Blending the power of many cultures
Within a few short years, the word gongzai has become trendy in Taiwan. The word originates from Hong Kong (Cantonese: gungjai), meaning “human figure” or “human-shaped toy.” Taiwan’s toy-making industry has long been strongly influenced by the US, Japan and Hong Kong.
In 1967, Mattel, maker of the Barbie doll, founded the Meining Workshop in Taishan, Taipei County. It was the largest Barbie factory in the world at the time, with a daily output of over 20,000 dolls. These beautiful, trendsetting Barbie dolls were once sought after by many Taiwanese now in their 30s and 40s.
In recent years, Hollywood-made global box-office hits such as Pirates of the Caribbean, Batman, Transformers, Iron Man and Captain America, fueled by aggressive promotion, have given many middle-agers the chance to recapture their childhood dreams, turning old toys, coated with dust, into hot collectibles.
“Among American toys, superheroes and military action figures are the most popular, and the more lifelike the facial expressions, the higher the collecting value,” says Amy Chang, marketing director of Full-Tone Inc., who has over a decade of experience in toy figure brand planning.
To the Taiwanese, long influenced by Japanese anime and manga, characters such as Hello Kitty, Doraemon, Chibi Maruko-chan, and those from One Piece have become household names. Chang notes that after all this time, Japanese toy figure culture is still going strong; indeed, it’s been exported to other countries. Every year comics, cartoons and movies stir up demand for toy figures, and the cuter the character, the more it’s liked and the better it sells.
The urban vinyl style of toy figures got their start in Hong Kong. In 1999, Hong Kong designer Michael Lau released a limited edition of 1,000 12-inch figurines of characters from his “Gardener” comic strip, whose images now adorn young people’s skateboards, surfboards, basketballs and other sporting equipment, and are featured on tattoos, earrings and fashion accessories, driving urban pop culture fashion in Hong Kong.
Taiwan has blended the powers of American, Japanese and Hong Kong toy figure culture, but because it requires a great deal of funding to develop figure molds and create a brand, local designers still have plenty of room for improvement. Promising domestic toy figure designers at present include cartoonist Ah Tui, toy designer Lin Mengzhi (known as Captain Butter), and record-cover designer Akibo Lee, all of whose toy figure designs are highly popular.
To study figure design, lifelong toy enthusiast Lin Mengzhi majored in sculpture at the National Taiwan University of Arts. After graduation, based on his figure design portfolio he was hired by Taiwan’s largest toy manufacturer, Glory Innovations, where he helped manufacture Japanese cartoon characters. But he grew tired of drawing established characters like Doraemon, Hello Kitty and Chibi Maruko-chan day in and day out, so once he was acquainted with the toy figure manufacturing process, he decided to quit. Now he incorporates his beloved hamburger shapes into his figure designs, in hopes that he, as a Taiwanese domestic designer, can also create local brands.
Amy Chang planned the Snoopy Taiwan and Chibi Maruko-chan rubber stamp series for 7-Eleven, which helped initiate the points card exchange craze.