Blokees Unveils New Brand Mission at Global Partner Conference 2026
On March 25, 2026, Blokees, a prominent global brand focused on character-based buildable toys, revealed its refreshed brand mission at the Blokees Global Partner Conference 2026. The new slogan, 'Inspire Creativity, Share Joy', signifies Blokees' commitment to fostering creativity and enjoyment through its products. The event was themed 'FORWARD, TOGETHER', reflecting a collaborative spirit within the brand’s community.
Zhu Weisong, the founder of Blokees, emphasized that this evolution of the brand mission aligns with the company’s long-term strategic direction. He indicated that Blokees aims to enhance product reliability, strengthen its BFC (Blokees Family Creator) ecosystem, and accelerate the execution of its strategy, which is characterized by broad appeal, tiered pricing, and global marketing.
The essence of Blokees' product design revolves around the experience of building, customizing, and sharing creations. After assembling their models, users are encouraged to personalize them through painting, modifications, and scene-setting, ultimately expanding their play experience. This creative approach encourages users not only to engage in assembly but also to share their creations with the vibrant global community fostered by Blokees.
Sheng Xiaofeng, President of Blokees, elaborated on how the company’s playability-oriented system serves as the backbone of its product strategy. This system dictates the positioning of its two core product categories: Blokees Model Kits and Blokees Wheels. Among the products showcased at the conference were items based on globally recognized brands such as Ultraman, Kamen Rider, Transformers, and Hatsune Miku. This product strategy allows Blokees to expand across central toy themes while continuously improving user experience and operational efficiency through feedback and product iteration.
Executives at Blokees committed to fortifying its core categories while also exploring new series and products to attract a broader audience, including adult collectors. The company plans to pursue a product strategy that allocates 80% of resources to core categories and 20% to innovation, striking a balance between depth in existing categories and testing new concepts.
Blokees also highlighted the increasing significance of its global Creator Community, BFC, which offers fans a platform to showcase their custom creations, photography, and original content related to the brand's products. Ye Shanshan, Head of Brand Marketing at Blokees, pointed out that BFC is set to develop greater professionalism and internationalization. Future plans include integrating competitions, experiential formats, exhibitions, and community exchanges into a comprehensive creative ecosystem, giving creative minds a stage to express themselves, connect, and grow.
Looking to the future, Blokees is focused on accelerating its global expansion while investing in product innovation, Creator Communities, and partnerships to support sustainable growth within the worldwide toy industry. The vision underscores Blokees' commitment to igniting creativity and joy in play, paving the way for exciting new developments in the coming years.
Zhu Weisong, the founder of Blokees, emphasized that this evolution of the brand mission aligns with the company’s long-term strategic direction. He indicated that Blokees aims to enhance product reliability, strengthen its BFC (Blokees Family Creator) ecosystem, and accelerate the execution of its strategy, which is characterized by broad appeal, tiered pricing, and global marketing.
The essence of Blokees' product design revolves around the experience of building, customizing, and sharing creations. After assembling their models, users are encouraged to personalize them through painting, modifications, and scene-setting, ultimately expanding their play experience. This creative approach encourages users not only to engage in assembly but also to share their creations with the vibrant global community fostered by Blokees.
Sheng Xiaofeng, President of Blokees, elaborated on how the company’s playability-oriented system serves as the backbone of its product strategy. This system dictates the positioning of its two core product categories: Blokees Model Kits and Blokees Wheels. Among the products showcased at the conference were items based on globally recognized brands such as Ultraman, Kamen Rider, Transformers, and Hatsune Miku. This product strategy allows Blokees to expand across central toy themes while continuously improving user experience and operational efficiency through feedback and product iteration.
Executives at Blokees committed to fortifying its core categories while also exploring new series and products to attract a broader audience, including adult collectors. The company plans to pursue a product strategy that allocates 80% of resources to core categories and 20% to innovation, striking a balance between depth in existing categories and testing new concepts.
Blokees also highlighted the increasing significance of its global Creator Community, BFC, which offers fans a platform to showcase their custom creations, photography, and original content related to the brand's products. Ye Shanshan, Head of Brand Marketing at Blokees, pointed out that BFC is set to develop greater professionalism and internationalization. Future plans include integrating competitions, experiential formats, exhibitions, and community exchanges into a comprehensive creative ecosystem, giving creative minds a stage to express themselves, connect, and grow.
Looking to the future, Blokees is focused on accelerating its global expansion while investing in product innovation, Creator Communities, and partnerships to support sustainable growth within the worldwide toy industry. The vision underscores Blokees' commitment to igniting creativity and joy in play, paving the way for exciting new developments in the coming years.
Topics Consumer Products & Retail）
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