Popy began an industrial design revolution 2 times over within the first few years of their existence with the creation of the Jumbo Machinder and Chogokin product designs. Both have become ubiquitous terms within toy design history to describe not just a brand, but a genre. They are the toy equivalent to Xerox and Q-Tip brand names taking on their own life as a product design aesthetic standard and a categorical genre. Matt Alt has written about this before, summarizing the historical context of Popy and it’s relationship to Bandai.

There is a double-billing for Hello Kitty’s and Popy’s first Chogokin toy, model number GA-01 and to mark this 40th anniversary of the Chogokin line, Hello Kitty is having it’s first ever diecast metal figure made in the hallmark Popy style. This is released under the Tamashii Nation Chogokin label. There is something I’m still processing, as Hello Kitty’s debut was in 1976?

The new release features a large main Robot – “Robo Kitty”, and a smaller Hello Kitty pilot.

This debuted at Tamashii Nations Chogokin floor on Novermber 1st. But so far only these prototype renderings have surfaced, with sparse media coverage.

Overall specs:

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Chogokin

Robo Kitty

• Made of Diecast and ABS plastic
• 15CM tall
• Part of a set, contains –
• Main figure, display pedestal, mini figures, land and water or sky parts ( these are the fins, and additional add on plastic parts for the various change modes)
• ¥4,400 MSRP (About $45-$50)

This is planned to be globally distributed: online, retail, hobby, select stores. i.e. – hit up your local Japanese toy specialist.

This is not the first time this amazing toy production and design style has resurfaced. Bandai sporadically reissues toys from it’s re-absorbed earlier independent design off -shoots, to varying degrees of success.

The Hello Kitty release actually looks poised to be a beautiful and imaginative design. Without any official word on it’s weight, one would hope hope it is actually heavy with diecast metal.

For those new to the genre of chogokin, these toys are typically 5-7 inches tall, and almost made entirely of zinc, or some other low grade metal. When you interact with these pieces, even visually, they look and feel solid. It is the same feel of quality when comparing a Canon 5D Mark series to a cheap Rebel, or a vintage Eames fiberglass chair to the new depressing molded plastic re-issues. It’s tactile feedback and material choice at their peaks. It’s for those that demand more of art and design, or just of life.

Given Hello Kitty and San Rio as a brand’s, very positive track record of luxury goods, I doubt they will cut corners like Bandai has become infamous for doing. I for one, am looking forward to the June 2014 release of the toy. And plan on carrying and showing them here in our store. If anything there seems to be a need to have a show to celebrate Popy’s transformative achievements and contributions. They single handedly made some of the greatest hallmarks of design, and set the archetypal standards against which all other is still measured today.

Happy 40th to Popy’s Chogokin. We look forward to 40 more.