Wilder Toys
Wilder Toys is a Montréal-based private toy and game company that designs, licenses, and sells party games, family games, NERF battle accessories, and collectibles through DTC e-commerce and major US and Canadian retailers.
- Company typePrivate
- Founded-
- HeadquartersMontréal, Canada
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Wilder Toys does
Wilder Toys is a privately held, Montréal-based toy and game company that designs, manufactures (via license), and sells party games, family games, NERF battle accessories, and collectible action figures. The company operates under a founder-led, asset-light model with 1-10 employees and no disclosed institutional funding or revenue. Its product portfolio is anchored by licensed intellectual property partnerships, with a core licensing relationship with Hasbro covering NERF-branded electronic target games, laser tag systems, tactical glasses, and inflatable targets. Additional licenses span Hot Ones, BeanBoozled/Jelly Belly, Jackbox Games (Fakin' It), and TV/film IPs including Clueless, Yellowstone, and Impractical Jokers. The company also produces the Console Heroes collectible line featuring Sega Genesis-themed dioramas of classic video game franchises such as Sonic and Street Fighter.
Wilder Toys monetizes through one-time unit purchases priced between $9.99 and $24.99 per SKU. Distribution is multi-channel: a Shopify-powered direct-to-consumer storefront at wildertoys.com, the Amazon marketplace, and physical retail at Target, Walmart, and Barnes & Noble, supplemented by Jelly Belly's official store for BeanBoozled co-branded products. Geographic reach is North America, serving the United States and Canada. The company maintains a companion mobile app (The Audio Game) on iOS and Google Play that pairs with one of its physical products, representing its only software surface.
The go-to-market motion is product-led growth: the company drives top-of-funnel awareness through multiple branded social media accounts on Instagram and TikTok (including @the.wilder.office, @wilderonsocial, @wildergamenight, and per-product accounts), while conversion is mediated by retail partnerships and direct e-commerce. The company's primary customer segments are families and social groups seeking interactive entertainment for game nights and gatherings, with secondary segments targeting NERF blaster enthusiasts and video game collectors seeking nostalgia-driven display pieces.
Wilder Toys firmographics
Firmographics- Name
- Wilder Toys
- Legal name
- Wilder Toys Inc.
- Website
- https://wildertoys.com
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Wilder Toys is a Montréal-based private toy and game company that designs, licenses, and sells party games, family games, NERF battle accessories, and collectibles through DTC e-commerce and major US and Canadian retailers.
- Ownership category
- akta.pro rank
Wilder Toys industry classification
Industry- Product category
- Party and Family Games
- NAICS
- Hobby, Toy, and Game Retailers (45912), Doll, Toy, and Game Manufacturing (339930)
- SIC
- Retail-Hobby, Toy & Game Shops (5945), Games, Toys & Children's Vehicles (No Dolls & Bicycles) (3944)
- akta.pro primary industry
- Party Games & Family Entertainment Games Retail (CRALAFAJ)
- akta.pro secondary industry
- Gaming Collectibles, Merchandise & Toys Retail (CRACAFAI)
Keywords
Where Wilder Toys is headquartered
LocationHeadquarters
- HQ city
- Montréal
- HQ country
- Canada
- HQ region
- North America
Offices1 record
Markets served
Wilder Toys business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Marketing or Sales, Operations, Technology or R&D
Revenue model
- Physical Game and Toy Sales: Wilder Toys generates revenue through the manufacture and sale of physical products including party games, family games, NERF battle accessories, and collectible action figures. Products are sold as one-time purchases through e-commerce and retail channels.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Fakin' It Card Game |
| Unit Pricing | Pay-as-you-go | Fakin' It - All Night Long Card Game |
| Unit Pricing | Pay-as-you-go | Hot Ones Roulette |
Go-to-market motion1 record
Distribution channels6 records
Marketing channels3 records
Wilder Toys product offering
Product offeringCore offering
Wilder Toys designs, licenses, and sells physical party games, family games, NERF battle accessories, and collectible dioramas to consumers through its own Shopify storefront and major retailers. Its catalog is built around licensed entertainment and food brands (Hasbro/NERF, Hot Ones, Jelly Belly, Beetlejuice, Jackbox Games), and includes app-augmented titles such as The Audio Game. The company targets casual and social play occasions as well as fandom collectors.
Product overview
Wilder Toys is a toy and game company offering a portfolio of party games, family games, NERF battle accessories, and collectibles. The party game lineup includes licensed titles like The Audio Game (featuring audio clips and a companion mobile app), Fakin' It (Jackbox adaptation), Hot Ones Roulette and Hot Ones Refresh (based on the Hot Ones show), Clueless, Yellowstone, and Impractical Jokers. Family games include Bean Boozled Taste the Truth Game and Snake Attack. NERF products encompass electronic target games (Zombie Spin Strike, Strike 'N Score, Bot Arena Clash, 360 BattleZone), laser tag blasters (Laser Ops Battle), tactical glasses, and inflatable targets. The collectibles line features Console Heroes dioramas of classic video games (Sonic and Street Fighter) housed in Sega Genesis cartridge shells.
Differentiator
Problem solved
Functional benefit
Brands
- Wilder Toys: Primary brand for party games, family games, and NERF battle accessories
- Console Heroes
- The Wilder Office
Products and services
- Party games
Companies that use Wilder Toys
Customer profileSegments3 records
Ideal customer profiles2 records
Wilder Toys technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Wilder Toys partnerships and signals
Strategic signalRecent moves6 records
Expansion highlights4 records
Wilder Toys competitors and assessment
Company assessmentDirect peers
- iam8bit: Collectibles and premium physical gaming-merch brand known for vinyl soundtracks, limited-edition figures, and retro-gaming dioramas. Direct comparable for the Console Heroes line's nostalgia-and-display proposition.
- Big Potato Games: Independent publisher of buzzy, retail-friendly party and family games (Throw Throw Burrito, Mindburst). Closest head-to-head independent competitor to Wilder's family/party positioning and retail-channel strategy.
- Funko: Iconic collectibles brand built around licensed pop-culture figures and display products. Most relevant peer for Wilder's Console Heroes diorama line and overall strategy of monetizing licensed nostalgia through collectibles.
- Buffalo Games: Long-standing US party, family, and puzzle game maker with deep Target and Walmart placement. Comparable for retail-channel reach, mass-market party/family positioning, and licensed-IP product development.
- Jackbox Games: Source IP for Wilder's Fakin' It card-game line and a leader in digital party games. Jackbox competes in the same social/party entertainment space and pioneered the digital-companion party game format Wilder is adapting to physical.
- The Op Games (USAopoly): Specialist in licensed and pop-culture party/board games (Telestrations, Bezzerwizzer). Competes head-on in the same licensed-IP party game niche that defines Wilder's Fakin' It, Hot Ones, and Yellowstone SKUs.
- Asmodee: One of the world's largest board and party game publishers (Codenames, Dobble, Exploding Kittens distribution). Directly comparable to Wilder for retail-distributed party and family games across Target, Walmart, and Barnes & Noble.
Broad incumbents
- Mattel: Mega-incumbent in toys and games whose party, family, and licensed-IP products (UNO, Apples to Apples, Barbie) directly shape the market Wilder sells into and competes against at Target and Walmart.
- Hasbro: Wilder Toys' NERF licensing partner and a dominant player across toys and games. Hasbro's portfolio of party games and licensed IPs directly shapes the categories Wilder competes in and the licensor relationship Wilder depends on.
- Ravensburger: Global games and puzzles leader with strong North American party/family game presence. Comparable for breadth of mass-market party and family SKUs distributed through the same big-box retailers Wilder serves.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Wilder Toys social profiles
Digital presenceWilder Toys financial estimates
Financial estimateRevenue estimate
Valuation estimate
Wilder Toys leadership team
Management profileNumber of profiles
Wilder Toys funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Wilder Toys 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 Wilder Toys
What does Wilder Toys do?
Wilder Toys designs, licenses, and sells physical party games, family games, NERF battle accessories, and collectible dioramas to consumers through its own Shopify storefront and major retailers. Its catalog is built around licensed entertainment and food brands (Hasbro/NERF, Hot Ones, Jelly Belly, Beetlejuice, Jackbox Games), and includes app-augmented titles such as The Audio Game. The company targets casual and social play occasions as well as fandom collectors.
Is Wilder Toys a public or private company?
Wilder Toys is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Wilder Toys founded?
Wilder Toys was founded in -1. It employs 1 to 10 people.
Where is Wilder Toys based?
Wilder Toys is headquartered in Montréal, Canada, in the North America region.
How does Wilder Toys make money?
One revenue line is on record: physical Game and Toy Sales.
Who are Wilder Toys's main competitors?
Direct peers on record are iam8bit, Big Potato Games, Funko, Buffalo Games, Jackbox Games, The Op Games (USAopoly) and Asmodee. Broad incumbents are Mattel, Hasbro and Ravensburger.
Does Wilder Toys have an API?
No public API is recorded for Wilder Toys.
What industry is Wilder Toys in?
Wilder Toys's product category is Party and Family Games. Its primary akta.pro industry code is CRALAFAJ, Party Games & Family Entertainment Games Retail, with a secondary code of CRACAFAI, Gaming Collectibles, Merchandise & Toys Retail. Its NAICS code is 45912 and its SIC code is 5945.