W & O Products B.v.

What W & O Products B.v. does

W&O Products B.V. is a Dutch private limited company (B.V.) headquartered in Zevenaar, the Netherlands, that designs, develops and trades branded and non-branded consumer products across crafting, hobby, games, stationery, bags and home categories. It operates as a wholly-owned subsidiary of Troy Companies within the TCI (Troy Companies International) organization, which spans four business units, approximately 200 employees, 12 offices and 26+ countries.

The company's product offering has two principal layers. First, a licensed-IP portfolio transforms entertainment franchises into physical consumer goods under licences from Disney, Marvel, Warner Bros, Sanrio (Hello Kitty), Spin Master (Paw Patrol), Hasbro and Entertainment One (Frozen), among others. Second, a proprietary brand portfolio covers nine wholly-owned labels — Toy Universe, Craft Universe, Party Universe, Baby Universe, Home Universe, Fashionchick, Awesome, With Love and Trashcode — spanning toys, crafts, party, baby, home, fashion accessories and sustainable lifestyle categories. Core operating capability is an in-house design studio that produces artwork in Illustrator and trends concepts from concept to finished packaging, backed by a quality and compliance function that performs safety and chemical risk assessments prior to order release, supported by Amfori membership and FSC certification.

Commercially, W&O Products runs a B2B wholesale go-to-market, distributing through the group's b2b.troycompanies.nl platform to international retail chains. Named customers are large European discount and value retailers — Action, Zeeman, Aldi, Kiabi and Hema — supplied with both licensed branded and white-label/non-branded ranges. Sourcing is anchored in Asia with local Troy China oversight for quality control and supplier management. Pricing is quote-based on order specifications with no public pricing. No revenue, funding or headcount figure is disclosed for W&O Products B.V. as a standalone entity.

Name

W & O Products B.v.

Legal name

W&O Products B.V.

Website

https://wo-products.nl

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

W&O Products B.V., a Dutch subsidiary of Troy Companies, designs and trades branded and non-branded crafting, hobby, game, stationery, bag and home products under licences from Disney, Marvel and others, plus nine proprietary brands, supplying European discount retailers such as Action, Zeeman, Aldi, Kiabi and Hema.

Ownership category

akta.pro rank

Product category

Licensed Consumer Products / Craft and Hobby Goods

NAICS

Toy and Hobby Goods and Supplies Merchant Wholesalers (423920), Doll, Toy, and Game Manufacturing (339930)

SIC

Games, Toys & Children's Vehicles (No Dolls & Bicycles) (3944), Pens, Pencils & Other Artists' Materials (3950)

akta.pro primary industry

B2B Marketplaces & Wholesale Platforms (BPAMAGAD)

akta.pro secondary industry

Seasonal & Holiday Craft Supplies Retail (CRALACAI)

Keywords

• Licensed consumer products
• Branded craft products
• Hobby and stationery
• Character merchandise wholesale
• Consumer goods sourcing

Headquarters

HQ city

Zevenaar

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Licensed Consumer Products: Revenue from transforming branded characters and intellectual property (Disney, Marvel, Paw Patrol, etc.) into consumer products including crafting items, games, stationery, bags and home products. Products are sold to international retail chains.
2. Non-Branded / White-Label Products: Revenue from manufacturing and supplying unbranded/generic consumer products to retailers, including crafting materials, buttons, and hobby products
3. Proprietary Brand Products: Revenue from proprietary brands including Toy Universe, Craft Universe, Party Universe, Baby Universe, Home Universe, Fashionchick, Awesome, With Love, and Trashcode

Go-to-market motion1 record

Core offering

W&O Products B.V. designs, develops, and trades branded and non-branded crafting, hobby, educational games, stationery, bags, and home products. The company operates as a B2B wholesaler supplying international retail chains with both licensed character merchandise (Disney, Marvel, Paw Patrol, Peppa Pig, etc.) and proprietary own-brand products (Toy Universe, Craft Universe, Party Universe, Baby Universe, Home Universe, Fashionchick, Awesome, With Love, Trashcode). Products are sourced via Asian manufacturing partners with local oversight and compliance monitoring.

Product overview

W&O Products B.V. operates as a consumer products company specializing in transforming brands and characters into on-trend, fast-moving products across multiple categories. The company offers a portfolio of proprietary brands (Toy Universe, Craft Universe, Party Universe, Baby Universe, Home Universe, Fashionchick, Awesome, With Love, and Trashcode) alongside licensed products featuring major entertainment properties including Marvel, Disney Princess, Paw Patrol, Encanto, Winnie the Pooh, Hello Kitty, Cars, Peppa Pig, Frozen, The Avengers, Mickey Mouse, Minnie Mouse, My Little Pony, Transformers, and L.O.L. Surprise!. The product range spans crafting products, educational games, stationery, bags, stickers, puzzles, and home deco items. The company differentiates through design, price, and quality, operating as a one-stop-shop solution for retailers and maintaining an in-house design studio for trend monitoring.

Differentiator

Problem solved

Functional benefit

Brands

• Toy Universe: Toy brand operated by W&O Products
• Craft Universe
• Party Universe
• Baby Universe
• Home Universe
• Fashionchick
• Awesome
• With Love
• Trashcode

Products and services

• Toy Universe W&O Products' own toy brand offering a range of creative and fun toys for children, part of the company's proprietary brand portfolio.
• Craft Universe W&O Products' own craft brand providing creative crafting products for hobbyists and craft enthusiasts.
• Party Universe W&O Products' own party supplies brand offering products for celebrations and events.
• Baby Universe W&O Products' own brand for baby-related products, part of the company's diverse brand portfolio.
• Home Universe W&O Products' own home decor and household products brand.
• Fashionchick W&O Products' fashion-oriented brand within their product portfolio.
• Awesome W&O Products' own brand offering a range of lifestyle and consumer products.
• With Love W&O Products' branded products line featuring affectionate and gift-oriented themes.
• Trashcode W&O Products' own brand with a sustainability focus, available through the Trashcode brand.
• Marvel Licensed Products Marvel-branded products including Spider-Man and The Avengers character collections, featuring action figures, stationery, and games.
• Disney Princess Licensed Products Disney Princess-branded products featuring princess-themed toys, stationery, and collectibles.
• Paw Patrol Licensed Products Paw Patrol animated series branded products including games, stationery, and toys.
• Encanto Licensed Products Disney Encanto animated film branded products featuring characters from the movie.
• Winnie the Pooh Licensed Products Winnie the Pooh character-branded products including toys, games, and stationery.
• Hello Kitty Licensed Products Sanrio Hello Kitty character-branded products including accessories, stationery, and toys.
• Cars Licensed Products Disney Pixar Cars movie branded products featuring Lightning McQueen and other characters.
• Peppa Pig Licensed Products Peppa Pig animated series branded products for young children including games and stationery.
• Frozen Licensed Products Disney Frozen franchise branded products featuring Elsa, Anna, and related characters.
• Mickey Mouse Licensed Products Mickey Mouse and Disney character-branded products including toys, stationery, and collectibles.
• Minnie Mouse Licensed Products Minnie Mouse character-branded products within the Disney portfolio.
• My Little Pony Licensed Products Hasbro My Little Pony branded products featuring pony characters and themes.
• Transformers Licensed Products Hasbro Transformers branded products featuring robot transformation characters.
• L.O.L. Surprise! Licensed Products MGA Entertainment L.O.L. Surprise! branded products including dolls, accessories, and collectibles.
• Branded Products Complete range of W&O Products featuring licensed characters from major entertainment franchises including Disney, Marvel, and other popular brands.
• Non Branded Products W&O Products' white label and unbranded product offerings that customers can customize with their own branding.

Named customers5 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• Troy CompaniescoreStrategic or Co-development PartnerParent company of W&O Products. W&O Products operates as part of TCI (Troy Companies International) along with Creative Craft Group and WOW! Stuff, with approximately 200 employees and 12 offices worldwide.
• Troy ChinacoreStrategic or Co-development PartnerLocal China office supporting sourcing and supplier management for W&O Products, working closely with buying teams based in the Netherlands.
• AmforiminorStrategic or Co-development PartnerMembership in amfori, a global business association for open and sustainable trade, supporting the company's sustainability and compliance standards.
• DisneycoreOEM/ Whitelabel/ Licensing PartnerLicensing partner for Disney Princess, Encanto, Frozen, Mickey Mouse, Minnie Mouse, and other Disney characters used in W&O Products' consumer goods.
• MarvelcoreOEM/ Whitelabel/ Licensing PartnerLicensing partner for Marvel characters including Spider-Man and The Avengers used in W&O Products' product lines.
• Warner BroscoreOEM/ Whitelabel/ Licensing PartnerLicensing partner for Warner Bros characters and properties used in W&O Products' consumer goods.
• Sanrio (Hello Kitty)coreOEM/ Whitelabel/ Licensing PartnerLicensing partner for Hello Kitty and related Sanrio characters.
• Spin Master (Paw Patrol)coreOEM/ Whitelabel/ Licensing PartnerLicensing partner for Paw Patrol characters.
• Hasbro (Peppa Pig, Transformers, L.O.L. Surprise!, My Little Pony)coreOEM/ Whitelabel/ Licensing PartnerLicensing partner for multiple Hasbro brands including Peppa Pig, Transformers, L.O.L. Surprise!, and My Little Pony.
• Entertainment One (Frozen)coreOEM/ Whitelabel/ Licensing PartnerLicensing partner for Frozen and related Disney properties.

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Character Group: UK-based parent of toy and consumer products brands (Character Options, Character Building) focused on licensed character products sold to mass-market and value retailers across multiple categories including toys, crafts, and stationery.
• Vivid Imaginations: UK-based toy and games company with a portfolio of licensed character products across toys, games, and puzzles for the mass and value retail channels. Direct comparable to W&O Products on licensed product mix and discount/value retailer customers.
• Sambro International: UK-based B2B supplier of licensed and branded consumer products including toys, stationery, bags, and homewares to major discount and value retailers. Sambro's product breadth, licensing relationships, and discount-retail customer mix closely mirror W&O Products' business model.
• Zak Designs: US-based supplier of licensed children's mealtime and hydration products including drinkware, lunch gear, and backpacks featuring major entertainment IPs. Comparable as a licensing-focused, mid-sized consumer products wholesaler targeting mass and discount retail.
• Trends UK: UK toy and games company specializing in licensed character products, games, and puzzles sold to mass-market and value retailers. Closely comparable in product category (toys, games, puzzles), licensing model, and value-channel customer base.
• Jay Franco & Sons: Family-owned US-based supplier of licensed home textiles, bedding, and consumer products to mass-market and discount retailers. Comparable as a privately held, design-led, licensing-driven consumer products wholesaler serving value-channel customers.
• Aurora World: Global manufacturer and wholesaler of plush toys and licensed character products sold through mass-market and specialty retail. Comparable as a licensing-driven consumer products company with proprietary and licensed brand portfolios serving similar retail channels.

Broad incumbents

• Funko: US publicly-traded pop culture consumer products company whose core business is licensing entertainment IP into collectibles, toys, and lifestyle products sold through specialty and mass-market retail. Comparable as a licensing-driven consumer products company, though Funko is a publicly-traded brand owner rather than a B2B wholesaler.
• Jazwares: US-based global toy and consumer products company with deep licensing relationships (including Disney, Warner Bros, Squishmallows brand) selling to mass-market and value retailers. Comparable on licensing model and discount-retail customer base, though at meaningfully larger scale.
• Crown Crafts: US publicly-traded designer, marketer and wholesaler of infant and juvenile consumer products featuring licensed entertainment characters. Comparable in licensing-driven consumer products wholesale model, though more narrowly focused on infant bedding and accessories.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries9 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 W & O Products B.v.