Uploaded May 2026 | Updated September 2026, 2 weeks ago
The toy market has long since ceased to be reserved for children, and one of the sectors where this shift is most visible remains that of building blocks. For several years now, retailers have observed a steady rise in the so-called “kidult” phenomenon—adult consumers passionate about collectibles, model building, or assembly kits. In this context, JEKCA Limited, a Hong Kong-based company founded in the mid-2010s, is accelerating its expansion in France with the clear ambition of establishing itself as the world’s number two behind The LEGO Group, by offering a different approach to building with bricks—one that is more technical, more decorative, and above all, designed to last. This market shift, frequently discussed at recent toy trade shows, confirms that the brick is no longer just a toy, but also a collectible, a decorative item, and sometimes even a form of artistic expression—a positioning that JEKCA France, the brand’s official representative in the country, intends to capitalize on in the coming years.
What sets JEKCA Limited apart is, above all, its patented construction system called “brick-through technology,” which immediately distinguishes the brand from other manufacturers of compatible bricks. Unlike traditional systems where pieces remain detachable, JEKCA models use internal pins or locking screws to securely fasten each layer of bricks. Assembly thus requires more patience and precision, but the final result offers significantly greater stability, transforming the structure into a true sculpture. This technical choice directly addresses the growing demand from adults who wish to keep their models as decorative objects rather than as toys that can be taken apart. Enthusiasts often mention that assembly takes longer and can be challenging at times, but they acknowledge that the resulting sturdiness allows the creations to be displayed as true collector’s items—an argument that partly explains the brand’s popularity among an older audience than that of traditional bricks.
One area where JEKCA Limited has particularly distinguished itself is that of animal sculptures made from bricks, with a catalog boasting over a thousand items, ranging from realistic dogs and cats to dinosaurs, as well as everyday objects and decorative reproductions. This highly visual positioning, akin to model-making or sculpture, has helped establish the brand in a hybrid segment between toys and art objects. In France, this strategy is accompanied by a gradual expansion into major specialty retailers, notably JouéClub, King Jouet, and La Grande Récré, which view the adult segment as a key growth driver, featuring more technical products, higher prices, and demand less dependent on holiday seasons. Retailers regularly point out that these kits attract a different clientele, often made up of collectors, DIY enthusiasts, or home decor lovers, confirming that the transformation of toys into durable objects is no longer just a trend but a structural shift in the market.
Beyond distribution, JEKCA France also emphasizes the community aspect surrounding the brand, with an active presence on social media where collectors share their creations, dioramas, or decorative displays. This participatory approach echoes what has long been observed among brick enthusiasts, but with a focus more akin to exhibition than play. Some models are even designed to be customized or integrated into artistic compositions, and the brand is also developing different formats, such as brick-based artwork or custom visuals, to expand the use of building blocks into more creative forms. This shift toward decorative objects explains why the brand is regularly cited in discussions about the sector’s evolution, particularly at trade shows where the concept of “sustainable toys” is becoming a sales pitch as important as playability itself.
For the year 2026, the strategy announced by JEKCA France is based on three main pillars: strengthening its presence in both specialized and general retail channels, establishing the brand as a credible long-term alternative to the sector’s established brands, and increasing its visibility among adult consumers, who are considered the primary driver of current growth. The goal is not to replace established brands, but to expand the product range by offering more technical and decorative products capable of meeting an ever-diversifying demand. With a solid international foundation, patented innovation, and an existing presence in several major retailers, JEKCA Limited is continuing its expansion in France with the ambition of establishing itself as a key player in the building block market, at the intersection of play, collecting, and art.
Website: https://jekca.fr/
Information: https://jekca.fr/pages/le-concept-jekca
Facebook: facebook.com/Jekca.fr
Instagram: instagram.com/jekca.fr
The toy market has long since ceased to be reserved for children, and one of the sectors where this shift is most visible remains that of building blocks. For several years now, retailers have observed a steady rise in the so-called “kidult” phenomenon—adult consumers passionate about collectibles, model building, or assembly kits. In this context, JEKCA Limited, a Hong Kong-based company founded in the mid-2010s, is accelerating its expansion in France with the clear ambition of establishing itself as the world’s number two behind The LEGO Group, by offering a different approach to building with bricks—one that is more technical, more decorative, and above all, designed to last. This market shift, frequently discussed at recent toy trade shows, confirms that the brick is no longer just a toy, but also a collectible, a decorative item, and sometimes even a form of artistic expression—a positioning that JEKCA France, the brand’s official representative in the country, intends to capitalize on in the coming years.
What sets JEKCA Limited apart is, above all, its patented construction system called “brick-through technology,” which immediately distinguishes the brand from other manufacturers of compatible bricks. Unlike traditional systems where pieces remain detachable, JEKCA models use internal pins or locking screws to securely fasten each layer of bricks. Assembly thus requires more patience and precision, but the final result offers significantly greater stability, transforming the structure into a true sculpture. This technical choice directly addresses the growing demand from adults who wish to keep their models as decorative objects rather than as toys that can be taken apart. Enthusiasts often mention that assembly takes longer and can be challenging at times, but they acknowledge that the resulting sturdiness allows the creations to be displayed as true collector’s items—an argument that partly explains the brand’s popularity among an older audience than that of traditional bricks.
One area where JEKCA Limited has particularly distinguished itself is that of animal sculptures made from bricks, with a catalog boasting over a thousand items, ranging from realistic dogs and cats to dinosaurs, as well as everyday objects and decorative reproductions. This highly visual positioning, akin to model-making or sculpture, has helped establish the brand in a hybrid segment between toys and art objects. In France, this strategy is accompanied by a gradual expansion into major specialty retailers, notably JouéClub, King Jouet, and La Grande Récré, which view the adult segment as a key growth driver, featuring more technical products, higher prices, and demand less dependent on holiday seasons. Retailers regularly point out that these kits attract a different clientele, often made up of collectors, DIY enthusiasts, or home decor lovers, confirming that the transformation of toys into durable objects is no longer just a trend but a structural shift in the market.
Beyond distribution, JEKCA France also emphasizes the community aspect surrounding the brand, with an active presence on social media where collectors share their creations, dioramas, or decorative displays. This participatory approach echoes what has long been observed among brick enthusiasts, but with a focus more akin to exhibition than play. Some models are even designed to be customized or integrated into artistic compositions, and the brand is also developing different formats, such as brick-based artwork or custom visuals, to expand the use of building blocks into more creative forms. This shift toward decorative objects explains why the brand is regularly cited in discussions about the sector’s evolution, particularly at trade shows where the concept of “sustainable toys” is becoming a sales pitch as important as playability itself.
For the year 2026, the strategy announced by JEKCA France is based on three main pillars: strengthening its presence in both specialized and general retail channels, establishing the brand as a credible long-term alternative to the sector’s established brands, and increasing its visibility among adult consumers, who are considered the primary driver of current growth. The goal is not to replace established brands, but to expand the product range by offering more technical and decorative products capable of meeting an ever-diversifying demand. With a solid international foundation, patented innovation, and an existing presence in several major retailers, JEKCA Limited is continuing its expansion in France with the ambition of establishing itself as a key player in the building block market, at the intersection of play, collecting, and art.
Website: https://jekca.fr/
Information: https://jekca.fr/pages/le-concept-jekca
Facebook: facebook.com/Jekca.fr
Instagram: instagram.com/jekca.fr
