Alpha Group appoints Mix Licensing Group as the licensing agent for its building-block division Wiseblock.
Wiseblock provides safe, high-quality building toys for fans of all ages. Its adult collectible sets feature mature gaming and entertainment IPs, including Ubisoft’s Assassin’s Creed. Wiseblock also offers a line of play-focused sets for kids, including buildable remote-controlled vehicles.
With building sets showing significant growth in the toy industry, Mix will assist the division in expanding its collectible line. The licensing agent will also grow the brand’s North American presence while securing U.S. rights to gaming and entertainment franchises, with additional IPs coming soon.
“There’s been a major mindset shift in the licensing industry around the adult collector,” says Andi Scher, Managing Director, 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.”
“We’re excited to work with Mix Licensing Group to help us expand in North America with IP that has rich, detailed worlds that we can build a full product line around,” says Sai Cui, Product Director, Wiseblock. “That gives our team room to focus on the craftsmanship and complexity that experienced builders expect.”
To learn more about Wiseblock, visit wiseblock.com.
