How To Sell Toys

Influx Insights: Great ideas need to be relevant, yet unexpected. And everywhere the idea lives should feel like the right home. A recent collaboration between Kidrobot and fashion and art publication, Visionaire, is an example of how to develop an idea that feels fluid rather than forced. An idea that exploits a cultural trend, but doesn’t scream, “me too!”
For their 44th issue themed Toys, Visionaire has collaborated with urban toy creator, Kidrobot, to create an original Visionaire soft vinyl toy, and then further collaborated with 10 fashion designers – including Donatella Versace, Heidi Slimane, Karl Lagerfeld, Dolce & Gabanna, Valentino, Alexander McQueen, and Viktor & Rolf – to customize the toy into 10 different characters. The issue is released in two sets of 5 toys, but each set contains photographs of all 10 characters. The characters and booklets are packaged inside an opaque molded plastic case, and sold with the magazine for $175.00. While not super-limited by toy standards (small batch is usually less than 500), the 2000 run are still limited edition.
Couture Toys [Influx Insights]