Every kid dreams of having their own action figures to play with, collect, and cherish. For decades, companies like Hasbro and Mattel have dominated the market with their iconic brands such as GI Joe and Barbie. But in recent years, a smaller player has emerged in the world of action figures – Hiya Toys.
Hiya Toys was founded by Jamie Bolton in 2011 with a mission to create highly detailed and articulated action figures that catered to fans of niche franchises. Unlike other companies that focused on mass-produced toys for mainstream audiences, Hiya Toys sought to tap into the passions of collectors with smaller but loyal fan bases.
One of their most popular lines is based on the hit science-fiction film franchise Alien. Fans praised Hiya toy Toys for its attention to detail and accuracy in recreating iconic characters such as Ellen Ripley and Xenomorphs. The company’s commitment to quality caught the eye of entertainment giants like Twentieth Century Fox, who granted them a license to produce official merchandise for the franchise.
As Hiya Toys gained recognition within niche communities, they expanded their product line-up by acquiring licenses from other popular franchises such as Predator, RoboCop, Aliens vs. Predator (AVP), and more recently – features based on DC Comics superheroes.
Their latest DC Comics collection includes fan-favorite characters like Batman (from several movies) Deathstroke (Arrow TV series), Martian Manhunter (Supergirl TV series), Darkseid (Zack Snyder’s Justice League film), Superman: The Animated Series among others.
Aside from movie/TV-inspired figures which are usually 1/18 scale or 4-5 inches tall; Robot Spirits sub-brand offers poseable mecha figures at an industry-standard size ranging between approximately five inches up-to nine-inch-tall bringing machines from hit anime/cartoons onto collector’s shelves – now also including Gundam figure models licensed by Bandai Tamashii Nations.
What makes Hiya Toys stand out from other companies is its commitment to keeping the prices of its products reasonable and affordable. While other companies charge exorbitant fees for limited-edition collector’s items, Hiya Toys remains accessible to regular fans by keeping their pricing in check. This marketing strategy ensures that customers can continue to play with, collect, and cherish their favorite figures without breaking the bank.
With a rapidly growing fan base, Hiya Toys proves that success doesn’t always come from dominating the mainstream market. By catering to niche audiences and creating high-quality products at affordable prices, they have carved out a significant share in the action figure industry. As they continue to expand their product line and acquire new licenses, fans can look forward to adding more detailed and articulated figures to their collections – ensuring hours of exciting playtime ahead.