By Allison Watkinson
TLL Reporter
The building block toy company Wiseblock has tapped Mix Licensing Group to construct a North American licensing program.
Wiseblock is the building-block division of Alpha Group, working in a hot market for snap-together building blocks and construction toys in general.
Wiseblock was founded in 2018 and sells three product lines: Build For Play for kids; Build For Decoration for casual building fans; and Build For Hobby for experienced adult builders.
Wiseblock has been building up its presence in the construction toy category, and has brought in Mix Licensing to help its growth in North America.
“We’re excited to work with Mix Licensing to help us expand in North America with IP that has rich, detailed worlds that we can build a full product line around,” said Sai Cui, product director at Wiseblock. “That gives our team room to focus on the craftsmanship and complexity that experienced builders expect.”
Mix says it will help Wiseblock secure U.S. rights to more gaming and entertainment franchises that have strong adult followings, the companies said. The deal builds on Wiseblock’s licensed Assassin’s Creed line and on additional projects involving licensed properties that have not yet been announced.
The move comes as adult fans drive more of the toy business. Citing Circana, Wiseblock said toy spending on consumers 15 and older has more than doubled since 2020. The company also said building sets grew 18% across 12 major markets in 2025, the category’s sixth straight year of growth.
Wiseblock’s hobby line is based on mature gaming and entertainment properties and features high piece counts and detailed builds. Prices for adult collectible sets range from about $20 to $299. The company also makes display sets for decoration and play-focused sets for kids, including buildable remote-controlled vehicles.
Its first licensed line, Ubisoft’s Assassin’s Creed, is sold in the U.S. through Amazon and Wiseblock’s own website, and at major toy retailers in Europe.
The company said its remote-control building block cars are preparing to enter major retail key accounts in the U.S.
“There’s been a major mindset shift in the licensing industry around the adult collector,” said Andi Scher, managing director of Mix Licensing Group. “These fans want authentic, display-worthy product from the IP they love, and Wiseblock’s high-quality, detailed builds deliver exactly that.”
The company said it is in discussions with major retailers in Canada. In Europe, it is focused on the European Union and the United Kingdom, with France as its primary market.
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