Joy Toy
Why We Love

Joy Toy

Founded in 2015 in Beijing, JoyToy (officially Bloomage JOYTOY Technology Development Co., Ltd.) has quickly become a force in the collectible figure market, specializing in highly detailed 1/18 scale action figures. While many companies focus solely on licensed properties, JoyToy built its reputation on original sci-fi and military universes before expanding into big-name franchises like Warhammer 40,000 and Teenage Mutant Ninja Turtles.

Their figures are known for exceptional articulation, meticulous sculpting, and paint applications that rival larger-scale collectibles. JoyToy’s in-house design process—covering everything from concept art to final production—allows them to experiment with styles, gear options, and limited-run exclusives, making them a favorite among both casual buyers and hardcore army-builders.
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Collector's Guide

Collect. Build. Conquer.

JoyToy’s main offerings include:

  • 1/18 Scale Articulated Figures – Fully poseable with detailed sculpting and accessories.
  • Squad Packs – Multi-figure sets built for collectors who want themed armies or units.
  • Themed Series – Lines dedicated to Warhammer 40K, Battle for the Stars, Dark Source, and more.
  • Exclusive & Limited Editions – Often tied to conventions or regional releases, these can be highly sought after.

Collectors should watch pre-order windows closely—JoyToy figures often sell out before they hit shelves, and secondary market prices can climb quickly.
Coolness Factor

Why Collector's Love it

JoyToy delivers big detail in a compact scale, making them ideal for both display and army-building. Their commitment to quality, variety of themes, and willingness to explore both original and licensed worlds means there’s always something fresh for collectors to chase—whether you’re into gritty sci-fi, realistic military squads, or the far future of the 41st millennium.
Signature Styles
  • 1/18 scale with extensive articulation
  • Intricate paint apps, often with weathered or battle-worn finishes
  • Abundant accessories—armor, weapons, and swappable hands
  • Strong focus on military and sci-fi themes
  • In-house design and sculpting for both licensed and original lines
Big Collabs
  • Warhammer 40,000
  • The Horus Heresy
  • Teenage Mutant Ninja Turtles
  • Battle for the Stars (original IP)
  • Dark Source (original IP)

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