布鲁可 Bloks Group

Grappled with industry giant to establish themselves as a dark horse

Bloks was founded in 2014 as China's toy building blocks brand. Throughout the years, they have invested hundreds of millions into developing an ecosystem of toy building blocks revolving around Chinese motifs, collaborating with the Palace Museum, China Aerospace Science and Technology Corporation and other large organizations to incorporate Chinese aesthetics, stories, culture, and traditions. In 2020, Bloks' sales increased by 232%, staunchly remaining the industry's fastest growing company for three years straight. In 2021, Bloks's best seller surpassed international brands in sales, with its most popular building blocks product a premier choice on Tmall, Toys 'R' Us and other mainstream channels.

Strategic Results
July 2017: Bloks release original animation Magic Bloks on the internet, garnering 8.5 billion views.
2018: Bloks dedicates itself to large building block toys.
December 2019: Bloks establishes strategic partnership with Toys 'R' Us.
June 2020: Bloks's e-commerce sales for China's June 18th shopping festival exploded, with a YoY growth of 1700%.
November 2020: Bloks's e-commerce sales on Single's Day experiences a similar effect, with a YoY growth of 900%.
December 2020: Bloks sales growth increases by 232% aggregated across all channels, marking its third consecutive year as the fastest growing domestic building block toy brand.
May 2021: Bloks releases aerospace-themed toys as part of a collaboration with China's Aerospace Industry; Bloks also raises 600 million RMB from its Series B financing, the largest yet in the toy blocks industry.
June 2021: Bloks's best-seller surpassed international leading brands in sales as Toys 'R' Us's most popular toy building blocks product.
November 2021: Bloks's e-commerce sales on Singles' day ranks first amongst Chinese toy building block brands.
Testimonial
Zhu Weisong
Zhu Weisong
Founder and CEO, Bloks Group

I've always dreamed about building a global children's brand designed in China. Kmind allowed me to find certainty in uncertain times as an early-stage startup. Kmind's team is highly experienced in strategic orientation, sensitive about market changes, and professional at customer insight analysis. Within three years of beginning to work with Kmind Bloks transformed itself from being a start-up brand to becoming a leading innovative brand in the industry. I look forward to more highly fruitful collaboration and am confident that we can continue building Blocks into a world-leading Chinese brand.