YuMe Toys
YuMe Toys designs and manufactures licensed collectibles and toys — including blind-box figurines, bobbleheads, capsules, pull-back cars, and premium plush — for global pop-culture IP such as Disney, Marvel, Netflix, Warner Bros., and Crunchyroll anime properties. It sells through major U.S. retailers, its own e-commerce site, a Smart Machine vending channel, and international distribution targeting kidult collectors and anime fans.
- Company typePrivate
- Founded2017
- HeadquartersChai Wan, Hong Kong SAR China
- Headcount101–250
- GTM typeB2C
- OfferingHardware or Manufacturing
What YuMe Toys does
YuMe Toys, founded in 2017 and headquartered in Hong Kong with operational support in Shenzhen, is a privately held designer and manufacturer of licensed toys and collectibles built around global pop-culture intellectual property. It operates as a standalone consumer-products subsidiary of Maxx Group, a diversified group with 28 years of history and 23+ years of promotional-merchandise infrastructure across four regional offices and eleven global teams. The product portfolio centers on six core formats — Hero Box (blind-box figurines with scene-based display backdrops), Bobble Hero (spring-mounted bobbleheads), Surprise Capsules (mystery capsules whose packaging transforms into a retro-TV display), Zoom Hero (pull-back character vehicles), DZNR premium plush (50/50 split design representing recognizable and stylized halves), and Costumes — alongside the newer Smart Machine retail-tainment vending solution deployed at U.S. retail locations.
The company monetizes through three primary channels: direct-to-consumer e-commerce at yumetoys.com, wholesale distribution to U.S. mass and specialty retailers (Walmart, Target, Barnes & Noble, Hot Topic, Five Below, Amazon, and Toys"R"Us for Smart Machine), and a revenue-share model on Smart Machine deployments that requires no retailer capital outlay. End customers are primarily kidult collectors (adults 18+ collecting licensed IP), gift buyers, and anime fans; retailer customers are served through a "zero inventory risk" vending proposition tied to rising U.S. retail theft. Pricing is unit-based and low-ticket, with single items typically $5.99–$18.99 and multi-packs up to $114.99.
YuMe's competitive position rests on a broad tier-one licensing portfolio (Warner Bros., Disney, Marvel, Netflix, Crunchyroll, Toei Animation, Sanrio, Hasbro), a creative philosophy of "interpretation over likeness" delivered by a leadership team recognized by Mojo Nation, and proprietary physical product formats that differentiate it from generic blind-box competitors. International expansion is concentrated in EMEA (with Germany as a strategic anchor) supported by the Toikido distribution partnership covering the US, Canada, EMEA, Asia Pacific and Japan, and a digital-first GTM leveraging TikTok, YouTube, Instagram and Reddit. The 2026 roadmap emphasizes Smart Machine nationwide rollout in the U.S., deepening of the anime catalog, and a Maxx Group-aligned strategy through 2031.
YuMe Toys firmographics
Firmographics- Name
- YuMe Toys
- Legal name
- YuMe Toys
- Website
- https://yumetoys.com
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- YuMe Toys designs and manufactures licensed collectibles and toys — including blind-box figurines, bobbleheads, capsules, pull-back cars, and premium plush — for global pop-culture IP such as Disney, Marvel, Netflix, Warner Bros., and Crunchyroll anime properties. It sells through major U.S. retailers, its own e-commerce site, a Smart Machine vending channel, and international distribution targeting kidult collectors and anime fans.
- Ownership category
- akta.pro rank
YuMe Toys industry classification
Industry- Product category
- Licensed Toys & Collectibles
- NAICS
- Doll, Toy, and Game Manufacturing (339930), Hobby, Toy, and Game Retailers (45912), Toy and Hobby Goods and Supplies Merchant Wholesalers (423920)
- SIC
- Games, Toys & Children's Vehicles (No Dolls & Bicycles) (3944), Retail-Hobby, Toy & Game Shops (5945)
- akta.pro primary industry
- Collectibles, Trading Cards & Blind Box Toys Retail (CRALAFAI)
- akta.pro secondary industries
- Dolls, Plush & Action Figures Retail (CRALAFAD), Miniatures & Figurines (Display/Collectible) (CRALAKAB)
Keywords
Where YuMe Toys is headquartered
LocationHeadquarters
- HQ city
- Chai Wan
- HQ country
- Hong Kong SAR China
- HQ region
- Asia
Offices2 records
Markets served
YuMe Toys business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Licensing or Royalties
Revenue model
- Direct-to-Consumer E-commerce: YuMe Toys sells directly to consumers through its website yumetoys.com, offering standard and expedited shipping with international options to select countries. Individual products and multi-pack bundles are available for purchase.
- Retail Distribution: Products sold through major U.S. retail partners including Barnes & Noble, Hot Topic, Five Below, Walmart, Target, and Amazon, with YuMe receiving wholesale revenue from retailers.
- Smart Machine Revenue Share: YuMe generates incremental revenue share from Smart Machine vending solutions deployed at retail locations, offering retailers a fully managed system without requiring capital outlay or staff management.
- Licensing Royalties: Revenue generated from licensing agreements with major entertainment brands including Warner Bros. Consumer Products, Hasbro Toys, Disney, Netflix, Crunchyroll, and others for use of their intellectual properties in collectible products.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Single Bobble Hero figures |
| Unit Pricing | Pay-as-you-go | Single Blind Box Anime Figures |
| Unit Pricing | Pay-as-you-go | Single Blind Box Premium Figures |
| Unit Pricing | Pay-as-you-go | Hero Box Series Single Units |
| Unit Pricing | Pay-as-you-go | Surprise Capsule Multi-Packs |
| Unit Pricing | Pay-as-you-go | Stranger Things Capsule Series Bundles |
Go-to-market motion3 records
Distribution channels9 records
Marketing channels8 records
YuMe Toys product offering
Product offeringCore offering
YuMe Toys designs, manufactures, and distributes licensed toys and collectibles based on global pop culture and entertainment brands. The company produces blind-box collectibles, figurines, plush, bobble-heads, and branded vending/smart machines sold through its own e-commerce site and global retail partners.
Product overview
YuMe Toys is a global toy brand specializing in licensed collectibles and toys featuring major entertainment intellectual properties. The product portfolio consists of six core product lines: Hero Box (blind box figurines), Bobble Hero (bobblehead figures), Surprise Capsules (mystery capsule collectibles with display packaging), Zoom Hero (pull-back car toys), DZNR Plush (premium dual-design plush), and Costumes. The company also operates the Smart Machine retail-tainment vending solution for retail deployment. Products feature licensed IP from Warner Bros. (Harry Potter, Looney Tunes, DC Universe), Disney (Stitch, Nightmare Before Christmas, Winnie the Pooh), Marvel (Spider-Man, Deadpool), anime properties (Jujutsu Kaisen, One Piece, Attack on Titan, My Hero Academia, Solo Leveling, Kaiju No. 8, Oshi No Ko), Netflix (Stranger Things), gaming brands (Among Us, Squid Game), and horror franchises (IT, The Conjuring).
Differentiator
Problem solved
Functional benefit
Products and services
- Hero Box A premium collectible blind-box product line featuring licensed characters from global pop culture brands; targeted at kidult collectors and gift buyers.
- Bobble Hero Bobble-head figurines based on licensed pop culture characters; designed for collectors and pop culture enthusiasts.
- Surprise Capsules Surprise capsule collectibles containing licensed character mini-figures; targeted at the gifting and impulse-purchase segment.
- Zoom Hero A collectible product line featuring licensed characters; designed for pop culture fans and collectors.
- DZNR Plush Plush collectibles and character plush toys based on licensed entertainment properties; suitable for kids and adult collectors.
- Costumes Licensed character costumes for role-play, dress-up, and Halloween use; targeted at children and families.
- Smart Machine An automated retail vending/smart machine that dispenses YuMe Toys' collectible capsules and blind-box products; deployed in retail locations to drive impulse purchases.
Quantifiable outcome
- Smart Machines generated incremental revenue share for retailers with successful trials completed at Toys"R"Us locations
- +3 more outcomes
Companies that use YuMe Toys
Customer profileNamed customers7 records
Segments4 records
Ideal customer profiles3 records
YuMe Toys technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature7 records
YuMe Toys partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered flagship and core.
- CrunchyrollExtended partnership into second property (Spy x Family) following successful Jujutsu Kaisen collaboration. Crunchyroll provides anime licensing for YuMe collectibles including Jujutsu Kaisen products.
- Toei AnimationflagshipToei Animation, the studio behind One Piece, endorsed YuMe's One Piece Barrel Capsule launch, calling it 'the ultimate One Piece unboxing adventure.' One Piece is the best-selling manga of all time.
- ToikidocoreYuMe Toys partnered with Toikido to distribute official Among Us branded toys across US, Canada, EMEA, Asia Pacific and Japan. The partnership includes Plush Toys, Feature Plush Toys, Capsules, Costumes and Seasonal Items. The popular online multiplayer game Among Us was the most downloaded game of 2020 with half a billion users.
- KITHflagshipYuMe collaborated with KITH and Warner Bros. to launch limited-edition Bugs Bunny plush for the character's 80th anniversary. The collection sold out in less than one hour. The partnership combined YuMe's plush expertise with KITH's streetwear design aesthetic and Warner Bros.' Looney Tunes licensing.
- Warner Bros. Consumer ProductscorePartnership with Warner Bros. for Looney Tunes character licensing including Bugs Bunny, Tweety, Daffy, Taz, Marvin and others. YuMe creates plush toys and collectibles featuring Warner Bros. properties including The Nightmare Before Christmas, Scooby-Doo, and DC Universe.
- Disney Consumer ProductscorePartnership for Disney 100 collection and ongoing collaborations including Lilo & Stitch, Winnie the Pooh, and other Disney properties. YuMe creates capsules, figurines, and collectibles featuring Disney characters.
- NetflixcoreLicensing partnership for Stranger Things merchandise including Upside Down Capsules and other collectibles. YuMe also launched the Netflix Gift Box featuring 7 of Netflix's most popular brands.
- Marvel EntertainmentcoreLicensing for Marvel properties including Deadpool, Spider-Man, and other Marvel characters in Hero Box collectible formats.
- Sanrio Inc.coreEMEA-wide partnership for Hello Kitty 50th Anniversary celebration, covering the European market.
- Maxx Group / Maxx MarketingcoreMaxx Group is YuMe's parent company with 23+ years of experience in promotional merchandise. YuMe was founded as a standalone toy business under Maxx Group's umbrella, leveraging their expertise in product design, development, manufacturing, and retail marketing. Maxx Group operates four regional offices with eleven teams globally.
Scale indicators5 records
Recent moves8 records
Expansion highlights5 records
YuMe Toys competitors and assessment
Company assessmentDirect peers
- Medicom Toy: Medicom Toy (maker of Bearbrick and Mafex) is a Japanese collectible figure and designer toy company, comparable to YuMe in its focus on premium collectible figurines and licensing partnerships with global IP holders.
- Kidrobot: Kidrobot designs and sells designer collectible toys, art figures, and blind-box collectibles. It competes with YuMe in the kidult collector segment and shares the blind-box format and licensed IP positioning.
- POP MART: POP MART is a leading Chinese blind-box collectible company with global retail expansion including the Americas and Europe, overlapping directly with YuMe's blind-box capsule business and anime IP licensing strategy.
- Funko: Funko is the dominant publicly traded maker of licensed collectible figurines, Pop! vinyls, and blind-box products across Marvel, Disney, Netflix, anime, and other major IP. It is the most direct competitor to YuMe's Hero Box and capsule formats across the same retail partners.
- McFarlane Toys: McFarlane Toys manufactures licensed collectible figures and statues (DC, Marvel, gaming IP). It overlaps with YuMe's action-figure and collectible lines targeting the adult collector demographic.
Others
- Hot Topic: Hot Topic is one of YuMe's largest U.S. retail partners and a major pop culture and anime merchandise retailer. It is comparable as a pop-culture collectibles channel that anchors demand for YuMe's product mix.
- Toikido: Toikido is YuMe's distribution partner for Among Us toys across U.S., Canada, EMEA, Asia Pacific, and Japan. It is comparable as a licensing and toy brand operator adjacent to YuMe's supply chain.
Broad incumbents
- Hasbro: Hasbro is a global toy and licensing incumbent (Marvel, Star Wars, Transformers, Disney Princess). YuMe actually licenses some Hasbro-adjacent IP, and Hasbro competes broadly in licensed collectibles and toys across YuMe's retail partners.
- Bandai Namco: Bandai Namco is a large incumbent toy and entertainment company with deep anime IP (Dragon Ball, Naruto, One Piece). It overlaps with YuMe on anime collectibles but operates at vastly larger scale and through its own IP.
- Mattel: Mattel is a global toy incumbent with Disney, Mattel-owned, and entertainment IP. It competes in collectible toys (Hot Wheels, Masters of the Universe) sold through many of the same retailers as YuMe.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
YuMe Toys social profiles
Digital presenceYuMe Toys financial estimates
Financial estimateRevenue estimate
Valuation estimate
YuMe Toys leadership team
Management profileNumber of profiles
Profiles4 records
YuMe Toys funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
YuMe 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 YuMe Toys
What does YuMe Toys do?
YuMe Toys designs, manufactures, and distributes licensed toys and collectibles based on global pop culture and entertainment brands. The company produces blind-box collectibles, figurines, plush, bobble-heads, and branded vending/smart machines sold through its own e-commerce site and global retail partners.
Is YuMe Toys a public or private company?
YuMe Toys is a private company. It is classified as corporate owned and is currently operating.
When was YuMe Toys founded?
YuMe Toys was founded in 2017. It employs 101 to 250 people.
Where is YuMe Toys based?
YuMe Toys is headquartered in Chai Wan, Hong Kong SAR China, in the Asia region.
How does YuMe Toys make money?
Four revenue lines are on record. Direct-to-Consumer E-commerce is the primary driver. The others are retail Distribution, smart Machine Revenue Share and licensing Royalties.
Who are YuMe Toys's main competitors?
Direct peers on record are Medicom Toy, Kidrobot, POP MART, Funko and McFarlane Toys. Others are Hot Topic and Toikido. Broad incumbents are Hasbro, Bandai Namco and Mattel.
Does YuMe Toys have an API?
No public API is recorded for YuMe Toys.
What industry is YuMe Toys in?
YuMe Toys's product category is Licensed Toys & Collectibles. Its primary akta.pro industry code is CRALAFAI, Collectibles, Trading Cards & Blind Box Toys Retail, with a secondary code of CRALAFAD, Dolls, Plush & Action Figures Retail. Its NAICS code is 339930 and its SIC code is 3944.