VILAC
- Company typePrivate
- Founded1911
- HeadquartersMoirans-en-Montagne, France
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What VILAC does
VILAC is a French wooden toy manufacturer established in 1911, headquartered in Moirans-en-Montagne in the Jura department. The company produces traditional wooden toys, metal ride-on vehicles, dolls (including the wholly-owned Petitcollin brand), early-learning toys, board games, and outdoor play items. Its core technology is conventional wood toy manufacturing using traditional craftsmanship techniques, augmented by a custom text-engraving personalization service that allows buyers to customize selected toys with up to 17 characters of text. Products are tested compliant with EU Directive 2009/48/CE on toy safety, and the company emphasizes Made in France production across its catalog.
VILAC firmographics
Firmographics- Name
- VILAC
- Legal name
- VILAC
- Website
- https://vilac.com
- Company type
- Private
- Founded year
- 1911
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
VILAC industry classification
Industry- Product category
- Wooden Toys
- NAICS
- Hobby, Toy, and Game Retailers (45912), Hobby, Toy, and Game Retailers (459120)
- SIC
- Games, Toys & Children's Vehicles (No Dolls & Bicycles) (3944), Retail-Hobby, Toy & Game Shops (5945), Dolls & Stuffed Toys (3942)
- akta.pro primary industry
- Traditional Toy Stores (CRALAFAA)
- akta.pro secondary industries
- Outdoor & Ride-On Toys Retail (CRALAFAC), Educational/Children’s Learning Games & Puzzles Retail (CRALALAN), Educational Supplies & Learning Toys Retail (CRALAIAL)
Keywords
Where VILAC is headquartered
LocationHeadquarters
- HQ city
- Moirans-en-Montagne
- HQ country
- France
- HQ region
- Europe
Offices1 record
Markets served
VILAC business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- Product Sales: Direct sales of wooden toys, metal ride-on toys, dolls, and accessories through e-commerce and retail channels. Revenue generated from individual product purchases with optional personalization add-ons.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard product pricing with personalization add-on |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels2 records
VILAC product offering
Product offeringCore offering
VILAC manufactures and sells traditional French-made wooden toys including ride-on vehicles (wooden and metal), early learning toys, board games, outdoor toys, and the Petitcollin doll line. The company sells primarily direct-to-consumers through its e-commerce website and through resellers/retailers in France, offering customization via text engraving on selected products.
Product overview
VILAC is a French wooden toy manufacturer established in 1911, offering a diverse portfolio of traditional wooden toys across multiple categories. The product range includes ride-on toys (Porteurs Voitures Métal) with vintage designs featuring personalization options, early learning toys (Premières Découvertes) for babies and toddlers, imaginative play sets like the Vilacity wooden garage and vehicle collection, outdoor toys (Plein Air), board and educational games, decorative gifts, and the Petitcollin doll line. The company emphasizes French manufacturing (Fabrication française) and offers customization services for selected products through text engraving.
Differentiator
Problem solved
Functional benefit
Brands
- Petitcollin: Poupées et accessoires pour poupées - Dolls and doll accessories brand, sold under the VILAC group.
Products and services
- Porteurs Voitures Métal (Vintage Metal Ride-ons) Metal ride-on toy vehicles in vintage design, suitable for children from 18 months and older, available in multiple colors and with optional text engraving personalization.
- Garage en bois vintage Vilacity
- Poupées Petitcollin
- Premières Découvertes (First Discoveries)
- Véhicules Vilacity
- Plein Air (Outdoor Toys)
- Jouets Personnalisés (Personalized Toys)
- Jeux (Games)
Companies that use VILAC
Customer profileSegments1 record
Ideal customer profiles1 record
VILAC technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
VILAC partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- CMA-CGMcoreCMA-CGM partnered with VILAC for the Vilacity collection featuring maritime-themed toys including the Jacques Saadé container ship, Jules Verne cargo vessel, and CMA-CGM branded trucks and container carriers.
- PetitcollincoreVILAC owns and produces the Petitcollin doll brand, a historic French doll manufacturer. Product line includes dolls, baby dolls, clothing, furniture, and accessories.
- Ingela P. ArrheniusminorIllustrator collaboration for Vilac toy designs including Empil'animo, magnetic labyrinths, and farm-themed stacking toys.
- Sarah BetzminorIllustrator collaboration for animal counting wooden toy designs.
Scale indicators2 records
Recent moves6 records
Expansion highlights4 records
VILAC competitors and assessment
Company assessmentDirect peers
- Hape: Global wooden toy manufacturer known for sustainable, eco-certified wooden toys, ride-ons, and educational games. Comparable to VILAC in wooden toys, ride-ons, and educational play; broader international scale.
- Melissa & Doug: US-based wooden toy brand offering puzzles, pretend play, ride-ons, and baby toys. Closely comparable to VILAC in wooden toy category mix, age range coverage, and gift-oriented merchandising.
- Plan Toys: Thai manufacturer of sustainable wooden toys including ride-ons, dollhouses, and games. Comparable to VILAC in wooden toy production, age-segmented assortment, and educational play positioning.
- Corolle: French premium doll brand owned by Mayborn Group, producing dolls, accessories, and doll play sets. Directly comparable to VILAC's Petitcollin doll subsidiary in doll category, French heritage positioning, and gift-channel distribution.
- Djeco: French toy and games company specializing in puzzles, educational games, and craft kits with distinctive illustrated designs. Comparable to VILAC's educational/games category and its use of illustrator collaborations.
- Selecta: German manufacturer of wooden toys and dolls with a long heritage, including ride-ons, dollhouses, and educational toys. Comparable to VILAC in wooden craft, doll category (Selecta dolls), and European premium positioning.
- Käthe Kruse: German heritage doll and soft toy maker with a strong tradition of handmade dolls. Directly comparable to Petitcollin/VILAC in doll category, handcrafted European positioning, and gift market focus.
- Moulin Roty: French heritage brand for children's toys, dolls, and decorative gifts. Directly comparable to VILAC in French craftsmanship positioning, soft toy and doll categories, and gifting-focused assortment.
- Janod: French wooden and educational toy manufacturer offering ride-ons, puzzles, and games for children. Closest direct competitor to VILAC in terms of product mix (wooden toys, ride-ons, games), French manufacturing heritage, and DTC plus retailer distribution.
Broad incumbents
- Smoby Toys: Major French toy manufacturer (now part of Simba Dickie Group) producing ride-ons, dollhouses, and role-play toys at scale. Comparable to VILAC in ride-ons and role-play categories but operating at significantly larger scale and broader product breadth.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
VILAC social profiles
Digital presenceVILAC financial estimates
Financial estimateRevenue estimate
Valuation estimate
VILAC leadership team
Management profileNumber of profiles
Profiles1 record
VILAC subsidiaries and ownership
Company hierarchySubsidiaries1 record
VILAC funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
VILAC M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about VILAC
What does VILAC do?
VILAC manufactures and sells traditional French-made wooden toys including ride-on vehicles (wooden and metal), early learning toys, board games, outdoor toys, and the Petitcollin doll line. The company sells primarily direct-to-consumers through its e-commerce website and through resellers/retailers in France, offering customization via text engraving on selected products.
Is VILAC a public or private company?
VILAC is a private company. It is classified as unknown and is currently operating.
When was VILAC founded?
VILAC was founded in 1911. It employs 11 to 50 people.
Where is VILAC based?
VILAC is headquartered in Moirans-en-Montagne, France, in the Europe region.
How does VILAC make money?
One revenue line is on record: product Sales.
Who are VILAC's main competitors?
Direct peers on record are Hape, Melissa & Doug, Plan Toys, Corolle, Djeco, Selecta, Käthe Kruse, Moulin Roty and Janod. Smoby Toys is listed as a broad incumbent.
Does VILAC have an API?
No public API is recorded for VILAC.
What industry is VILAC in?
VILAC's product category is Wooden Toys. Its primary akta.pro industry code is CRALAFAA, Traditional Toy Stores, with a secondary code of CRALAFAC, Outdoor & Ride-On Toys Retail. Its NAICS code is 45912 and its SIC code is 3944.