RESEARCH PAPER FINAL

Toys Become Art
Changes of Toy Design and Toy Consumers




Hsin-Wei Hsu
Intensive English Program
07/FA-ENGL-097-19
Sang Kim




October 22, 2007





Introduction
Walking into one of today's modern toy stores can make you have a whole new experience . Toys as an important part of children's lives have been coming to affect adults' lives, too. In the past, the meaning of toys was the things that children or pets can play with; however, recently their function and status have been changing. Art toys or design toys have been developing recently. According to one study (Crawford, 2005), art toys have been popular since the early 2005. This phenomenon is a part of a subculture trend which includes urban art, street fashion, alternative comics, music, contemporary art and design. Art toys appeared in Tokyo and Hong Kong first, then they became popular throughout all the world. In 2000, some Japanese streetwear stores created their original toys as promotional items for their apparel labels. At the same time, a group of toy collectors and shop owners in Hong Kong held toy conventions to show their wares. Some toy designers were influenced by what was happening in Japan, and created their own original art toys. Toys, now a part of a subculture, have great influence on contemporary art. They not only have become mediums of art making, but also inspirations for artists. Woodrow Phoenix (2006) ,who is a artist and a writer, has reported that "plastic objects are able to effortlessly assume forms and ideas of intense complexity or extreme simplicity, which means they can travel from an initial blank beginning to occupy emotionally and intellectually satisfying territory in a way we traditionally demand of art" (p. 11). Toys have even become artwork and have exhibitions in art museums. In April 2001, the famous Japanese contemporary artist, Takashi Murakami had his exhibition in the museum of fine art in Boston, and he showed some toy pieces of that he made. His artwork provides a conception in which toys can be a form of art, and people have started to know about art toys or design toys. Obviously, the look of toys has been changing, and the buyers, too. The look of toys relies on the design and materials, the design is becoming more artistic and there are more available materials that can be used. The artistic design has become the reason that not only children like toys, but also adults. The toy consumer has been changing; some parents buy toys for themselves. With the expanding of the art toys market, toy design is becoming a new popular job. Some designers have unique styles, like Michael Lau and Kaws who are very successful. Also, Medicom Toy Company, which has been making art toys since 1996, is the most famous manufacturer..
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Changes in Design
The design between common toys and art toys is different, because the function of each group is different. It is true that design is based on function. Art toys do not have to be safe or have developmental functions, because they are not made only for children. Some of them are like statues which are not movable, and even if some have joints, they are not totally movable, and the propose is only to make some specific poses. Also, Art Toys can be decorations which have the same function as artwork. If toys are not meant to played with, the safety and educational functions are not necessary. The designs of art toys are focused on the special shape, beautiful colors , different poses and details which are like the way that artists make their artwork. Some famous toys designers even show their own style which makes people able to discriminate them easily, just like when you see Van Gogh's unique touch, you can tell it is his painting.
Art toys are more delicate and detailed than common toys, and also the size and weight are different. Common toys usually smaller and lighter, because most of the users are children. In art toys, size and weight have no limit, it all depends on the designer's idea. A big art toy could be 70cm high, and the weight could be about 10 kg like the 1000% BE@RBRICK(Figure 1-3) which made by MEDICOM TOY. In art toys, colors are painted carefully, even the edge between two colors is very carefully crafted. Some of them have many small replacement components which can change the toy's appearance or pose.
The materials of toymaking are also changing. The common material has been vinyl, PVC and ABS, which are kinds of plastic, and they are still popular toy materials now. Some toys were made of tin or superalloy, but at that time, the technique was not good, so the toys' shape and movement were limited. However, with the development of toymaking technique, these problems have been solved. Besides, the mold making skill has been improving. Compared with common toys, art toys are weaker. Having many delicated details and components leads them to be unable to suffer impacts; however, common toys are stronger, because they are made for children who need endurability and for safety cannot have and small parts. Also, some art toys combine different materials together. They use the vinyl to make the main body, then use superalloy for the apparel. Some real action figures' apparel is even made of real leather, silk or denim.
Changes in Consumers
Changes in consumers is also a reason of art toys developing. Before art toys appeared, the toys' main users were children. However, after art toys created a trend through all the world, toys are not only for children anymore. Young people and adults purchase or collect them. According to one study (Phoenix, 2006), art toys create a new conception for toys. Toys, which are commercial objects, are transformed into art. Some are made based on comic , movie or animation characters; these can give young people and adults nostagic feelings. Through collecting, people can feel satisfaction. Also, art toys have another reason that they attract people; they can make fantasies become true (p. 27). They can satisfy young people's and adults' imagination; they can make monsters, super heroes, robots and animation characters become objects which can be touched and exhibited.
Art toys have s wide connection to subcultures, suck as those of movies, animations and street fashions. Many companies work in cooperation with toy companies, which produce limited editions to attract customers. People who are addicted to these subculture products can have a lot of opportunities to be involved in art toys. Recently, even some famous exclusive brands have been collaborating with toys companies, for example, in June 2007, CHANEL(Figure 1), CARTIER(Figure 2), COACH(Figure 3) and some famous brands had special projects with Medicom Toy Company. They made different 1000% BE@RBRICK toys for charity bazaar.

Art Toy Designers
Art toy designers use the same as artists use to create artwork. Michael Lau, Kaws and Medicom Toy Company are among the best known for following this process. They have became the symbol of art toys and have a great influence in the field.
Michael Lau
Michael Lau(Figure 4) works out of Hong Kong. He was one of the originators of art toys. He created his first cartoonish figures in 1999, the "Gardeners", twelve-inch vinyl characters dressed in urban fashions with tattoos, had great success. He combined art, toys and fashion, which made collectors see a new style of toys and art lovers see a new medium for representation of contemporary spirit.
Figure 4. Michael Lau

Kaws (US)
This trend not only appeared in Hong Kong, but also in the US. Brooklynite Kaws designs many unique toy figures which present his special style. In 1999, he released his first vinyl toy, "Companion"(Figure 5), in partnership with Tokyo's Bounty Hunter. That established his position as a founding figure in the art toy movement.
Figure 5. Original Fake 4 Feet KAWS Companion Figure

MEDICOM TOY (JP)
MEDICOM TOY is a toy making company which has established in 1996, located in Shibuya, Tokyo. It makes many unique and creative toys that have created a new trend throughout the world. It brings together fine art, fashion design and urban culture. Cooperating with artists from different fields is one of the distinguishing features.

Figure 6. MEDICOM TOY Logo
Conclusion
Toys have been developing into art productions which have unique design and artistic styles, also, the consumers and users have been changing. Some famous art toy designers like Michael Lau and Kaws create their own styles in toys, which make them like artwork and raise their status. McCormick (2006) reported that "Vinyl figures might be trivialized as toys, but by lineage and legacy this is actually the kind of subgenre that belongs to the species of artists' multiples".Art Toys have been developed only for 7 years, they still suggested new issues. It seems reasonable that they connect art and fun together, and provide people an opportunity to own a piece of art. In the future, Art Toys could play an important role in culture, and also, be an essential medium for art.
Reference List

McCormick, C. (2006). Vinyl rules: surrogate sculptures and the manufacture of
ldentity.FullVinyl: The Subcersive Art of Designer Toys, 118-125
Crawford, J. (2005). Introduction. Toys New Desugns from the Art Toy Revolution.
Phoenix, W. (2006). Character Merchandising and Mascots. Plastic Culture: How Japanese
Toys Conquered the World, 27-29
Figure 1. Coach 1000% Be@rbrick, http://www.hypebeast.com/2007/05/berbrick-charity-
auction-event
Figure 2. Chanel 1000% Be@rbrick, http://www.hypebeast.com/2007/05/berbrick-charity-
auction-event
Figure 3. Cartier 1000% Be@rbrick, http://www.hypebeast.com/2007/05/berbrick-charity-
auction-event
Figure 4. Michael Lau, http://www.time.com/time/magazine/article/0,9171,501020318-
216350,00.html
Figure 5. Original Fake 4 Feet KAWS Companion Figure
http://www.hypebeast.com/2007/06/original-fake-4-feet-kaws-companion-figure
Figure 6. MEDICOM TOY Logo, http://www.medicomtoy.co.jp/index2.html