Mould King VS. Lego: Innovation Gap is Narrowing

In this article, I'd like to delve into another dimension of comparison between these two brands—their respective capacities for innovation.
JMBricklayer JMB-Mould King vs Lego -Featured Image

Table of Contents

In terms of products, the comparison between Lego and other brands has been extensively discussed. Apart from this aspect, in this article, I’d like to delve into another dimension of comparison between these two brands—their respective capacities for innovation. Not only does this offer consumers more guidance in their choices, but it also provides insight into the technological and design trends in building blocks.

Company Backgrounds

Lego Group, a Danish company, was founded in 1932. Headquartered in Billund, Denmark, the company is one of the world’s largest toy manufacturers, renowned for its iconic plastic building blocks. 

Mould King, a notable Chinese building block brand, was established in 2012. Its parent company is known as Yuxing Technology Co., Ltd., hailing from Chenghai, a renowned “City of Toys and Gifts” in China.

Product Comparison

Is Mould King Compatible with Lego?

Mould King uses bricks that are fully compatible with Lego, featuring nearly identical dimensions, colors, and connection methods. With the naked eye alone, aside from the Lego logo, it’s virtually impossible to distinguish between the bricks of the two brands. 

JMBricklayer JMB-Affordable and Reliable Top 10 Chinese Lego Alternatives for Adults-2
Sourced from: Lego Clones in Wiki.

Targeted Audience

Lego’s products cater not only to teenagers and adults but also successfully penetrate the children’s market through its sub-brand Duplo. Mould King, on the other hand, focuses specifically on the market of teenagers and adults. In addition, both brands target a global customer base, with a particular emphasis on the Asian, North American, and European markets.

Themes

While Mould King’s product line is relatively concise, each piece has been thoughtfully curated. Due to the focus on the core series, each series can have over a thousand designs. Here are the series offered by this brand:

Technic Series, Star Wars Series, Creative Series, Modular Building Series, Military Series, and Movie Series.

Lego, as a globally leading building block brand, captivates a diverse audience with its impressive array of series. From classic City and Technic sets to popular collaborations with well-known IPs, Lego has not only won countless fans for leisure and entertainment but has also set benchmarks in education and creativity.

Price

Some enthusiasts may argue that Lego blocks boast the world’s finest quality, but it is also undeniable that they come with a premium price tag. Compared to it, Mould King’s products are approximately 40-50% more affordable. The choice between the two brands entirely depends on personal preference. If loyalty to Lego is not a top priority, and budget constraints are a concern, exploring Chinese Lego alternatives, such as Mould King, might be a more practical option. 

Innovation Capabilities in Comparison

You might argue that this isn’t a topic worth exploring, given Lego’s century-long legacy, which seems to overshadow any emerging brand. However, I’d like to contend that as a new player in the field, Mould King also has its noteworthy aspects that shine.

Products Research and Development

First, let’s compare the number of new releases from both brands up to December of this year. Mould King has introduced 101, while Lego has released 200 new sets, excluding Minifigures and Duplo sets. Lego is clearly in the lead, but Mould King, as a newcomer, has also delivered a commendable performance. 

The development of a product involves envisioning the theme, continuous brainstorming, constructing the virtual model, iterative testing and refinement, and finally, entering the market. This is by no means a simple or brief process.

However, setting aside the development of entire product lines, when it comes to the innovation of individual blocks or bricks, all brands, not just Mould King, owe a debt of gratitude to Lego. Because that is an indisputable fact. Since 1949, when Lego produced its first plastic brick, it has evolved into an immensely vast system of building blocks. Within this system, designers utilize numerous tiles, bricks, Technic pieces, and other elements to construct a myriad of scenes.

While many of Mould King’s products draw inspiration from Lego’s system, they have also created some exclusive custom pieces. For example, the money tree set in collaboration with us uses individually molded leaves, distinct from Lego’s parts. I believe many players of Lego alternatives would like to see Mould King, as a leading Chinese building block brand, bring more of its own innovations to this system, perhaps even introducing a new system.

JMBricklayer JMB-Lego vs Mould King-JMBricklayer Money Tree 20008
JMBricklayer Money Tree 20008, a Collaborative Set with Mould King.
Mould King’s exclusive leaf pieces.

Manufacturing and Production Technology

In these aspects, the choices made by the two brands differ significantly. Lego began establishing its own supply chain in 1947, manufacturing not only individual pieces but also complete building sets. In contrast, Mould King opted for a long-term and stable collaboration with Gobrick, an excellent Chinese manufacturer of bricks. Meanwhile, Mould King focuses on producing building block sets.

Mould King’s Long-standing Partner–Gobricks

Some of Gobrick’s cutting-edge production methods include:
1. High-output, precision plastic injection molding machines
2. Automated sorting and packaging facilities
3. Laser engraving for decorative prints and serial numbers
4. Custom mixing to produce tons of ABS in precise color formulations
5. Air-driven part ejection from molds for uniformity
6. Rigorous quality control standards

JMBricklayer JMB-Get the Scoop on Gobricks-The New Lego Challenger-15
Sourced from: Gobricks the Foxconn of China Clone Bricks.

Gobrick, established in 2017, has achieved remarkable progress in less than a decade. Presently, its injection molding line can produce 100 million building block components every month. with around 300 molding machines operating 24/7, it can generate over 1 billion bricks annually. Their automated warehousing system can also handle up to 120,000 bins of parts. This enormous capacity makes it a significant supplier to other brands across China.

Lego: From Manual to Full Automation

In 1952, Lego had only one injection molding machine, producing 12-16 bricks per cycle. Workers manually fed raw plastic pellets into the machine and manually trimmed excess plastic from the bricks. To enhance efficiency, Lego improved the molds, eliminating the gating system, and implemented one-step injection molding. By 2006, it could produce 27,000 bricks per minute, a number that has since expanded to 87,000 finished bricks per minute. Although the king of building brick still utilizes injection molding in its production process, it has achieved full automation. 

JMBricklayer JMB-Lego vs Mould King-Lego's Factory
Sourced from: A Peack Inside Lego’s Factories.

In addition to efficiency, the precision of Lego molds is truly commendable. Its brick molds are crafted from the strongest steel, ensuring the highest quality and minimal tolerances. The tolerance for Lego bricks is +/-0.004 inches. This means that the differences in dimensions between bricks never exceed the thickness of a human hair! Such precision is incredible, and it’s safe to assume that Lego has invested significantly in achieving this level of accuracy. 

Application of Smart Components

Getting lighting components or motors found in building brick toys is not a new concept. Even more excitingly, sensors and programming software have also found their way into these sets. Both Lego and Mould King have their own typical products in this category. That includes Lego’s color and distance sensors, as well as Mould King’s programmable robot model 15036. 

JMBricklayer JMB-November News 2023-03
Like Lego or Mould King, JMBricklayer Sunflower 70004 Set has a Human Body Sensor Light.
JMBricklayer JMB-Mould King vs Lego Innovation Capability-JMBricklayer Sunflower Set 70004 with a Sensor Light
Lights will brighten automatically as someone walks by.

Sustainability

ABS plastic is widely recognized in this industry as the top choice for making bricks, because of its high hardness and durability. What’s even more is that it can be recycled for further use. This is why both Mould King and Lego opt for it. In addition, Lego includes “how2recycle” labels on all packaging bags in the United States and Canada, which will provide consumers with clear guidance on how to recycle the packaging.

Licenses

When driving creativity, collaborations with various well-known brands and entertaining works have always been a crucial element. Introducing elements from classic stories, movies, games, and more into the world of building block toys offers fans a unique building experience. Currently, Lego’s licenses are numerous, from Harry Potter and Batman to Marvel Super Heroes, Mario, and even Disney characters. This is one of the reasons why Lego’s creations are beloved by the crowds. 

While Mould King may not have as many licenses, in recent years, it has been actively collaborating with MOC builders both from China and the globe. By absorbing a high number of outstanding creations, Mould King has expanded the categories of its collection. For instance, the modern coffee shop set 16036, inspired by Starbucks, is a collaboration with the designer Ohsojang from South Korea. And several car models from Mould King were created by the renowned MOC designer Brunojj. 

JMBricklayer JMB-Lego vs Mould King-JMBricklayer Car Collection
Mould King Car Collection on JMBricklayer Store.

In Conclusion

Lego, with a century of accumulation, has established a comprehensive leading position in innovation. However, standing on the shoulders of giants, Mould King has also shown a commendable momentum in catching up. 

On products with similar themes, Mould King has attracted many consumers by leveraging its pricing advantage. While Lego boasts a wide range of themes, the alternative brand has also carved out its exclusive sets. With the support of robust supply partners, it has not only introduced smart component products in line with current trends but also collaborated with talented MOC designers, showcasing their response to how they will catch up with Lego.

JMB-Samon

JMB-Samon

My fascination with building blocks isn't just about creating structures, but about the stories each piece can tell. For me, building blocks are a way of expressing my inner world.

84 Responses

  1. I am not loyal to any brand, I find my loyalty to all brands is related to the quality not what they are known for and have done. Mainly what they put out in the time when I need that specific product. However, I give every brand a go without a doubt it will be bad. The things that change my mind about a subject are if the brand is being reviewed with negative feedback relating to the service, quality, and many other features. That will make me think twice before buying. The next is if I had a bad time with the brand when my purchase resulted in something that wasn’t expected or maybe broken, sharp pieces or incompatible fit and false claims from the description that made me want to buy it. However, if the brand sends another set to replace the mistakes and I find that it was just a bad batch issue, I might give them a try again.

    So those would be the main issues that would stop me from a brand, but if they prove to hold up after the first trial buy or even if given a sample( really helpful) Then I know it’s a brand I would consider buying more often. Next, I must add that there are a few things that some brands do better and are perfect for certain projects. Therefore, I have a few ideas of what each brand can be perfect for, especially if my goal is the use them in MOC verse just to build the sets provided.

    Now for the brand features that stand out between these two types, I would start with the sets and types of products they provide. I first find that the Mould King takes a big leap in innovation. There is more to it than I find that Lego would distribute at this time. Both have their own creative sets and bricks, which are unique and original. I love that they do provide a choice and don’t copy one another on similar designs. The second feature that is worth mentioning is the age level that they are making the sets and bricks for. That takes me more towards the Mould King. They have so much more variety for MOC and I find that useful. This also takes me to the third benefit of the Mould King is that it does have a reduction in price for the amount of pieces and quality of the set.

    However, I find myself buying Lego Classic brick sets for the bricks and that is perfectly fine, but I also buy from other types like Zuru or bricks from Dollar Tree. The quality is all similar and they are all compatible, just way cheaper. Therefore, if Lego is on sale for a special reason, I’ll buy from them, but I don’t just buy from one brand as there are so many great products to choose from and use.

    Finally, my choice of brand would be Mould King because of the quality, price and much-needed pieces I work with. However, either is a great brand and I feel confident purchasing from them because I haven’t had an issue yet that causes me to second-guess these brands. By the way, I’m sorry for the length of this response.

    1. No worries at all! I appreciate the thorough response. I’ve gotta say, your whole approach to picking brands is pretty spot-on! Going for quality, checking out reviews, and considering personal experiences – that’s some smart shopping right there. And I totally get you on the service and quality front; negative vibes can really make you think twice. Also, props for noticing the different perks each brand brings to the table, like Mould King’s innovation and varied age options. Your shopping game is on point!

  2. I am not loyal to any brand, I find my loyalty to all brands is related to the quality not what they are known for and have done. Mainly what they put out in the time when I need that specific product. However, I give every brand a go without a doubt it will be bad. The things that change my mind about a subject are if the brand is being reviewed with negative feedback relating to the service, quality, and many other features. That will make me think twice before buying. The next is if I had a bad time with the brand when my purchase resulted in something that wasn’t expected or maybe broken, sharp pieces or incompatible fit and false claims from the description that made me want to buy it. However, if the brand sends another set to replace the mistakes and I find that it was just a bad batch issue, I might give them a try again.

    So those would be the main issues that would stop me from a brand, but if they prove to hold up after the first trial buy or even if given a sample( really helpful) Then I know it’s a brand I would consider buying more often. Next, I must add that there are a few things that some brands do better and are perfect for certain projects. Therefore, I have a few ideas of what each brand can be perfect for, especially if my goal is the use them in MOC verse just to build the sets provided.

    Now for the brand features that stand out between these two types, I would start with the sets and types of products they provide. I first find that the Mould King takes a big leap in innovation. There is more to it than I find that Lego would distribute at this time. Both have their own creative sets and bricks, which are unique and original. I love that they do provide a choice and don’t copy one another on similar designs. The second feature that is worth mentioning is the age level that they are making the sets and bricks for. That takes me more towards the Mould King. They have so much more variety for MOC and I find that useful. This also takes me to the third benefit of the Mould King is that it does have a reduction in price for the amount of pieces and quality of the set.

    However, I find myself buying Lego Classic brick sets for the bricks and that is perfectly fine, but I also buy from other types like Zuru or bricks from Dollar Tree. The quality is all similar and they are all compatible, just way cheaper. Therefore, if Lego is on sale for a special reason, I’ll buy from them, but I don’t just buy from one brand as there are so many great products to choose from and use.

    Finally, my choice of brand would be Mould King because of the quality, price and much-needed pieces I work with. However, either is a great brand and I feel confident purchasing from them because I haven’t had an issue yet that causes me to second-guess these brands. By the way, I’m sorry for the length of this response.

    1. Thank you for sharing your insights on LEGO and Mould King! It’s clear that Mould King’s innovation, wider age range, and pricing have made a significant impression on you. Different brands indeed bring unique elements to creative projects.

  3. I really enjoy the design of a lot of Mould King sets. They definitely market sets to the older crowd and it suits me just fine. The piece count vs price is a no brainer also. Where Lego excels is with the licensed products. Unfortunately, it prices them out of some folks’ budget. There will always be a place in my collection for each of these brands as I buy what I like.

    1. While Lego excels in licensed products, it’s true that they can be a bit pricey, making them less accessible for some.

    2. Perceived quality is a problem Chinese Brands will have to overcome. We associate higher prices with higher quality, even if the products aren’t necessarily better. I once saw an ad that described a product as ‘reassuringly expensive’. That about sums it up

  4. I don’t know about Standout features, I get what appeals to me. Not the type to just buy any and all of something simply because it exists.

  5. I like to build my own stuff, so I need to amass more bricks. And for now, Mould King or other alternative brands are the way to go if you’re into MOCs

  6. I like how lego has the licensed sets for marvel. I haven’t gotten to build any mould king sets yet, but I like the prices for the sets I’ve seen.

  7. Mould King has a better variety of sets and pricing of each.

    Lego has the durability, quality, and better licensing of sets!

  8. I appreciate the fidelity to the original and the mobility of the reproduction (the more mobile parts possible), doesn’t matter if Lego or Mould King

  9. I appreciate most the fidelity to the original, the existence of interchangeable pieces, and the mobility of the subject, In this way you can change his posture and appearance.

  10. I’m glad that Mould King is innovating instead of just copying whatever Lego does. There are many gaps in the block market worth exploring

  11. One thing Chinese Brands will always have to contend with – Lego means ‘blocks’, it has been genericized (the brand has become the name of a product). Only a privileged few brands have been able to achieve this. When we search for something on the web we ‘Google’ it. We ‘Xerox’ a document. We build Lego. I believe than some Chinese brands, including Mould King, are carving out a niche for themselves, little by little. If one of these will become so familiar it can be used without explaining what it is remains to be seen.

    1. Chinese brands, like Mould King, seem to be on a journey of carving out their own niche. While it’s a slow process, the potential for one of these brands to become a household name.

  12. While I love LEGO for growing the market, I am more of a fan of clones such as Mould King due to both price and the far larger variety of sets.

  13. Wow as always a great read! I knew some of the history behind Lego and Mould king but you definitely taught me some new things thanks!

  14. De mould king aún no he tenido sets, pero amigos míos si y los he podido examinar. La calidad de las piezas es bastante buena.
    Lo mejor de mould king es que es más temática adulta y lego esta enfocada más a niños aunque con los lego ideas parece estar entrando en el mercado adulto.

    Lego por el tema de licencias es más caro.

    Me encantan los dos.

  15. I think it’s smart of Mould King to partner with local artists. By doing that they are supporting local talent, supporting the local economy. There is a huge gap in the market since Lego only partner with huge, well-known brands.

  16. I love that both Mould King and Lego’s blocks can be recycled. When buying a set, I consider its environmental impact. If you consider that Lego produces 5 million blocks every hour, then we have to make sure they are eco-friendly.

    1. I just pass them on to others when I am done. I am not sure how they wear out or break where they need to be recycled

  17. Since Mould King makes blocks for adults, I’d love to see sets based on TV shows and movies I grew up with. Back then licensed sets were rare – you couldn’t buy say the A-Team van. The licenses should be a lot cheaper than whatever is in vogue at the moment, which Lego pays a fortune for.

Leave a Reply

Your email address will not be published. Required fields are marked *

three + one =

Serving to create the coolest lego-type brick sets for builders around the world, JMBricklayer is built by a group of building set freaks and focus on innovation of the production technology and strengthening of the supply chain.

Recent Posts

Follow Us

Youtube Videos

Sign up for our Newsletter

Subscribe For More Giveaway Campaigns, Funny Stories & Tips.

Thanks for Subscribing!

Comfirming email has been sent to your email address, please check.

heart
JMBricklayer 70005

Spring & Easter Sale

Up To 45% OFF

subscription for 15% off code, giveaways & deals news. Please check your email after subscribing.