「志在創業– 設計與創意工業」2009課程 - Hong Kong Design Centre

A Not-So-Typical Toy Designer
非 一 般 的 玩 具 設 計 師
“I have a dream which is to bring happiness to every designer who
designs with my toy figures. The finished design will help boost my
brand. So this is an investment.”
「 我 有 一 個 夢 想 , 就 是 把 快 樂 帶 給 每 一 位 用 我 的 公 仔 做 設 計 的 設 計 師 ,
而 他 們 的 設 計 又 可 令 我 們 的 品 牌 壯 大 , 這 也 是 一 種 投 資 。」
Raymond Choy, Founder and President of Toy2R (Holdings) Co Ltd
玩 具 易 ( 控 股 ) 有 限 公 司 創 辦 人 及 總 裁 — 蔡 漢 成
“The first toy figure I designed was called Toyer, a skullheaded
character dressed in a worker uniform holding
a spanner, which was my self-portrait at that time as I
had to take on everything personally and wear many
hats in the office,” said Raymond Choy, founder of Toy2R.
As a toy collector, retailer and toy designer, Raymond
has embarked on an entrepreneurial path very different
from other designers. Although he has not completed
any certified design programme, he is still considered
a pioneer in toy design for his innovative ideas. He was
named one of Hong Kong’s Ten Outstanding Designers
by the Hong Kong Communication Art Centre in 2009.
Since childhood, Raymond assisted his father selling
noodles, flowers and cloth, from which he accumulated
much business experience. After graduation from high
school, he worked for a trading company and shoes
factory, all the while attending adult school. He also took
design, business, and language classes, which has paved
the way for his later career in the toy business.
Due to his hobby in toy collection, Raymond discovered
the American toy had great price appreciation potential.
In 1995, he opened a toy shop in Mongkok, selling
imported toys from USA and Japan. After two years and
increased rent, he moved to Tsimshatsui. The relocation
opened up opportunities for him to establish contacts
with foreign toy makers to whom he became an agent.
As Raymond sold exotic toys that featured themes of
homosexuality, horror and violence, the media became
attracted to his shop and consequently, its fame grew.
“Luck would not always be on my side. I have to do
something unique,” Raymond said. He was compelled to
create his own toy as the toys he had imported lacked
creativity and business was sluggish. In 2000, he launched
Toyer, the skull-headed figure, which was the first locally
made toy with individual serial number. The Toyer icon
has also become the trademark of Toy2R.
His creativity never stopped. In 2002, he launched
another groundbreaking 3.5 inch figure-QEE. This block
style toy figure was harnessed with a key chain
that did not break its form, a design which was
subsequently patented. This innovative design
also led to increase in sales orders from overseas
customers. “Registered design and patent can
build up the company’s core and add value to
what it does, making future development more
sustainable,” Raymond said.
Other designers would place more emphasis on
variation in form, but Raymond would minimize
such costly variation by focusing only on changes
to size, color and accessory. The popular QEE series
is a successful example of a collection based only
on different color figures. Raymond said, “I have
never completed any design programme, and
rarely claim myself as a designer. As long as the
products I design and sell, that is good enough.”
In late 2002, Raymond was invited to attend an
electronic product fair in France. That event later
became a major milestone for the Toy2R brand. In
order to attend the event, he had to close his shop
for a week. He took with him on the trip a dozen
eight-inch plain QEE figures for designers there
to draw on. Among the group was the famous
Spanish designer, Jaime Hayon. Raymond brought
the finished toy figures back to Hong Kong and
displayed them at the ToyCon exhibition.
“I have a dream which is to bring happiness to
every designer who designs with my toy figures.
The finished design will help boost my brand. So
this is an investment,” said Raymond. The French
experience inspired Raymond to devote his
creations to the Art Toy and DIY Toy concepts.
He continued to provide his DIY toy figures for
designers, illustrators, and artists to create their own
designs. Through agents and retailers’ networks,
exhibitions were held in countries like England,
USA, France, Japan and Spain, culminating in the
World Wide Tour, which has successfully promoted
the Toy2R and QEE brands to overseas markets.
The famous auction power-house, Sotheby’s, even
auctioned QEE figures as modern art items. Toy2R
has also collaborated with international brands on
the QEE figures to further strengthen its reputation.
Throughout the development of Toy2R,
Raymond has made every decision with
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