What Is an Art Toy?
Art toys, also known as designer toys, are a creative cultural product originating from Hong Kong in the late 20th century. These three-dimensional works, created by designers or artists using materials such as vinyl, combine artistic value with collectible appeal.
In 1999, Hong Kong designer Michael Lau introduced the first street-style vinyl figure, while Eric So simultaneously launched a fashion-themed Bruce Lee action figure, sparking a global craze for art toys. This trend is divided into two major categories: Western designer toys and Japanese trend toys, represented by Be@rbrick. The core features of art toys include limited editions and the fusion of art creation, allowing artists to either reimagine existing models or create independent IP characters. The value of art toy figures often skyrockets through auctions—for instance, limited-edition figures by Yoshitomo Nara have sold at prices 20 times their original value, while Takashi Murakami's works have fetched over $560,000. Globally renowned artists like Gary Baseman and KAWS have contributed to the transformation of art toys from mere collectibles into recognized art pieces.
In mainland China, companies like Pop Mart lead the market by supporting designer incubation programs to develop IPs such as Labubu. Leveraging flexible production and omnichannel sales strategies, they are expanding into international markets. However, the industry remains in its early stages, relying on both overseas imports and domestic creations.
Hong Kong is the birthplace of art toys. In 1999, while the toy industries in Japan and the U.S. were struggling, Hong Kong’s toy market seized an opportunity. Michael Lau, who was working at an advertising agency, held a solo exhibition at the Hong Kong Arts Centre. He turned a street-style character from his painting into a 6-inch vinyl toy, which received widespread acclaim. That same year, Hong Kong designer Eric So released 24 fashion-themed Bruce Lee action figures. Almost overnight, a global celebration of vinyl figures began, with Westerners marveling at these "alternative sculptures."
This trend gave rise to two types of art toys: one led by Western designers and artists, and the other represented by Japanese trend toys like Be@rbrick.
"America is the largest market for art toys globally, followed by Europe, and then Asia," says Li Guoqing. Limited-edition toys often see people lining up overnight to purchase them. In one instance, a British official was discovered to have embezzled funds, only for investigators to find his house filled with collectible figures—most of his money had been spent on art toys. In 2007, Japanese artist Yoshitomo Nara released a 30-centimeter figure called "Sleepless Night Sleeping," based on one of his earlier illustrations. Limited to 300 pieces and priced at $1,000 each, one of these toys sold for nearly $20,000 at a Sotheby’s auction in Paris just six months later. Takashi Murakami's prototype figure of the anime-inspired Miss Ko2 sold for $567,500 at a Christie’s auction in New York, surpassing the prices of some sculptures by renowned artists.
Art toys are not mass-produced; they are typically released in limited editions, making their prices significantly higher than traditional toys. They can be considered the luxury items of the toy world.
Unlike traditional cartoon toys or stuffed toys, art toys incorporate more artistic elements. Artists can recreate characters from their works, transforming them into 3D toys. Additionally, artists and designers can freely create on fixed toy models, giving toys that originally lacked stories, expressions, or themes new concepts, while showcasing distinct styles and ideas.
Art toys are not merely toys; they are works of art. Many renowned artists, designers, and graffiti masters worldwide are diving into the booming art toy trend. These include American artists Gary Baseman, Futura, MCA, DALEK; Japanese artists Takashi Murakami, Yoshitomo Nara, TOUM; British artists James Jarvis, Pete Fowler; Italian artist Tokidoki; Spanish artist Jaime Hayon; Australian artist Nathan Jurevicius; and Hong Kong artists Michael Lau and Iron Brothers. If you're familiar with the art world, this list of names—some even considered legendary—will surely leave you in awe.
Art toys are becoming another outlet for artistic expression. Since their inception, people have questioned: Are art toys toys, fashion, or art? In the eyes of Demeng Toys, art toys are unequivocally a form of art. Many renowned artists, designers, and graffiti masters worldwide are diving into the booming art toy trend. These include American artists Gary Baseman, Futura, MCA, DALEK; Japanese artists Takashi Murakami, Yoshitomo Nara, TOUM; British artists James Jarvis, Pete Fowler; Italian artist Tokidoki; Spanish artist Jaime Hayon; Australian artist Nathan Jurevicius; and Hong Kong artists Michael Lau and Iron Brothers. If you're familiar with the art world, this list of names—some even considered legendary—will surely leave you in awe.
The process of creating an art toy is highly complex. For an artist, the money earned from an art toy is negligible compared to the value of their paintings. Yet, these artists remain passionate about the craft. American graffiti artist Ron English once remarked profoundly: “Art toys don’t make money, but seeing your characters transformed into 3D toys is fascinating. This joy far outweighs any financial gain.”