Alpha Group’s building set division brings on Mix to secure gaming and entertainment licenses for its collectible line designed for hobbyists. 

Los Angeles, CA – Wiseblock, the building-block division of Alpha Group, has appointed Mix Licensing Group as its licensing agent as the brand grows its presence in North America.

Mix will help the division secure U.S. rights to more gaming and entertainment franchises with strong adult followings, building on Wiseblock’s Assassin’s Creed line and additional IPs to be announced.

Adult collectors are one of the fastest-growing forces in toys. According to Circana, toy spending on consumers ages 15 and older has more than doubled since 2020. Building sets grew 18% across 12 major markets in 2025, the category’s sixth straight year of growth. Wiseblock’s collectible sets for hobbyists are designed for exactly that audience.

Wiseblock’s hobby line is based on mature gaming and entertainment properties with high piece counts and detailed builds. Adult collectible sets retail for approximately $20 to $299. The division also offers display sets for decoration and play-focused sets for kids including buildable remote-controlled vehicles.

The brand’s first licensed line, Ubisoft’s Assassin’s Creed, is currently available through Amazon and Wiseblock’s own direct-to-consumer site in the U.S., as well as in major toy retailers in Europe. Wiseblock’s remote-control building block cars are also preparing to enter major retail key accounts in the U.S.

“There’s been a major mindset shift in the licensing industry around the adult collector,” said 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 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.”