The Mahjong Line

What The Mahjong Line does

The Mahjong Line is a Dallas-based, female-founded direct-to-consumer brand that designs, sources, and sells luxury American Mahjong tile sets, accessories, and home goods. Founded in 2018 by two women with backgrounds in art history, finance, advertising, and jewelry design, the company launched commercially in November 2020 with three tile sets and has since expanded to over ten distinct tile design lines (Classic, Cheeky, Americana, Lucky, Minimal, Ocean, Mountain, Botanical, Ranch, Foodie), plus travel sets, racks, mats, bags, candles, puzzles, ornaments, and apparel. Core product prices range from $315 for travel sets to $495 for full-size tile collections, with accessories spanning $8 to $900.

The company's differentiation rests on proprietary original artwork applied to enlarged American Mahjong tile faces, strategic color application for legibility, and an annual data-driven scoring card called The Big Card ($10), co-developed with I LOVE MAHJ using over one million simulated games to balance hand probabilities. AquaMahj, a waterproof floating game table for poolside play, extends the product into a new form factor. The Big Card also functions as a recurring-revenue subscription with a built-in philanthropic mechanism — 30% of each sale is donated to a rotating quarterly charity partner (currently World Central Kitchen) — generating over $236,000 in donations since November 2025 and over $536,000 since the company's launch.

The business operates primarily through its own e-commerce site (themahjongline.com) with free standard shipping on continental U.S. orders of $150+, supplemented by a wholesale program for The Big Card, hospitality partnerships with luxury resorts (The Dunlin, Bowie House, Lake Austin Spa, Rancho La Puerta), and a portfolio of co-branded collaborations with lifestyle brands including Lingua Franca, Furbish Studio, Corroon, Freya, and HiNote. Customer acquisition relies on organic social (Instagram, Pinterest, Facebook, YouTube), earned PR in publications such as Vogue, The New Yorker, and Martha Stewart, and a community ecosystem built around TML Ambassadors and a national network of mahjong teachers. The company faced public controversy in 2021 over cultural-appropriation concerns related to its marketing, which it has navigated without disrupting its operating trajectory.

Name

The Mahjong Line

Legal name

The Mahjong Line

Website

https://themahjongline.com

Company type

Private

Founded year

2018

Operating status

Operating

Short description

The Mahjong Line is a Dallas-based, female-founded DTC brand that designs and sells luxury American Mahjong tile sets, accessories, and home décor, serving primarily women seeking stylish game pieces and gifts, with additional wholesale, hospitality, and brand-collaboration channels.

Ownership category

akta.pro rank

Product category

Tabletop Gaming Products

NAICS

Hobby, Toy, and Game Retailers (45912)

SIC

Retail-Hobby, Toy & Game Shops (5945)

akta.pro primary industry

Hobby Games & Miniatures Retail (Tabletop RPGs, Wargaming) (CRALAFAH)

akta.pro secondary industries

Miniature Gaming Accessories (Dice, Mats, Tokens, Measuring Tools) (CRALAKAL), Gaming Collectibles, Merchandise & Toys Retail (CRACAFAI)

Keywords

• Mahjong tile sets
• Game accessories
• Tabletop gaming products
• Lifestyle home goods
• Premium game sets

Headquarters

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Tile Set Sales: One-time purchase of custom luxury mahjong tile sets in various design lines (Classic, Cheeky, Lucky, Minimal, etc.) priced at $375-$495 for full sets and $315-$375 for travel sets.
2. The Big Card Annual Subscription: Annual American Mahjong playing card priced at $10, with free card offered per email address using promotional code. New card released each year at end of December.
3. Accessories and Home Goods: Racks, mats, bags, candles, napkins, ornaments, apparel, and other accessories priced from $8 to $900, including collaborations with other brands.
4. Philanthropic Partnerships: 30% of each Big Card purchase donated to quarterly rotating charity partners. Company has donated over $536,000 to charitable causes since launch.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels6 records

Core offering

The Mahjong Line designs, sources, and sells custom luxury mahjong tile sets and complementary accessories to individual consumers. In addition to its core game products, it offers apparel and home goods, and runs a wholesale program called The Big Card.

Product overview

The Mahjong Line is a luxury American Mahjong tile and accessories company offering a comprehensive portfolio of products centered around the game of mahjong. The core offering consists of premium mahjong tile sets across multiple themed collections (Classic, Cheeky, Americana, Lucky, Minimal, Ocean, Mountain, Botanical, Ranch, Foodie Lines) priced at $375-$495 for full sets and $315-$375 for travel sets. Supporting the tile collections are accessories including racks, pushers, game mats, vegan leather bags, card folios, scented candles (in partnership with The Dirty Bartender), and home goods. The company also offers The Big Card, an annual waterproof American Mahjong playing card co-created with I LOVE MAHJ, featuring data-driven scoring. Additional products include AquaMahj floating game tables for poolside play, puzzles, ornaments, apparel collaborations (with Lingua Franca), and other lifestyle products. The company demonstrates strong philanthropic commitment with over $536,000 in donations to children's charities since 2020.

Differentiator

Problem solved

Functional benefit

Brands

• Americana Line: Mahjong tile product line featuring American-themed designs
• Botanical Line
• Cheeky Line
• Classic Line
• Foodie Line
• Lucky Line
• Minimal Line
• Mountain Line
• Ocean Line
• Ranch Line
• AquaMahj
• The Big Card

Products and services

• Custom Luxury Mahjong Tile Sets
• Mahjong Accessories
• Clothing
• Home Goods
• The Big Card (Wholesale Program)

Quantifiable outcome

• Over $536,000 donated to charitable causes since 2020
• +1 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature5 records

Partnerships

13 partnerships are on record, tiered core, notable and minor.

• I Love MahjcoreStrategic or Co-development Partner · 1 November 2025Co-creation partner for The Big Card, an annual American Mahjong playing card. I Love Mahj conducted over one million simulated games to test and balance the scoring system, ensuring statistical integrity and optimal playability.
• World Central KitchencoreOthers · 1 November 2025Current quarterly charity partner for The Big Card giving program. 30% of each Big Card sale is donated to WCK, which has served over 600 million meals worldwide in disaster response.
• Momentous InstitutenotableStrategic or Co-development PartnerPhilanthropic partner dedicated to innovative mental health services, education, and professional training to strengthen children, families, and communities.
• Lingua FrancanotableStrategic or Co-development PartnerCashmere apparel collaboration featuring mahjong-themed sweaters including 'Queen of Tiles', 'Get Your Mahj On', 'Slay The Game', and 'Dot, Bam, Crack' designs. Priced at $275-$400.
• Furbish StudiominorStrategic or Co-development PartnerHome décor collaboration featuring mahjong-themed pillows at $98.
• CorroonminorStrategic or Co-development PartnerCanvas tote bag collaboration featuring 'Big Daddy' tote bags at $900 and game mats at $550.
• FreyaminorStrategic or Co-development PartnerHat collaboration featuring trucker hats at $48 and lifeguard hats at $118.
• HiNoteminorStrategic or Co-development PartnerLifestyle collaboration with HiNote brand.
• MadreminorStrategic or Co-development PartnerGame side table collaboration with Madre, a Dallas-based home goods brand.
• Pearl by Lela RoseminorStrategic or Co-development PartnerTile and rack bag set collaboration at $160, plus cocktail napkin collaboration at $40.
• Neely & ChloeminorStrategic or Co-development PartnerTile vanity case collaboration at $175.
• LoopminorStrategic or Co-development PartnerNeedlepoint kit collaboration featuring mahjong-inspired designs.
• Mahji MamasminorStrategic or Co-development PartnerMahjong foam cups collaboration featuring 20oz recyclable, BPA-free cups in sets of 10 at $15. Designs include 'Cheers to Bird Bam', 'Get Your Mahj On', and other mahjong phrases.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• The Mahjong Company: Long-established U.S. retailer of mahjong tiles, sets, and accessories. Most direct comparable competitor to The Mahjong Line in the American mahjong tile space, with a broader but less design-led catalog.
• WS Game Company: U.S.-based mahjong tile manufacturer and seller with American-style tiles and travel sets. Competes directly with The Mahjong Line at the product level, primarily on price-driven competition.
• Bazaar of India: Online retailer of traditional Asian games including mahjong tiles, rummy sets, and game accessories. Direct product comparable, though positioned more toward traditional (non-design-led) buyers.
• East Meets East Mahjong: Online retailer specializing in Chinese and American mahjong sets, tiles, and accessories. Direct competitor on product, with broader geographic reach including international shipping.

Broad incumbents

• Gamewright: Specialty tabletop game publisher and gift-channel brand with a focus on family-friendly and design-forward games. Comparable on gift-guide positioning and lifestyle game retail presence, though not in mahjong specifically.
• University Games: Established board game and specialty game manufacturer and distributor with presence in toy and game retail. Larger incumbent that could enter the designer mahjong tile niche at scale.
• ceaco: U.S. puzzle and game company with a gift-friendly, design-oriented catalog. Comparable through lifestyle games positioning, accessory SKUs, and gift-channel retail distribution.
• Hasbro Gaming: Global toy and games conglomerate with a broad games portfolio including mass-market card and tile games. A potential large-scale entrant into premium mahjong tiles if it identifies the segment as strategic.
• Ravensburger: Major international game and puzzle manufacturer with strength in premium games and lifestyle positioning. Adjacent comparable through gift-guide presence and design-led board game catalog.

Emerging players

• Mahjong King & Queens (MKQ): Emerging stylish American mahjong tile brand appealing to a similar design-conscious female audience. Closely overlapping target customer and lifestyle positioning to The Mahjong Line, though smaller catalog.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCeFCGTQbpVTSlh9KmOBWlcA
• Facebookfacebook.com/The-Mahjong-Line-111589807125771
• Instagraminstagram.com/themahjongline
• Pinterestpinterest.com/mahjongline

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 The Mahjong Line