diff --git a/blocks/api/factory.js b/blocks/api/factory.js
index 0a287a68e0925..25fd4132b03ed 100644
--- a/blocks/api/factory.js
+++ b/blocks/api/factory.js
@@ -224,7 +224,7 @@ export function createReusableBlock( type, attributes ) {
 	return {
 		id: +uniqueId(), // Temorary id replaced when the block is saved server side
 		isTemporary: true,
-		name: __( 'Untitled block' ),
+		title: __( 'Untitled block' ),
 		type,
 		attributes,
 	};
diff --git a/blocks/api/test/factory.js b/blocks/api/test/factory.js
index d90fd18b47c79..eccf6509e4ddd 100644
--- a/blocks/api/test/factory.js
+++ b/blocks/api/test/factory.js
@@ -619,7 +619,7 @@ describe( 'block factory', () => {
 
 			expect( createReusableBlock( type, attributes ) ).toMatchObject( {
 				id: expect.any( Number ),
-				name: 'Untitled block',
+				title: 'Untitled block',
 				type,
 				attributes,
 			} );
diff --git a/blocks/library/block/edit-panel/index.js b/blocks/library/block/edit-panel/index.js
index 793ef1f932ca0..357c9dd683aa8 100644
--- a/blocks/library/block/edit-panel/index.js
+++ b/blocks/library/block/edit-panel/index.js
@@ -10,13 +10,13 @@ import { __ } from '@wordpress/i18n';
 import './style.scss';
 
 function ReusableBlockEditPanel( props ) {
-	const { isEditing, name, isSaving, onEdit, onDetach, onChangeName, onSave, onCancel } = props;
+	const { isEditing, title, isSaving, onEdit, onDetach, onChangeTitle, onSave, onCancel } = props;
 
 	return (
 		<div className="reusable-block-edit-panel">
 			{ ! isEditing && ! isSaving && [
 				<span key="info" className="reusable-block-edit-panel__info">
-					<b>{ name }</b>
+					<b>{ title }</b>
 				</span>,
 				<Button
 					key="edit"
@@ -35,18 +35,18 @@ function ReusableBlockEditPanel( props ) {
 			] }
 			{ ( isEditing || isSaving ) && [
 				<input
-					key="name"
+					key="title"
 					type="text"
 					disabled={ isSaving }
-					className="reusable-block-edit-panel__name"
-					value={ name }
-					onChange={ ( event ) => onChangeName( event.target.value ) } />,
+					className="reusable-block-edit-panel__title"
+					value={ title }
+					onChange={ ( event ) => onChangeTitle( event.target.value ) } />,
 				<Button
 					key="save"
 					isPrimary
 					isLarge
 					isBusy={ isSaving }
-					disabled={ ! name || isSaving }
+					disabled={ ! title || isSaving }
 					className="reusable-block-edit-panel__button"
 					onClick={ onSave }>
 					{ __( 'Save' ) }
diff --git a/blocks/library/block/edit-panel/style.scss b/blocks/library/block/edit-panel/style.scss
index 4baef7e219d37..3f8259415e8dc 100644
--- a/blocks/library/block/edit-panel/style.scss
+++ b/blocks/library/block/edit-panel/style.scss
@@ -17,7 +17,7 @@
 		margin-right: auto;
 	}
 
-	.reusable-block-edit-panel__name {
+	.reusable-block-edit-panel__title {
 		flex-grow: 1;
 		font-size: 14px;
 		height: 30px;
diff --git a/blocks/library/block/index.js b/blocks/library/block/index.js
index 0988ca56ab53b..82e655095f63c 100644
--- a/blocks/library/block/index.js
+++ b/blocks/library/block/index.js
@@ -25,12 +25,12 @@ class ReusableBlockEdit extends Component {
 		this.startEditing = this.startEditing.bind( this );
 		this.stopEditing = this.stopEditing.bind( this );
 		this.setAttributes = this.setAttributes.bind( this );
-		this.setName = this.setName.bind( this );
+		this.setTitle = this.setTitle.bind( this );
 		this.updateReusableBlock = this.updateReusableBlock.bind( this );
 
 		this.state = {
 			isEditing: false,
-			name: null,
+			title: null,
 			attributes: null,
 		};
 	}
@@ -48,7 +48,7 @@ class ReusableBlockEdit extends Component {
 	stopEditing() {
 		this.setState( {
 			isEditing: false,
-			name: null,
+			title: null,
 			attributes: null,
 		} );
 	}
@@ -59,16 +59,16 @@ class ReusableBlockEdit extends Component {
 		} ) );
 	}
 
-	setName( name ) {
-		this.setState( { name } );
+	setTitle( title ) {
+		this.setState( { title } );
 	}
 
 	updateReusableBlock() {
-		const { name, attributes } = this.state;
+		const { title, attributes } = this.state;
 
 		// Use pickBy to include only changed (assigned) values in payload
 		const payload = pickBy( {
-			name,
+			title,
 			attributes,
 		} );
 
@@ -79,7 +79,7 @@ class ReusableBlockEdit extends Component {
 
 	render() {
 		const { focus, reusableBlock, isSaving, convertBlockToStatic } = this.props;
-		const { isEditing, name, attributes } = this.state;
+		const { isEditing, title, attributes } = this.state;
 
 		if ( ! reusableBlock ) {
 			return <Placeholder><Spinner /></Placeholder>;
@@ -102,11 +102,11 @@ class ReusableBlockEdit extends Component {
 				<ReusableBlockEditPanel
 					key="panel"
 					isEditing={ isEditing }
-					name={ name !== null ? name : reusableBlock.name }
+					title={ title !== null ? title : reusableBlock.title }
 					isSaving={ isSaving }
 					onEdit={ this.startEditing }
 					onDetach={ convertBlockToStatic }
-					onChangeName={ this.setName }
+					onChangeTitle={ this.setTitle }
 					onSave={ this.updateReusableBlock }
 					onCancel={ this.stopEditing }
 				/>
diff --git a/editor/components/inserter/menu.js b/editor/components/inserter/menu.js
index 231fbf6762b95..e151b56449d95 100644
--- a/editor/components/inserter/menu.js
+++ b/editor/components/inserter/menu.js
@@ -149,7 +149,7 @@ export class InserterMenu extends Component {
 			initialAttributes: {
 				ref: reusableBlock.id,
 			},
-			title: reusableBlock.name,
+			title: reusableBlock.title,
 			icon: 'layout',
 			category: 'reusable-blocks',
 		} ) );
diff --git a/editor/store/effects.js b/editor/store/effects.js
index 96046d03034f3..c6777602c4f24 100644
--- a/editor/store/effects.js
+++ b/editor/store/effects.js
@@ -321,18 +321,18 @@ export default {
 
 		let result;
 		if ( id ) {
-			result = new wp.api.models.ReusableBlocks( { id } ).fetch();
+			result = new wp.api.models.Blocks( { id } ).fetch();
 		} else {
-			result = new wp.api.collections.ReusableBlocks().fetch();
+			result = new wp.api.collections.Blocks().fetch();
 		}
 
 		result.then(
 			( reusableBlockOrBlocks ) => {
 				dispatch( {
 					type: 'FETCH_REUSABLE_BLOCKS_SUCCESS',
-					reusableBlocks: castArray( reusableBlockOrBlocks ).map( ( { id: itemId, name, content } ) => {
+					reusableBlocks: castArray( reusableBlockOrBlocks ).map( ( { id: itemId, title, content } ) => {
 						const [ { name: type, attributes } ] = parse( content );
-						return { id: itemId, name, type, attributes };
+						return { id: itemId, title, type, attributes };
 					} ),
 				} );
 			},
@@ -351,10 +351,10 @@ export default {
 		const { id } = action;
 		const { getState, dispatch } = store;
 
-		const { name, type, attributes, isTemporary } = getReusableBlock( getState(), id );
+		const { title, type, attributes, isTemporary } = getReusableBlock( getState(), id );
 		const content = serialize( createBlock( type, attributes ) );
-		const requestData = isTemporary ? { name, content } : { id, name, content };
-		new wp.api.models.ReusableBlocks( requestData ).save().then(
+		const requestData = isTemporary ? { title, content } : { id, title, content };
+		new wp.api.models.Blocks( requestData ).save().then(
 			( updatedReusableBlock ) => {
 				dispatch( {
 					type: 'SAVE_REUSABLE_BLOCK_SUCCESS',
diff --git a/editor/store/test/effects.js b/editor/store/test/effects.js
index a2fed5952e561..95ec8b946cbc7 100644
--- a/editor/store/test/effects.js
+++ b/editor/store/test/effects.js
@@ -501,12 +501,12 @@ describe( 'effects', () => {
 				const promise = Promise.resolve( [
 					{
 						id: 'a9691cf9-ecaa-42bd-a9ca-49587e817647',
-						name: 'My cool block',
+						title: 'My cool block',
 						content: '<!-- wp:core/test-block {"name":"Big Bird"} /-->',
 					},
 				] );
 
-				set( global, 'wp.api.collections.ReusableBlocks', class {
+				set( global, 'wp.api.collections.Blocks', class {
 					fetch() {
 						return promise;
 					}
@@ -523,7 +523,7 @@ describe( 'effects', () => {
 						reusableBlocks: [
 							{
 								id: 'a9691cf9-ecaa-42bd-a9ca-49587e817647',
-								name: 'My cool block',
+								title: 'My cool block',
 								type: 'core/test-block',
 								attributes: {
 									name: 'Big Bird',
@@ -540,11 +540,11 @@ describe( 'effects', () => {
 				let modelAttributes;
 				const promise = Promise.resolve( {
 					id,
-					name: 'My cool block',
+					title: 'My cool block',
 					content: '<!-- wp:core/test-block {"name":"Big Bird"} /-->',
 				} );
 
-				set( global, 'wp.api.models.ReusableBlocks', class {
+				set( global, 'wp.api.models.Blocks', class {
 					constructor( attributes ) {
 						modelAttributes = attributes;
 					}
@@ -566,7 +566,7 @@ describe( 'effects', () => {
 						reusableBlocks: [
 							{
 								id: 'a9691cf9-ecaa-42bd-a9ca-49587e817647',
-								name: 'My cool block',
+								title: 'My cool block',
 								type: 'core/test-block',
 								attributes: {
 									name: 'Big Bird',
@@ -580,7 +580,7 @@ describe( 'effects', () => {
 			it( 'should handle an API error', () => {
 				const promise = Promise.reject( {} );
 
-				set( global, 'wp.api.collections.ReusableBlocks', class {
+				set( global, 'wp.api.collections.Blocks', class {
 					fetch() {
 						return promise;
 					}
@@ -610,7 +610,7 @@ describe( 'effects', () => {
 				let modelAttributes;
 				const promise = Promise.resolve( { id: 3 } );
 
-				set( global, 'wp.api.models.ReusableBlocks', class {
+				set( global, 'wp.api.models.Blocks', class {
 					constructor( attributes ) {
 						modelAttributes = attributes;
 					}
@@ -622,7 +622,7 @@ describe( 'effects', () => {
 
 				const reusableBlock = {
 					id: '69f00b2b-ea09-4d5c-a98f-0b1112d7d400',
-					name: 'My cool block',
+					title: 'My cool block',
 					type: 'core/test-block',
 					attributes: {
 						name: 'Big Bird',
@@ -640,7 +640,7 @@ describe( 'effects', () => {
 
 				expect( modelAttributes ).toEqual( {
 					id: '69f00b2b-ea09-4d5c-a98f-0b1112d7d400',
-					name: 'My cool block',
+					title: 'My cool block',
 					content: '<!-- wp:test-block {\"name\":\"Big Bird\"} /-->',
 				} );
 				return promise.then( () => {
@@ -655,7 +655,7 @@ describe( 'effects', () => {
 			it( 'should handle an API error', () => {
 				const promise = Promise.reject( {} );
 
-				set( global, 'wp.api.models.ReusableBlocks', class {
+				set( global, 'wp.api.models.Blocks', class {
 					save() {
 						return promise;
 					}
@@ -753,7 +753,7 @@ describe( 'effects', () => {
 					updateReusableBlock( 1, {
 						id: 1,
 						isTemporary: true,
-						name: 'Untitled block',
+						title: 'Untitled block',
 						type: staticBlock.name,
 						attributes: staticBlock.attributes,
 					} )
diff --git a/lib/class-wp-rest-blocks-controller.php b/lib/class-wp-rest-blocks-controller.php
new file mode 100644
index 0000000000000..2b19e2a5f0b0e
--- /dev/null
+++ b/lib/class-wp-rest-blocks-controller.php
@@ -0,0 +1,116 @@
+<?php
+/**
+ * Reusable Blocks REST API: WP_REST_Blocks_Controller class
+ *
+ * @package gutenberg
+ * @since 0.10.0
+ */
+
+/**
+ * Controller which provides a REST endpoint for Gutenberg to read, create,
+ * edit and delete reusable blocks. Blocks are stored as posts with the
+ * wp_block post type.
+ *
+ * @since 0.10.0
+ *
+ * @see WP_REST_Controller
+ */
+class WP_REST_Blocks_Controller extends WP_REST_Posts_Controller {
+	/**
+	 * Given an update or create request, build the post object that is saved to
+	 * the database.
+	 *
+	 * @since 1.10.0
+	 *
+	 * @param WP_REST_Request $request Request object.
+	 * @return stdClass|WP_Error Post object or WP_Error.
+	 */
+	protected function prepare_item_for_database( $request ) {
+		$prepared_post = new stdClass;
+
+		if ( isset( $request['id'] ) ) {
+			$existing_post = $this->get_post( $request['id'] );
+			if ( is_wp_error( $existing_post ) ) {
+				return $existing_post;
+			}
+
+			$prepared_post->ID = $existing_post->ID;
+		}
+
+		$prepared_post->post_title   = $request['title'];
+		$prepared_post->post_content = $request['content'];
+		$prepared_post->post_type    = $this->post_type;
+		$prepared_post->post_status  = 'publish';
+
+		return apply_filters( "rest_pre_insert_{$this->post_type}", $prepared_post, $request );
+	}
+
+	/**
+	 * Given a post from the database, build the array that is returned from an
+	 * API response.
+	 *
+	 * @since 1.10.0
+	 *
+	 * @param WP_Post         $post    Post object.
+	 * @param WP_REST_Request $request Request object.
+	 * @return WP_REST_Response Response object.
+	 */
+	public function prepare_item_for_response( $post, $request ) {
+		$data = array(
+			'id'      => $post->ID,
+			'title'   => $post->post_title,
+			'content' => $post->post_content,
+		);
+
+		$response = rest_ensure_response( $data );
+
+		return apply_filters( "rest_prepare_{$this->post_type}", $response, $post, $request );
+	}
+
+	/**
+	 * Handle a DELETE request.
+	 *
+	 * @since 1.10.0
+	 *
+	 * @param WP_REST_Request $request Full details about the request.
+	 * @return WP_REST_Response|WP_Error Response object on success, or WP_Error object on failure.
+	 */
+	public function delete_item( $request ) {
+		// Always hard-delete a block.
+		$request->set_param( 'force', true );
+
+		return parent::delete_item( $request );
+	}
+
+	/**
+	 * Builds the block's schema, conforming to JSON Schema.
+	 *
+	 * @since 1.10.0
+	 *
+	 * @return array Item schema data.
+	 */
+	public function get_item_schema() {
+		return array(
+			'$schema'    => 'http://json-schema.org/schema#',
+			'title'      => $this->post_type,
+			'type'       => 'object',
+			'properties' => array(
+				'id'      => array(
+					'description' => __( 'Unique identifier for the block.', 'gutenberg' ),
+					'type'        => 'integer',
+					'readonly'    => true,
+				),
+				'title'   => array(
+					'description' => __( 'The block\'s title.', 'gutenberg' ),
+					'type'        => 'string',
+					'required'    => true,
+				),
+				'content' => array(
+					'description' => __( 'The block\'s HTML content.', 'gutenberg' ),
+					'type'        => 'string',
+					'required'    => true,
+				),
+			),
+		);
+	}
+}
diff --git a/lib/class-wp-rest-reusable-blocks-controller.php b/lib/class-wp-rest-reusable-blocks-controller.php
deleted file mode 100644
index 17b6d80054d73..0000000000000
--- a/lib/class-wp-rest-reusable-blocks-controller.php
+++ /dev/null
@@ -1,306 +0,0 @@
-<?php
-/**
- * Reusable Blocks REST API: WP_REST_Reusable_Blocks_Controller class
- *
- * @package gutenberg
- * @since 0.10.0
- */
-
-/**
- * Controller which provides a REST endpoint for Gutenberg to read, create and edit reusable blocks. Reusable blocks are
- * stored as posts with a custom post type.
- *
- * @since 0.10.0
- *
- * @see WP_REST_Controller
- */
-class WP_REST_Reusable_Blocks_Controller extends WP_REST_Controller {
-	/**
-	 * Constructs the controller.
-	 *
-	 * @since 0.10.0
-	 * @access public
-	 */
-	public function __construct() {
-		// @codingStandardsIgnoreLine - PHPCS mistakes $this->namespace for the namespace keyword
-		$this->namespace = 'gutenberg/v1';
-		$this->rest_base = 'reusable-blocks';
-	}
-
-	/**
-	 * Registers the necessary REST API routes.
-	 *
-	 * @since 0.10.0
-	 * @access public
-	 */
-	public function register_routes() {
-		// @codingStandardsIgnoreLine - PHPCS mistakes $this->namespace for the namespace keyword
-		$namespace = $this->namespace;
-
-		register_rest_route( $namespace, '/' . $this->rest_base, array(
-			array(
-				'methods'             => WP_REST_Server::READABLE,
-				'callback'            => array( $this, 'get_items' ),
-				'permission_callback' => array( $this, 'get_items_permissions_check' ),
-			),
-			array(
-				'methods'             => WP_REST_Server::CREATABLE,
-				'callback'            => array( $this, 'save_item' ),
-				'permission_callback' => array( $this, 'save_item_permissions_check' ),
-			),
-			'schema' => array( $this, 'get_public_item_schema' ),
-		) );
-
-		register_rest_route( $namespace, '/' . $this->rest_base . '/(?P<id>[\w-]+)', array(
-			array(
-				'methods'             => WP_REST_Server::READABLE,
-				'callback'            => array( $this, 'get_item' ),
-				'permission_callback' => array( $this, 'get_item_permissions_check' ),
-			),
-			array(
-				'methods'             => WP_REST_Server::EDITABLE,
-				'callback'            => array( $this, 'save_item' ),
-				'permission_callback' => array( $this, 'save_item_permissions_check' ),
-			),
-			'schema' => array( $this, 'get_public_item_schema' ),
-		) );
-	}
-
-	/**
-	 * Checks if a given request has access to read reusable blocks.
-	 *
-	 * @since 0.10.0
-	 * @access public
-	 *
-	 * @param  WP_REST_Request $request Full details about the request.
-	 * @return true|WP_Error True if the request has read access, WP_Error object otherwise.
-	 */
-	public function get_items_permissions_check( $request ) {
-		if ( ! current_user_can( 'edit_posts' ) ) {
-			return new WP_Error( 'gutenberg_reusable_block_cannot_read', __( 'Sorry, you are not allowed to read reusable blocks as this user.', 'gutenberg' ), array(
-				'status' => rest_authorization_required_code(),
-			) );
-		}
-
-		return true;
-	}
-
-	/**
-	 * Retrieves a collection of reusable blocks.
-	 *
-	 * @since 0.10.0
-	 * @access public
-	 *
-	 * @param WP_REST_Request $request Full details about the request.
-	 * @return WP_REST_Response|WP_Error Response object on success, or WP_Error object on failure.
-	 */
-	public function get_items( $request ) {
-		$reusable_blocks = get_posts( array(
-			'post_type' => 'wp_block',
-		) );
-
-		$collection = array();
-
-		foreach ( $reusable_blocks as $reusable_block ) {
-			$response     = $this->prepare_item_for_response( $reusable_block, $request );
-			$collection[] = $this->prepare_response_for_collection( $response );
-		}
-
-		return rest_ensure_response( $collection );
-	}
-
-	/**
-	 * Checks if a given request has access to read a reusable block.
-	 *
-	 * @since 0.10.0
-	 * @access public
-	 *
-	 * @param  WP_REST_Request $request Full details about the request.
-	 * @return true|WP_Error True if the request has read access, WP_Error object otherwise.
-	 */
-	public function get_item_permissions_check( $request ) {
-		if ( ! current_user_can( 'edit_posts' ) ) {
-			return new WP_Error( 'gutenberg_reusable_block_cannot_read', __( 'Sorry, you are not allowed to read reusable blocks as this user.', 'gutenberg' ), array(
-				'status' => rest_authorization_required_code(),
-			) );
-		}
-
-		return true;
-	}
-
-	/**
-	 * Retrieves a single reusable block.
-	 *
-	 * @since 0.10.0
-	 * @access public
-	 *
-	 * @param WP_REST_Request $request Full details about the request.
-	 * @return WP_REST_Response|WP_Error Response object on success, or WP_Error object on failure.
-	 */
-	public function get_item( $request ) {
-		$id             = $request['id'];
-		$reusable_block = get_post( $id );
-		if ( ! $reusable_block ) {
-			return new WP_Error( 'gutenberg_reusable_block_not_found', __( 'No reusable block with that ID found.', 'gutenberg' ), array(
-				'status' => 404,
-			) );
-		}
-
-		return $this->prepare_item_for_response( $reusable_block, $request );
-	}
-
-	/**
-	 * Checks if a given request has access to update/create a reusable block.
-	 *
-	 * @since 0.10.0
-	 * @access public
-	 *
-	 * @param WP_REST_Request $request Full details about the request.
-	 * @return true|WP_Error True if the request has access to update the item, WP_Error object otherwise.
-	 */
-	public function save_item_permissions_check( $request ) {
-		if ( ! current_user_can( 'edit_posts' ) ) {
-			return new WP_Error( 'gutenberg_reusable_block_cannot_edit', __( 'Sorry, you are not allowed to edit reusable blocks as this user.', 'gutenberg' ), array(
-				'status' => rest_authorization_required_code(),
-			) );
-		}
-
-		return true;
-	}
-
-	/**
-	 * Updates a single reusable block or creates a new one if no id provided.
-	 *
-	 * @since 0.10.0
-	 * @access public
-	 *
-	 * @param WP_REST_Request $request Full details about the request.
-	 * @return WP_REST_Response|WP_Error Response object on success, or WP_Error object on failure.
-	 */
-	public function save_item( $request ) {
-		$reusable_block = $this->prepare_item_for_database( $request );
-		if ( is_wp_error( $reusable_block ) ) {
-			return $reusable_block;
-		}
-
-		// wp_insert_post will unslash its input, so we have to slash it first.
-		$post_id = wp_insert_post( wp_slash( (array) $reusable_block ), true );
-		if ( is_wp_error( $post_id ) ) {
-			return $post_id;
-		}
-
-		$reusable_block = get_post( $post_id );
-
-		return $this->prepare_item_for_response( $reusable_block, $request );
-	}
-
-	/**
-	 * Prepares a single reusable block for update.
-	 *
-	 * @since 0.10.0
-	 * @access protected
-	 *
-	 * @param WP_REST_Request $request Request object.
-	 * @return stdClass|WP_Error Object suitable for passing to wp_insert_post, or WP_Error.
-	 */
-	protected function prepare_item_for_database( $request ) {
-		$prepared_reusable_block = new stdClass();
-
-		$existing_reusable_block = get_post( $request['id'] );
-		if ( $existing_reusable_block ) {
-			$prepared_reusable_block->ID = $existing_reusable_block->ID;
-		}
-
-		$prepared_reusable_block->post_type   = 'wp_block';
-		$prepared_reusable_block->post_status = 'publish';
-
-		// Name.
-		if ( isset( $request['name'] ) && is_string( $request['name'] ) ) {
-			$prepared_reusable_block->post_title = $request['name'];
-		} else {
-			return new WP_Error( 'gutenberg_reusable_block_invalid_field', __( 'Invalid reusable block name.', 'gutenberg' ), array(
-				'status' => 400,
-			) );
-		}
-
-		// Content.
-		if ( isset( $request['content'] ) && is_string( $request['content'] ) ) {
-			$prepared_reusable_block->post_content = $request['content'];
-		} else {
-			return new WP_Error( 'gutenberg_reusable_block_invalid_field', __( 'Invalid reusable block content.', 'gutenberg' ), array(
-				'status' => 400,
-			) );
-		}
-
-		return $prepared_reusable_block;
-	}
-
-	/**
-	 * Prepares a single reusable block output for response.
-	 *
-	 * @since 0.10.0
-	 * @access protected
-	 *
-	 * @param WP_Post         $reusable_block The reusable block.
-	 * @param WP_REST_Request $request Request object.
-	 * @return WP_REST_Response Response object.
-	 */
-	public function prepare_item_for_response( $reusable_block, $request ) {
-		$data = array(
-			'id'      => $reusable_block->ID,
-			'name'    => $reusable_block->post_title,
-			'content' => $reusable_block->post_content,
-		);
-
-		return rest_ensure_response( $data );
-	}
-
-	/**
-	 * Prepares a response for insertion into a collection.
-	 *
-	 * @since 0.10.0
-	 * @access public
-	 *
-	 * @param WP_REST_Response $response Response object.
-	 * @return array|mixed Response data, ready for insertion into collection data.
-	 */
-	public function prepare_response_for_collection( $response ) {
-		return (array) $response->get_data();
-	}
-
-	/**
-	 * Retrieves a reusable block's schema, conforming to JSON Schema.
-	 *
-	 * @since 0.10.0
-	 * @access public
-	 *
-	 * @return array Item schema data.
-	 */
-	public function get_item_schema() {
-		return array(
-			'$schema'    => 'http://json-schema.org/schema#',
-			'title'      => 'reusable-block',
-			'type'       => 'object',
-			'properties' => array(
-				'id'      => array(
-					'description' => __( 'ID that identifies this reusable block.', 'gutenberg' ),
-					'type'        => 'string',
-					'context'     => array( 'view', 'edit' ),
-					'readonly'    => true,
-				),
-				'name'    => array(
-					'description' => __( 'Name that identifies this reusable block', 'gutenberg' ),
-					'type'        => 'string',
-					'context'     => array( 'view', 'edit' ),
-					'required'    => true,
-				),
-				'content' => array(
-					'description' => __( 'The block\'s HTML content.', 'gutenberg' ),
-					'type'        => 'object',
-					'context'     => array( 'view', 'edit' ),
-					'required'    => true,
-				),
-			),
-		);
-	}
-}
diff --git a/lib/client-assets.php b/lib/client-assets.php
index 31507acc2d493..8beeaaf5d7f2d 100644
--- a/lib/client-assets.php
+++ b/lib/client-assets.php
@@ -829,7 +829,7 @@ function gutenberg_editor_scripts_and_styles( $hook ) {
 	$script  = '( function() {';
 	$script .= sprintf( 'var editorSettings = %s;', wp_json_encode( $editor_settings ) );
 	$script .= <<<JS
-		window._wpLoadGutenbergEditor = Promise.all( [ wp.api.init(), wp.api.init( { versionString: 'gutenberg/v1/' } ) ] ).then( function() {
+		window._wpLoadGutenbergEditor = wp.api.init().then( function() {
 			return wp.editor.createEditorInstance( 'editor', window._wpGutenbergPost, editorSettings );
 		} );
 JS;
diff --git a/lib/load.php b/lib/load.php
index f50f03990b50d..0da31fddf577c 100644
--- a/lib/load.php
+++ b/lib/load.php
@@ -12,7 +12,7 @@
 require dirname( __FILE__ ) . '/meta-box-partial-page.php';
 require dirname( __FILE__ ) . '/class-wp-block-type.php';
 require dirname( __FILE__ ) . '/class-wp-block-type-registry.php';
-require dirname( __FILE__ ) . '/class-wp-rest-reusable-blocks-controller.php';
+require dirname( __FILE__ ) . '/class-wp-rest-blocks-controller.php';
 require dirname( __FILE__ ) . '/blocks.php';
 require dirname( __FILE__ ) . '/client-assets.php';
 require dirname( __FILE__ ) . '/compat.php';
diff --git a/lib/register.php b/lib/register.php
index a8bc99b75bc8c..94fa4ed1779bb 100644
--- a/lib/register.php
+++ b/lib/register.php
@@ -394,23 +394,19 @@ function gutenberg_add_gutenberg_post_state( $post_states, $post ) {
  */
 function gutenberg_register_post_types() {
 	register_post_type( 'wp_block', array(
-		'public' => false,
+		'labels'                => array(
+			'name'          => 'Blocks',
+			'singular_name' => 'Block',
+		),
+		'public'                => false,
+		'capability_type'       => 'post',
+		'show_in_rest'          => true,
+		'rest_base'             => 'blocks',
+		'rest_controller_class' => 'WP_REST_Blocks_Controller',
 	) );
 }
 add_action( 'init', 'gutenberg_register_post_types' );
 
-/**
- * Registers the REST API routes needed by the Gutenberg editor.
- *
- * @since 0.10.0
- */
-function gutenberg_register_rest_routes() {
-	$controller = new WP_REST_Reusable_Blocks_Controller();
-	$controller->register_routes();
-}
-add_action( 'rest_api_init', 'gutenberg_register_rest_routes' );
-
-
 /**
  * Gets revisions details for the selected post.
  *
diff --git a/phpunit/class-rest-blocks-controller-test.php b/phpunit/class-rest-blocks-controller-test.php
new file mode 100644
index 0000000000000..bf317ce670bd9
--- /dev/null
+++ b/phpunit/class-rest-blocks-controller-test.php
@@ -0,0 +1,206 @@
+<?php
+/**
+ * WP_REST_Blocks_Controller tests
+ *
+ * @package gutenberg
+ */
+
+/**
+ * Tests for WP_REST_Blocks_Controller.
+ */
+class REST_Blocks_Controller_Test extends WP_Test_REST_Controller_Testcase {
+
+	/**
+	 * Our fake block's post ID.
+	 *
+	 * @var int
+	 */
+	protected static $post_id;
+
+	/**
+	 * Our fake user's ID.
+	 *
+	 * @var int
+	 */
+	protected static $user_id;
+
+	/**
+	 * Create fake data before our tests run.
+	 *
+	 * @param WP_UnitTest_Factory $factory Helper that lets us create fake data.
+	 */
+	public static function wpSetUpBeforeClass( $factory ) {
+		self::$post_id = wp_insert_post(
+			array(
+				'post_type'    => 'wp_block',
+				'post_status'  => 'publish',
+				'post_title'   => 'My cool block',
+				'post_content' => '<!-- wp:core/paragraph --><p>Hello!</p><!-- /wp:core/paragraph -->',
+			)
+		);
+
+		self::$user_id = $factory->user->create(
+			array(
+				'role' => 'editor',
+			)
+		);
+	}
+
+	/**
+	 * Delete our fake data after our tests run.
+	 */
+	public static function wpTearDownAfterClass() {
+		wp_delete_post( self::$post_id );
+
+		self::delete_user( self::$user_id );
+	}
+
+	/**
+	 * Check that our routes get set up properly.
+	 */
+	public function test_register_routes() {
+		$routes = $this->server->get_routes();
+
+		$this->assertArrayHasKey( '/wp/v2/blocks', $routes );
+		$this->assertCount( 2, $routes['/wp/v2/blocks'] );
+		$this->assertArrayHasKey( '/wp/v2/blocks/(?P<id>[\d]+)', $routes );
+		$this->assertCount( 3, $routes['/wp/v2/blocks/(?P<id>[\d]+)'] );
+	}
+
+	/**
+	 * Check that we can GET a collection of blocks.
+	 */
+	public function test_get_items() {
+		wp_set_current_user( self::$user_id );
+
+		$request  = new WP_REST_Request( 'GET', '/wp/v2/blocks' );
+		$response = $this->server->dispatch( $request );
+
+		$this->assertEquals( 200, $response->get_status() );
+		$this->assertEquals(
+			array(
+				array(
+					'id'      => self::$post_id,
+					'title'   => 'My cool block',
+					'content' => '<!-- wp:core/paragraph --><p>Hello!</p><!-- /wp:core/paragraph -->',
+				),
+			), $response->get_data()
+		);
+	}
+
+	/**
+	 * Check that we can GET a single block.
+	 */
+	public function test_get_item() {
+		wp_set_current_user( self::$user_id );
+
+		$request  = new WP_REST_Request( 'GET', '/wp/v2/blocks/' . self::$post_id );
+		$response = $this->server->dispatch( $request );
+
+		$this->assertEquals( 200, $response->get_status() );
+		$this->assertEquals(
+			array(
+				'id'      => self::$post_id,
+				'title'   => 'My cool block',
+				'content' => '<!-- wp:core/paragraph --><p>Hello!</p><!-- /wp:core/paragraph -->',
+			), $response->get_data()
+		);
+	}
+
+	/**
+	 * Check that we can POST to create a new block.
+	 */
+	public function test_create_item() {
+		wp_set_current_user( self::$user_id );
+
+		$request = new WP_REST_Request( 'POST', '/wp/v2/blocks/' . self::$post_id );
+		$request->set_body_params(
+			array(
+				'title'   => 'New cool block',
+				'content' => '<!-- wp:core/paragraph --><p>Wow!</p><!-- /wp:core/paragraph -->',
+			)
+		);
+
+		$response = $this->server->dispatch( $request );
+
+		$this->assertEquals( 200, $response->get_status() );
+		$this->assertEquals(
+			array(
+				'id'      => self::$post_id,
+				'title'   => 'New cool block',
+				'content' => '<!-- wp:core/paragraph --><p>Wow!</p><!-- /wp:core/paragraph -->',
+			), $response->get_data()
+		);
+	}
+
+	/**
+	 * Check that we can PUT to update a block.
+	 */
+	public function test_update_item() {
+		wp_set_current_user( self::$user_id );
+
+		$request = new WP_REST_Request( 'PUT', '/wp/v2/blocks/' . self::$post_id );
+		$request->set_body_params(
+			array(
+				'title'   => 'Updated cool block',
+				'content' => '<!-- wp:core/paragraph --><p>Nice!</p><!-- /wp:core/paragraph -->',
+			)
+		);
+
+		$response = $this->server->dispatch( $request );
+
+		$this->assertEquals( 200, $response->get_status() );
+		$this->assertEquals(
+			array(
+				'id'      => self::$post_id,
+				'title'   => 'Updated cool block',
+				'content' => '<!-- wp:core/paragraph --><p>Nice!</p><!-- /wp:core/paragraph -->',
+			), $response->get_data()
+		);
+	}
+
+	/**
+	 * Check that we can DELETE a block.
+	 */
+	public function test_delete_item() {
+		wp_set_current_user( self::$user_id );
+
+		$request = new WP_REST_Request( 'DELETE', '/wp/v2/blocks/' . self::$post_id );
+
+		$response = $this->server->dispatch( $request );
+
+		$this->assertEquals( 200, $response->get_status() );
+		$this->assertEquals(
+			array(
+				'deleted'  => true,
+				'previous' => array(
+					'id'      => 8,
+					'title'   => 'My cool block',
+					'content' => '<!-- wp:core/paragraph --><p>Hello!</p><!-- /wp:core/paragraph -->',
+				),
+			), $response->get_data()
+		);
+	}
+
+	/**
+	 * Check that we have defined a JSON schema.
+	 */
+	public function test_get_item_schema() {
+		$request    = new WP_REST_Request( 'OPTIONS', '/wp/v2/blocks' );
+		$response   = $this->server->dispatch( $request );
+		$data       = $response->get_data();
+		$properties = $data['schema']['properties'];
+
+		$this->assertEquals( 3, count( $properties ) );
+		$this->assertArrayHasKey( 'id', $properties );
+		$this->assertArrayHasKey( 'title', $properties );
+		$this->assertArrayHasKey( 'content', $properties );
+	}
+
+	public function test_context_param() {
+		$this->markTestSkipped( 'Controller doesn\'t implement get_context_param().' );
+	}
+	public function test_prepare_item() {
+		$this->markTestSkipped( 'Controller doesn\'t implement prepare_item().' );
+	}
+}
diff --git a/phpunit/class-rest-reusable-blocks-controller-test.php b/phpunit/class-rest-reusable-blocks-controller-test.php
deleted file mode 100644
index 824d16abe3276..0000000000000
--- a/phpunit/class-rest-reusable-blocks-controller-test.php
+++ /dev/null
@@ -1,270 +0,0 @@
-<?php
-/**
- * WP_REST_Reusable_Blocks_Controller tests
- *
- * @package gutenberg
- */
-
-/**
- * Tests for WP_REST_Reusable_Blocks_Controller.
- */
-class REST_Reusable_Blocks_Controller_Test extends WP_Test_REST_Controller_Testcase {
-
-	/**
-	 * Our fake reusable block's post ID.
-	 *
-	 * @var int
-	 */
-	protected static $reusable_block_post_id;
-
-	/**
-	 * Our fake editor's user ID.
-	 *
-	 * @var int
-	 */
-	protected static $editor_id;
-
-	/**
-	 * Our fake subscriber's user ID.
-	 *
-	 * @var int
-	 */
-	protected static $subscriber_id;
-
-	/**
-	 * Create fake data before our tests run.
-	 *
-	 * @param WP_UnitTest_Factory $factory Helper that lets us create fake data.
-	 */
-	public static function wpSetUpBeforeClass( $factory ) {
-		self::$reusable_block_post_id = wp_insert_post( array(
-			'post_type'    => 'wp_block',
-			'post_status'  => 'publish',
-			'post_title'   => 'My cool block',
-			'post_content' => '<p class="has-drop-cap">Hello!</p>',
-		) );
-
-		self::$editor_id     = $factory->user->create( array(
-			'role' => 'editor',
-		) );
-		self::$subscriber_id = $factory->user->create( array(
-			'role' => 'subscriber',
-		) );
-	}
-
-	/**
-	 * Delete our fake data after our tests run.
-	 */
-	public static function wpTearDownAfterClass() {
-		wp_delete_post( self::$reusable_block_post_id );
-
-		self::delete_user( self::$editor_id );
-		self::delete_user( self::$subscriber_id );
-	}
-
-	/**
-	 * Check that our routes get set up properly.
-	 */
-	public function test_register_routes() {
-		$routes = $this->server->get_routes();
-
-		$this->assertArrayHasKey( '/gutenberg/v1/reusable-blocks', $routes );
-		$this->assertCount( 2, $routes['/gutenberg/v1/reusable-blocks'] );
-		$this->assertArrayHasKey( '/gutenberg/v1/reusable-blocks/(?P<id>[\w-]+)', $routes );
-		$this->assertCount( 2, $routes['/gutenberg/v1/reusable-blocks/(?P<id>[\w-]+)'] );
-	}
-
-	/**
-	 * Check that we can GET a collection of reusable blocks.
-	 */
-	public function test_get_items() {
-		wp_set_current_user( self::$editor_id );
-
-		$request  = new WP_REST_Request( 'GET', '/gutenberg/v1/reusable-blocks' );
-		$response = $this->server->dispatch( $request );
-
-		$this->assertEquals( 200, $response->get_status() );
-		$this->assertEquals( array(
-			array(
-				'id'      => self::$reusable_block_post_id,
-				'name'    => 'My cool block',
-				'content' => '<p class="has-drop-cap">Hello!</p>',
-			),
-		), $response->get_data() );
-	}
-
-	/**
-	 * Check that users without permission can't GET a collection of reusable blocks.
-	 */
-	public function test_get_items_when_not_allowed() {
-		wp_set_current_user( self::$subscriber_id );
-
-		$request  = new WP_REST_Request( 'GET', '/gutenberg/v1/reusable-blocks' );
-		$response = $this->server->dispatch( $request );
-		$data     = $response->get_data();
-
-		$this->assertEquals( 403, $response->get_status() );
-		$this->assertEquals( 'gutenberg_reusable_block_cannot_read', $data['code'] );
-	}
-
-	/**
-	 * Check that we can GET a single reusable block.
-	 */
-	public function test_get_item() {
-		wp_set_current_user( self::$editor_id );
-
-		$request  = new WP_REST_Request( 'GET', '/gutenberg/v1/reusable-blocks/' . self::$reusable_block_post_id );
-		$response = $this->server->dispatch( $request );
-
-		$this->assertEquals( 200, $response->get_status() );
-		$this->assertEquals( array(
-			'id'      => self::$reusable_block_post_id,
-			'name'    => 'My cool block',
-			'content' => '<p class="has-drop-cap">Hello!</p>',
-		), $response->get_data() );
-	}
-
-	/**
-	 * Check that users without permission can't GET a single reusable block.
-	 */
-	public function test_get_item_when_not_allowed() {
-		wp_set_current_user( self::$subscriber_id );
-
-		$request  = new WP_REST_Request( 'GET', '/gutenberg/v1/reusable-blocks/' . self::$reusable_block_post_id );
-		$response = $this->server->dispatch( $request );
-		$data     = $response->get_data();
-
-		$this->assertEquals( 403, $response->get_status() );
-		$this->assertEquals( 'gutenberg_reusable_block_cannot_read', $data['code'] );
-	}
-
-	/**
-	 * Check that we get a 404 when we GET a non-existent reusable block.
-	 */
-	public function test_get_item_not_found() {
-		wp_set_current_user( self::$editor_id );
-
-		$request  = new WP_REST_Request( 'GET', '/gutenberg/v1/reusable-blocks/unknownid' );
-		$response = $this->server->dispatch( $request );
-		$data     = $response->get_data();
-
-		$this->assertEquals( 404, $response->get_status() );
-		$this->assertEquals( 'gutenberg_reusable_block_not_found', $data['code'] );
-	}
-
-	/**
-	 * Check that we can PUT a single reusable block.
-	 */
-	public function test_update_item() {
-		wp_set_current_user( self::$editor_id );
-
-		$request = new WP_REST_Request( 'PUT', '/gutenberg/v1/reusable-blocks/' . self::$reusable_block_post_id );
-		$request->set_body_params( array(
-			'name'    => 'Another cool block',
-			'content' => '<figure class="wp-block-image"><img src="/image.jpg" alt="An image" /></figure>',
-		) );
-
-		$response = $this->server->dispatch( $request );
-
-		$this->assertEquals( 200, $response->get_status() );
-		$this->assertEquals( array(
-			'id'      => self::$reusable_block_post_id,
-			'name'    => 'Another cool block',
-			'content' => '<figure class="wp-block-image"><img src="/image.jpg" alt="An image" /></figure>',
-		), $response->get_data() );
-	}
-
-	/**
-	 * Check that users without permission can't PUT a single reusable block.
-	 */
-	public function test_save_item_when_not_allowed() {
-		wp_set_current_user( self::$subscriber_id );
-
-		$request  = new WP_REST_Request( 'PUT', '/gutenberg/v1/reusable-blocks/' . self::$reusable_block_post_id );
-		$response = $this->server->dispatch( $request );
-		$data     = $response->get_data();
-
-		$this->assertEquals( 403, $response->get_status() );
-		$this->assertEquals( 'gutenberg_reusable_block_cannot_edit', $data['code'] );
-	}
-
-	/**
-	 * Test cases for test_save_item_with_invalid_fields().
-	 *
-	 * @return array
-	 */
-	public function data_save_item_with_invalid_fields() {
-		return array(
-			array(
-				array(),
-				'Invalid reusable block name.',
-			),
-			array(
-				array(
-					'name' => 42,
-				),
-				'Invalid reusable block name.',
-			),
-			array(
-				array(
-					'name' => 'My cool block',
-				),
-				'Invalid reusable block content.',
-			),
-			array(
-				array(
-					'name'    => 'My cool block',
-					'content' => 42,
-				),
-				'Invalid reusable block content.',
-			),
-		);
-	}
-
-	/**
-	 * Check that attributes are validated correctly when we PUT a single reusable block.
-	 *
-	 * @dataProvider data_save_item_with_invalid_fields
-	 */
-	public function test_save_item_with_invalid_fields( $body_params, $expected_message ) {
-		wp_set_current_user( self::$editor_id );
-
-		$request = new WP_REST_Request( 'PUT', '/gutenberg/v1/reusable-blocks/' . self::$reusable_block_post_id );
-		$request->set_body_params( $body_params );
-
-		$response = $this->server->dispatch( $request );
-		$data     = $response->get_data();
-
-		$this->assertEquals( 400, $response->get_status() );
-		$this->assertEquals( 'gutenberg_reusable_block_invalid_field', $data['code'] );
-		$this->assertEquals( $expected_message, $data['message'] );
-	}
-
-	/**
-	 * Check that we have defined a JSON schema.
-	 */
-	public function test_get_item_schema() {
-		$request    = new WP_REST_Request( 'OPTIONS', '/gutenberg/v1/reusable-blocks' );
-		$response   = $this->server->dispatch( $request );
-		$data       = $response->get_data();
-		$properties = $data['schema']['properties'];
-
-		$this->assertEquals( 3, count( $properties ) );
-		$this->assertArrayHasKey( 'id', $properties );
-		$this->assertArrayHasKey( 'name', $properties );
-		$this->assertArrayHasKey( 'content', $properties );
-	}
-
-	public function test_context_param() {
-		$this->markTestSkipped( 'Controller doesn\'t implement get_context_param().' );
-	}
-	public function test_create_item() {
-		$this->markTestSkipped( 'Controller doesn\'t implement create_item().' );
-	}
-	public function test_delete_item() {
-		$this->markTestSkipped( 'Controller doesn\'t implement delete_item().' );
-	}
-	public function test_prepare_item() {
-		$this->markTestSkipped( 'Controller doesn\'t implement prepare_item().' );
-	}
-}