diff --git a/blocks/library/block/index.js b/blocks/library/block/index.js
index 5f2bf19366cda..c2a360d49fdc9 100644
--- a/blocks/library/block/index.js
+++ b/blocks/library/block/index.js
@@ -171,10 +171,6 @@ const EnhancedReusableBlockEdit = compose( [
 export const name = 'core/block';
 
 export const settings = {
-	title: __( 'Shared Block' ),
-
-	isPrivate: true,
-
 	edit: EnhancedReusableBlockEdit,
 
 	save: () => null,
diff --git a/blocks/library/block/index.php b/blocks/library/block/index.php
index d9e079d24d2bf..e1c47bd6c7a7f 100644
--- a/blocks/library/block/index.php
+++ b/blocks/library/block/index.php
@@ -33,10 +33,12 @@ function gutenberg_render_block_core_reusable_block( $attributes ) {
 }
 
 register_block_type( 'core/block', array(
+	'title'           => __( 'Shared Block', 'gutenberg' ),
 	'category'        => 'shared',
 	'supports'        => array(
 		'customClassName' => false,
 		'html'            => false,
+		'insertable'      => false,
 	),
 	'attributes'      => array(
 		'ref' => array(
diff --git a/blocks/library/categories/index.js b/blocks/library/categories/index.js
index 83f9dad2ef769..e75bd0ebd1639 100644
--- a/blocks/library/categories/index.js
+++ b/blocks/library/categories/index.js
@@ -1,8 +1,3 @@
-/**
- * WordPress dependencies
- */
-import { __ } from '@wordpress/i18n';
-
 /**
  * Internal dependencies
  */
@@ -13,12 +8,6 @@ import CategoriesBlock from './block';
 export const name = 'core/categories';
 
 export const settings = {
-	title: __( 'Categories' ),
-
-	description: __( 'Shows a list of your site\'s categories.' ),
-
-	icon: 'list-view',
-
 	getEditWrapperProps( attributes ) {
 		const { align } = attributes;
 		if ( 'left' === align || 'right' === align || 'full' === align ) {
diff --git a/blocks/library/categories/index.php b/blocks/library/categories/index.php
index 4b16003135c9f..2d4d814fd0c4f 100644
--- a/blocks/library/categories/index.php
+++ b/blocks/library/categories/index.php
@@ -89,6 +89,9 @@ function onCatChange() {
  */
 function register_block_core_categories() {
 	register_block_type( 'core/categories', array(
+		'title'           => __( 'Categories', 'gutenberg' ),
+		'description'     => __( 'Shows a list of your site\'s categories.', 'gutenberg' ),
+		'icon'            => 'list-view',
 		'category'        => 'widgets',
 		'supports'        => array(
 			'html' => false,
diff --git a/blocks/library/latest-posts/index.js b/blocks/library/latest-posts/index.js
index b78c6581247cb..c207a485183c4 100644
--- a/blocks/library/latest-posts/index.js
+++ b/blocks/library/latest-posts/index.js
@@ -1,8 +1,3 @@
-/**
- * WordPress dependencies
- */
-import { __ } from '@wordpress/i18n';
-
 /**
  * Internal dependencies
  */
@@ -13,14 +8,6 @@ import LatestPostsBlock from './block';
 export const name = 'core/latest-posts';
 
 export const settings = {
-	title: __( 'Latest Posts' ),
-
-	description: __( 'Shows a list of your site\'s most recent posts.' ),
-
-	icon: 'list-view',
-
-	keywords: [ __( 'recent posts' ) ],
-
 	getEditWrapperProps( attributes ) {
 		const { align } = attributes;
 		if ( 'left' === align || 'right' === align || 'wide' === align || 'full' === align ) {
diff --git a/blocks/library/latest-posts/index.php b/blocks/library/latest-posts/index.php
index cd103e632783d..8d8942ccd8c73 100644
--- a/blocks/library/latest-posts/index.php
+++ b/blocks/library/latest-posts/index.php
@@ -70,6 +70,12 @@ function render_block_core_latest_posts( $attributes ) {
  */
 function register_block_core_latest_posts() {
 	register_block_type( 'core/latest-posts', array(
+		'title'           => __( 'Latest Posts', 'gutenberg' ),
+		'description'     => __( 'Shows a list of your site\'s most recent posts.', 'gutenberg' ),
+		'icon'            => 'list-view',
+		'keywords'        => array(
+			__( 'recent posts', 'gutenberg' ),
+		),
 		'category'        => 'widgets',
 		'supports'        => array(
 			'html' => false,
diff --git a/blocks/test/server-registered.json b/blocks/test/server-registered.json
index f2a3ceb20849d..5855ce9848e1c 100644
--- a/blocks/test/server-registered.json
+++ b/blocks/test/server-registered.json
@@ -1 +1 @@
-{"core\/block":{"category":"shared","supports":{"customClassName":false,"html":false},"attributes":{"ref":{"type":"number"}}},"core\/categories":{"category":"widgets","supports":{"html":false},"attributes":{"showPostCounts":{"type":"boolean","default":false},"displayAsDropdown":{"type":"boolean","default":false},"showHierarchy":{"type":"boolean","default":false},"align":{"type":"string"}}},"core\/latest-posts":{"category":"widgets","supports":{"html":false},"attributes":{"categories":{"type":"string"},"postsToShow":{"type":"number","default":5},"displayPostDate":{"type":"boolean","default":false},"postLayout":{"type":"string","default":"list"},"columns":{"type":"number","default":3},"align":{"type":"string","default":"center"},"order":{"type":"string","default":"desc"},"orderBy":{"type":"string","default":"date"}}}}
\ No newline at end of file
+{"core\/block":{"title":"Shared Block","category":"shared","supports":{"customClassName":false,"html":false,"insertable":false},"attributes":{"ref":{"type":"number"}}},"core\/categories":{"title":"Categories","description":"Shows a list of your site's categories.","category":"widgets","icon":"list-view","supports":{"html":false},"attributes":{"showPostCounts":{"type":"boolean","default":false},"displayAsDropdown":{"type":"boolean","default":false},"showHierarchy":{"type":"boolean","default":false},"align":{"type":"string"}}},"core\/latest-posts":{"title":"Latest Posts","description":"Shows a list of your site's most recent posts.","category":"widgets","icon":"list-view","keywords":["recent posts"],"supports":{"html":false},"attributes":{"categories":{"type":"string"},"postsToShow":{"type":"number","default":5},"displayPostDate":{"type":"boolean","default":false},"postLayout":{"type":"string","default":"list"},"columns":{"type":"number","default":3},"align":{"type":"string","default":"center"},"order":{"type":"string","default":"desc"},"orderBy":{"type":"string","default":"date"}}}}
\ No newline at end of file
diff --git a/docs/block-api.md b/docs/block-api.md
index 27061c0a5c75e..3ceb4545e72bc 100644
--- a/docs/block-api.md
+++ b/docs/block-api.md
@@ -298,6 +298,13 @@ className: false,
 html: false,
 ```
 
+- `insertable` (default `true`): By default, Gutenberg will show all blocks in the inserter. To disable this behavior, set `insertable` to `false`.
+
+```js
+// Hide from the inserter.
+insertable: false,
+```
+
 ## Edit and Save
 
 The `edit` and `save` functions define the editor interface with which a user would interact, and the markup to be serialized back when a post is saved. They are the heart of how a block operates, so they are [covered separately](https://wordpress.org/gutenberg/handbook/block-edit-save/).
diff --git a/editor/store/selectors.js b/editor/store/selectors.js
index 6e2ccbf6a3473..10d26b99d691c 100644
--- a/editor/store/selectors.js
+++ b/editor/store/selectors.js
@@ -19,7 +19,7 @@ import createSelector from 'rememo';
 /**
  * WordPress dependencies
  */
-import { serialize, getBlockType, getBlockTypes } from '@wordpress/blocks';
+import { serialize, getBlockType, getBlockTypes, hasBlockSupport } from '@wordpress/blocks';
 import { __ } from '@wordpress/i18n';
 import { addQueryArgs } from '@wordpress/url';
 import { moment } from '@wordpress/date';
@@ -1183,7 +1183,7 @@ function buildInserterItemFromBlockType( state, enabledBlockTypes, blockType ) {
 		return null;
 	}
 
-	if ( blockType.isPrivate ) {
+	if ( ! hasBlockSupport( blockType, 'insertable', true ) ) {
 		return null;
 	}
 
diff --git a/editor/store/test/selectors.js b/editor/store/test/selectors.js
index ccc3fc33cfc47..baf305553982f 100644
--- a/editor/store/test/selectors.js
+++ b/editor/store/test/selectors.js
@@ -7,7 +7,13 @@ import { filter, property, union } from 'lodash';
  * WordPress dependencies
  */
 import { __ } from '@wordpress/i18n';
-import { registerBlockType, unregisterBlockType, registerCoreBlocks, getBlockTypes } from '@wordpress/blocks';
+import {
+	getBlockTypes,
+	hasBlockSupport,
+	registerBlockType,
+	registerCoreBlocks,
+	unregisterBlockType,
+} from '@wordpress/blocks';
 import { moment } from '@wordpress/date';
 
 /**
@@ -2433,7 +2439,7 @@ describe( 'selectors', () => {
 				},
 			};
 
-			const blockTypes = getBlockTypes().filter( blockType => ! blockType.isPrivate );
+			const blockTypes = getBlockTypes().filter( blockType => hasBlockSupport( blockType, 'insertable', true ) );
 			expect( getInserterItems( state ) ).toHaveLength( blockTypes.length );
 		} );
 
diff --git a/lib/class-wp-block-type.php b/lib/class-wp-block-type.php
index 0d948419ce370..61ee0856ca344 100644
--- a/lib/class-wp-block-type.php
+++ b/lib/class-wp-block-type.php
@@ -22,14 +22,46 @@ class WP_Block_Type {
 	 */
 	public $name;
 
+	/**
+	 * Block type title.
+	 *
+	 * @since 2.6.0
+	 * @var string
+	 */
+	public $title;
+
+	/**
+	 * Block type description.
+	 *
+	 * @since 2.6.0
+	 * @var string
+	 */
+	public $description;
+
 	/**
 	 * Block type category.
 	 *
-	 * @since 2.5.0
+	 * @since 2.6.0
 	 * @var string
 	 */
 	public $category;
 
+	/**
+	 * Block type icon.
+	 *
+	 * @since 2.6.0
+	 * @var string
+	 */
+	public $icon;
+
+	/**
+	 * Block type keywords.
+	 *
+	 * @since 2.6.0
+	 * @var array
+	 */
+	public $keywords;
+
 	/**
 	 * Block type render callback.
 	 *
@@ -41,7 +73,7 @@ class WP_Block_Type {
 	/**
 	 * Block type supports property schemas.
 	 *
-	 * @since 2.5.0
+	 * @since 2.6.0
 	 * @var array
 	 */
 	public $supports;
@@ -189,7 +221,7 @@ public function set_props( $args ) {
 	/**
 	 * Filters settings for the block just before it gets registered.
 	 *
-	 * @since 2.5.0
+	 * @since 2.6.0
 	 */
 	public function filter_settings() {
 		if ( ! has_filter( 'register_block_type' ) ) {
@@ -197,7 +229,11 @@ public function filter_settings() {
 		}
 
 		$this->set_props( apply_filters( 'register_block_type', array(
+			'name'            => $this->name,
+			'description'     => $this->description,
 			'category'        => $this->category,
+			'icon'            => $this->icon,
+			'keywords'        => $this->keywords,
 			'supports'        => $this->supports,
 			'attributes'      => $this->attributes,
 			'render_callback' => $this->render_callback,
diff --git a/lib/client-assets.php b/lib/client-assets.php
index ebd72a4397fa5..b81e69d6977ff 100644
--- a/lib/client-assets.php
+++ b/lib/client-assets.php
@@ -660,7 +660,7 @@ function gutenberg_get_post_to_edit( $post_id ) {
 function gutenberg_prepare_blocks_for_js() {
 	$block_registry = WP_Block_Type_Registry::get_instance();
 	$blocks         = array();
-	$keys_to_pick   = array( 'title', 'icon', 'category', 'keywords', 'supports', 'attributes' );
+	$keys_to_pick   = array( 'title', 'description', 'category', 'icon', 'keywords', 'supports', 'attributes' );
 
 	foreach ( $block_registry->get_all_registered() as $block_name => $block_type ) {
 		foreach ( $keys_to_pick as $key ) {