Soon Lee Seng Toys Sdn Bhd has officially launched MATABLOX, a new brick toy series inspired by Ejen Ali The Movie 2. The company designed the sets for children, collectors, and fans. They aim to bring Ejen Ali’s world to life through creative building and imaginative play.

Exclusive ASEAN Digital Content Summit Premiere

The official premiere of MATABLOX will take place at the ASEAN Digital Content Summit on September 3, 2025, in Johor Bahru. Attendees will gain early access to first-edition sets. They can also enjoy exclusive promotions before the nationwide release. Moreover, the launch highlights Malaysia’s growing influence in the global toy market.

Voices from the Creators

“We are thrilled to partner with Ejen Ali The Movie 2 in launching MATABLOX,” said Lim Han Boon, CEO of Soon Lee Seng Toys Sdn Bhd. “This series celebrates local talent and encourages families to explore creativity together. Launching at ASEAN Digital Content Summit shows how local IPs can inspire world-class products.”

Usamah Zaid Yasin, Director of Ejen Ali The Movie 2, added: “Since the early days of Ejen Ali, our dream was to extend the experience beyond the screen. Now, with MATABLOX, fans can finally bring those adventures to their homes.”

A Milestone for Malaysia’s Creative Industry

The partnership between Soon Lee Seng Toys and Ejen Ali The Movie 2 marks an important achievement for Malaysia’s creative ecosystem. By premiering MATABLOX at the ASEAN Digital Content Summit, the launch strengthens the influence of local IPs. It also shows how Southeast Asia can merge digital storytelling with consumer products.

The first collection introduces four sets: Island Protocol, Satria’s Keep, Enter Neonimus, and Team I.R.I.S vs Pirates. Each set recreates memorable scenes from the film. Fans can relive key adventures while sparking creativity and storytelling with high-quality designs.

About Ejen Ali The Movie 2

The sequel to the record-breaking animated hit, Ejen Ali The Movie 2 continues the thrilling story of Ali, a young secret agent. The film follows his fight against powerful enemies while highlighting courage, teamwork, and friendship. Produced by Primeworks Studios and WAU Animation, the movie cements Ejen Ali as one of Malaysia’s most beloved franchises.