The parent company traces its origins to December 2014, when Zhu Weisong founded 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 assembled, the finished product can be posed using articulated joints and displayed like an action figure.3

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

• No conventional glue-based construction
• Usually no painting required
• Pre-coloured parts
• Snap-fit construction
• Articulated figures
• Character-focused rather than vehicle- or aircraft-focused
• Designed for both assembling and playing/displaying

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

2014: Foundation

The company behind BLOKEES was established in Shanghai in 2014 by Zhu Weisong. Its original business was not primarily anime or action-figure model kits but rather 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, culminating in the 2017 launch of Magic Blocks, a self-developed IP and product line.6 This period laid the technological foundation for 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: instead of concentrating 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 integral to 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 company subsequently expanded rapidly into licensed entertainment properties.

2023 onward: International expansion

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

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

The company subsequently became a publicly listed Chinese toy company via a Hong Kong listing. Corporate filings provide substantially more detailed information regarding history, intellectual property and financial performance than the consumer-facing 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 third parties.12

Licensed IP

This segment is most closely associated with BLOKEES by international collectors. The company licences 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 licences 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 build the character oneself, then play with or collect it. Traditional action figures offer a finished character, whilst traditional plastic model kits offer a construction project; BLOKEES occupies the middle ground, terming these products “assembly character toys”.15

A typical kit contains moulded plastic parts, connectors and joints, character-specific accessories, illustrated assembly instructions, and sometimes weapons, effect parts, display stands or collectible cards. Parts are generally designed for tool-free assembly without glue, emphasising articulation and pre-coloured components.1617

Some advanced Transformers kits contain hundreds of parts and numerous articulation points, positioned as both construction projects and finished collectibles.18

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

Transformers

This remains one of the flagship categories, comprising:

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

These range from relatively small collectible figures to substantially larger builds.28 Crucially, BLOKEES Transformers are generally non-transforming assembly figures; the emphasis is on assembly, articulation, posing and display rather than transformation between robot and vehicle modes.29

Classic Class

Classic Class is a recognisable entry- to mid-level format. These kits are relatively compact yet offer articulated characters, particularly associated with Transformers, providing an accessible introduction to the construction system.30

Galaxy Version

Galaxy Version is another significant format, particularly within Transformers and other character ranges. Some products utilise a surprise or blind-box format, meaning purchasing an individual box does not necessarily reveal the enclosed character. Official Transformers products may include rare “chase” models, adding a layer of collecting beyond building.31

Champion Class

Champion Class has become important for anime and comic-book expansion, including properties such as Naruto, Marvel, Saint Seiya, DC and Star Wars. Products generally sit above smaller entry-level formats and target collectors and older builders, commonly retailing in the US$20–30 range.32

Legend Edition

Legend Edition represents the premium end of the character model-kit strategy, featuring larger, more detailed products such as EVA units from the Evangelion range, aimed explicitly at hobbyists and adult collectors.33

Other collector lines

Higher-end and stylistically differentiated series include Fantastics Series, DaaLaMode, DaaVibe, MOKOO, Wheels, Defender Version and Action Edition. These represent attempts to cover diverse audiences, aesthetics and price points.34

A broad IP portfolio constitutes a significant competitive advantage.

• Transformers: Arguably the brand’s most recognisable international success, featuring characters such as Optimus Prime, Megatron, Bumblebee, Soundwave, Ironhide, Shockwave and Sentinel Prime.16
• Naruto: Expansion into Naruto Shippuden includes Galaxy Version and Champion Class products.32
• Evangelion: Range includes EVA-01, EVA-02, EVA-00 and characters such as Rei, Asuka and Mari.17
• Marvel: Articulated buildable figures have expanded to include Marvel Rivals characters.18
• DC: Portfolio includes Batman, Superman, Nightwing and Harley Quinn.19
• Other properties: Catalogue includes Ultraman, Saint Seiya, Hatsune Miku, Star Wars, Jurassic World, Minions and Sesame Street.20

The Transformers licence proved particularly significant as it aligned with the design philosophy; rather than reproducing complex transformation mechanisms, BLOKEES focused on highly poseable display models, differentiating its products from mass-market figures.21

BLOKEES vs LEGO

Although both involve assembling plastic components, the products differ fundamentally. BLOKEES focuses on character model kits with snap-fit assembly and articulation, whereas LEGO utilises a stud-and-brick construction system offering greater traditional construction flexibility. BLOKEES is better understood as a character-oriented assembly system rather than a direct competitor.22

BLOKEES vs Bandai Gunpla

Comparison with Bandai’s Gunpla is arguably more apt. Both offer plastic parts, snap-fit construction, articulation and character IP across multiple complexity levels. However, Gunpla is heavily associated with Mobile Suit Gundam and traditional Japanese plastic-model culture, whilst BLOKEES is more IP-diverse and emphasises ease of assembly and immediate play or display value.23

Build quality has attracted collector attention, with emphasis on precise fitting, articulated joints, durable construction, pre-coloured plastic and detailed moulding. Official FAQs state compliance with applicable toy-safety standards.24 However, as with most mass-produced model kits, quality is not identical across every release; customer reviews note both positive experiences and issues such as missing pieces or breakage.27

Pricing follows a broad ladder. Official U.S. listings range from approximately US$8.99 for Galaxy Version single boxes to over US$100 for premium collector assortments, with Champion Class products typically US$17–20 and larger kits US$28–40. This strategy provides a low-cost entry point alongside progressively expensive products for serious collectors.25

The surprise-box model creates rarity, chase figures and trading incentives, placing BLOKEES partly within the modern blind-box ecosystem, distinguished by the requirement for assembly.26

The audience spans four groups: children introduced to assembly via simpler products; teenagers attracted by licensed characters; adult hobbyists seeking accessible model-building; and collectors motivated by limited releases and multiple versions. The catalogue explicitly spans age recommendations from young children through 14+ and adult-oriented products.33

Overseas expansion has been rapid. 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%. Revenue from the Americas grew from RMB 16.5 million to RMB 149.5 million, with the United States and Indonesia identified as the two largest overseas markets by revenue contribution in 2025.35

IP licensing is central to the business. Corporate filings report hundreds of patents and over a thousand trademarks and copyrights, confirming that major international character products are officially licensed rather than knock-offs.1920

The company is building an ecosystem encompassing model kits, collectible figures, licensed and original IP, fan communities, creation contests and dedicated applications. The Blokees Figures Creator (BFC) initiative encourages fans to customise and create content, positioning customers as creators as well as collectors.24

Parent company revenue grew from approximately RMB 325.6 million in 2022 to RMB 876.7 million in 2023, reaching approximately RMB 1.046 billion in the first half of 2024. By 2025, total sales had grown further, with China generating RMB 2.5944 billion and overseas markets RMB 318.9 million.2526

BLOKEES’ popularity stems from intersecting trends: anime, nostalgia, model kits, action figures, blind boxes and adult collecting. The ability to purchase an affordable kit, assemble it, pose it and continue collecting within the same franchise offers a compelling proposition compared to pre-assembled figures.28

However, limitations exist. Quality consistency varies, with reports of missing pieces or defects.27 Blind-box packaging can frustrate collectors attempting to complete series. Transformers fans seeking true transformation mechanisms may be disappointed, as poseability is prioritised. The ecosystem remains young compared to established competitors, and international appeal depends heavily on maintaining relationships with major IP owners.29

As of 2026, BLOKEES has evolved from a domestic construction-toy company into a global assembly-character and collectible-toy brand, backed by an expanding portfolio of licensed entertainment properties and an increasing focus on adult collectors.2930

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2. Official Marvel Highly Detailed Articulated Model Kits | Blokees
3. Ready-Made Kits vs. Model Kits: Why Blokees Is Both
4. Blokees Help Center | Customer Support FAQ & Product Information
5. Blokees Announces Upgrade Brand Mission at 2026 Global Partner Conference
6. Blokees Model Kits: Not A Knock-Off, But Knocking It Out Of The Park | Geek Culture
7. Blokees Model Kits by Price | Find Your Perfect Fit | Official Blokees Shop
8. Why Blokees Makes the Best Entry-Level Anime Kits in 2026
9. Blokees Surprise Model Kits Transformers Galaxy Version 01 Roll out
10. Transformers Model Kits & Collection | Blokees Official
11. Official Evangelion Model Kits | Highly Poseable Anime Collectibles – Blokees
12. Blokees Exclusives | Limited Edition Model Kits & Sets
13. Colección de maquetas y figuras de acción de Transformers | Blokees Official
14. Blokees Reviews | Read Customer Service Reviews of blokees.com
15. Blokees Action Class: Figures, Scale, and Franchises – LegalClarity
16. Blokees Announces Upgrade Brand Mission at 2026 Global Partner Conference | Corporate – EQS News
17. Blokees – Bulbapedia, the community-driven Pokémon encyclopedia
18. BLOKEES น้องใหม่มาแรงวงการโมเดล – บก. หมี
19. Blokees – Complete Brand Guide | enjoyip
20. Blokees Acerca de | Explora la diversión de construir con maquetas
21. Blokees Bestsellers | Top-Rated Model Kits | Official Blokees
22. Blokees Transformers Galaxy Version 02 SOS
23. Blokees Customer Support | Get Help & Information
24. Set – Blokees
25. Search – Blokees
26. Blokees Transformers Galaxy Version 05 ONE
27. Centro de ayuda de Blokees | Preguntas frecuentes sobre atención al cliente e información del producto
28. Transformers C01 Roll Out | Blokees Wheels
29. Collections – Blokees
30. Transformers Model Kits & Collection | Blokees Official – Page
31. Transformers Model Kits & Collection | Blokees Official – Page
32. Naruto Model Kits Collection | Officially Licensed – Blokees
33. All about Blokees, what is it? Quality, fun and FAQ| Toyclick
34. BLOKEES | LinkedIn
35. BLOKEES sedang mencari pekerja untuk jawatan Sales Executive di Johor Bahru | LinkedIn