heo AROUND THE WORLD:

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Our international teams: local expertise, global reach - the people and markets bringing pop culture closer to partners

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One heo Family - Many Markets, Your Success

From Cambridge to Barcelona, our international teams bring localized market intelligence to a global operation.

Each team understands the unique heartbeat of its region, builds trusted relationships with partners, and leverages our central logistics and portfolio to ensure:

You get the right product, at the right time, with the right market context, maximizing your growth potential.

Their local expertise is our global strength.

Team Benelux

Speed and Creative Retail Partnerships

Located in the historic city of Dordrecht, our Benelux sales team operates with deep local knowledge, serving customers across the Netherlands, Belgium, and Luxembourg. Their strength lies in combining strategic speed with creative, solution-focused retail concepts.

Market Insights & Your Advantage:

Diverse Growth Drivers

While blockbusters like Star Wars, Marvel, and DC remain central, the market is quickly embracing new segments.

Anime is gaining momentum at impressive speed, echoing the surge seen throughout Europe.

Accessory Power

Ultimate Guard officially launched in the region in Q2 of 2025 and is rapidly becoming the essential accessory for the growing TCG community.

Retail Innovation

The Benelux team specializes in nontraditional retail placements. A standout success is the Wonderful Store. A pop-up wonderland inside the Intratuin Halsteren Garden Center.

What began as a seasonal experiment has become a year-round destination and a blueprint for our partners seeking creative expansion outside the conventional hobby store.

Team UK

Unlocking Diverse Demand and Blind Box Hype

Since opening its Cambridge office in 2014, heo UK has rapidly established itself as a trusted partner, working with hundreds of retailers. From cherished independents to nationwide chains. The UK market is characterized by extreme diversity and an early adoption of global collecting trends.

Market Insights & Your Advantage:

Anime & Collectibles Surge

Beyond the evergreen strength of Star

Wars, Marvel, and DC Comics, anime

titles like Demon Slayer, Jujutsu Kaisen, and Solo Leveling are fueling consistent demand.

The Blind Box Trend

One of the year’s biggest retail trends has been a remarkable surge in animethemed blind boxes. Our local team tracks these hyperlocal trends to ensure our partners are first to market with high-volume, high-margin mystery collectibles, capitalizing on the ‘unboxing’ phenomenon.

TCG Dominance

Magic The Gathering remains unstoppable, supported by our top-selling Ultimate Guard line, now firmly established as the UK’s leading choice for TCG accessories. This ensures retailers can maximize revenue across both product and accessory categories.

Team Italy

Tapping into Deep Nostalgia and Enthusiastic Fandom

Set in the vibrant heart of Napoli, the Italian team serves as a crucial driver for sales, customer support, and strategic partnerships. Italy’s collector culture is deeply rooted, offering unique opportunities for nostalgic and premium products.

Market Insights & Your Advantage:

Nostalgia as a Driver

The Italian market thrives on the legacy of iconic Japanese series from the 1980s

and 1990s (Grendizer, Jeeg) alongside Western legends (Masters of the Universe,

Transformers). This deep nostalgia creates strong demand for high-end collectibles (e.g., Bandai Tamashii Nations, Hot Toys) and retro lines, offering a higher average transaction value for our partners.

Emotional Connection

Napoli’s unique energy and passionate fanbase give the Italian market a personal,

emotional touch. Our local team leverages this enthusiasm to create targeted product

launches and in-store support that resonates powerfully with the community.

Core Brand Strength

The market relies heavily on major, trusted brands like Wizards of the Coast, Funko, and Ultimate Guard, providing a stable and reliable foundation for retail inventory.

Team France

The European Anime Heartland

Working minutes from the German border, heo France blends expertise, curiosity, and deep relationships with customers in France, Belgium, and Switzerland. France’s market is uniquely shaped by an unparalleled passion for Japanese culture.

Market Insights & Your Advantage:

Unrivaled Anime Demand

France’s long-standing love for anime (Goldorak, Pokémon, One Piece, Dragon Ball) runs deeper than perhaps anywhere else in Europe. This translates into stable, multigenerational demand for manga- and anime-related products. We ensure our partners receive priority stock allocation on core anime lines.

Steady Pillars

Western icons like Star Wars, Marvel, and DC Comics remain steady pillars, offering reliable sales throughout the year.

TCG Ecosystem Support

The strong TCG community, centered around Magic: The Gathering, relies heavily on accessories. We provide the market -leading Ultimate Guard accessories to fully service this robust player base, turning players into loyal customers.

Team Iberia

Board Games, Premium Collectibles, and Urban Growth

Since opening in 2017 in the heart of Barcelona, heo Iberia connects with partners and fans across Spain and Portugal. This market is characterized by strong urban growth and an intense focus on gaming and high-end collectibles.

Market Insights & Your Advantage:

Gaming Boom

A major trend shaping the region is the strong rise of TCGs and board games a surge that has been gaining momentum for two years and is projected to accelerate through 2027. This growth offers sustained opportunities for retailers specializing in gaming products, backed by Ultimate Guard.

Diversity in Collectibles

The market thrives on diversity: high-end items from WETA and Hot Toys, the ever-popular Funko POP!, and a growing wave of mid-range anime figures (Bandai Tamashii Nations, Furyu, SEGA). Our diverse portfolio allows partners to cater to budget-conscious and premium collectors simultaneously.

Deep Retail Tradition

Spain’s deep-rooted toy and retail tradition provides a stable environment for new concepts. Our local team supports partners in leveraging this tradition to integrate modern collector merchandise seamlessly.