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April 30, 2026
Medicom Toy and MOVE INTERACTIVE develop a game themed around BE@RBRICK. A gallery store and cafe also opens! | MEDICOM TOY
MEDICOM TOY
PC Game "BE@RBRICK HEROES" and Gallery Store/Cafe "BE@RBRICK CONNECT"
MEDICOM TOY, renowned for its iconic bear-shaped block figures "BE@RBRICK," has partnered with South Korea's MOVE INTERACTIVE to announce the PC game "BE@RBRICK HEROES" in Korea. Set on a Earth devastated by alien invasion, the game is an epic action RPG chronicling the adventures of "BE@RBRICK," humanity's last hope. It is slated to feature numerous BE@RBRICK designs released by MEDICOM TOY to date, including popular characters.
Furthermore, MOVE INTERACTIVE will open the gallery store and cafe "BE@RBRICK CONNECT" on April 25th in Paju, South Korea. We spoke with MOVE INTERACTIVE CEO Kim Dong-sung and MEDICOM TOY CEO Tatsuhiko Akashi about this ambitious project.
Text by SHINNO Kunihiko | Edit by TOMIYAMA Eizaburo
Only Love Moves the World: The Birth of a Game Filled with BE@RBRICK Devotion
— How did the concept for "BE@RBRICK HEROES" originate?
President Akashi (hereafter Akashi)In 2023, MEDICOM TOY established a company called "EG" with Kensuke Kondo, Representative Director of Mindworks Entertainment, to embark on new initiatives in the digital domain. Through this endeavor, Mr. Kondo mentioned, "We have a business partner in Korea who is very interested in BE@RBRICK. They wish to create a game." This led to my meeting with President Kim of MOVE INTERACTIVE (hereafter Move).
President Kim (hereafter Kim)Eight years ago, I first saw a BE@RBRICK at a friend's house and was instantly captivated. It was a Keith Haring BE@RBRICK, and it was my first experience with art that could be expressed in so many ways using a single form. As our company is a game development studio, I pondered how we could collaborate BE@RBRICK with a game, and that's how the proposal to MEDICOM TOY began.
AkashiMove has a proven track record of developing games based on Japanese intellectual property such as "Digimon" and "POWER RANGERS" for many years, so I felt intuitively that this would be a safe venture.
Kim"Digimon" and "POWER RANGERS" are both works with long histories, and through game development, we learn a great deal about Japanese culture. Regarding BE@RBRICK, understanding it as a fusion of toys and art became another new connection with Japan.
— When developing the game, what kind of world did you envision?
KimWhen I first met President Akashi, he struck me as very gentle and kind, so we carefully considered what kind of game would be a good fit for our company. As a result, we developed this game with the idea that a story where BE@RBRICK saves a dystopian world would make for a perfect game.
AkashiI'm curious how a gentle impression connects to a dystopia (laughs), but when I saw the promotional video Move prepared based on their vision, I was surprised.
Kim"BE@RBRICK HEROES" is an adventure MMORPG* starring BE@RBRICK. Our company has been producing PC games for over 20 years, so we developed it as a PC game capable of high-quality graphics and powerful visuals.
*Abbreviation for Massively Multiplayer Online Role-Playing Game. An RPG where hundreds to thousands of players simultaneously participate in a single virtual world.
KimThe setting is a post-apocalyptic future Earth. Players control the protagonist, "BB" (BE@RBRICK), and embark on an adventure to save a world invaded by aliens. By completing quests, players earn rewards and advance the story while improving their stats. They can also team up with friends to fight together.
Additionally, there are "Buddy BE@RBRICK" characters who cooperate with the protagonist, participating in battles or providing support based on player settings. A unique aspect of this game is the incorporation of numerous BE@RBRICK designs previously released by MEDICOM TOY as both "player-controlled BE@RBRICK" and "Buddy BE@RBRICK." In a concept similar to MEDICOM TOY's offline sales method, players can purchase boxes within the game to acquire one type of BE@RBRICK from each box, employing a gacha-style system. This allows for the collection of a wide variety of items.
— Does this mean BE@RBRICKs of popular characters from past collaborations will appear in the game? That sounds exciting!
AkashiRegarding the integration of external IPs, I continue to provide recommendations on how to structure the necessary contracts and how to generate buzz for greater engagement, emphasizing the need for a common format that satisfies IP holders.
I believe it's quite unprecedented for IP holders to have their characters transformed into BE@RBRICKs and then featured in a game. Therefore, by establishing a clear benchmark, we want to foster recognition among IP holders worldwide that "it's acceptable to include our characters in BE@RBRICK HEROES." I want Move to succeed absolutely, so I'm being rather insistent on this point.
KimWhen adding characters from IP holders, we at Move are carefully developing the project to ensure we do not disrupt the existing trust between MEDICOM TOY and the IP holders. We appreciate your continued support. In our interactions with various IP holders, we've come to understand how BE@RBRICK, with its thousands of variations on a single form, captivates so many people. It's a daily source of wonder for us.
— Have you had a chance to play the game yet, President Akashi?
AkashiI've had a chance to try the beta version. Given that thousands of IPs have collaborated with BE@RBRICK, I'm looking forward to seeing how they appear in the game; it should be quite interesting.
KimWe have operated the "Digimon" game series for over 20 years, and the number of characters actually used in those games was around 800. This time, we aim to take on an even greater challenge in terms of numbers.
— The game also features a character named "Dr. Ryu," a genius scientist who closely resembles you, President Akashi.
AkashiIt's probably a coincidence. Just kidding (laughs). When I saw the graphics, I felt I couldn't cut my hair for a while. I thought I'd have to be "Dr. Ryu" for some time (laughs).
Kim"Dr. Ryu" is depicted as a genius scientist who developed BE@RBRICK to save humanity. In the game, he appears as a hologram, guiding players and offering advice. Another character, a scientist named "Izumi," who co-developed BE@RBRICK with "Dr. Ryu," also appears to provide special abilities or deliver crucial messages upon reaching certain areas.
Projects Flourish Best When Unfettered from the Start
AkashiI'm truly grateful. I was surprised when he suddenly appeared in the promotional video without any prior discussion. But it was very amusing. I appreciated that kind of creative idea.
Lately, I've been thinking that perhaps the most interesting creations emerge when one doesn't interfere too much. The year before receiving the proposal from Move, I worked with a Chinese game company called unbot. Because we initially imposed restrictions, stating what we didn't want, unbot seemed to face considerable challenges in developing the game. While the final game's quality was excellent, I reflected that imposing too many constraints during the production phase stifles free expression.
Against that backdrop, when I first met President Kim at Move's pre-completion new office building and saw the demonstration video, it was filled with incredible quality and ideas. I recall thinking that perhaps these individuals could be allowed to create without creative restrictions, to make it as they envisioned. That's how it began.
AkashiCoincidentally, while discussing "BE@RBRICK HEROES" with President Kim, I was simultaneously overseeing the production of a CG animation for kids and families titled "BE@RBRICK," produced by DreamWorks Animation (currently streaming on Apple TV+).
"DREAMWORKS BE@RBRICK" depicted the journey of five teenage BE@RBRICKs achieving success as a band. The contrast with "BE@RBRICK HEROES" made me feel as if BE@RBRICK were an actor, playing entirely different roles for each project, moving from "school drama to dystopia!" It was exhilarating.
Naturally, behind this perception are President Kim, a brilliant producer, and the organizers at DreamWorks. My experience suggests that projects tend to progress smoothly when talented individuals with a deep understanding of entertainment are given the freedom to brainstorm and create, and then receive feedback like, "This is interesting, but please refrain from doing this one thing."
KimWe have submitted character designs for the game to MEDICOM TOY on several occasions. In the early stages, there were aspects where our company's perspective didn't quite align with MEDICOM TOY's standards.
AkashiThere were instances where I requested revisions, but with each iteration, the quality improved significantly. Now, I largely entrust the work to them and have very high expectations. We are eager to create something excellent together.
KimWe plan to continue proposing attractive designs and merchandise, so please look forward to them. During preliminary testing in Korea, we were astonished as the results far exceeded our projections, making us question, "Can we really achieve these numbers?!" While excited, we remain grounded and committed to creating with sincerity and dedication. The beta version was released in Korea on March 18th. For global expansion, we are preparing for the Chinese market next, followed by Asia and North America.
— When is the launch planned for Japan?
KimJapan has a massive game market, and players there have discerning tastes. President Akashi, we have a strong desire not to fail in Japan, MEDICOM TOY's home ground. Therefore, we intend to launch after achieving a certain level of success in other countries, making a grand debut.
The Abundance of Cafes in Korea Reflects a Culture of Conversation
— Could you tell us about the gallery store and cafe, "BE@RBRICK CONNECT," set to open soon in Korea?
AkashiA long time ago, I loved Korea and visited many times to buy clothes. I remember thinking, "Korea seems to have so many cafes." When I asked President Kim about it, he replied, "It's because Koreans love to converse," which left a strong impression on me. It certainly makes sense.
When I first met President Kim, we talked extensively. The staff at Move also engage in very warm and heartfelt communication. The prevalence of cafes might be a cultural norm or custom in Korea. With that in mind, I thought a cafe dedicated to BE@RBRICK could be interesting. However, when President Kim showed me the design renderings, it was incredibly vast. I was surprised, thinking, "Is this really feasible?"
KimLarge-scale cafes are very common in Korea. We envision not only a cafe area but also an integrated gallery store, utilizing the expansive space for BE@RBRICK exhibitions, "BE@RBRICK HEROES" experience zones, and other creative installations.
AkashiI was astonished to see President Kim's personal BE@RBRICK collection displayed in the collector's zone within the facility. I had no idea you had so many. I am deeply grateful.
KimMy favorite piece from my collection is the "BE@RBRICK ROYAL SELANGOR TIGER" you gifted me, President Akashi. However, there are many collectors with even larger collections than mine, so I hope to continue collecting and provide enjoyment for all our visitors.
— Could you also tell us about the origin of the name "BE@RBRICK CONNECT"?
AkashiPresident Kim proposed this name.
KimThe word "CONNECT" signifies linkage. The MMORPG itself allows thousands of players to participate simultaneously via the internet, so it first represents connecting these individuals. Additionally, it signifies the integration of online and offline experiences. For example, purchasing coffee at "BE@RBRICK CONNECT" earns mileage that can be used in the game, and conversely, clearing quests in "BE@RBRICK HEROES" rewards mileage usable at the cafe. By linking the two, we aim to generate various synergistic effects.
AkashiI also felt this was the only possible name. The location is also wonderful. There are many creative buildings nearby, and the upper floors house Move's headquarters. Once it opens, I highly recommend visiting from Japan. While I was shown the cafe during its construction and sampled some of the menu items, what moved me most was seeing the over 100 staff members at the headquarters working on "BE@RBRICK HEROES." It made me realize how many people are dedicated to this project.
There's a line in one of my favorite Bob Dylan songs, "Only love can move the world" ("I Threw It All Away"). I felt an immense love for BE@RBRICK from President Kim. I felt that perhaps I could work well with this person. That seems to be the driving force.
KimFor the cafe, we've prepared mugs and cutlery made from high-grade titanium and stainless steel, reflecting the overall theme. The staff uniforms are also designed in colors that blend with the space, intended to be perceived as part of the environmental design. We hold immense respect for the MEDICOM TOY team, so we feel quite nervous when submitting our supervised work.
AkashiI apologize for making so many requests. If our staff says anything overly demanding, please consider it to be coming from me (laughs).
KimNot at all (laughs). We recognize MEDICOM TOY as a company that adheres to fundamental principles. Therefore, even for the bread sold at the cafe, we use only the highest quality flour, butter, and milk, and our entire staff has studied these ingredients from scratch. When working together, I want our staff to share the same commitment to these important aspects.
AkashiThank you, President Kim. The bread was incredibly delicious!
BE@RBRICK HEROES
BE@RBRICK CONNECT
Opening April 25, 2026 (Saturday)
Address: 6 Shinheuksan-ro, Paju-si, Gyeonggi-do (in front of Lotte Outlet)
Business Hours: 11:00–20:00 (Closed Mondays)
Inquiries
MEDICOM TOY User Support
Tel. 03-3460-7555