Toy2R

Toy2R is a pioneering Hong Kong-based designer toy brand and one of the earliest leaders in the Asian urban vinyl movement. Founded in 1995 by Raymond Choy, the brand launched its flagship Qee line in 2001, revolutionizing the industry with customizable, asymmetrical vinyl figures designed as keychains that doubled as art toys. The Qee series—featuring iconic shapes like Bear Qee (BearBearQ), KitCatQ, DoggyQ, MonQ, and BuneeQ—became a blank canvas for global artists, graffiti writers, and illustrators to create limited-edition customs, blind box series, and DIY blanks. Pronounced "key," Qee emphasized accessibility, creativity, and community, popularizing blind box formats, glow-in-the-dark effects, visible anatomy editions, and large-scale sculptures in the early 2000s. Toy2R bridged Hong Kong street culture with international trends, influencing later platforms like Be@rbrick and Dunny. As of 2026, the brand retains strong nostalgic appeal among veteran collectors, with vintage Qee pieces holding value in secondary markets despite a quieter release schedule in recent years.

Toy2R was established in 1995 in Hong Kong by Raymond Choy (Prof. Raymond Choy MH), initially focusing on creative products and toys. The breakthrough came in 2001 with the debut of the Qee Key Chain Collection, where simple, asymmetrical animal-inspired figures (starting with Bear Qee) were sold as affordable keychains but quickly adopted by artists for custom paint jobs and limited drops. This format pioneered the "platform toy" concept in Asia, allowing endless reinterpretations without needing full character development. Key milestones include the expansion into blind box series (mid-2000s), international artist collaborations (e.g., Dalek, COOP, OX-OP), DIY blank releases for customizers, and oversized editions up to 60 inches. Toy2R helped spark the global designer toy boom alongside Japanese brands like Medicom and Kidrobot. While peak activity was in the 2000s–2010s, the brand continues through occasional drops, artist pages, and its official site, maintaining legacy status in the collectibles space.

Toy2R's output centers on versatile vinyl platforms with broad customization potential:

• Blind Box & Mini Figures: Core format; small 2–3 inch Qee figures in blind-packed series with commons, rares, chases, and secrets for surprise and trading.
• DIY & Blank Figures: Unpainted Qee shapes (e.g., Bear Qee blanks in 2.5", 8") sold for artist/custom painting, a hallmark of the brand's creative ethos.
• Artist & Limited Editions: Collaborations with graffiti artists, illustrators, and brands featuring unique paint apps, themes, or materials (e.g., glow-in-the-dark, transparent visible anatomy).
• Large-Scale & Sculptures: Upscaled figures (8", 16", 36", 60") in vinyl, resin, fiberglass, or bronze for display; often gallery exclusives or convention pieces.

Toy2R's ecosystem revolves around the Qee family of shapes, with Bear Qee as the most prominent and frequently customized:

• Bear Qee (BearBearQ) – flagship asymmetrical bear with squat body; endless variants (e.g., Knuckle Bear, Visible GID, Stoner Bear).
• KitCatQ – cat-headed platform for feline-themed customs.
• DoggyQ – dog-inspired shape.
• MonQ – monkey variant.
• BuneeQ – bunny form.
• Other shapes (e.g., Baby Qee minis, Mini Qee).

Notable lines include Transparent Qee (clear/visible anatomy series), Glow-in-the-Dark editions, and themed collections like Designer Collection Series.

Toy2R focused more on original artist-driven releases than heavy licensing, but notable crossovers and collabs include:

• Artist spotlights (e.g., Dalek Money Bear series, COOP Stoner Bear, OX-OP Cy Bear, Touma Knuckle Bear).
• Brand & IP tie-ins (e.g., Skelanimals by Julie West, The Melvins Ursus Arctos Horribilis).
• Occasional event/convention exclusives and gallery partnerships (e.g., Yvan Parmentier Geneva pieces).

The brand emphasized independent creativity over mainstream franchises.

• Strong roots in Asia (Hong Kong origin, popularity in Japan, China, Korea).
• Reach to North America and Europe via conventions, online sales, and resale platforms.
• Official distribution through toy2r.com and select international retailers; secondary strength in collector communities worldwide.

Toy2R occupies a niche as a legacy pioneer rather than current market leader, with high collectibility among 2000s enthusiasts:

• Affordable entry via blind boxes and blanks encourages customization.
• Vintage/limited artist editions command premiums on secondary markets.
• Rarity from low production runs and discontinued series drives value for sealed or mint pieces.
• Nostalgic appeal for early urban vinyl collectors; some pieces appreciate significantly over time.

• Historical significance as an Asian designer toy pioneer.
• Ultimate customizable platform for artists and DIY enthusiasts.
• Endless variety through blind boxes, artist collabs, and scale-ups.
• Affordable yet rewarding secondary market potential for vintage finds.
• Community-driven legacy with strong ties to graffiti and street art roots.
• Nostalgic charm from the golden era of urban vinyl (2000s).

• Toy2R official website (toy2r.com) for drops, DIY kits, news, and artist pages.
• Select international retailers and convention exclusives.
• Secondary platforms: eBay, Etsy, Trampt, hobbyDB, Mercari, Yahoo! Auctions Japan.
• Collector communities: Reddit (r/vinyltoys, r/designertoys), Instagram groups.

Tip: For vintage or high-value pieces, verify authenticity with original packaging and stamps; bootlegs exist in mini figures.

• Medicom Toy (Be@rbrick)
• Kidrobot (Dunny, Munny)
• Funko
• Other early Asian pioneers (e.g., Play Imaginative)
• Contemporary blind box brands (e.g., Pop Mart for contrast)