Designer Vinyl Toys:Japan: A Rough Introduction

Kaiju, 怪獣、means "monster" in Japanese. Monster characters are very popular in Japanese culture, and while Godzilla and King Kong are the most well known in America, there are other, more creative versions that are well known in Japan. 

Gamera: Turtle Monster

Gigan: Godzilla Opponent

My favorite aspect of Kaiju is the subculture of designing vinyl toys after well known monsters, showcasing an evolution from action figures to underground pop art. The following two photos are from a store called Gargamel based out of Koenji, Tokyo, Japan.

Designer vinyl toys are usually created by a toy company that specializes in this sort of thing, as well as established artists who are commissioned by the toy company to design a toy. The toy company is not a big corporation like Matel or Hasbro, rather specifically niche centered and small. Secretbase, for example, is a store based out of Harajuku, Tokyo, Japan. Secretbase first created a design for a figure, then did interesting coloring on the figure, then had the capabilities to expand to new figures, collaborate with other toy stores and designers, and ultimately pair up with cool artists, which allowed for international expansion and recognition.

An Astro Brain toy from Secret Base

Can you see the evolution? Monster movies like Godzilla and Gamera inspired a lot artists and companies as a merchandise opportunity, just like Star Wars and X-Men more recently. First an action figure is created in the monsters likeness, then more creative people who do not necessarily work for big toy companies create their own designs. Some of the most interesting toys are just simple figures that have been painted with unexpected colors, like lime green and fluorescent pink. Other examples could be popping the heads off of a Snoopy toy and putting Godzilla's head on top. These sorts of creations evolve into people creating their own monsters, completely independent of a film or book or other sort of inspiration.


Next post will be about America's take on Japan's Kaiju toys.