Altaya
Altaya is a French DTC subscription publisher (part of Editorial Planeta DeAgostini S.A.U.) that sells partwork collections of licensed scale models, figurines, and hobby kits to hobbyists, families, and franchise fans.
- Company typePrivate
- Founded1901
- HeadquartersBarcelona, Spain
- Headcount251–500
- GTM typeB2C
- OfferingHardware or Manufacturing
What Altaya does
Altaya commercializes these collections through its owned e-commerce platform at altaya.fr, supplemented by telephone ordering, with payment options including Visa, MasterCard, PayPal, Carte Bleue, Klarna BNPL, and Apple Pay. Pricing follows a pay-as-you-go structure with first-issue promotional rates of €1–€2.99, subsequent issues at €7.99–€16.99, plus €1 per-issue shipping; the Kit Complet option offers a one-time upfront purchase with 18% discount. The platform runs on standard e-commerce and CMS infrastructure with Zendesk-based customer support, META pixels for advertising tracking, and Google Analytics for web measurement. The company employs approximately 350 people and serves France primarily, while the parent group operates across more than 20 countries spanning Europe, Latin America, North America, and Asia, reporting a cumulative customer base of 8.5 million+ and 2,500+ unique collections launched.
Altaya firmographics
Firmographics- Name
- Altaya
- Legal name
- Editorial Planeta DeAgostini S.A.U.
- Website
- https://altaya.fr
- Company type
- Private
- Founded year
- 1901
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Altaya is a French DTC subscription publisher (part of Editorial Planeta DeAgostini S.A.U.) that sells partwork collections of licensed scale models, figurines, and hobby kits to hobbyists, families, and franchise fans.
- Ownership category
- akta.pro rank
Altaya industry classification
Industry- Product category
- Collectible partwork publishing
- NAICS
- Hobby, Toy, and Game Retailers (459120), Hobby, Toy, and Game Retailers (45912), Sporting Goods, Hobby, Musical Instrument, Book, and Miscellaneous Retailers (459)
- SIC
- Retail-Hobby, Toy & Game Shops (5945), Games, Toys & Children's Vehicles (No Dolls & Bicycles) (3944), Costume Jewelry & Novelties (3960)
- akta.pro primary industry
- Scale Model Kits (Aircraft, Armor, Ships, Cars) (CRALAKAA)
- akta.pro secondary industries
- Pop Culture, Licensed & Fandom Gifts Retail (CRALAJAK), Miniature Storage, Display & Transport (Cases, Shelves) (CRALAKAK)
Keywords
Where Altaya is headquartered
LocationHeadquarters
- HQ city
- Barcelona
- HQ country
- Spain
- HQ region
- Europe
Offices2 records
Markets served
Altaya 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
- Subscription Revenue: Monthly subscription model where customers receive collectible items, model kits, or figurines delivered in progressive installments with accompanying magazines. Revenue recognized as products are shipped.
- Kit Complet (Full Kit) Purchase: One-time purchase option allowing customers to buy complete model kits upfront with 18% discount, including all components, premium books, authenticity certificate, and display case
- Single Issue Sales: Individual magazine and product sales for customers who want to purchase specific issues without full subscription commitment
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Pay-as-you-go | My Hero Academia figurines collection - First issue promotional pricing |
| Subscription | Pay-as-you-go | My Hero Academia - Regular issues |
| Subscription | Monthly | Ford Mustang Shelby 1:6 - Fast Track Plan |
| One time/ perpetual license | Pay-as-you-go | Ford Mustang Shelby 1:6 - Kit Complet (Full Kit) |
| Subscription | Pay-as-you-go | Saviem miniatures collection |
| Subscription | Pay-as-you-go | Ducati Desmosedici GP25 model kit |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels6 records
Altaya product offering
Product offeringCore offering
Altaya publishes and retails partwork collections of officially licensed collectibles, scale model kits, figurines, and children's hobby products through a subscription-based e-commerce platform serving French consumers. Customers subscribe via the Altaya.fr website to receive progressive monthly installments of physical products accompanied by instructional magazines, with optional one-time Kit Complet (full kit) purchases available with an 18% discount. Licensed properties include Disney, Marvel, Lucasfilm, Bugatti, Ford/Shelby, Ducati, Peugeot, and Shueisha (My Hero Academia).
Product overview
Altaya is a French e-commerce platform operated by Editorial Planeta DeAgostini S.A.U. that offers collectible products through a subscription-based model combined with single-purchase options. The product portfolio spans multiple categories: Miniatures et figurines (collectible miniatures and action figures), Modélisme et maquettes (model kits requiring step-by-step assembly), Enfants (children's products including audiobooks and educational kits), Loisirs créatifs (creative hobbies), Livres et BD (books and comics), and licensed sub-brands including Marvel. The company specializes in officially licensed products from Disney, Marvel, Lucasfilm, Bugatti, and various anime franchises. Key products include premium scale model kits like the Ford Mustang Shelby GT500 1967 (1:6 scale with 130+ assembly stages), My Hero Academia figurines, Ducati Desmosedici GP 2025 models, Formula 1 car miniatures, and the Saviem truck collection. Customers can purchase through monthly subscriptions with no commitment, individual single-issue purchases, or the Kit Complet (Full Kit) option for one-time complete delivery with discount. All products come with accompanying magazines containing detailed articles, behind-the-scenes information, and assembly instructions.
Differentiator
Problem solved
Functional benefit
Brands
- DeAgostini: Main brand for collectible models, scale kits, and hobby products under Editorial Planeta DeAgostini
Products and services
- My Hero Academia Figurines Collection Officially licensed My Hero Academia action figure collection featuring hand-painted PVC figurines of characters from the Shueisha anime/manga series, with each figurine ranging from 7-17 cm in height, delivered through a monthly subscription with accompanying magazines and bonus free issues.
- Ford Mustang Shelby GT500 1967 (1:6 Scale) Large-scale 1:6 replica model of the 1967 Ford Mustang Shelby GT500 requiring step-by-step assembly, featuring functional remote-controlled headlights, taillights, indicators, horn, opening doors and windows, and operational steering, distributed via monthly subscription or one-time Kit Complet purchase.
- Peugeot 205 Turbo 16 Model Kit Step-by-step model building kit of the legendary Peugeot 205 Turbo 16 Dakar rally car, assembled progressively through subscription deliveries with accompanying instructional magazines.
- Sauron Lord of the Rings Model Kit Step-by-step model building kit of Sauron, the Dark Lord character from J.R.R. Tolkien's Lord of the Rings franchise, built progressively through subscription deliveries.
- Audiocontes magiques Disney Officially licensed Disney audio storybooks for children delivered as part of monthly subscription collections, combining entertainment and educational listening experiences with branded characters.
- Ducati Desmosedici GP 2025 Marc Márquez (1:4 Scale) Large-scale 1:4 replica model kit of the Ducati Desmosedici GP 2025 motorcycle featuring Marc Márquez, built step-by-step through monthly subscription deliveries with accompanying magazines.
- Saviem Trucks Collection Collectible miniature models of the most mythical Saviem truck models, delivered progressively through subscription with accompanying magazines, first issue priced at 7.99€.
- Les Monoplaces Légendaires (1:43 Scale) Legendary Formula 1 racing car miniatures at 1:43 scale, delivered progressively through subscription with accompanying magazines featuring driver profiles and team history.
- Transformers Optimus Prime Model Kit Transformers Optimus Prime step-by-step model building kit offered as an exclusive online-only collection, delivered progressively through subscription with accompanying magazines.
- Interactive Human Body Educational Kit Interactive human body educational model kit for children combining hands-on assembly with anatomical learning content delivered through subscription installments and accompanying magazines.
Quantifiable outcome
- 8.5 million+ satisfied customers worldwide
- +2 more outcomes
Companies that use Altaya
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles3 records
Altaya technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration9 records
Feature2 records
Altaya partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- META (Facebook/Instagram)minorMETA pixels installed on website for advertising tracking and targeted marketing campaigns across META platforms.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
Altaya competitors and assessment
Company assessmentBroad incumbents
- LEGO: Global construction toy leader with extensive licensed sets (Star Wars, Marvel, Disney). Comparable to Altaya on licensed children's collectibles and step-by-step assembly experience, though at a different price tier and demographic centre.
- Funko: US-based pop culture collectible figurine company (Pop! vinyls, etc.) with deep Marvel, Disney, anime licensing. Comparable to Altaya's licensed figurine business and Marvel sub-brand, though delivered through retail and DTC rather than partwork.
- Hornby Hobbies: UK-listed hobby group owning Airfix, Scalextric, and Hornby model railway brands. Competes with Altaya in scale model kits and licensed collectibles (e.g., Ford, military vehicles) through specialist retail and DTC channels.
- Bandai Namco: Japanese toy and collectibles conglomerate (Gunpla, Bandai Spirits, Tamashii Nations). Competes with Altaya on anime/model kits and licensed figurines, and is a comparable licensing counterparty to Altaya's anime franchises (e.g., My Hero Academia).
Direct peers
- Hasegawa: Japanese model kit maker of aircraft, military vehicles, and figures. Competes with Altaya on premium assembly kits and licensed/anime products, particularly relevant for the Japanese market Altaya also serves.
- Tamiya: Japan-based, hobbyist-focused model kit manufacturer of cars, motorcycles, aircraft and tanks. Comparable to Altaya on product form-factor (assembly kits) though more skewed to specialist hobbyists than mass-market subscribers.
- Revell: German scale model kit manufacturer (aircraft, ships, cars, military) selling build-it-yourself kits with detailed instructions. Closely comparable to Altaya's Modélisme et maquettes line, including 1:6 premium builds.
- Airfix: Iconic UK scale model kit brand (aircraft, military, vehicles) owned by Hornby. Direct competitor in the step-by-step scale model kit category, with comparable collectible appeal and licensed partnerships.
- Hachette Collections: Partwork publisher offering subscription-based model kits, die-cast vehicles, and themed collectibles across Europe. Operates a nearly identical 'fascicule + part' model to Altaya, competing head-to-head for the same hobbyist households.
- Fanhome: Direct sibling brand under the Planeta DeAgostini Group, running the same partwork model for Germany, UK, and US markets. Effectively the same operating model localised outside France.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Altaya social profiles
Digital presenceAltaya compliance and trust
Trust signalCompliance1 record
Altaya financial estimates
Financial estimateRevenue estimate
Valuation estimate
Altaya leadership team
Management profileNumber of profiles
Profiles1 record
Altaya funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Altaya 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 Altaya
What does Altaya do?
Altaya publishes and retails partwork collections of officially licensed collectibles, scale model kits, figurines, and children's hobby products through a subscription-based e-commerce platform serving French consumers. Customers subscribe via the Altaya.fr website to receive progressive monthly installments of physical products accompanied by instructional magazines, with optional one-time Kit Complet (full kit) purchases available with an 18% discount. Licensed properties include Disney, Marvel, Lucasfilm, Bugatti, Ford/Shelby, Ducati, Peugeot, and Shueisha (My Hero Academia).
Is Altaya a public or private company?
Altaya is a private company. It is classified as corporate owned and is currently operating.
When was Altaya founded?
Altaya was founded in 1901. It employs 251 to 500 people.
Where is Altaya based?
Altaya is headquartered in Barcelona, Spain, in the Europe region.
How does Altaya make money?
Three revenue lines are on record. Subscription Revenue is the primary driver. The others are kit Complet (Full Kit) Purchase and single Issue Sales.
Who are Altaya's main competitors?
Broad incumbents on record are LEGO, Funko, Hornby Hobbies and Bandai Namco. Direct peers are Hasegawa, Tamiya, Revell, Airfix, Hachette Collections and Fanhome.
Does Altaya have an API?
No public API is recorded for Altaya.
What industry is Altaya in?
Altaya's product category is Collectible partwork publishing. Its primary akta.pro industry code is CRALAKAA, Scale Model Kits (Aircraft, Armor, Ships, Cars), with a secondary code of CRALAJAK, Pop Culture, Licensed & Fandom Gifts Retail. Its NAICS code is 459120 and its SIC code is 5945.