Toy2R
Encyclopedia
Toy2R is a designer toy company based in Hong Kong
that was founded by Raymond Choy in 1995.
footwear
company. During his tenure there, he developed skills in general business operation, especially quality control. Following his dream of combining his hobby with his career, Choy pursued a business degree and studied design, working all the while.
After much research and planning, he opened a toy store in 1995. Four years later, Choy observed a recent trend in collectible toys, now known as designer toys
, specifically urban vinyl movement of toy design. He decided to put all his funds into the development of a vinyl figure, intended more as art than as a plaything. He called this figure the Toyer. Toy2r is one of the pioneers and amongst the first to explore the potential of the designer toy phenomenon, combing art and developing vinyl toys for the collectors market, and turned it into an internationally recognized company.
that resembles a cartoon
skull, became his first trademark. The commercial response to this figure led to support from artists and designers all over the world, and enabled his next endeavor, the Qee
figure.
In 2001, Choy designed a series of figures originally intended for use as keychain
s, and named it the Qee Keychain Collection. The distinctive Qee design resembles a round and squat human form, and features a variety of animal heads and a broad range of paint applications. The Qee figure and its many variations (over 1500 figures have been produced to date) are the signature product of the Toy2R brand.
The Qee figure is noteworthy for being one of the most easily recognized designer toys. Toy2R has collaborated with artists and designers from all over the world, including illustrators such as Gary Baseman
, Tim Biskup
, Coop
, Tara McPherson
, David Horvath and Frank Kozik
. Additionally, Toy2r has been commissioned to create exclusive Qee figures for such companies as Adidas
, DKNY
, Mitsubishi
, Xbox360, Nokia
, Sony
, Clutter Magazine
, and Starbucks
.
Hong Kong
Hong Kong is one of two Special Administrative Regions of the People's Republic of China , the other being Macau. A city-state situated on China's south coast and enclosed by the Pearl River Delta and South China Sea, it is renowned for its expansive skyline and deep natural harbour...
that was founded by Raymond Choy in 1995.
History
Choy spent 10 years as an employee of an AmericanUnited States
The United States of America is a federal constitutional republic comprising fifty states and a federal district...
footwear
Footwear
Footwear consists of garments worn on the feet, for fashion, protection against the environment, and adornment. Being barefoot is commonly associated with poverty, but some cultures chose not to wear footwear at least in some situations....
company. During his tenure there, he developed skills in general business operation, especially quality control. Following his dream of combining his hobby with his career, Choy pursued a business degree and studied design, working all the while.
After much research and planning, he opened a toy store in 1995. Four years later, Choy observed a recent trend in collectible toys, now known as designer toys
Designer toys
Designer toys is a term used to describe toys and other collectibles that are produced in limited editions and created by artists and designers. Designer toys are made of variety of materials; ABS plastic and vinyl are most common, although wood, metal, and resin are occasionally used. The term...
, specifically urban vinyl movement of toy design. He decided to put all his funds into the development of a vinyl figure, intended more as art than as a plaything. He called this figure the Toyer. Toy2r is one of the pioneers and amongst the first to explore the potential of the designer toy phenomenon, combing art and developing vinyl toys for the collectors market, and turned it into an internationally recognized company.
Products
The Toyer design, which resembles a simplified human form with a headHead
In anatomy, the head of an animal is the rostral part that usually comprises the brain, eyes, ears, nose and mouth . Some very simple animals may not have a head, but many bilaterally symmetric forms do....
that resembles a cartoon
Cartoon
A cartoon is a form of two-dimensional illustrated visual art. While the specific definition has changed over time, modern usage refers to a typically non-realistic or semi-realistic drawing or painting intended for satire, caricature, or humor, or to the artistic style of such works...
skull, became his first trademark. The commercial response to this figure led to support from artists and designers all over the world, and enabled his next endeavor, the Qee
QEE
Qee are a collection of designer toys created by Hong Kong-based company Toy2R, which was founded by Raymond Choy in 1995.Qee figures vary in their design. The original Qee has a body that resembles an extremely simplified human form, somewhat similar in appearance to Playmobil or LEGO figures,...
figure.
In 2001, Choy designed a series of figures originally intended for use as keychain
Keychain
A keychain or key chain is a small chain, usually made from metal or plastic, that connects a small item to a keyring. The length of a keychain allows an item to be used more easily than if connected directly to a keyring...
s, and named it the Qee Keychain Collection. The distinctive Qee design resembles a round and squat human form, and features a variety of animal heads and a broad range of paint applications. The Qee figure and its many variations (over 1500 figures have been produced to date) are the signature product of the Toy2R brand.
The Qee figure is noteworthy for being one of the most easily recognized designer toys. Toy2R has collaborated with artists and designers from all over the world, including illustrators such as Gary Baseman
Gary Baseman
Gary Baseman is a contemporary artist who works in various creative fields, including illustration, fine art, toy design, and animation. He is the creator of the Emmy-winning ABC/Disney cartoon series, Teacher’s Pet, and the artistic designer of Cranium, a popular board game...
, Tim Biskup
Tim Biskup
Tim Biskup is an American artist generally considered to be a part of the group that has been dubbed "lowbrow" or pop surrealism...
, Coop
Coop (artist)
Coop is a hot rod artist working from Los Angeles. He was born in Tulsa, Oklahoma in 1968, and describes his occupation as "Insensitive Artiste". His work consists primarily of barely clothed Bettie Page-style 1950s soft pornography and/or B-movie monsters, with the female characters often taking...
, Tara McPherson
Tara McPherson
Tara McPherson is an American artist based out of New York City. She studied art at Santa Monica Community College and earned her BFA from Art Center in Pasadena, CA in August 2001 with honors in Illustration and a minor in Fine Art, working on Matt Groening's Futurama during college.-Career:Tara...
, David Horvath and Frank Kozik
Frank Kozik
Frank Kozik is an American graphic artist who has worked with Nirvana, Pearl Jam, Stone Temple Pilots, the Red Hot Chili Peppers, Melvins, The Offspring and Butthole Surfers. Kozik runs Man's Ruin Records, a media outlet and record label, and has published several books including Man's Ruin:...
. Additionally, Toy2r has been commissioned to create exclusive Qee figures for such companies as Adidas
Adidas
Adidas AG is a German sports apparel manufacturer and parent company of the Adidas Group, which consists of the Reebok sportswear company, TaylorMade-Adidas golf company , and Rockport...
, DKNY
DKNY
DKNY is a label of fashion designer Donna Karan. It is also the name of a clothing store in New York City featuring Donna Karan's associated line.-History:...
, Mitsubishi
Mitsubishi
The Mitsubishi Group , Mitsubishi Group of Companies, or Mitsubishi Companies is a Japanese multinational conglomerate company that consists of a range of autonomous businesses which share the Mitsubishi brand, trademark and legacy...
, Xbox360, Nokia
Nokia
Nokia Corporation is a Finnish multinational communications corporation that is headquartered in Keilaniemi, Espoo, a city neighbouring Finland's capital Helsinki...
, Sony
Sony
, commonly referred to as Sony, is a Japanese multinational conglomerate corporation headquartered in Minato, Tokyo, Japan and the world's fifth largest media conglomerate measured by revenues....
, Clutter Magazine
Clutter Magazine
Clutter Magazine is a quarterly publication that caters to the world of underground designer toys and the artists that create them. After emerging in Japan in the late 1990s, the toy scene has gone global, led by companies such as Toy2R, Kidrobot, and Medicom, and Clutter is the first English...
, and Starbucks
Starbucks
Starbucks Corporation is an international coffee and coffeehouse chain based in Seattle, Washington. Starbucks is the largest coffeehouse company in the world, with 17,009 stores in 55 countries, including over 11,000 in the United States, over 1,000 in Canada, over 700 in the United Kingdom, and...
.
Awards
- 2008 Innovation & Creativity Grand Award by Hong Kong Awards for Industries (HKAI)
- 2008 Best Innovation & Creativity for Young in China Award by 1626 Magazine
- CAPITAL Leader of Excellence 2007 Awards by Capital Publishing Limited
- 2007 Innovative Entrepreneur Award by City Junior Chamber
- 2007 Vinyl Toy of the Year from Plastic and Plush
- AFT's (Action Figure Times) Best Block Toy Award for seven consecutive years running since 2002
- AFT's Best Vinyl Toy Award in 2006
- AFT's Most Innovative Company Award in 2004
- AFT's Toygodd's Crystal Award from 2003–2005 and many more.