How to Develop Your Own Building Block Toy (Part 3): Branding, Sales, and Launch Strategy

Awen Hollek
Jul 9
3 min read

Welcome to the final part of our guide on developing your own building block toy set. So far, we've explored concept design, 3D modeling, material selection, production management, compliance, and packaging. Now it's time to bring your creation to market.

In this final stretch, we’ll walk you through what it takes to:

Create a compelling brand and retail presence
Navigate sales channels (retail, wholesale, DTC)
Launch successfully—both online and offline

⚠️ Note: Awen Hollek supports phases 1 and 2 directly (from concept to production). For this final phase, we provide advice and connections where needed but do not handle launch or distribution ourselves.

🧠 Step 7: Build Your Brand

In a competitive toy market, branding is everything. Your toy needs to stand out, resonate with parents and kids, and build trust at a glance.

Key brand-building elements:

Name & Logo: Is it fun, age-appropriate, and memorable?
Brand Story: Why did you create this toy? What's the emotional hook?
Visual Identity: Use consistent colors, typography, and playful aesthetics across packaging and online presence.

💡 Need inspiration? Browse successful Kickstarter block toy brands like Clixo or Pixio.

🏪 Step 8: Choose Your Sales Channels

There are multiple go-to-market strategies, depending on your target audience and budget.

➤ Direct-to-Consumer (DTC)

Launch via your own e-commerce store (Shopify, WooCommerce, etc.)
Use platforms like Amazon, Etsy, or Kickstarter
Invest in email marketing and social media campaigns (Instagram, TikTok, YouTube)

DTC offers the most margin but requires strong branding and digital marketing.

➤ Wholesale & Retail

Partner with toy distributors or wholesalers in key markets
Attend international toy fairs like Spielwarenmesse (Nuremberg) or Hong Kong Toys & Games Fair
Pitch to major retailers (Target, Walmart, Fnac, Carrefour)

This approach gets you volume but requires great packaging, pricing, and negotiation skills.

➤ Hybrid Model

Some brands start with crowdfunding, shift to DTC, and eventually approach wholesale once they’ve built traction.

🎯 Step 9: Price Smartly

Pricing is a mix of math and psychology. Here's what to factor in:

Cost of Goods Sold (COGS): Including materials, labor, packaging, and logistics
Target Margin: Typically 50–70% for wholesale; 75–90% for DTC
Competitor Benchmarking: What are similar sets priced at?

📦 Tip: Awen Hollek can help you estimate realistic COGS early in the project so you don’t overdesign beyond market viability.

📣 Step 10: Plan Your Launch

A good product with no visibility is a lost opportunity. Here are ways to launch with impact:

✔️ Crowdfunding (e.g. Kickstarter, Indiegogo)

This is ideal for niche or original designs. You’ll need:

A working prototype
Engaging campaign video and copy
Social media community

✔️ Press & Influencers

Reach out to parenting blogs, toy reviewers, and YouTube channels
Offer samples to creators in your niche (building block fans, STEM education, toy unboxing, etc.)

✔️ Launch Promotions

Bundle deals, early bird discounts, or limited editions can increase FOMO
Collaborate with educational organizations or toy libraries

🚫 What Can Go Wrong?

Let’s be real: Launching a toy isn’t easy. Watch out for:

Overpriced SKUs with no clear value
Poor packaging or unclear instructions
Missed seasonal windows (especially holidays!)
Lack of post-launch support or restocking plan

👋 Awen Hollek’s Role

At Awen Hollek, we specialize in:

Building your idea into a real toy (concept to prototype)
Managing production with vetted factories
Guiding compliance, packaging, and BOM optimization

Once production is ready, we can:

Share strategic advice on go-to-market approaches
Connect you with distributors or packaging experts
Help you prepare cost-efficient delivery options

But when it comes to sales, marketing, or retail operations, we recommend working with:

Marketing agencies
PR firms
Crowdfunding consultants

If you need trusted introductions, we’re happy to help.

🎁 Let’s Build Something Together

The building block category continues to thrive—and there's still room for new players with bold, creative ideas.

If you're dreaming of launching your own custom block set and want to avoid the common pitfalls, reach out to us. From the first sketch to the production line, we’re here to help make your vision real.

📬 Contact us

Awen Hollek — From napkin sketch to shelf-ready magic.