When the doors of the Javits Center opened for Toy Fair New York 2026, Shanghai‑based Assembly Character Toys used the occasion to thrust its Blokees brand into the international spotlight. From February 14 through 17, the company displayed more than 270 items across ten distinct product lines, aiming to capture the attention of global distributors, retailers and licensing partners. The exhibition, one of the industry’s most closely watched B2B gatherings, offered Blokees a platform to demonstrate both breadth and depth in a market that increasingly values cross‑generational appeal and rapid product cycles.
A Broad Portfolio Built Around Two Core Segments
Blokees organized its showcase around two primary categories:
- Model Kits
- Wheels
The Model Kits segment featured the HERO5 and HERO10 series, each built around classic intellectual properties (IPs) such as Transformers, Saint Seiya and Naruto. Meanwhile, the Wheels line highlighted licensed vehicles and characters, with notable entries from Transformers and Ultraman that attracted sizable crowds at the booth.
Beyond those flagship series, the company presented a suite of ancillary lines—
- Champion
- Legend
- TERRAVENTURE
- DaaLaMode
each targeting specific demographics. Champion and Legend continued to leverage heavy‑hit franchises like Mega Man, EVANGELION and Naruto. DaaLaMode, a line explicitly aimed at female consumers, offered figures from Hatsune Miku and The Powerpuff Girls. TERRAVENTURE rounded out the portfolio with nature‑themed kits, most prominently a Jurassic World collection that underscores Blokees’ willingness to tap into the ever‑popular dinosaur niche.
Fresh IP Deployments and First‑Look Debuts
Among the 270+ products, several items stood out for their novelty. The Saint Seiya Galaxy Version Series 04: Gold Zodiac ② introduced three characters—Andromeda Shun, Pegasus Seiya and Phoenix Ikki—to the public for the first time. This debut not only expands the company’s catalog of licensed anime figures but also demonstrates a strategic focus on incremental releases that keep collectors engaged.
The Wheels lineup also featured a rare pairing of Transformers and Ultraman designs, a combination that historically appeals to both nostalgia‑driven adult collectors and younger fans discovering these franchises for the first time. By placing these products side by side, Blokees effectively created a visual narrative that highlighted its capacity to manage multiple high‑profile licenses within a single display space.
BFC Creative Works Elevate the Booth’s Artistic Credibility
Beyond mass‑market toys, Blokees allocated space for fifteen curated BFC (Blokees Fine Craft) pieces, emphasizing the brand’s commitment to artisanal craftsmanship. One standout work, created by a U.S.‑based artist, reimagined Transformers: Dark of the Moon’s Megatron with a weathered paint finish, a custom‑forged cloak and attached chains. The piece garnered considerable attention from trade visitors, illustrating how limited‑edition, high‑detail collectibles can serve as both brand ambassadors and revenue generators in niche markets.
Market Context: Why the Expansion Matters
The toy industry’s B2B segment has been reshaped by three converging forces: accelerated product lifecycles, heightened demand for licensed content, and a growing appetite for collector‑grade items. Blokees’ aggressive rollout aligns with these trends. By offering a diversified portfolio that spans entry‑level kits, premium wheels and limited‑edition BFC pieces, the company positions itself as a one‑stop shop for retailers seeking to fill multiple shelf segments.
Moreover, the inclusion of both traditionally male‑oriented IPs (Transformers, Mega Man) and titles with strong female followings (Hatsune Miku, Powerpuff Girls) reflects a broader industry pivot toward gender‑balanced assortments. This strategic balance could help Blokees win contracts with large‑scale distributors that are under pressure to demonstrate inclusive product mixes to their own customers.
Global Footprint and Forward‑Looking Strategy
Since 2024, Blokees has made a point of attending major toy fairs across Europe, Asia and North America, signaling an intent to transition from a regionally focused manufacturer to a globally integrated licensor. The company’s press release noted that it will continue to leverage its R&D capabilities and “innovative product system” to deliver an “elevated experience” to consumers worldwide. While the language is aspirational, the concrete actions—such as the launch of new IPs and the showcase of high‑detail BFC works—suggest a roadmap that includes deeper collaborations with IP owners and an expansion of its design‑to‑shelf pipeline.
From a B2B perspective, the implications are clear: distributors and retailers that partner with Blokees can expect a steady influx of fresh, licensed products that cater to multiple market segments. The company’s demonstrated ability to secure and manage a wide array of IPs may also reduce the risk for partners who otherwise need to negotiate separate licensing agreements with each franchise holder.
Competitive Landscape
Blokees is not the only player attempting to dominate the licensed‑toy space at Toy Fair New York. Established giants such as Hasbro, Mattel and Spin Master continue to command significant shelf space with their own extensive IP portfolios. However, Blokees differentiates itself through a hyper‑focused product strategy that blends mass‑market kits with collector‑grade pieces, a combination less common among the industry’s largest firms. This hybrid approach could enable the brand to capture both high‑volume sales and higher‑margin niche markets, a balance that many mid‑size manufacturers strive to achieve but seldom perfect.
Bottom Line
Blokees’ extensive presence at Toy Fair New York 2026 underscores a calculated push to broaden its B2B reach, diversify its product mix and deepen its relationships with licensors. By unveiling over 270 new items across ten product lines, debuting previously unseen characters, and showcasing limited‑edition BFC works, the company has signaled both creative ambition and commercial intent. For retailers, distributors and licensing partners, the takeaway is a robust, multi‑category catalog that can satisfy a range of consumer preferences while offering the flexibility needed in today’s fast‑moving toy market.
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