Century Youyi Toys

Name

Century Youyi Toys

Legal name

汕头市澄海区世纪友谊玩具有限公司

Website

https://sluban.com.cn

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

51–100 employees

Ownership category

akta.pro rank

Product category

Educational Building Block Toys

NAICS

Doll, Toy, and Game Manufacturing (339930), Hobby, Toy, and Game Retailers (45912)

SIC

Games, Toys & Children's Vehicles (No Dolls & Bicycles) (3944), Retail-Hobby, Toy & Game Shops (5945)

akta.pro primary industry

Building Sets & Construction Toys Retail (CRALAFAE)

akta.pro secondary industries

Traditional Toy Stores (CRALAFAA), Educational/Children’s Learning Games & Puzzles Retail (CRALALAN)

Keywords

• Educational building blocks
• Construction toy manufacturing
• Military model toys
• Licensed IP toys
• Children educational toys

Headquarters

HQ city

Chenghai

HQ country

China

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Building Block Toys Sales: Manufacture and sale of construction/building block toys under the Sluban brand, including military models, IP collaboration products, and original IP series

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Century Youyi Toys designs, manufactures, and sells educational building block toys under the Sluban (小鲁班) brand, including military vehicle replicas, mecha/robot sets, urban playsets, original sci-fi IP (Atomic Storm), and licensed collaborations with Garfield, Nai Long, NetEase, and Tencent. The company also markets Rocky (洛奇) multi-functional electric ride-on and remote-control vehicles. Products are sold direct-to-consumer through Tmall and JD.com in China and through international distributors and a Netherlands-based European subsidiary abroad.

Product overview

Century Youyi Toys Co., Ltd. is a Chinese toy manufacturer specializing in interlocking building blocks under the Sluban (小鲁班) brand. The product portfolio operates as a multi-series platform centered on the core Sluban building block system, supplemented by two main product lines: the original Sluban brand blocks and Rocky (洛奇) electronic ride-on/remote control vehicles. The Sluban building blocks encompass themed sub-brands including Military Series (military vehicles, aircraft, naval vessels), Mecha/Robot Series (original and licensed mecha designs), Dream City (浮梦城) urban playsets, Engineering Series, Air Force Series, Atomic Storm original sci-fi IP, and multiple licensed IP collaborations with Garfield, NetEase's Mobile Urban Alpha, and Tencent's Game for Peace. The company also produces character-based products like the Nai Long (奶龙) series. All products are compatible with standard interlocking building block systems.

Differentiator

Problem solved

Functional benefit

Brands

• 快乐小鲁班 (Kuai le Xiao Lu Ban / Happy Little Luban): Original brand name used from 2004 onwards for building block and puzzle toys; brand has been transitioning to '小鲁班' (Sluban) as the primary commercial name.
• 洛奇 (Rocky)
• Sluban (小鲁班)

Products and services

• Sluban (小鲁班) Building Block Toys The flagship interlocking brick construction toy line of Century Youyi Toys, covering military vehicles, aircraft, naval vessels, mecha robots, urban playsets, and licensed-IP themes; targeted at children, families, and adult hobbyists.
• Nai Long (奶龙) Building Block Series Character-based building block line built around the Nai Long IP, including interactive talking toys, POSE figurines, and themed playsets such as amusement parks, ice-cream trucks, spaceships, and mechas.
• Military Series (军事系列) Building Block Sets Detailed military-themed building block sets replicating tanks (M1A2, Leopard, Tiger, T-90M), aircraft (F-35B, J-20, J-35, J-50, F-22, Su-57), naval vessels (Liaoning and Fujian aircraft carriers, Type 054A frigate), and armored vehicles (BTR-80, BMD). Targeted at military hobbyists and collectors.
• Mecha / Robot Series (机甲系列) Building Block Sets Transformable robot and mecha building block sets featuring original designs (e.g., Three Kingdoms deity mecha, Autobots, Ace Pilot series) and licensed IPs.
• Atomic Storm (原子风暴) Original Sci-Fi IP Series Proprietary sci-fi themed building block series featuring futuristic military vehicles and mechs, paired with an original comic storyline ('Atomic Storm: Uprising').
• Dream City (浮梦城) Urban Playsets Urban and city-themed building block playsets featuring civilian structures such as police stations, hospitals, and community buildings for creative role-play.
• Garfield (加菲猫) Licensed Building Block Series Building block products featuring the Garfield comic character IP, including themed playsets and collectible figurines.
• Mobile Urban Alpha (机动都市阿尔法) Licensed Building Block Series Building block sets developed under a strategic collaboration with NetEase Games (网易游戏), featuring licensed mecha designs and character pilots from the Mobile Urban Alpha mobile game.
• Game for Peace (和平精英) Licensed Building Block Series Building block products licensed from Tencent's Game for Peace title, featuring in-game weapon replicas (including blind-box gun series) and themed playsets.
• Rocky (洛奇) Multi-functional Electric Ride-on and Remote-Control Vehicles Multi-functional electric ride-on toys and remote-control vehicles under the Rocky sub-brand, featuring elaborate designs and innovative functions; the second main product line alongside Sluban building blocks.

Segments2 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Seven partnerships are on record, tiered minor and core.

• CCTV (China Central Television)minorGTM or Marketing Partner · 22 May 2020CCTV visited Century Youyi Toys for industry research and filming. Interview with General Manager Chen Xingliang was broadcast on CCTV2's 'Zhengdian Caijing' (Noon Finance) program on May 26, 2020, providing national media exposure for the Sluban brand.
• NetEase Games (网易游戏)coreStrategic or Co-development PartnerStrategic collaboration with NetEase Games to create licensed building block机甲 (mech) products based on NetEase game properties including 机动都市阿尔法 (Mobile Urban Alpha). Joint product development including offline promotional events and fan engagement activities.
• Garfield (加菲猫)coreOEM/ Whitelabel/ Licensing PartnerLicensing partnership to produce Garfield-themed building block toys, including movie scene recreations and character collectible figures.
• Nailong (奶龙)coreOEM/ Whitelabel/ Licensing PartnerLicensing partnership to produce Nailong IP-themed building block products including talking toys, pose figurines, and themed playsets.
• Game for Peace/Peace Elite (和平精英)coreOEM/ Whitelabel/ Licensing PartnerLicensing partnership with Tencent's Game for Peace (和平精英) to create building block products featuring in-game weapons and equipment designs.
• Happy Little Luban (Netherlands) Co., Ltd.coreChannel Partner/ Reseller/ DistributorEuropean subsidiary and distribution office established to serve European markets, participating in Nuremberg Toy Fair and managing regional sales operations.
• Korean Agent Partner (MKE)minorChannel Partner/ Reseller/ DistributorKorean distribution partner responsible for sales and marketing in South Korea market.

Scale indicators2 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• LEGO: Global category leader in interlocking building bricks and a comprehensive IP-licensed toy ecosystem. Sluban competes in the same brick-compatible building block category across China and globally, but at significantly smaller scale and brand reach.
• Mega Construx (Mattel): Mattel's brick-compatible construction toy line with strong licensed IPs (Halo, Pokemon, Minecraft,Call of Duty). Competes in overlapping adult collector/precision building block segments.
• Hasbro (Transformers / Kre-O): Major global toy company with both owned transformer IP and a previously marketed brick-compatible line (Kre-O). Competes in the mecha/robot building block segment where Sluban has licensed Three Kingdoms deity and NetEase mecha SKUs.

Direct peers

• Mould King: Chinese building block brand offering brick-compatible construction sets, including detailed vehicle replicas and licensed collaborations. Comparable in product architecture and export orientation.
• CaDA (DoubleE / CaDA Bricks): Chinese precision model and brick-compatible brand focused on engineering/vehicle collectibles at higher price points. Competes in the same adult-hobbyist precision brick niche as Sluban's premium military line.
• Sembo (Sembo Building Block): Chinese construction toy maker (also based in Guangdong) producing brick-compatible sets including military vehicles and licensed IP. Direct comparable on product range, pricing, and target demographics.
• LOZ (Loz International): Chinese building block brand focused on miniature, brick-compatible sets across military, vehicle, and character categories. Closest direct China-based niche competitor to Sluban, with comparable pricing and product formats.
• Best-Lep (Building Block): Reorganized successor to Lepin; Chinese brick manufacturer with similar precision model and IP-licensed product mix targeting both Chinese and international toy markets.
• BanBao Toys: Shantou/Chenghai-based Chinese building block manufacturer with educational and licensed product lines. Regional peer sharing the same manufacturing cluster, target segments, and brick-compatible value proposition.
• COBI (Siemianowice Śląskie): Polish building block manufacturer specializing in historical and modern military vehicle replicas (tanks, aircraft, ships) compatible with mainstream brick systems. Direct competitor to Sluban's military series with overlapping adult-hobbyist customer base.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Century Youyi Toys