I have been fortunate to get to know Raymond over the last several years, and it has been a pleasure. He has been a fine host in Hong Kong on several occasions. If you are lucky enough, as I have been, to visit his offices there, you will discover a wonderland of toys. Besides Raymond's extensive personal collection of toys from others, an example of every Qee ever made is on display. I don't know how many that is exactly, since I didn't have a week or two to count them, but suffice to say that it is an impressive gallery.
Raymond and his extremely talented team are at it continually, and the number of projects they are able to bring forward puts the output of much larger companies to shame. We are delighted to have found a new project to collaborate on (we worked with Raymond on a Hellboy Qee a couple of years ago) in the upcoming Domo Qee lineup. We thank him for taking time from his very busy schedule to share his thoughts and observations with us in this interview.
-David Scroggy
How did you get started in the toy business? What made you want to do it?
After working for ten years for an American footwear import company, I took my love of collectibles, combined them with the business experiences I’d gained, and opened my own toy store, Toy-R (short for Toy Raymond), in 1995. The store sold countless quantities of limited-edition toys and the store received international recognition. It soon evolved into the current company, Toy2R (short for Toy to Raymond).
I recognized the emerging trend known as “art toys,” and developed my very first vinyl figure in 1999. Toy2R was amongst the first to explore the potential of the designer toy, ultimately instilling contemporary art into the vinyl-toy market we all know and love today.
Where did “Qee” come from?
Qee (pronounced “key”) was born in 2001 (I refer to the dates that these figures were created as the dates they were born, like they’re children). The uniquely designed keychain attachment adds to its originality and was created out of my obsession for toys and a passion to incorporate them into an art realm.
Qee have become both fashionable and desirable collector items, and for close to ten years, the Toy2R Qee brand has been one of the most recognizable platforms in the designer-toy genre. Qee leads the Toy2R brand worldwide.
As the Qee program has evolved, we have seen the special versions move from decoration to the standard Qee shapes by various modern artists to licensed characters turning into Qee toys. What are the challenges of creating a Qee of something like Domo or Bart Simpson, where you must preserve the integrity of the basic Qee design while also being true to the character’s individual look?
Qee offers a white, three-dimensional, blank canvas for various artists to explore and design. While Toy2R continues to develop artistic creations and limited-edition releases, we do see the opportunity of making bigger lines and working with licensed properties. Toy2R has done extremely well with the original Simpsons Qee release and hopes to surpass that success with the release of the Domo Qee collaboration with Dark Horse and other Qee projects Toy2R is developing like Reservoir Dogs and others.
When it comes to producing Qee collaborations with iconic licenses, it adds a challenge, but ultimately it allows for new interpretations of the same items that inspired many of us to become artists and designers. For example, when we produced the Bart Simpson 10" DIY Qee, we knew that many of the artists participating in the customized exhibition had either grown up watching The Simpsons or were inspired by its creativity, humor, or sardonic look at life. The reinterpretation of Bart Simpson, the classic animated icon created by Matt Groening almost twenty years ago, not only celebrates The Simpsons, but also shows the impact that it had on the art world. As for lines like Domo, it allowed us to take the basic Qee figure to new levels and see how this interpretation could keep the essence of Qee, but still convey the iconic look of Domo, and I think it works great.
One could point out how the bigger toy companies are releasing “urban art” or “designer figures” and say that the category is dying, but I like to look at it as a sign of how inspirational the category has been on the toy industry as a whole. This does mean good things for the future for real designer toys and collectibles. The category will surely change, but that is a good thing. With change comes fresh and new ideas and that seems to be the direction we are headed.
Were there any particular challenges to making a Qee of the Domo character?
Not at all; in fact, the basic design for Domo was easier since Toy2R had created an Egg Qee years before. We knew how to approach the design, which made the project a lot of fun to work on. When we displayed the hand-painted versions during Toy Fair, the overwhelming response to the figures provided us with the knowledge that we did it right. We hope that everyone feels the same once they collect the entire series.
What are your observations on the designer-toy market generally? We have seen a lot of activity in this arena, but are also noting that as the number and type of these projects increases, many of them are not selling out as they might have in the past. At the same time, it looks like costs are escalating, with the attendant increases in retail price. Do you see the marketplace as becoming too crowded or growing in a healthy way?
There will always be changes in the marketplace, and if you can handle them, it should not affect your business too much. We see very clever items coming out all the time, and, fortunately for Toy2R, we have a solid history; fantastic, loyal fans and collectors; and a brand that everyone knows.
We invite artists of all levels to work with Qee. Our figures have both a collectibility and a playability about them, hence the appeal to young and older audiences. We also work with companies all over the world creating unique designs and figures for promotional and marketing projects. The brands we work with are looking for something that communicates a sense of fun but is still innovative in its presentation. Also, with our patented keychain attachment, the Qee figure is truly the original designer figure you could literally carry with you, expressing your love for Qee and the art it is decorated with.
At Toy2R we always talk about evolution. While the basic look of the Qee figure has not changed, we have made small adjustments, making it a high-quality collectible. With our leap into the world of licensed figures, we see it more as a way to communicate with new audiences who may not yet have learned about Qee. If we work on a Qee project for The Simpsons or Domo, chances are that a collector will want to learn more about Qee, and as their tastes evolve, they may look for artistic qualities and designs that speak to them. They will find our collection of artist-designed Qees perfect for continuing their collection without feeling as if they just collect toys. Now they collect artwork. A lot of the artists we work with sell their original paintings or sculptures for thousands of dollars, but we make it possible for a fan to collect a work of art for a lot less.
Do you see the number of specialty retailers growing or staying the same? Have we reached a plateau?
Absolutely not. Sure, the economy is hard right now, and some specialty retailers may find difficult times, but we have also seen other types of stores become interested in designer toys: home décor, gift, and novelty shops as well as major book chains and larger box retailers.
Do you see the successful toys as being a reflection of the artist/designer’s popularity, or is it the ones that are more interesting conceptually that succeed?
We work with artists of all ranges and styles, so it can be difficult to choose a handful of artists for a particular project -- but, fortunately, we have so many projects planned that we can accommodate several at a time.
A few years ago we released series 5 of our very successful Artists Qee Series Collection -- a collection featuring ten or twelve artists in one assortment. We are pleased to announce we are returning to that series with new art from some of the best and most talented artists available.
Collaborating with artists is one of the best experiences, because it allows for both of us to become very thoughtful and creative. Artists have very different qualities, and while I can work with one artist on a project, the next day I can be totally inspired by a completely different project. The art must be compelling and have more than just a static appeal. It must hold your attention and make you feel something. It is a lot like going to an art gallery and admiring certain works. They can move you and make you feel a particular way. If an artist can make that happen, you really want to work with them.
There are some special versions of Domo Qee toys being produced for large retailers who are not usually associated with this type of product. Target is making a test of Domo Qee toys in fifty-four stores. These are packaged differently from the “mystery box” program and feature unique colors not in the assortment. On a larger scale, 7-Eleven is going to include special Domo Qee toys in packaging, such as a Slurpee cup in October. What are the special considerations in making a Qee for a custom client like this?
Obviously these are new outlets for designer toys, so you must step back and see what works best for them and mimic it the best you can while still capturing the essence of the designer-toy genre. Packaging is a big concern, because in larger retailers, your product must get seen -- if not, buyers will simply pass it by to the next item. Also, to comply with spacing, shipping, and other concerns, you really need to focus and be fully aware of the chain’s needs in order to be successful.
When you created the look of the 7-Eleven Qee toys, were you trying to make the paint application resemble the color and texture of a Slurpee drink?
Obviously, when we create a product for a particular client, we want to create something that contains something about that retailer, even in the simplest of ways. The Slurpee is as iconic to 7-Eleven as Qee is to us, so it was important to adopt anything that would blend the two identities together. We think even the packaging will be attractive to new customers as well as avid collectors.
Are any other Toy2R items being tested in Target besides Domo Qee?
We are fortunate enough to have some core Qee products being brought in by Target and we hope that this will open the category to new collectors. It is a way of introducing artists and creative figures to a whole new group who may not be familiar with art toys. We have about eight items planned for the test and we think it will make everyone happy.
Aside from the Domo Qee project with Dark Horse, what other new Qee toys are forthcoming from Toy2R?
We are currently working on the property Reservoir Dogs. This was one of those unique properties that we took a chance on, and the response has been very positive. We will create several limited-edition pieces, but we hope to release a full assortment as well. We will also be continuing the Simpsons project with new 10" and 3" Qees being introduced in a few months. We are also re-launching our classic Artist Qee Collection, which so far has more than sixty artists from around the globe participating. We are working on a few other projects, but we are waiting for the ink to dry before we can share the news.
When you consider new characters from licensors or other pop-culture sources, what kind of things do you look at in making your choices?
We want to be sure that the blend of Qee and the licensed properties make sense. Anyone could slap a logo on a figure and call it a licensed figure. For minifigures like Qee, we take every aspect into account, and while we could simply “wrap” our figure with a particular design, we want to do more. We want to create figures that capture the look and feel of the property. If that means sculpting a new head to really make the project work, we’ll do it. That’s why we now have about fifteen different Qee characters available for customizing. There is no way the Simpsons would have come out right had we tried to mask Bart’s face on a Bear Qee. Same thing with Domo -- it had to be the look of the original.
How do you select (or discover) artists to work with on specially decorated Qee toys?
We had been following the development of an artist -- Emilio Garcia. He is a very talented young man, who developed the resin figure known as the Jumping Brain (a brain with frog-like legs). When I first saw it I was not sure what to make of it, but the more I studied it and saw the detail and the talent that was poured into the figure, I grew attached to it.
So we contacted Emilio for permission to show the figure in our booth during Toy Fair. The response was so overwhelming that we are now working out the details to re-create his vision into vinyl, minifigures, and more.
Then there is Jason Freeny, who developed the Qee Anatomy piece for us. He is a very talented individual. I got to meet him in New York, and he showed me a lot of his work. I was very impressed. He used our Baby Qee figures for a couple of customs and I was so impressed that we are going to reproduce them as limited collectibles. We are also working on the Qee Anatomy piece and are planning to develop it into our flagship release for 2010!
Are there new trends you observe in the art-toy field? It is generally accepted that Hong Kong is the birthplace of this genre. Are there new innovations coming forward there that the rest of the world hasn't seen yet?
Toy2R has received numerous internationally renowned awards for our outstanding achievements: Best Block Toy Award, seven consecutive years running; Most Innovative Company Award; 2007 Toy Awards -- Vinyl Toy of the Year from Plastic and Plush; Best Of Award 2007 from Action Figure Times; 2008 Hong Kong Award for industries recognizing outstanding creative achievements.
You are a world traveler. How do your experiences in so many different countries influence your approach to Qee toy development?
Really, it’s all a matter of the project at hand. I am always busy working with artists, companies, and our newly formed U.S. division, and that alone makes everything merge together. I see different art styles and some different ways of collecting, but overall this genre is very similar wherever I go.
Do you still collect toys other than the ones you make? What are your favorites?
Oh, yes. I am an avid collector of superhero figures and statues. Iron Man and Batman are two of my favorites, but I do buy and collect several other types of figures. It comes down to the design and look of the figure that inspires me to add them to my collection. There are a lot of very talented people making some great-looking figures, and it is becoming increasingly harder to collect them all.
Is the market for collector toys growing in mainland China? We generally do not associate the Chinese market with collectibles, but perhaps this is changing as the economy there has grown. If so, how are collectible items such as Qee sold in China?
With the economy hitting everyone very hard, I do think that a lot of companies will shift their focus from large, expensive vinyl releases and look to the more affordable blind-box presentation. I know for Toy2R, we are very conscious of the current times and we are striving to develop items that fit everyone’s budget, retailer and consumer. Hopefully this will not last long and we can see relief soon.
Some say that the “designer” category is getting too saturated, and in some ways people are right. However, as with many things in this world, evolution is key!
Had you seen Domo before Dark Horse approached you with the idea of him becoming a Qee?
We did review the line about a year or two ago, but then we heard Dark Horse was going to create vinyl figures. When we saw their first releases, we knew that they would do a great job and as you can see, they have had a lot of success. It was an honor to be asked to join their already successful program.
Are you still happy to go to work each day, or does the continual rush of activity become a chore?
Our days are quite busy, from working with new and established artists to reviewing countless works from submissions sent to us daily. It takes a lot of work, but the amount of artistic talent out there appears to be limitless and really makes our work a true pleasure.
Add to the mix the continual review of our production as we strive for the highest quality possible, and with the new laws being passed for testing, we are pleased that Toy2R and Qee have met or exceeded the expectations for a great collectible.
We are diligently working on developing new designer figures and take great pride in working with artists to develop new figures as well as designs that innovate and inspire the category.
My day is filled with e-mail and phone calls to insure the best for our creations and now, with the new direction of licensing the Qee brand into other product categories, our days have become increasingly busier -- but I would not have it any other way. This means people still love Qee and want to collect more.
Toy2R was amongst the first to explore the potential of the designer toy, ultimately instilling contemporary art into the vinyl-toy market we all know and love today. Toy2R will continue to work with established artists and new, creative talent to grow the artistic element of the brand. We take great pride in our determination at Toy2R to not only innovate but also inspire artists, designers, and the world’s generation of youth alike. Our main objective is to provide limited/collectible designer/art toys at an affordable price, based on the coolest designs for the current international market.
Toy2R prepares to celebrate its fifteen-year anniversary with the launch of several worldwide projects and looks forward to the future as Toy2R continues to evolve to reach new heights in the years to come.
Let’s enjoy it! Everyone wants to collect more Qee!