An Image That Refuses to Solidify

For some, "surprise."
For some, "excitement."
For some, "nostalgia."
For some, "the future."

(From the announcement of "MEDICOM TOY EXHIBITION '17")

AkashiI feel that we have become a company with even more multifaceted aspects. While I understand that people have various perceptions of Medicom Toy, it was one of our ideals to be a company whose public image doesn't solidify, and I suspect I'll be saying the same thing ten years from now.

One of the key elements that creates this multifaceted nature is the numerous collaborations that use BE@RBRICK as a canvas. It's exhilarating that collaborations extend not only to licensed characters and artists but also to materials like wood and carbon.

AkashiThere are various cases, but for example, with furniture makerKarimokuand carbon product manufacturerAMIREX, many projects began with a simple "This sounds interesting, let's do it" approach with manufacturers from completely different industries.

Sometimes, unexpected offers lead to the realization of unforeseen projects.

AkashiThe launch ofC.J. MART(an e-commerce site opened in 2014 with the theme of delivering Japan's excellent products to the world) was a prime example of this. In our most recent initiative, we partnered withunBORDE(Warner Music Japan). I felt a strong sympathy for Ryoma Suzuki, the label head, and his vision of "what he wanted to achieve."




Led byKAWS, who graced the first 1000% BE@RBRICK series, Medicom Toy has fostered numerous young artists both domestically and internationally, engaging in interesting initiatives regarding the relationship between art and mass production.

AkashiThe line between what constitutes art is blurry for me. Some items that I thought were just toys are now trading at incredible prices at Sotheby's, while other initiatives, though not cost-effective, felt essential to pursue.

As a business owner, the idea of striving to sell two million units of something that could sell one million might be the correct approach, but the effort put into making one million units is almost the same as that for making just one. I may not have consciously considered whether something falls under the umbrella of art or not.

There's no inherent notion of art equaling high prices.

AkashiCurrently, our prices range from ¥450 for the BE@RBRICK SERIES released twice a year, to ¥20 million for thesolid gold Mazinger Zhandled by CJ MART. However, when I engage with each item individually, I don't perceive any hierarchy of high or low.

Whether it's clothing, toys, or an artist's work, I feel that letting price dictate my judgment clouds my vision. Price is merely an indicator determined by the market; it doesn't equate to my personal appreciation of a piece. I want to continue pursuing various projects with diverse artists based on my own aesthetic judgment, and if that helps even one new artist emerge, I'd feel a sense of accomplishment.

Page 02.Medicom Toy: A Hub Connecting People

Medicom Toy: A Hub Connecting People

Like a bustling marketplace, the dynamic Medicom Toy also serves as a hub that connects people.

AkashimintdesignsandANREALAGE, I heard that after meeting at our exhibition, the two brands collaborated on a fashion show. I hope Medicom Toy continues to be a company where such connections can be made.

I strongly desire to continue working with emerging artists and fashion brands, without resting on our laurels. I tend to be quite proactive in reaching out. While we receive many proposals, ultimately, the projects that come to fruition are often initiated by me. When I feel a strong desire to work with someone, I pursue them relentlessly (laughs).

In today's world, the younger generation is said to have little attachment to physical objects, but Medicom Toy navigates this landscape with pride.

AkashiWith just a digital device, you can pretty much accomplish anything these days. If I were in my twenties now, I might be that kind of person. However, what I found interesting was that Yohji Yamamoto's Y's brand is currently selling exceptionally well among young people. Rei Kawakubo's COMME des GARCONS and Issey Miyake's Ne-net, developed by a group company, are all creating products that genuinely resonate with a younger audience.

This era represents the future for designers who dominated the 70s and 80s. In my mind, the 90s in the toy realm and the 70s in fashion have a strong synchronicity, and what they are doing in that "future" serves as a kind of textbook for me.



From July 22nd (Saturday) to 27th (Thursday), 2017, "MEDICOM TOY EXHIBITION '17" will be held. This annual exhibition offers an early glimpse of Medicom Toy's upcoming releases. President Akashi has highlighted some items that he particularly wants visitors to see.



Finally, a question I've been eager to ask: Mr. Akashi, what does "toy" mean to you?

AkashiIt can be a means of self-expression, something beloved, or many other things. For example, whether it's a favorite jacket, a toy, or a painting—is there a boundary between them? I don't think so. They are simply "things I like."

There's a quote from Osamu Tezuka that I deeply cherish. When Fujio Akatsuka asked him, "Why do you take on such an unreasonable amount of work?" Tezuka replied, "I have to do work that's interesting!"

I feel the same way. Of course, it's not that I never feel reluctant; however, I still believe that I must do work that is interesting.

I love creating things, but I feel that the passion and dedication of the people involved are what truly drive me. This likely includes this series on OPENERS as well.

• Feature｜To "MEDICOM TOY" TOP