MCV’s guide to the top merchandise firms and products

Marie Dealessandri
MCV’s guide to the top merchandise firms and products

From indie outlets to worldwide distributors, we talk to the top merchandise firms in the industry.


Location:Tucson, Arizona (USA)

Headcount: 24

Key brands: Double Fine, Yacht Club ames, Undertale

Keycontact:Customer relations anddesigner Laura Verdin,

Fangamer is a small community-focused US-based merchandise company, specialising in indie merch. Undertale, Yooka-Laylee, Stardew Valley, Shovel Knight and Hyper Light Drifter are among the titles covered, with an extensive catalogue of products including pins, exclusive prints and T-shirts designs, plushes, figures, books and more. It should be noted that Fangamer is primarily an online retailer – the firm does rely on brick and mortar stores to sell its products, but on a case-by-case basis to small family run gaming or hobby shops. Fangamer stands out from the crowd of the merch firms thanks to its unique offerings. Fancy an Octodad tie? You'll find it on Fangamer.

Featured product:The Undertale Little Buddies

Modeled by Dutch sculptor Gijs van Kootenm, this set of five Undertale figurines comes in a windowed collector's box. The figurines, all hand-painted, range in size from 2.5 to 3.6 inches tall and have a removable base. They can also be bought separately, too, for $15 (11) each.

Price:$70 (55)

Manufacturer:Happy Worker



Headcount: 3

Turnover: 500k

Keybrands:Super Mario, Zelda, Pokmon, Sonic the Hedgehog, Minecraft, Assassin's Creed, Game of Thrones, Adventure Time, DC Universe, Marvel, Plants vs Zombies, Star Trek, Star Wars, South Park, Dragon Ball

Key contact: Director Steve Nicholas,

Five Element Distribution has an extensive catalogue of licences, primarily from Nintendo flagship franchises. Super Mario, Zelda and Pokmon are among these licences, with Five Element also distributing officially licensed products from other triple-A titles such as Minecraft and Assassin's Creed, as well as pop culture brands like Star Wars, Harry Potter, Disney, Marvel and more.

Featured product:Pikachu Plush with Ash Hat

Pokmon fans never grow tired of Pikachu. Luckily for them, there are endless options for Pikachu merch on the market, including this plush distributed by Five Element.



Gaming Merchandise UK

Location:Kidderminster, Worcestershire

Headcount: 6


Key brands: Gaya Entertainment, Bioworld Europe, GB Eye, Jinx, Level Up Wear, Musterbrand

Key contact:Founder and director Luiz Ferreira,

GM UK has been a key player in the merchandise scene ever since its inception in 2013. We have an extensive range of merchandise from clothing and apparel to homewares and collectable statues and figures,” founder and director Luiz Ferreira tells MCV. If retailers invest in a range of merchandise it will deliver incremental revenue and increase margins while adding value to their customer experience.” GM UK doesn't just work on triple-A titles, though, as it also invests in indie merchandise - a growing category, Ferreira adds: We are working on a range for Chucklefish Games indie farming simulator Stardew Valley - a range which includes clothing, accessories and, of course, the range of plush toys.”

Featured product:StardewValleyJunimoPlush

Nothing is mandatory in Stardew Valley but one of the quests facing the player is helping the lovely Junimos to repair the Community Center by bringing them various products. They're the cutest fellows ever and they're now available in plush form.

Price: 24.99

Manufacturer: Gaya Entertainment

Heo UK

Location:Fulbourn, Cambridge

Headcount: 140

Key brands: Hot Toys, Hasbro, Kotobukiya, Good Smile Company, Funko, Sideshow Collectibles, First 4 Figures, McFarlane Toys, Bandai, LEGO, Bioworld, Hollywood Collectibles, Think Geek, Dark Horse, Gaming Heads, Winning Moves, Jinx

Keycontact:Managing director Tom Pelly,01223 789 780 or

With over 250 brands, Germany-based Heo is one of the largest distributors in Europe, with offices in the UK, France, Spain, Italy and even outside of Europe, in Japan, the US and Hong Kong. Heo works with the largest range of manufacturers of any distributor in Europe,” MD Tom Pelly tells MCV. We are a one-stop-shop for all licensed collectibles and merchandise. From low-end items likes mugs and key chains, right up to high end life-sized statues – and everything in between – we carry nearly 25,000 SKUs.”

He continues: Heo offers its partners an intuitive website, detailing all product information and images, along with in-stock status. Over 80 per cent of products listed are in stock at any time, enabling convenient and immediate shipping on orders.

Featured product:TheLegendofZeldaBreathoftheWild

feature (237) insert coin (12) licensing (76) merchandise (147)