In recent years, Keeppley has made significant advancements in technology, quickly becoming a leader in the building blocks industry.
In this article, our friends at Toy Network will provide an in-depth look at how Keeppley has managed to stay ahead of the competition.
Estimated reading time: 6 minutes
Table of contents
With 30 years of dedication to the building blocks industry, Guangdong Qimeng Toys Industrial Co., Ltd. (hereinafter referred to as Qimeng Toys) has transitioned from quietly working behind the scenes to making significant moves in brand revitalization, gaining attention from industry insiders and consumers alike.
Last year, Qimeng Toys not only achieved the top sales in its category* but also saw widespread success with its original animated IP, “Galaxy Myth.” Additionally, they brought on Mandarin pop superstar Jay Chou as the brand ambassador for their building block brand KEEPPLEY.
As a leading “Made in China” building block brand, KEEPPLEY continues to surprise the vast toy market with new innovations driven by advanced production capabilities.
Digital Intelligence Empowering -Driving New-Quality Production
Keeppley has consistently delved deep into perfecting the design, production, and quality of their building blocks, continually enhancing the assembly experience for consumers.
To achieve this, the company has actively pursued digital transformation, establishing its own smart factory and partnering with Tsinghua University to integrate AI technology for improved quality control.
By overcoming development bottlenecks, Keeppley has pioneered new production capabilities, resulting in significant advancements in both the quantity inspection of blocks and design efficiency.
Quantity Inspection for Building Blocks
The process was previously reliant on manual operations, which were inefficient and prone to errors.
Keeppley’s factory has implemented a computer vision algorithm prototype developed by Tsinghua University, utilizing automated image recognition to effectively address issues related to block shape, color, and size during quality control.
This advancement has significantly reduced the labor intensity of manual inspections, greatly improving accuracy and efficiency, while also lowering the company’s operational costs.
Design Efficiency
Keeppley, in collaboration with Tsinghua University, has developed a building block software featuring automated design and model-checking technology.
This software integrates functions such as collision detection, automatic snapping, and parts availability checks, significantly boosting design efficiency and saving substantial design costs.
This innovative achievement provides a leading edge in the building block toy design industry.
Deep Partnership with Alibaba Cloud
In 2018, the Qimeng factory integrated with Alibaba Cloud’s Industrial Internet platform, achieving a comprehensive smart upgrade. With the integration of data, workshop productivity increased by 30%, the yield rate improved by 60%, and the scrap rate was reduced by 15%.
Cultivating Talent for New-Quality Production & Creating Popular Chinese-Inspired IP
In the past, one of the challenges faced by Chinese building block companies in independent product development was the shortage of skilled designers, which placed certain limitations on in-house product research and design.
After years of dedicated efforts to nurture a design talent team and recruit top talent externally, Keeppley has gradually built a product development team of over 100 members.
This year, Qimeng Toys’ animation team independently created a brand-new Chinese animation IP, “Galaxy Myth,” featuring the heroic Fengshen Squad teaming up with the super robot “Mecha God” for an epic cosmic adventure. The anime has been broadcast on major TV networks and streaming platforms, receiving widespread acclaim.
At the same time, staying aligned with national development trends and the preservation of Chinese cultural heritage, Keeppley has launched the “National Play” series.
This collection includes the Chinese Space Exploration series, Dunhuang Museum series, Great Power Equipment series, New Chinese Style Street View series, and the Marvelous China series.
From the timeless aesthetics of Dunhuang murals and the unique charm of ancient Chinese architecture to the advancements in contemporary Chinese space and military technology, Qimeng Toys aims to convey these distinctive aspects of Chinese culture and spirit to both domestic and international audiences through the engaging medium of building blocks, promoting Chinese culture globally.
The booming trend in the designer toy market has also fueled the growth of building block collectibles. The domestic market for designer toys has expanded from blind boxes to figurines, models, and building block collectibles.
In addition to their inherent playability, these products offer emotional and collectible value, which has attracted a large number of consumers. Keeppley conducts thorough market research to cater to consumers of different age groups.
They develop products based on various consumer preferences—such as IP, color schemes, and manual dexterity—and cognitive stages. Keeppley strives to offer a rich and diverse product line that meets the needs of consumers across all age groups.
New-Quality Production Power
The development of China’s building block toy industry has gone through four distinct phases.
The First Phase
From the 1980s to the early 21st century, was characterized by imitation and OEM production, leading to rapid and unregulated growth. During this time, Qimeng Toys established its own brand, “Enlighten,” becoming one of the first original Chinese building block brands.
The Second Phase
Beginning in 2012 and lasting until the early 2020s, saw LEGO significantly expanding its presence in the Chinese market. It was during this period that more Chinese building block brands began to emerge, and Chinese consumers gradually became more educated about the market.
The Third Phase
In the late 2020s, witnessed a flourishing industry with numerous outstanding Chinese original building block brands coming to the forefront, such as Keeppley, Blokees, and Sembo.
The Fourth and Current Phase
In 2023, building blocks achieved the highest sales among all toy categories, solidifying their position as the most popular toys. China has now become the largest consumer of building block toys.
In response to this immense market demand, Chinese brands continue to innovate under the drive of new-quality production. They are integrating advanced technologies, eco-friendly materials, and more scientific management systems to enhance product quality and production efficiency.
While expanding their domestic market share, these brands are also exporting Chinese brand value and building influence in global markets.
Keeppley’s development strategy focuses on advancing towards higher standards and superior quality.
By deeply understanding and addressing the needs of a broader range of Chinese families, Keeppley leverages new-quality production within its industrial system to offer building blocks that provide exceptional value and experiences comparable to international top-tier standards.
Looking ahead, as more brands like Keeppley continue to emerge, China’s building block industry is poised for even greater growth and endless possibilities.
After reading this, I can’t help but admire the effort and achievements that Keeppley has accomplished. It’s truly impressive how their commitment to innovation has brought them to where they are today. I have a deep respect for that.
What do you think about the Keeppley? Do you or your little ones play with Keeppley toys? How do you feel about them? Feel free to share your thoughts in the comments!
