JOYTOY
High-End 1/18 Scale Action Figures and Mecha Collectibles
Discover JOYTOY, the Beijing-based high-end collectibles manufacturer specializing in 1/18 scale highly articulated action figures, including Warhammer 40,000.
Overview
JOYTOY is a Beijing-based high-end collectibles manufacturer specializing in 1/18 scale (approximately 4-inch) highly articulated action figures with exceptional detail, durability, and poseability. Founded in 2015, the brand has risen rapidly through original sci-fi IPs (Dark Source, Battle for the Stars, APOC Series) and major licensed lines, most notably official Warhammer 40,000 figures since 2021.
Known for realistic sculpts, interchangeable parts, weapons/accessories, and battle-damaged effects, JOYTOY bridges affordable premium collectibles with display-worthy quality—appealing to Warhammer fans, mecha enthusiasts, and adult collectors worldwide. As of 2026, the brand continues aggressive expansion with large-scale releases (e.g., Knights, Primarchs like Mortarion/Abaddon shipping soon) and new IPs/crossovers.
History & Background
JOYTOY (Bloomage JOYTOY Technology Development Co., Ltd.) was established in 2015 in Beijing, initially focusing on original sci-fi mecha and pilot figures in 1/18 and 1/25 scales. Early releases gained attention for detailed designs (some initially reminiscent of Titanfall aesthetics, later refined into proprietary Dark Source lore).
The pivotal breakthrough came in 2021 with an official licensing partnership with Games Workshop for Warhammer 40,000, launching 1/18 scale Space Marines, Chaos forces, and more. This shifted JOYTOY into premium licensed territory, earning praise for articulation, paint apps, and fidelity to the grimdark universe.
By 2026, the brand has solidified its reputation through consistent drops (e.g., Ultramarines, White Scars, Horus Heresy variants), large hero figures (Knights, Daemon Primarchs), and diversification into crossovers like TMNT (Leatherhead, Metalhead announced/released). JOYTOY emphasizes craftsmanship to fill the gap in China's adult-oriented model toy market.
Product Categories
1/18 Scale Action Figures
Core lineup of highly poseable figures with multiple accessories, weapons, bases, and often interchangeable heads/hands—flagship for both licensed and original IPs.
Mecha & Vehicle Figures
Larger-scale mechs, walkers, and assault units (e.g., 1/25 Dark Source God of War series) with articulated joints, pilot compatibility, and battle effects.
Deluxe & Large-Scale Collectibles
Premium releases including bigger heroes (e.g., Imperial Knights, Primarchs), multi-figure squads, and collector editions with enhanced detailing/packaging.
Original IP & Crossover Lines
Proprietary sci-fi series (Dark Source, APOC) plus emerging licensed crossovers (e.g., TMNT figures blending mecha-inspired elements with character accuracy).
Major Product Lines
JOYTOY’s portfolio centers on licensed and original ecosystems:
- Warhammer 40,000 (dominant line: Space Marines chapters like Ultramarines/White Scars, Chaos forces, Horus Heresy, large Knights/Primarchs like Mortarion, Abaddon upcoming 2026)
- Dark Source (original sci-fi: mechs, pilots, APOC series with war-damaged aesthetics)
- Battle for the Stars / APOC (mecha-focused with modular designs)
- Emerging Crossovers (e.g., Teenage Mutant Ninja Turtles figures like Leatherhead, Metalhead in 2026 releases)
Warhammer figures feature 30+ articulation points, faction-specific gear, and high-fidelity sculpts; mecha lines add scale and engineering depth.
Key Franchises & Licenses
JOYTOY prioritizes premium licensed partnerships for authenticity:
- Warhammer 40,000 (official Games Workshop license since 2021 – core focus with Space Marines, Chaos, Imperium, Xenos factions)
- Teenage Mutant Ninja Turtles (recent/ongoing crossover figures announced in 2025–2026)
- Original IPs (Dark Source, Battle for the Stars – fully in-house sci-fi universe)
The Warhammer license drives massive collector demand, with figures designed as display/art pieces rather than tabletop proxies.
Global Presence
Headquartered in Beijing, JOYTOY distributes internationally through:
- Official website (joytoy.com) with global shipping, preorders, and announcements
- Authorized retailers (e.g., joytoyfigure.com overseas store, Amazon, eBay official listings, specialty shops like Jay's Toys and Games)
- Major collectible platforms and hobby sites (e.g., Spikey Bits for Warhammer news/updates)
- Convention showcases and online drops
Strong traction in North America, Europe, Asia (especially China/Japan), with growing presence via Warhammer community channels and 2026 preorders/shipping waves.
Market Position & Collectibility
JOYTOY occupies the premium mid-scale (1/18) collectibles niche.
- Pricing in the accessible premium range ($30–$150+ standard; higher for large Knights/Primarchs)
- Limited production waves and preorders create demand
- Strong secondary market for sold-out/rare factions (e.g., early Space Marines, large vehicles)
- Targeted at adult collectors valuing articulation, detail, and lore accuracy
Figures excel as display pieces with superior poseability compared to static models, appealing to Warhammer enthusiasts seeking dynamic grimdark representations.
Why Collect JOYTOY?
Collectors choose JOYTOY for:
- Exceptional 1/18 articulation and poseability (often surpassing competitors)
- Screen/lore-accurate sculpts, weathering, and accessories
- Premium licensed fidelity (especially Warhammer 40K details)
- Original mecha innovation with modular/posable designs
- Consistent quality improvements and large-scale hero releases
- Strong value in the premium space with display impact
JOYTOY delivers high-end action figures that blend engineering, fandom accuracy, and collectible excitement—ideal for army-building displays or standalone showcases.
Where to Buy
JOYTOY products are available through:
- Official joytoy.com (preorders, global shipping, latest drops)
- Authorized online stores (joytoyfigure.com for international, Amazon/eBay official listings)
- Specialty Warhammer/collectible retailers and hobby shops
- Convention exclusives and community marketplaces
Preorder windows are key for new waves (e.g., 2026 Mortarion/Abaddon shipments)—monitor official site and Warhammer news for announcements, as popular items sell out fast.