"On weekends, you can't get in without waiting. We've had to set up a queue."
That was the word from a brand representative at the Blokees store inside IPark Mall in Yongsan, Seoul, on Thursday. Blokees is a global assembly toy brand that started in China in 2015. It sells plastic model kits and action figures under official licenses from major global intellectual property holders, including Toy Story, Pokémon, Transformers and Marvel. The brand is emerging as a rival to Japan's Bandai Namco, long the dominant name in the figure market.
Blokees opened its first store in Korea at IPark Mall in Yongsan in April, expanding its offline presence after previously selling through its official online store and hypermarkets. Since then, it has officially launched products based on Evangelion, Transformers and other franchises in Korea, drawing strong attention from fans.
On Thursday, a steady stream of customers browsed the store's wide range of licensed products. Most were consumers in their teens and 20s with a strong interest in games and animation. They lingered over products tied to Toy Story 5 — the animated film that recently opened — as well as Japanese Vocaloid character Hatsune Miku and the popular anime series Evangelion.
Blokees' key selling points are accessibility and value for money. The company said all its products can be assembled without tools, making them easy for beginners, and that they are priced competitively. In practice, its core figure lineup runs 30,000 to 50,000 won ($33), notably cheaper than rivals whose products typically cost around 100,000 won.
A broad roster of licensed properties is another draw. About 30 franchises have been officially released in Korea, and the brand has built a dedicated following — some fans even purchase products through direct overseas buying services for titles such as Kamen Rider that have not yet received a domestic license.
"There's virtually no IP we don't carry, the quality is high, and the price is competitive," a Blokees representative said. "No painting or glue is needed during assembly, so even children can put them together easily. That's why we see not just people in their 20s but kids coming in too."
spa@heraldcorp.com
