricing with minimum order requirements.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels2 records

Core offering

Magic Store Srl is a B2B wholesale distributor for the Italian hobby market, selling board games, trading card games (Magic: The Gathering, Yu-Gi-Oh!, Pokémon, One Piece, Lorcana, Star Wars Unlimited), role-playing games, books, miniatures, toys, and accessories (Dragon Shield, Ultra-PRO) exclusively to registered retailers and distributors through its MS Distribuzione portal. The company also publishes Italian editions of board games and RPGs under its MS Edizioni branding and runs organized play and tournaments under MS Eventi, including Yu-Gi-Oh! OTS events.

Product overview

Magic Store Srl operates three brands: MS Distribuzione (B2B distribution for retailers), MS Edizioni (publishing of Italian game editions), and MS Eventi (organized play services). The company distributes a comprehensive portfolio of trading card games (Magic, Yu-Gi-Oh!, Pokémon, One Piece, Lorcana, Star Wars Unlimited), board games published under MS Edizioni (including Root, Twice Upon a Time), and role-playing games from various publishers (Wyrd Edizioni, Nigredo Press, Lightfish Games). Exclusive accessory distribution includes Dragon Shield and Ultra-PRO card game accessories.

Differentiator

Problem solved

Functional benefit

Products and services

• MS Distribuzione B2B Distribution Service Wholesale B2B distribution platform selling board games, TCGs, RPGs, books, miniatures, toys, and accessories to registered Italian retailers and distributors through the msdistribuzione.it portal. Includes reserved pricing, real-time availability, pre-orders, and outlet offers.
• MS Edizioni Publishing Brand Publishing arm of Magic Store Srl that releases Italian editions of board games and role-playing games for the Italian hobby market, distributed through MS Distribuzione.
• MS Eventi Organized Play Service Organized play and tournament services for Yu-Gi-Oh! and other TCGs, including OTS booster packs and event coordination sold to retailers and tournament organizers.
• Trading Card Games Wholesale Distribution Wholesale supply of trading card game products across all major TCG brands to registered Italian retailers.
• Board Games Wholesale Distribution Wholesale supply of board games from MS Edizioni and distributed partners to registered Italian retailers.
• Role-Playing Games Wholesale Distribution Wholesale supply of Italian-language and English-language RPGs from multiple publishers to registered Italian hobby retailers.
• Dragon Shield Accessories Distribution Official wholesale distribution of Dragon Shield card sleeves, deck boxes, binders, and storage products for TCG players to Italian retailers.
• Ultra-PRO Accessories Distribution Official wholesale distribution of Ultra-PRO card sleeves, toploaders, binders, playmats, and protective accessories for collectible card games to Italian retailers.
• Flames of Orion - Edizione Italiana (Nigredo Press) Italian-language edition of the Flames of Orion miniature game published by Nigredo Press and distributed exclusively by MS Edizioni in Italy.
• Token - Edizione Italiana (Nigredo Press) Italian-language edition of the Token two-player collaborative RPG published by Nigredo Press, distributed exclusively by MS Edizioni in Italy.
• Apothecaria - Edizione Italiana (Nigredo Press) Italian-language edition of the Apothecaria journaling RPG published by Nigredo Press, distributed exclusively by MS Edizioni in Italy.
• Ruination Pilgrimage - Manuale Base (Nigredo Press) Italian-language edition of the Ruination Pilgrimage horror RPG published by Nigredo Press, distributed exclusively by MS Edizioni in Italy.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Ten partnerships are on record, tiered core, major and minor.

• Dragon ShieldcoreChannel Partner/ Reseller/ DistributorOfficial distributor for Dragon Shield card sleeves, storage solutions, and accessories in Italy. Products include Standard Matte sleeves, Dual Art sleeves, Perfect Fit sideloaders, Strongbox deck boxes, and Sanctuary binders.
• Ultra-PROcoreChannel Partner/ Reseller/ DistributorOfficial distributor for Ultra-PRO card sleeves, toploaders, binders, playmats, and accessories in Italy.
• Nigredo PresscoreChannel Partner/ Reseller/ DistributorExclusive distribution partner for Nigredo Press role-playing games including Mutant: Year Zero, Apothecaria, Token, Ruination Pilgrimage, and Flames of Orion. Specializes in dark fantasy and horror RPGs.
• Grumpy Bear StuffcoreChannel Partner/ Reseller/ DistributorExclusive distribution partner for Grumpy Bear Stuff games including Monsters, Storyfold: Wildwoods, Wildsea, and CBR+PNK. Italian publisher of innovative narrative and tabletop games.
• Wyrd EdizionimajorChannel Partner/ Reseller/ DistributorItalian distributor for Wyrd Edizioni products including Vaesen - Nordic Horror RPG, Mutant: Year Zero, Forbidden Lands, Tales from the Loop/Things from the Flood, and Aureus Aestus. Multiple supplements and accessories.
• The World AnvilmajorChannel Partner/ Reseller/ DistributorItalian distributor for The World Anvil's Valraven: Chronicles of Blood and Iron RPG. Products include Core Book, Book of the Eclipse supplement, Tarocchi deck, dice sets, and playbooks in Italian and English editions.
• Lightfish GamesmajorChannel Partner/ Reseller/ DistributorItalian distributor for Lightfish Games' Farsight RPG (sci-fi supplement for D&D 5th Edition), Farsight card decks, and accessories.
• Hidden GamesminorChannel Partner/ Reseller/ DistributorItalian distributor for Hidden Games investigation games including Chi ha Ucciso Mr Reed?, Punto di Fusione, and Il Viaggio nel Tempo del Professor Leonardo.
• ToppsmajorChannel Partner/ Reseller/ DistributorItalian distributor for Topps trading cards and collectibles.
• Barbascura XcoreStrategic or Co-development PartnerCollaborated on Barbascura X - Bestie Bastarde, a party game co-published or distributed by MS Edizioni featuring the popular Italian science communicator.

Scale indicators1 record

Recent moves6 records

Expansion highlights4 records

Direct peers

• Need Games!: Italian publisher and distributor of board games and RPGs. Directly comparable in scale and product mix, with both publishing and distribution activities serving the Italian hobby market.
• Asmodee Italia: Italian subsidiary of Asmodee, the world's largest hobby game publisher and distributor. Distributes board games, RPGs, and card games to Italian specialty retailers with overlapping catalog and customer base, making it the most direct competitor to Magic Store.
• Raven Distribution: Italian B2B distributor of hobby games, TCGs, and accessories serving specialty retailers. Operates in the same channel and product categories as Magic Store, with comparable wholesale-distribution model and publisher relationships.
• Cubo Games Italia: Italian hobby game distributor carrying board games, TCGs, and miniatures. Competes for the same retailer accounts and offers a comparable product mix to Magic Store's B2B portal.

Others

• Dragon Shield: Manufacturer of TCG card sleeves, deck boxes, and storage solutions. Both an upstream supplier distributed by Magic Store in Italy and a comparable accessory brand competing in the same market segments.
• Ultra-PRO: Global manufacturer of TCG accessories (sleeves, toploaders, binders, playmats). Both a key supplier to Magic Store and a competitor in the broader accessory market, with overlapping products in the same end-customer channel.

Broad incumbents

• Asmodee: Global leader in hobby game publishing and distribution with a broad portfolio across board games, card games, and RPGs. Serves as the broader incumbent against whose regional entities (such as Asmodee Italia) Magic Store competes in the Italian channel.
• Wizards of the Coast: Publisher of Magic: The Gathering and Dungeons & Dragons, the brands most central to Magic Store's catalog. Decisions by Wizards on distribution, pricing, and local-language support directly shape Magic Store's largest revenue streams.

Emerging players

• Il Putto Edizioni: Italian publisher specializing in RPGs and niche hobby games. Comparable as a regional publisher engaging Italian hobby retailers, with potential overlap in distribution channels and customer base.

Regional players

• Bandai Italia: Italian arm of major collectibles and TCG publisher Bandai. Distributes Dragon Ball Super Card Game and other collectibles in Italy, partially overlapping with Magic Store's TCG distribution activities.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/magic-store-srl

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 Magic Store Srl - MS Edizioni