Blokees, the Chinese building-block toy brand often called the “Chinese version of Lego,” reported first-half revenue of 1.776 billion yuan, up 32.7% from a year earlier, with net profit attributable to shareholders rising 30.5% to 387 million yuan and adjusted net profit up 25.1% to 401 million yuan, according to Jiemian News. Overseas revenue surged to 366 million yuan from 111 million yuan a year earlier, up 228.5%, lifting its share of total revenue to 20.6% from 8.3%. The Americas generated 198 million yuan, up 349%; Asia excluding China brought in 121 million yuan, up 111.1%; and other markets, including Europe, contributed 48 million yuan, up 364.7%.

The company said its core building-character toy segment generated 1.585 billion yuan in revenue, up 19.6%, while sales of 9.9-yuan low-priced products reached 77.5 million units and brought in 347 million yuan, up 61%. Blokees also said its vehicle-building line, launched in late 2015, produced 186 million yuan in revenue in the first half. Gross margin fell to 44.3% from 48.4% a year earlier as sales costs rose 43.3% to 989 million yuan, driven by higher product costs and increased mold depreciation tied to 426 new SKUs. As of June 30, Blokees had 75 licensed IPs, 30 of which were commercialized, and its top six IP series contributed 1.377 billion yuan, or 77.6% of revenue.