KreO

Kre-O is a line of construction toys produced by Hasbro, introduced in 2011. The bricks are designed to interlock on a grid and are not compatible with LEGO bricks; Kre-O uses its own proprietary system of studs and connectors. Sets often include buildable models and small action-figure–like characters called Kreons, which are distinct from LEGO minifigures.

The line has included a range of licensed themes and original offerings. High-profile licenses have included Transformers, Star Trek, and G.I. Joe, with additional lines such as Battleship and CityVille Invasion. Some sets emphasize transforming features, particularly in Transformers kits, allowing parts to rearrange into different modes. The company marketed Kre-O as an alternative to LEGO with modular play and collectible Kreon figures.

In its early years the brand expanded quickly, with multiple wave releases and retailer promotions. Reception was mixed: fans appreciated the variety of themes and the inclusion of Kreon figures, but some criticized brick quality, color choices, and the price point, and concerns about long-term compatibility with other brick brands. Competition with LEGO and a crowded construction-toy market affected its market share.

As of the late 2010s, Hasbro reduced Kre-O production and distribution in many regions, and the line had largely paused in many markets. However, some sets remained available as stock or in niche markets, and the Kre-O brand has a following among collectors. The legacy includes the Transformers and Star Trek Kre-O lines, which are cited for their licensed content and transformable designs.