XQ
Xinyu Technology (XQ/Happy Build) is a Shantou, China-based manufacturer founded in 1997 that designs and sells remote control smart toys and IP-licensed educational building blocks, serving hobbyists, children and parents, and corporate OEM clients globally through e-commerce and direct sales.
- Company typePrivate
- Founded1997
- HeadquartersShantou, China
- Headcount11–50
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What XQ does
Guangdong Xinyu Technology Co., LTD., operating under the brands XQ and Happy Build, is a Shantou, China-based manufacturer founded in 1997 that designs, produces, and sells remote control smart toys and educational building block products. The XQ brand anchors its remote control line (cars, trucks, helicopters, robots, engineering vehicles), while Happy Build, established in 2019, drives the building block portfolio spanning licensed automotive (Toyota Authorized Series), cultural (Palace Museum Series), animation (The Monkey King: Uproar in Heaven), designer-MOC (Shine Yu), technology sports cars (X-TECH), musical instruments (Dreamer), architectural landmarks (Street View), and aerial (Power Block) categories. Underlying technologies include 2.4GHz RC systems, Bluetooth and APP dual-mode control, USB quick-charge battery systems, and mechanical linkage drivetrains, all built on GOBRICKS-compatible bricks with micron-level tolerance and produced at a 23,000 sqm vertically integrated Shantou facility.
The company's revenue model combines hardware sales through B2C e-commerce (Tmall Flagship Store, 1688 Alibaba, AliExpress), licensing royalties on four major IP authorizations (Toyota, Palace Museum Stationery, Shanghai Animation Film Studio, Shine Yu), OEM/customization services for enterprise clients such as LEGO, Amazon China, and Tencent QQ, and bespoke installations for educational customers such as Shanghai Haibei Kindergarten. Primary customer segments are building block enthusiasts and hobbyists, children aged 8+ and their parents seeking STEM-oriented play, and corporate clients requiring branded or custom installations. The firm is led by founder and General Manager Liang Chen, with marketing and manufacturing functions directed by Shaobang Zhong and Xiaomin Chen respectively, and reports as NEEQ-listed (symbol 838000). No external funding rounds have been disclosed, indicating founder/operator-owned capital structure.
XQ firmographics
Firmographics- Name
- XQ
- Legal name
- Guangdong Xinyu Technology Co., LTD.
- Website
- https://xq-toys.com
- Company type
- Private
- Founded year
- 1997
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Xinyu Technology (XQ/Happy Build) is a Shantou, China-based manufacturer founded in 1997 that designs and sells remote control smart toys and IP-licensed educational building blocks, serving hobbyists, children and parents, and corporate OEM clients globally through e-commerce and direct sales.
- Ownership category
- akta.pro rank
XQ industry classification
Industry- Product category
- Educational and Remote-Control Toys Manufacturing
- NAICS
- Doll, Toy, and Game Manufacturing (33993)
- SIC
- Games, Toys & Children's Vehicles (No Dolls & Bicycles) (3944)
- akta.pro primary industry
- RC Model Kits & Parts (Cars, Drones, Boats, Planes) (CRALAKAI)
- akta.pro secondary industries
- Digital/Interactive Toys & Accessories Distribution (CRAOAMAJ), DIY Kits, STEM Electronics & Maker Bundles Retail (CRACAKAN)
Keywords
Where XQ is headquartered
LocationHeadquarters
- HQ city
- Shantou
- HQ country
- China
- HQ region
- Asia
Offices4 records
Markets served
XQ business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Building Block Toys: Sale of educational building block toys under the Happy Build brand, including themed series like Toyota Authorized, Palace Museum Series, Monkey King, and X-TECH technology series
- Remote Control Smart Toys: Sale of RC toys including cars, trucks, helicopters, and robots under the XQ brand
- OEM Customization Services: Customized building block design and installation services for corporate clients including LEGO, Amazon, and Tencent QQ
- IP Licensing Products: Products featuring licensed IPs including Toyota automotive授权, Palace Museum cultural products, and Monkey King animation characters
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | B2C retail pricing through e-commerce channels |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels6 records
XQ product offering
Product offeringCore offering
Guangdong Xinyu Technology (XQ / 喜宇) designs, manufactures, and sells remote-controlled smart toys under its XQ brand and educational building-block toys under its Happy Build (喜布) brand, with series spanning off-road RC vehicles, engineering vehicles, cultural IP themes (Palace Museum, Monkey King), a Toyota-licensed line, an X-TECH series, musical-instrument sets, architectural "Street View" sets, and aerial-vehicle construction kits. The company also offers OEM/ODM customization services and toy accessories, producing from three Shantou-based manufacturing bases.
Product overview
Guangdong Xinyu Technology Co., LTD. is a high-tech enterprise specializing in remote control smart toys and educational building block toy products. The company operates two main brands: XQ (Xinyu Technology) for remote control car series and Happy Build for educational building block products. The Happy Build brand encompasses multiple product series including Power Block (aerial vehicles), Off Road (rugged terrain vehicles), R/C Collection (licensed supercars and military vehicles), Shine Yu (engineering/construction vehicles with RC and APP dual-mode control), The Palace Museum Series (Chinese cultural creative blocks), The Monkey King Series (Journey to the West themed), Toyota Authorized Series (licensed Toyota vehicles), X-TECH Series (technology sports cars with mechanical linkage features), Dreamer Series (musical instruments with auto-playing), Street View Series (world landmark architecture), Customization products, and Accessories (motors, controllers, batteries). The company uses GOBRICKS bricks with micron-level tolerance and holds official IP authorizations from Toyota, Shanghai Animation Film Studio (The Monkey King), and Palace Museum Stationery.
Differentiator
Problem solved
Functional benefit
Products and services
- XQ Off Road Series (越野系列) Branded XQ off-road radio-controlled vehicles designed for hobby and consumer play, leveraging the company's RC electronics and drivetrain systems.
- XQ R/C Collection (遥控系列) Core XQ RC toy collection including multiple radio-controlled vehicle styles for consumer and enthusiast use.
- Happy Build Shine Yu Series (工程车系列) Happy Build branded engineering-vehicle construction sets that model construction equipment using the company's modular building-block system.
- Happy Build The Palace Museum Series (故宫系列) Happy Build cultural-IP collaboration series co-developed with the Palace Museum, comprising architecture and cultural-heritage themed building sets.
- Happy Build The Monkey King Series (齐天大圣系列) Happy Build story-IP building-block series themed on the Monkey King legend.
- Happy Build Toyota Authorized Series (丰田授权系列) Happy Build licensed vehicle building sets produced under authorization from Toyota, combining the company's block-molding capability with an automotive OEM brand.
- Happy Build X-TECH Series Happy Build technology-themed building-block series within the modular construction line.
- Happy Build Dreamer Series (梦想家系列) Happy Build musical-instrument themed construction series reproducing instruments in modular building-block form.
- Happy Build Street View Series (街景系列) Happy Build architectural "Street View" building-block sets modeling urban scenes and structures.
- Happy Build Power Block Series (动力组系列) Happy Build aerial-vehicle and powered-construction sets integrating motorized and powered components with the modular building-block system.
- OEM/ODM Customization and Contract Manufacturing B2B OEM/ODM service under which XQ designs and manufactures toys for global clients including LEGO, Amazon, Tencent QQ, and Toyota, leveraging its Shantou production bases and mold-engineering capability.
- Toy Accessories and Spare Parts Accessories, replacement parts, and complementary components sold to support XQ RC toys and Happy Build sets.
Quantifiable outcome
- Products cover major markets and sales channels domestic and overseas with positive feedback from buyers and consumers
Companies that use XQ
Customer profileNamed customers5 records
Segments3 records
Ideal customer profiles2 records
XQ technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
XQ partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and minor.
- The Palace Museum StationerycoreHappy Build and The Palace Museum Stationery established a cooperative relationship in April 2020 to jointly launch innovative Chinese style cultural and creative building blocks. Products include the Palace Museum Series featuring Imperial Jade Seals and Creative Lantern Brushpots.
- Shine Yu (Yuji Kobo)coreHappy Build established a strategic cooperative relationship with Shine Yu, the world-famous building block design studio. Happy Build is the only authorized producer of Shine Yu MOC building blocks and owns the intellectual property of all commercial works of Shine Yu.
- LEGO GroupminorXinyu's Yuechuang team provided services to LEGO Group for its authorized store in Hangzhou, including column design, POP screen design, selection of granular materials, and production and installation. They created hand-painted scenes of Hangzhou inspired by Van Gogh's 'Starry Sky'.
- Amazon ChinaminorXinyu's Yuechuang team provided services for Amazon China headquarters office, creating Shenzhen iconic building block hanging paintings for office decoration.
- Tencent QQminorHappy Build provided OEM customized services for Tencent QQ and was invited to participate in QQ 2020 carnival.
Scale indicators3 records
Recent moves6 records
Expansion highlights6 records
XQ competitors and assessment
Company assessmentBroad incumbents
- LEGO Group: Global leader in building blocks with deep IP licensing and accelerating China retail expansion. Directly comparable on the building block category Happy Build competes in; also an Xinyu OEM customer, making it both competitor and channel partner.
Direct peers
- Wltoys: Chinese manufacturer of RC cars, off-road vehicles, and RC toys with broad global distribution. Directly competes with the XQ RC smart toy line on commodity RC products.
- Loongon (Long Jin / Longjoin Technology): Shantou/Chenghai-based Chinese building block manufacturer offering IP-licensed and Technic-style sets. Same regional cluster and same product positioning as Xinyu, competing for both OEM work and retail shelf space.
- CaDA (Cada Technology): Chinese building block brand focused on licensed automotive and engineering sets (including Lamborghini, McLaren, Technic-style models). Closest direct competitor to Happy Build's X-TECH and Toyota Authorized series.
- SYMA Toys: Chinese RC toy maker specializing in RC helicopters, drones, and miniature RC vehicles. Overlaps directly with XQ's RC product range including helicopters and small-scale RC cars.
- MJX RC: Shenzhen-based manufacturer of RC cars, drones, and helicopters competing in similar price tiers as XQ's RC car and Power Block aerial series.
Emerging players
- BlueBrixx: German specialty building block retailer/private-label brand focused on compatible brick sets and MOC designs. Comparable to Xinyu's Shine Yu MOC distribution approach.
- Eachine: Chinese RC toy and FPV drone brand with strong direct-to-consumer e-commerce presence. Comparable to XQ on RC toy distribution and the AliExpress go-to-market motion.
- Cobi SA: Polish building block manufacturer known for licensed military, historical, and automotive sets (including licensed models). Comparable to Xinyu on the licensed automotive/military RC collection positioning.
Regional players
- Shenzhen Hqd Toys: Chinese RC toy manufacturer focused on RC cars and trucks for export markets. Comparable product range to XQ, with a stronger export-channel focus.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
XQ social profiles
Digital presenceXQ financial estimates
Financial estimateRevenue estimate
Valuation estimate
XQ leadership team
Management profileNumber of profiles
Profiles3 records
XQ subsidiaries and ownership
Company hierarchySubsidiaries2 records
XQ funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
XQ M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about XQ
What does XQ do?
Guangdong Xinyu Technology (XQ / 喜宇) designs, manufactures, and sells remote-controlled smart toys under its XQ brand and educational building-block toys under its Happy Build (喜布) brand, with series spanning off-road RC vehicles, engineering vehicles, cultural IP themes (Palace Museum, Monkey King), a Toyota-licensed line, an X-TECH series, musical-instrument sets, architectural "Street View" sets, and aerial-vehicle construction kits. The company also offers OEM/ODM customization services and toy accessories, producing from three Shantou-based manufacturing bases.
Is XQ a public or private company?
XQ is a private company. It is classified as public and is currently operating.
When was XQ founded?
XQ was founded in 1997. It employs 11 to 50 people.
Where is XQ based?
XQ is headquartered in Shantou, China, in the Asia region.
How does XQ make money?
Four revenue lines are on record. Building Block Toys are the primary driver. The others are remote Control Smart Toys, OEM Customization Services and IP Licensing Products.
Who are XQ's main competitors?
LEGO Group is listed as a broad incumbent. Direct peers are Wltoys, Loongon (Long Jin / Longjoin Technology), CaDA (Cada Technology), SYMA Toys and MJX RC. Emerging players are BlueBrixx, Eachine and Cobi SA. Shenzhen Hqd Toys is listed as a regional player.
Does XQ have an API?
No public API is recorded for XQ.
What industry is XQ in?
XQ's product category is Educational and Remote-Control Toys Manufacturing. Its primary akta.pro industry code is CRALAKAI, RC Model Kits & Parts (Cars, Drones, Boats, Planes), with a secondary code of CRAOAMAJ, Digital/Interactive Toys & Accessories Distribution. Its NAICS code is 33993 and its SIC code is 3944.