The parent company traces its origins to December 2014, when Zhu Weisong established Bloks Technology. The firm initially focused on brick-based construction toys before pivoting to its current assembly-character-toy business.2

BLOKEES is best understood as a hybrid of LEGO-style construction, plastic model kits, action figures and collectibles. A typical figure arrives as multiple moulded plastic components which the buyer assembles, usually without glue, paint, cutting or specialised modelling tools. Once completed, the figure features articulated joints for posing and display.3

This approach distinguishes BLOKEES from traditional model-kit manufacturers such as Bandai in several respects:

• No conventional glue-based construction
• Painting is generally not required
• Parts are pre-coloured
• Assembly is snap-fit
• Figures are fully articulated
• Designs are character-focused rather than vehicle- or aircraft-focused
• Products are intended for both assembly and play or display

The brand describes its philosophy as an “assemble–create–share” experience, wherein assembly is merely the starting point for users to pose, customise and create scenes with their figures.4

2014: Foundation

The company behind BLOKEES was founded in Shanghai in 2014 by Zhu Weisong. Its original business was not centred on anime or action-figure model kits but rather on brick-based construction toys, aiming to compete in China’s growing construction-toy market.5

2016–2017: Construction toys

Research and development on a proprietary brick system commenced in 2016, leading to the 2017 launch of Magic Blocks, a self-developed IP and product line.6 This period established the company’s technological foundation in interlocking plastic components.

2019: Shift toward character assembly

In 2019, the company began R&D on assembly character toys. This marked a significant strategic shift: rather than focusing solely on generic construction toys, the firm began designing articulated characters for consumers to build themselves.7

2021: First major licensed IP

The company secured rights to develop and sell Ultraman assembly character toys in 2021. This licensing strategy became a cornerstone of its subsequent expansion.8

2022: Commercial launch

BLOKEES-style assembly character products were commercially launched in 2022, alongside the company’s own IP, Hero Infinity.9 The brand subsequently expanded rapidly into licensed entertainment properties.

2023 onward: International expansion

A major turning point occurred as the company obtained licenses for numerous international IPs and began expanding beyond mainland China. International growth accelerated significantly through the Transformers product line and subsequent anime and comics licenses.10

It is important to distinguish that BLOKEES is the consumer-facing brand, while Bloks Group Limited is the corporate group behind the business. The company operates its toy business through Shanghai Bloks Technology Group and related entities. The group focuses on assembly character toys, with BLOKEES serving as its international-facing brand and ecosystem.

The company subsequently became a publicly listed Chinese toy company through a Hong Kong listing. Its corporate filings provide substantially more detailed information regarding its history, intellectual property and financial performance than the consumer-facing BLOKEES website.11

BLOKEES operates three interconnected business segments.

Self-developed IP

The company creates its own characters and universes, including Hero Infinity and later projects such as Herospire. This provides BLOKEES with intellectual property it owns outright, rather than merely licensing from other entertainment companies.12

Licensed IP

This segment is perhaps most familiar to international collectors. The company licenses prominent franchises and converts their characters into assembly figures. Examples include:

• Transformers
• Naruto
• Marvel
• Evangelion
• Ultraman
• Saint Seiya
• Hatsune Miku
• DC
• Star Wars
• Jurassic World
• Minions
• Sesame Street

The exact lineup evolves as licenses and product programmes are added.13

Consumer and fan ecosystem

BLOKEES increasingly treats collectors as a community rather than simply customers. The company has developed its Blokees Figures Creator (BFC) ecosystem and promotes creation competitions and fan activities. In 2025, it also launched an official BLOKEES fan-community app covering 12 Asia-Pacific countries and regions.14

The central proposition of BLOKEES is to allow users to build a character themselves and then play with or collect it. While traditional action figures offer a finished character and traditional plastic model kits offer a construction project, BLOKEES occupies the middle ground. The company refers to these products as “assembly character toys”.15

A typical kit contains:

1. Moulded plastic parts
2. Connectors and joints
3. Character-specific accessories
4. Illustrated assembly instructions
5. Weapons or effect parts (in some sets)
6. Display stand (frequently included)
7. Cards or other collectible items (in some lines)

Parts are generally designed for tool-free assembly without glue. Official materials emphasise articulation and pre-coloured components.16 Some advanced Transformers kits, for example, contain hundreds of parts and numerous articulation points, positioning the products as both construction projects and finished collectibles.17

BLOKEES does not adhere to a single universal product format. Instead, it has developed multiple classes, versions and series with varying scales, complexity levels and price points.

Transformers

This remains one of the flagship categories. The Transformers range includes:

• Classic Class
• Galaxy Version
• Shining Version
• Defender Version
• Action Edition
• Yearly Version
• Blokees Wheels

These cover everything from relatively small collectible figures to substantially larger and more elaborate builds.18 Crucially, BLOKEES Transformers are generally non-transforming assembly figures. Users build a Transformer character but do not typically convert the finished figure between robot and vehicle modes as with conventional Transformers toys. The emphasis is instead on assembly, articulation, posing and display.19

Classic Class

Classic Class is one of the more recognisable entry- to mid-level formats. These kits are relatively compact while still offering articulated characters. They are particularly associated with Transformers and serve as an accessible introduction to the BLOKEES construction system.20

Galaxy Version

Galaxy Version is another significant format, particularly within Transformers and other character ranges. Some Galaxy products utilise a surprise or blind-box format, meaning purchasing an individual box does not necessarily reveal which character is inside. For collectors, this introduces an additional layer of collecting involving building, collecting and chasing rare variants. Official Transformers products, for example, may include rare “chase” models within a series.21

Champion Class

Champion Class has become particularly important for the brand’s anime and comic-book expansion, including properties such as Naruto, Marvel, Saint Seiya, DC and Star Wars. These products generally sit above smaller entry-level formats and are marketed strongly toward collectors and older builders. Current listings commonly place Champion Class products in the roughly US$20–30 range, although prices vary by character and market.22

Legend Edition

Legend Edition represents the premium end of the character model-kit strategy. For example, the Evangelion range includes larger, more detailed products such as EVA units.23 These are aimed explicitly at hobbyists and adult collectors.

Fantastics and other collector lines

BLOKEES has also developed higher-end and stylistically differentiated series such as:

• Fantastics Series
• DaaLaMode
• DaaVibe
• MOKOO
• Wheels
• Defender Version
• Action Edition

These represent attempts to cover different audiences, aesthetics and price points rather than merely offering different sizes of the same product.24

A key competitive advantage for BLOKEES is its broad IP portfolio.

Transformers

This is arguably the brand’s most recognisable international success. Characters include Optimus Prime, Megatron, Bumblebee, Soundwave, Ironhide, Shockwave and Sentinel Prime. BLOKEES currently offers a particularly extensive Transformers catalogue.25

Naruto

The brand has expanded into Naruto Shippuden, including Galaxy Version and Champion Class products.28

Evangelion

The Evangelion range includes EVA-01, EVA-02, EVA-00 and characters such as Rei, Asuka and Mari.29

Marvel

BLOKEES has produced articulated buildable Marvel figures and has expanded into Marvel Rivals characters.30

DC

The current portfolio includes characters such as Batman, Superman, Nightwing and Harley Quinn.31

Other properties

The wider catalogue includes Ultraman, Saint Seiya, Hatsune Miku, Star Wars, Jurassic World, Minions and Sesame Street, among others.

Significance of Transformers

The Transformers license was particularly significant because it aligned closely with the BLOKEES design philosophy. Transformers characters possess distinctive silhouettes, mechanical detailing, numerous articulation possibilities, large fan communities and strong collector demand. Rather than reproducing complicated transformation mechanisms, BLOKEES focused on creating highly poseable display models that fans assemble themselves, differentiating its products from ordinary mass-market Transformers figures.

Comparison with LEGO

BLOKEES is sometimes compared with LEGO due to the shared element of assembling plastic components. However, the products differ fundamentally:

BLOKEES is therefore better understood as a character-oriented assembly system rather than a direct LEGO competitor.

Comparison with Bandai Gunpla

A comparison with Bandai’s Gunpla is often more apt. Both offer plastic parts, snap-fit construction, articulation, character IP, collectors and multiple complexity levels. However, Gunpla is heavily associated with Mobile Suit Gundam and traditional Japanese plastic-model culture. BLOKEES is considerably more IP-diverse and character-oriented, with a catalogue spanning Transformers, Naruto, Marvel, Evangelion, Hatsune Miku, Star Wars and children’s franchises. BLOKEES also tends to emphasise ease of assembly and immediate play or display value rather than requiring entry into the deeper world of plastic modelling.

Build quality

Build quality is a primary reason BLOKEES has attracted attention among collectors. The company emphasises precise fitting, articulated joints, durable construction, pre-coloured plastic, detailed moulding and tool-free assembly. Official FAQs state that products are designed to comply with applicable toy-safety standards and undergo manufacturing inspections.25

However, as with virtually every mass-produced model-kit company, quality is not necessarily identical across every release. Online customer reviews include both highly positive experiences and complaints concerning missing pieces, breakage and customer service.29 BLOKEES is thus accurately described as a rapidly growing mainstream model-kit and collectible manufacturer with generally strong value, rather than one where every kit is flawless.

Pricing strategy

BLOKEES employs a broad price ladder. Current official U.S. listings range from inexpensive individual surprise kits to premium collector sets exceeding US$100.17 Examples include:

• US$8.99: Some Galaxy Version single boxes
• US$17–20: Many Champion Class products
• US$28–40: Various larger/premium character kits
• US$50+: Larger complete sets
• US$100+: Premium collector assortments

Prices vary by franchise, format and market. The underlying strategy provides a low-cost entry point alongside progressively more expensive products for serious collectors.

Blind-box collecting

The surprise-box model is another significant aspect. Consumers may purchase individual boxes from a series without knowing the specific character inside. This creates rarity, chase figures, trading opportunities, completion incentives and repeat purchases. For example, Transformers Galaxy products have used character assortments with rare chase models.21 This places BLOKEES partly within the modern blind-box collectible ecosystem, distinguished by the requirement that the collectible must still be assembled.

Audience segments

BLOKEES has moved beyond being solely a children’s toy company. Its audience comprises four broad groups:

• Children: Simpler products introduce younger users to assembly.
• Teenagers: Licensed characters appeal to anime, superhero and film fans.
• Adult hobbyists: Complex kits offer accessible model-building.
• Collectors: Limited releases, chase figures and licensed IP encourage collection.

The current catalogue spans age recommendations from young children through to 14+ and adult-oriented products.17

International expansion

BLOKEES has experienced rapid overseas expansion. According to Bloks Group’s 2025 annual report, overseas revenue increased from RMB 64.2 million in 2024 to RMB 318.9 million in 2025, a rise of 396.6%. The Americas were especially significant, with revenue increasing from RMB 16.5 million to RMB 149.5 million. The company identified the United States and Indonesia as its two largest overseas markets by revenue contribution in 2025.18

IP licensing is central to the business. Corporate filings show a substantial intellectual-property portfolio; a 2024 filing reported hundreds of patents and more than a thousand trademarks and copyrights.19 Major international character products are officially licensed, a distinction important to its reputation in collector communities.20

The brand mission is “Inspire Creativity, Share Joy,” positioning assembly as a progression from assembling to posing, creating, customising and sharing.21 The company is increasingly building an ecosystem around physical toys, including model kits, collectible figures, licensed and original IP, fan communities, creation contests, online sales and dedicated applications. The Blokees Figures Creator (BFC) initiative encourages fans to customise and create content with their models, aiming to transform customers from collectors into creators.22

The parent company has reported substantial growth:

• RMB 325.6 million in 2022
• RMB 876.7 million in 2023
• Approximately RMB 1.046 billion in the first half of 2024

Assembly-character toys drove much of this increase.23 By 2025, total sales had grown further, with China generating RMB 2.5944 billion and overseas markets RMB 318.9 million.24

While BLOKEES has earned praise for value and engineering, customer reports also mention missing pieces, broken components and quality-control issues.25 Surprise packaging can encourage repeat purchases but may frustrate collectors attempting to complete a series. Additionally, Transformers fans seeking true transforming mechanisms may be disappointed, as BLOKEES prioritises poseability and assembly over transformation engineering.

Compared with decades-old companies such as LEGO and Bandai, BLOKEES is still relatively young, and its ecosystem is developing. A substantial portion of its international appeal also depends on maintaining relationships with major entertainment and IP owners.

As of 2026, BLOKEES has evolved from a Chinese construction-toy company into a global assembly-character and collectible-toy brand backed by a larger corporate operation and an expanding portfolio of licensed properties. Its catalogue encompasses everything from inexpensive surprise kits to premium collector models, featuring franchises including Transformers, Naruto, Marvel, Evangelion, DC, Star Wars, Ultraman, Saint Seiya and Hatsune Miku.26 The company increasingly targets adult collectors through higher-end anime products and creator communities.27

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3. Ready-Made Kits vs. Model Kits: Why Blokees Is Both
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31. BLOKEES sedang mencari pekerja untuk jawatan Sales Executive di Johor Bahru | LinkedIn