Chinese building-toy company Blokees (布鲁可) reported on Aug. 12 that its overseas revenue reached CNY 366 million in the first half of 2026, up 228.5% year on year, as the company expanded its distribution and licensed-IP product portfolio across the Americas and Southeast Asia.
Overseas markets accounted for 20.6% of Blokees’ total revenue during the period, up from 8.3% a year earlier. Revenue from the Americas increased by approximately 349%, making the region one of the company’s fastest-growing international markets. The results indicate that overseas sales are developing from a relatively small supplementary business into a more meaningful source of growth.
Blokees produces affordable building figures based on licensed entertainment franchises and original intellectual property. Its products combine the collectability of character figures with the assembly experience of construction toys, allowing the company to reach both younger consumers and adult collectors. This positioning also gives it access to a broader price range than traditional high-end collectible figures.
The company’s international expansion is supported by a combination of recognizable IP, competitive pricing and localized retail distribution. In markets such as the United States and Indonesia, licensed characters can reduce the cost of introducing an unfamiliar Chinese brand, while relatively accessible prices help attract consumers who may not purchase more expensive building sets or collectibles.
Blokees’ results illustrate a broader shift in Chinese consumer-brand expansion. Overseas growth is increasingly being driven by companies with defined product categories, licensed IP capabilities and repeatable distribution models, rather than by low-cost exports alone. As overseas revenue approaches one-fifth of its total business, Blokees is beginning to show how a Chinese toy brand can translate domestic product and supply-chain capabilities into scaled international sales.