As art toys gained popularity, the market expanded considerably. The Department of Business Development at the Ministry of Commerce reports that these collectibles have surged in demand due to “kidult” enthusiasts with substantial spending capacity who seek items to recapture their youthful experiences. Data from 2023 indicates that this sector amassed a total income of 19.7 billion baht and achieved profits totaling 468 million baht.
In an effort to enhance the Thai art toy sector, the Thailand Creative and Design Center (TCDC), part of the Creative Economy Agency (CEA), hosted the exhibit titled “Unbox Thai Art Toys.” This event offered a platform for showcasing creations from 35 out of 60 Thai artists, designers, and makers who had presented their works to the CEA.
Lerchart Thamtheerasathian, from the Department of Knowledge Development at CEA, stated that the organization is keen on artists who produce art toys influenced by regional traditions.
“We’re looking for artists who integrate Thai motifs into their creations. For instance, one artist designed a character based on Lady Mo, also known as Thao Suranari, the renowned figure from Nakhon Ratchasima. This Lady Mo art toy aims to educate younger generations about her heroic deeds. Numerous regional tales have potential to be conveyed via art toys. In addition to those reflecting local traditions, others were chosen due to their distinctive narratives that resonate with people,” clarified Lerchart.
At the exhibition, you can find art toy characters from Bennovo Studio, Coppertoy, and Suntudio, alongside the character known as Huuyaow.
The Bennovo Studio was established by interior designers Eakasit Chankong and Vissarut Suebprasit, both of whom collect figurines and comics. Their inaugural creation, Mama Kaka, features an elderly woman adorned with vibrant clothing, colorful floral decorations in her hair, and a tiny yellow monster resting atop her head. Additionally, the studio introduces two more personas: The Boy, which symbolizes everyday individuals; and Corgino, whose design draws inspiration from their pet corgi.
Vissarut explained that the idea of Mama Kaka came when his mother had to undergo surgery and he realised that everyone grows old and gets sick.
Mama Kaka is depicted in soft pastels to reflect her vibrant essence. The creature atop Mama Kaka’s head draws inspiration from my sister, who consistently looks after our mother despite their frequent arguments; they share a deep affection for one another,” explained Vissarut.
The creator and designer behind Coppertoy is Tawin Na Chiangmai. At an exhibition, Tawin showcased three characters: Kudsala, Matang, and Mommam. When designing the initial character, Kudsala, he noted that Thai art toys predominantly reflected Japanese and American influences at the time. His aim was to craft a distinctly Thai character, with Kudsala being inspired by a rhinoceros. In Thai, the term for rhinoceros is “raet,” but this word carries unfavorable connotations when applied to people.
As Kudsala wears a Thai traditional dress, the character is often used as an offering for a prayer that has been fulfilled by a deity. Although the first batch of Kudsala toys sold out, Tawin realised Kudsala appeals to only specific people since raet is a strong word. He later created Matang, a young rhino character, and Mommam, which was inspired by Mom, a deity in the Himmanpan Mountain. Mom in Lanna myth is a combination of many animals including a dog, a cat, a lizard, a monkey and a tiger.
Tawin mentioned, ‘Frequently, elephants serve as symbols during festivals in Chiang Mai. It would be great if something called Mommam could take their place instead,’ he expressed.
Chakorn Kajornchaikul, who founded Suntudio, adores superheroes. His enthusiasm drives him to bring these characters to life specifically for Bangkok. This led to his creation of the Bangkok Keepers series, which draws inspiration from everyday heroes like garbage collectors, street sweepers, and septage tank cleaners. Every superhero within this collection possesses a unique ability linked to their occupation. As an illustration, the superhero whose background is rooted in collecting trash thrives under intense sun exposure and high temperatures; thus, they have been crafted with the capability to harness thermal energy and transform it into flames.
Another collection, Bangkok Road Racer, was inspired by three other jobs: motorcycle taxi drivers, tuk tuk drivers and bus drivers. Chakorn selected these professions because people in these jobs have very distinct characteristics. All of them play a significant part in Bangkok because they drive around the city taking people to various places.
When Mantana Lertkornkitja had to move out and live far away from friends, she created Huuyaow, a cute girl with rabbit ears. Huuyaow was created to be her friend and to remind people of their childhood when they could do whatever they wanted. They did not have to care much about other people”s opinions. Huuyaow with four ears reminds people to listen to their own voices.
The characters developed by Thai artists have garnered positive responses despite some primarily focusing on design rather than marketing. Lerchart noted that several elements can draw customers to art toys.
The primary audience for art toys consists of Generation Y and Generation Z. Consequently, they often buy such items due to the emotional comfort they offer, feeling personally attached to them, or as nostalgia-inducing keepsakes. Additionally, the thrill or enjoyment derived from strategies like blind boxes plays a significant role. Lastly, collaborations among artists attract fans from both camps, encouraging purchases of jointly created pieces.
Eakasit and Vissarut from Bennovo Studio got the chance to work alongside Unilever and Shopee. Following the appearance of their creations, Mama Kaka and Corgino, on the e-commerce site, these characters attracted greater attention. Additionally, Mama Kaka partnered with Chinese creators Forerunner and P-Pet Xeno, which helped elevate their profile internationally.
Recently, Huuyaow featured in the Tourism Authority of Thailand’s initiative called “Art Toy Journey Collection”. In this project, she can be seen adorned in attire crafted from regional textiles to endorse provinces such as Uttaradit, Sakon Nakhon, Suphan Buri, Narathiwat, and Chanthaburi. This endeavor significantly enhanced her visibility amongst people nationwide.
As part of the exhibit, all participating artists concurred that the show and related events enabled them to stay current with Thailand’s art toy movement. Additionally, they were able to share knowledge and build connections within the community.
Although the local market is thriving, Lerchart feels confident that Thai artists have the potential to successfully promote their art toys on an international scale.
Despite coming from various cultural backgrounds, individuals often find common ground through phenomena like the globally popular Moo Deng. This endearing quality has a universal appeal. Among the 35 art toys showcased, several hold significant promise; however, certain characters might resonate exclusively with specific consumer segments. Consequently, artists should grasp their target audience and marketplace dynamics to ensure success.
“Discover Thai Art Toys” takes place at TCDC Bangkok in the Grand Postal Building along Charoen Krung Road up till May 25. Entry is complimentary. For additional details, check outfacebook.com/tcdc.thailand.
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