BEYOND BRICKS: Santoki Captivates LEGO Fans of All Ages
by Victoria Ritter
Fans of LEGO are familiar with the company’s sets – from simple, colorful block for little hands to complex, intricate structures for seasoned builders. But the brand has more to offer, including stationery, writing implements and children’s products.
Santoki is instrumental in getting LEGO licensed products into the hands of American consumers, as it is the exclusive U.S. distributor of LEGO licensed stationery and LED lights. The company got its start in 2014 when its founders began designing LEGO licensed children’s products that incorporated LED lights.
Today, Santoki’s catalog of more than 200 high-quality, U.S.-designed products include markers, gel pens, notebooks, pencil cases, bag tags, night lights and LEGO Minifigure keychain lights. Santoki features the LEGO Master Brand along with other popular LEGO franchises such as Star Wars, The Mandalorian, Ninjago and Botanical.
LEGO gel pens are Santoki’s bestselling product, drawing users in with their bright colors and smooth writing. Available as a single pen or in a pack, each pen comes with a genuine LEGO plate. This allows the pens to snap together and construct small builds.
Meanwhile, Santoki’s #1 category is its LEGO Minifigure Keychain Lights. These unique, memorable characters feature LED lights on their feet. “They serve multiple purposes: engaging kids through imaginative play, offering practical lighting and appealing to collectors,” said Santoki President Sun Yu. “I have a passion for LED light technology as it is the greatest technological innovation of the century, transforming how we illuminate our lives.”
New products are released in the spring and fall. Santoki’s newest products include the LEGO Combination Lock Diary Set Botanical, LEGO Star Wars Lightsaber gel pen with a clip, multiple themes of a spiral bound LEGO tab notebook and a LEGO locking notebook with a gel pen. This spring it also introduced new themes for its LEGO Minifigures keychain lights, LEGO stationery creativity set, LEGO coloring sticky notes and LEGO Reclaim & Recycle notebook. A new lifestyle and home goods category – which is new for both LEGO and Santoki – is scheduled to launch in 2026.
“As president, I’m most proud of the exclusive products that the team has designed,” Yu stated. “There’s a deep sense of pride in creating something unique that resonates with LEGO fans.”
Specialty retailers make up approximately 20 percent of Santoki’s business. Those looking to connect with Santoki can email sales@santoki.com or visit them at Toy Fair, LA Fall Preview, Astra Marketplace & Academy and gift shows in Atlanta, Dallas, Las Vegas and New York City. The company distributes to all U.S. states and territories.
To help retailers sell product, Santoki offers floor and counter fixtures, allowing stores to “maximize merchandising flexibility and capitalize on high-traffic areas,” Yu said. He went on to elaborate how the Minifigures keychain light CDUs are great for last-minute impulse buys at checkout.
“Our products belong in specialty toy stores because they offer unique opportunities to enhance the LEGO experience beyond traditional bricks into fandom,” Yu stated. “Santoki products blend the joy of LEGO with practical, everyday accessories, making them ideal for year-round gifting.”
Despite the 30 percent tariffs impacting Santoki’s cost structure and requiring adjustments to its pricing strategy, business is going well overall. Yu and his team are working to find solutions and navigate the shift together with their customers. He is proud to be a trusted distributor of LEGO licensed products, seeing it as an honor and responsibility.
“As one of the most respected toy companies in the world, (LEGO’s) commitment to quality, creativity and brand trust sets the standard,” Yu said. “And we’re proud to represent and extend that legacy through our distribution.”