Toy2R (‘Toy to Raymond’) is a designer toy company based in Hong Kong that was founded by Raymond Choy in 1995. Choy spent 10 years as an employee of an American footwear company. After much research and planning, he opened a toy store in 1995. Four years later, Choy observed a trend in collectible toys, now known as designer toys, specifically the ‘urban vinyl’ movement of toy design. He decided to put all his funds into the development of a vinyl figure, intended more as art than as a plaything.

He called this figure the ‘Toyer’; the design, which resembles a simplified human form with a head that resembles a cartoon skull, became his first trademark. The commercial response to this figure led to support from artists and designers all over the world, and enabled his next endeavor, the ‘Qee’ figure.

In 2001, Choy designed a series of figures originally intended for use as keychains, and named it the ‘Qee Keychain Collection.’ The distinctive Qee (pronounced Key) design resembles a round and squat human form, and features a variety of animal heads and a broad range of paint applications. The Qee figure and its many variations (over 1500 figures have been produced to date) are the signature product of the Toy2R brand. The Qee figure is noteworthy for being one of the most easily recognized designer toys. Toy2R has collaborated with artists and designers from all over the world, including illustrators such as Gary Baseman, Tim Biskup, Coop, Tara McPherson, David Horvath and Frank Kozik. Additionally, Toy2r has been commissioned to create exclusive Qee figures for such companies as Adidas, DKNY, Mitsubishi, Xbox 360, Nokia, Sony, Clutter Magazine, and Starbucks.


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