PT Hero Intiputra

What PT Hero Intiputra does

PT Hero Intiputra is a private Indonesian holding company founded in 1992 and headquartered in Jakarta that operates a diversified portfolio across consumer goods distribution, specialty retail, branded food manufacturing, and property development. The group operates Toys City, a specialty toy retail chain of approximately nine stores in major Indonesian shopping malls, and Hero Kids, its distribution arm founded in 2011 that supplies licensed toy brands including Disney, Lego, Mattel, Hasbro, Spin Master, and Bandai to wholesale and e-commerce channels. The company also holds exclusive long-term distribution rights in Indonesia for Intex swimming pools and inflatable products, a relationship maintained for more than 20 years and recognized with the 2018 Indonesia Digital Popular Brand Award.

The group's business model combines multi-channel retail, licensed-brand wholesale, branded FMCG manufacturing, and real estate development. Through Oryza Grace, launched in 2009, the company sells branded rice bran oil under the Intex Indonesia umbrella, winning the 2019 Pertama Di Indonesia Award. HIP Land, the property arm, develops and operates commercial assets including the approximately 60-unit Limus Biz Estate warehouse complex and, via a 2019 partnership with Swiss-Belhotel International, the 105-room Swiss-Belexpress Cilegon hotel. End customers span Indonesian families purchasing toys and household goods, third-party retailers sourcing licensed products, marketplace shoppers, warehouse tenants, and hotel guests in the Cilegon corridor.

The company reports 501–1000 employees and operates only in Indonesia. No proprietary technology platform or AI capability is disclosed; operations are described as traditional distribution, retail, FMCG manufacturing, and property development activities. With no disclosed revenue, funding rounds, or ownership transactions, the capital structure and scale are not publicly verifiable beyond employee count and unit counts.

Name

PT Hero Intiputra

Legal name

PT Hero Intiputra

Website

https://herointiputra.com

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

501–1,000 employees

Short description

PT Hero Intiputra is a Jakarta-based Indonesian holding company founded in 1992 that operates Toys City specialty toy retail, Hero Kids licensed-toy distribution, exclusive Intex product distribution, Oryza Grace rice bran oil, and HIP Land property development including warehouses and hotels, serving Indonesian families, retailers, and property tenants.

Ownership category

akta.pro rank

Product category

Toy Distribution and Retail

NAICS

Hobby, Toy, and Game Retailers (45912)

SIC

Retail-Hobby, Toy & Game Shops (5945)

akta.pro primary industry

Toy & Game E-commerce Specialists (CRALAFAL)

akta.pro secondary industry

Outdoor & Ride-On Toys Retail (CRALAFAC)

Keywords

• Toy distribution
• Toy retail
• Consumer goods distribution
• Swimming pool distribution
• Property development

Headquarters

HQ city

Jakarta

HQ country

Indonesia

HQ region

Asia

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Toy Distribution: Distribution of toys and children's products to retail partners across Indonesia, earning margins on wholesale volumes.
2. Toy Retail: Operating Toys City retail stores selling toys directly to consumers, earning retail margins on product sales.
3. Intex Products Distribution: Distribution of Intex swimming pools, air furniture, boats, and water recreation products throughout Indonesia.
4. Rice Bran Oil Sales: Manufacturing and selling Oryza Grace rice bran oil products through retail stores and e-commerce marketplaces.
5. Property Development: HIP Land develops and manages commercial and warehouse properties including retail complexes, hotels, and warehouse estates.

Go-to-market motion3 records

Distribution channels5 records

Marketing channels7 records

Core offering

PT Hero Intiputra is an Indonesian holding company that operates multiple business units: Toys City (a chain of physical toy retail stores in major malls), Hero Kids (wholesale distribution of toys and children's products to retailers), Intex Indonesia (exclusive distribution of Intex brand airbeds, above-ground pools, spas, boats, and water recreation products), Oryza Grace (manufacturing and sale of rice bran cooking oil), and HIP Land (commercial and warehouse property development and management). The group serves both end consumers via retail and e-commerce and B2B customers via wholesale distribution and property leasing.

Differentiator

Problem solved

Functional benefit

Brands

• Intex Indonesia: Distribution of airbeds, above ground pools, spas, toys, furniture, boats and more
• Hero Kids
• Toys City
• Oryza Grace
• HIP Land

Products and services

• Toys City Retail Stores
• Hero Kids Toy Distribution
• Intex Indonesia Distribution
• Oryza Grace Rice Bran Oil
• HIP Land Property Development

Quantifiable outcome

• Toys City Fair promotions offer discounts up to 70%
• +2 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eleven partnerships are on record, tiered core and minor.

• Swiss-Belhotel GroupcoreStrategic or Co-development Partner · 16 September 2019HIP Land partnered with Swiss-Belhotel Group for the Swiss-Belexpress Cilegon hotel development. The 105-room hotel is owned by PT Binamandiri Asri Lestari and represents a joint property development project.
• MattelcoreChannel Partner/ Reseller/ DistributorToys City carries Mattel toys and games including Hot Wheels diecast cars and other licensed Mattel products in their retail stores and online marketplaces.
• LegocoreChannel Partner/ Reseller/ DistributorToys City distributes Lego building block sets and licensed products through their physical retail locations and e-commerce channels.
• HasbrocoreChannel Partner/ Reseller/ DistributorToys City carries Hasbro's portfolio of toys and games including Play-Doh, Nerf, and other licensed brands.
• Spin MastercoreChannel Partner/ Reseller/ DistributorToys City distributes Spin Master products including Hatchimals, Paw Patrol, and other popular toy lines.
• BandaicoreChannel Partner/ Reseller/ DistributorToys City carries Bandai products including Tamagotchi and other licensed collectible toys.
• Disney JuniorcoreChannel Partner/ Reseller/ DistributorHero Kids distributes Disney Junior licensed toys and merchandise under their brand portfolio.
• Angry BirdcoreChannel Partner/ Reseller/ DistributorHero Kids distributes Angry Bird Hatchlings and related licensed toy products.
• IntexcoreChannel Partner/ Reseller/ DistributorIntex Indonesia (PT Hero Intiputra) distributes Intex airbeds, above ground pools, spas, toys, furniture, and boats throughout Indonesia as exclusive distributor for over 20 years.
• Kidz StationminorChannel Partner/ Reseller/ DistributorKidz Station is a partner retail location where Toys City conducts promotional events and product launches including Baymax Armor Up activities.
• SummareconminorChannel Partner/ Reseller/ DistributorToys City operates retail locations in Summarecon shopping malls in Bekasi and Bandung, conducting periodic Toys City Fairs and promotional events at these venues.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Others

• Mattel: Global toy principal (Hot Wheels, Barbie, Fisher-Price) whose products anchor much of Toys City's licensed assortment. As Mattel increasingly experiments with direct-to-consumer, it is both an upstream partner and an emerging competitive force.
• LEGO: Global toy principal whose products are distributed by Toys City and Hero Kids. As LEGO expands brand-owned retail, it represents both a key supplier and adjacent retail benchmark relevant to Hero Intiputra's growth path.

Broad incumbents

• Ace Hardware Indonesia: Large Indonesian specialty retail chain that, like Hero Intiputra, operates multi-format mall-based retail with broad consumer-product assortments and strong supply-chain infrastructure.
• PT Mitra Adiperkasa (MAP): Indonesian retail conglomerate and parent of Kidz Station plus multiple lifestyle and kids' brands. Comparable to Hero Intiputra in operating a multi-brand Indonesian retail/distribution platform, though at materially larger scale across fashion, sports, and kids.
• PT Matahari Department Store: Major Indonesian mall-based general-merchandise retailer. Comparable as a domestic Indonesian multi-category mall retailer competing for similar discretionary consumer spend in the same shopping-center locations where Toys City operates.
• Hamleys: Global specialty toy retailer with Asia Pacific presence; offers an established benchmark for licensed-toy store economics and customer experience that Hero Intiputra's Toys City chain is positioned against in regional malls.

Direct peers

• Kidz Station: Indonesian toy retail chain operated by MAP, directly competing with Toys City in mall-based toy retail. Mentioned in Hero Intiputra's own materials as a co-marketing partner, underscoring direct competitive overlap in licensed toy assortments.
• PT Catur Sentosa Adiprana: Indonesian consumer-goods distribution company with broad principal-brand portfolios. Comparable to Hero Kids' role as a multi-principal distributor across categories, including toys and household goods.
• Mothercare Indonesia: Children and baby products retailer in Indonesia serving the same family demographic as Toys City and Hero Kids, with comparable mall-based and omni-channel distribution.
• Toys Kingdom: Indonesia-based toy retail chain competing for the same parent-and-child customer segment as Toys City, with overlapping mall presence and licensed-brand assortments.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/Intex_ID
• YouTubeyoutube.com/channel/UCmToCE57RdkkhpfBqzTgEFg
• Facebookfacebook.com/herokids.indonesia
• Instagraminstagram.com/herokids_id
• LinkedInlinkedin.com/company/herointiputra

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries5 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 PT Hero Intiputra