It was October 28th, 2009 and I was taking photos of my Walther P-38 Gun Robo at the Etnies showroom. I was determined to add some variety and perspective on toys, at LTD… to what seemed like endless Dunny vomit. But only a few days later I’d move on to even deeper Creative Direction and Interactive and Experience design… And for the next almost 5 years, I lamented that I’d not done much more with my passion for toys to see them better understood as the beautiful art design objects that they are. I especially wanted to bridge this communication gap with the people buying into the Kid Robot scene, but having no idea WHAT they were buying. Or where it came from.

A toy is already art. Even if some blog graffiti artist with a beard hasn’t drawn on it yet.

So here are those photos. Right on time. And I’m right on target. Toys are beautiful creations. Collaboratively. Singularly. They generate tremendous textures, patterns, and collections. Outselling and outliving many other forms of industrial design, like fashion, music, and entertainment. Yet they go quietly unnoticed, un-heralded by places like the MoMA. But it’s ok – We’ll forgive you. At least you have one Combattra V on display.

What does a Takara Gun Robo toy have to do with people being into Kid Robot? In the same way people blindly consume, and support something like Kid Robot, thinking dunnys/munnys/etc are a “new” type of toy design. And it isn’t… Most assume this toy photographed, is a Transformer. And it’s not. It’s not “Megatron”. It’s Walther P-38 Gun Robo. It’s where Hasbro and Marvel took the idea of Megatron from. This gun toy was originally a “good guy”. Dunny’s were originally Ci Boys and a mix of influence of from Baby Milo and Michael Lau and other toys 360 Toy Group provided insight into, before Kid Robot cannibalized those relationships, washing them away in favor of only carrying its own toys.

The transformers were really part of the Microchange series, a sub series of Microman, and the Diaclone line – a line of robot toys that changed into other forms, mostly vehicles, electronics and machinery/weaponry.

The difference is, Transformers are an amazing feat of calculated creativity. The massive investment in the Microman and Diaclone toy lines, as the foundation for Hasbro and Marvel’s comic and television series – it was a vision. They saw potential, made the story lines, created brands and entertainment marketing. While there is a beautiful history of toy and package design that predates them that certainly needs to exist beyond nerdy forums and wikipedia – The Microchange and Diaclone sales were dismal by comparison to the reinvigorated Transformers branding. So much so Takara discontinued Diaclone and Microchange in favor of importing the Transformers concept into the Japanese market. For most of the world: Transformers kept the heritage alive.

There should be more done to connect with the Takara Microman and Diaclone history. But it’s not been completely hidden.

With KR, their logo was a rip off of Ultraman. Which was depressing to look at. Mostly becuase of how poorly drawn the illustration was, never mind the blatant plagiarism. Then their Dunny is really a Ciboy. A toy line they used to carry. A really cute little chubby line of toys! You know JUST LIKE A DUNNY… In short, if you are going to buy something – know your shit. Know what you’re buying.

It’s just like having good grammar and spelling: The difference between knowing your shit, and knowing you’re shit.

But, looking backwards prevents moving forwards. So, now… I move on. Maybe we should move right to the MoMA? We’ve certainly got the collection to install…

With recent installations like Chris Burden’s at the New Museum, there is a glimmer of hope as the second floor is under total siege by toy design royalty. Even though there is little to no documentation of the pieces used, there they are – in a proper Art Museum. And in Bulk.

2014, go forth and make toys. Conserve them and appreciate them. Cherish them. Study them. Join us in our mission to bridge the cultural gap, that we may have a proper place for toys.

Toy As Object… lick-off-a-shot.