How to Develop Your Own Building Block Toy (Part 2: Testing, Branding & Compliance)

Awen Hollek
Jul 2
3 min read

Welcome to Part 2 of our comprehensive guide to launching your own building block toy line. Now that you've developed your 3D design, your BOM, and instructions, it’s time to prepare your product for the market. In this part, we’ll focus on testing and compliance, packaging, branding strategy, and positioning your product for retail success.

Step 6: Testing and Compliance — Safety First

No matter how creative or well-designed your building block toy is, if it doesn’t comply with safety regulations, it will never reach your customers. Each market has its own toy safety standards:

EU: EN71, REACH
US: ASTM F963, CPSIA
Canada: CCPSA
UK: UKCA marking
Australia: AS/NZS ISO 8124

Your product must undergo physical and chemical testing to ensure it's free from hazardous substances and poses no choking or injury risks. These tests include:

Drop test
Small parts test
Flammability test
Heavy metal and phthalate testing

Important: Only accredited labs like Intertek, Bureau Veritas, or SGS should be used.

At Awen Hollek, we help coordinate these tests and ensure full certification before mass production.

Step 7: Packaging — First Impressions Matter

Packaging is the bridge between your toy and the consumer. It influences both perceived value and purchase decisions. A good packaging strategy answers the following:

Who is the toy for? (kids, teens, adults)
Where will it be sold? (online, in stores, gift shops)
How should it be protected during shipping?

Common packaging types for building block toys include:

Color box with window — great for retail shelves
Mailer box — cost-effective and ideal for eCommerce
Display-ready cartons — used in supermarkets and chain stores

Pro tip: Include multilingual instructions and safety warnings directly on the box.

At Awen Hollek, we also offer eco-friendly packaging alternatives like FSC-certified paper, soy-based inks, or compostable bags. This can become a competitive advantage for brands focused on sustainability.

Step 8: Branding — Make It Memorable

Branding gives your building block toy an identity. Without it, you’re just another brick in the wall. Ask yourself:

What emotions do you want your product to evoke?
How should it stand out from others?
Is it part of a larger brand world?

Work with a designer to create a logo, character style, and consistent visual language across your box, instruction manual, website, and ads. Strong storytelling helps users feel part of the experience.

Case Study: LEGO’s success isn’t just about bricks—it’s about immersive worlds, themes, and stories.

We assist clients in brand identity creation, naming, and content for storytelling.

Step 9: Licensing and Legal Protection

If your project is based on a recognizable character, brand, or theme, licensing is essential. Never use IP without permission. Conversely, if your toy is original, protect it:

File for trademarks (logo, name)
Consider design patents for unique elements
Use an NNN Agreement in China to prevent supplier misuse (we provide legally binding templates)

Awen Hollek can support IP registration, coordinate with legal counsel, and help draft all necessary legal documents.

Step 10: Retail Strategy and Positioning

Where and how you sell matters:

Online (Amazon, Etsy, Shopify): focus on SEO, reviews, and shipping logistics
Retail/distribution: you’ll need barcodes (UPC/EAN), solid margins, and wholesale pricing strategy

Positioning your product involves identifying its competitive edge:

Is it educational?
Is it eco-conscious?
Does it offer something new in form or function?

We work with clients to develop retailer-ready presentations, pricing decks, and even sample kits for outreach.

Next Steps: Part 3 Coming Soon

In Part 3, we’ll explore:

Manufacturing and production tips
Pre-shipment inspections
Logistics, warehousing, and delivery
Launch and post-launch strategies

Awen Hollek is ready to support your building block toy at every stage of its journey. If you're looking for a team on the ground in China that speaks your language and understands both toy design and factory reality, get in touch.

Awen Hollek — Toy Sourcing, Development & Manufacturing in China From napkin sketch to shelf-ready magic.