Accelerating Collaborations with Apparel Brands

—It's that time of year again for the MEDICOM TOY EXHIBITION '18, where products created by MEDICOM TOY are gathered in one place.

AkashiIt goes by so fast. From when we start thinking about it each year to the actual event, time seems to fly, but this year it feels like time is moving about three times faster than usual.

We always want to try new things at the exhibition, and during the preparation period, I'm constantly thinking about what will make our visitors happy and what I myself will enjoy. If we were just going through the motions, I think time would feel normal, but when we work with many people new to various fields, communication and development naturally take more time, which probably makes time feel like it's passing faster.

—This is the third year the venue has been Space O at Omotesando Hills. The exhibition allows visitors to see items scheduled for future release, and we have many guests from overseas.

AkashiWe're very grateful that people book their flights to coincide with the dates and inquire about whether they'll be able to enter. Because of this attention, we want to create things that will be well-received and bring joy. More than that, perhaps we want to surprise them.

—Last year, starting with a giant 7-meter-tall BE＠RBRICK balloon installed on the grand staircase at the entrance, many new items were unveiled for the first time at the exhibition. What about this year? Are there any particular trends?

AkashiFirst, we'll be increasing our collaborations with apparel brands this year. This is because as the web environment has become more sophisticated, the sense of doing things "overseas" has diminished, hasn't it?

For example, in the past, just being able to buy a product from overseas was amazing, but now it arrives at your doorstep with a single click. Connecting with various entities in various ways has become more than just convenient; it's become a pleasant experience. With that in mind, we want to create things that can be enjoyed not only in Japan but by people all over the world.

—MEDICOM TOY has a history of collaborations with numerous apparel brands, including ANREALAGE, KIDILL, and SHAREEF, who have also been featured in interviews on OPENERS.

AkashiRecently, Japan has seen an increase in globally recognized apparel brands. We've collaborated with people in the apparel industry before on figures like "BE@RBRICK," but in the future, we'll have more opportunities to work together on actual apparel. Perhaps people will be surprised, thinking, "I'm working with these people!"

On the other hand, there will be aspects where we need to think on a global standard. For instance, certain expressions might be offensive to people in some cultures due to differences. I believe we need to consider these perspectives going forward.

Of course, we will also further expand our existing lineups. Our ideal is to release more content like "MAFEX" and "UDF" into the world, and it would be best if people worldwide became passionate about that content.

Page02.Our criteria for choosing partners is very simple

President and CEO, MEDICOM TOY
An Interview with Tatsuhiko Akashi (2)

Our criteria for choosing partners is very simple

—Could you give us some hints about potential highlights for the event?

AkashiRegarding apparel, one focus is assisting with the global expansion of apparel brands started by designers and stylists. Another is to discover and collaborate with independent artists. These are the two main areas.

Additionally, we started with the concept of creating T-shirts featuring the likenesses of Japanese rock artists to wear."Amplifier"will also feature a lineup that will surely surprise you.

—What are your criteria for selecting partners in the apparel sector?



when I see such content and products, I can't help but want to tell people about them. The driving force is the desire to spread good things to a wider audience.

MEDICOM TOY is now in its 22nd year, and we are gradually reaching a position where we can showcase things we find "good" to the world. I'm excited about who we might collaborate with in the future.

—This is a consistent stance since the company's founding in 1996.

AkashiIt hasn't changed at all. We don't believe we can achieve all forms of expression solely within the company, so how the company expands outwards is a theme for me. If we tried to do everything in-house, I feel we would become too insular. The outcome would be predictable, and we'd often find ourselves thinking, "Ah, just as expected..." So, we want to avoid predetermined outcomes as much as possible.

—As recipients, we also look forward to the new chemical reactions that emerge when artists and technology connect.

AkashiI'm very much looking forward to it myself. How will the technologies unique to our company, and the knowledge of what's possible, intersect with the sensibilities and passion of our partners? Fortunately, I believe we have acquired a high level of expertise in 3D digital technology for toys, and we intend to boldly pursue collaborations with new artists in this area.

The refinement of the web environment has made the world smaller, allowing us to engage in new cross-regional and cross-genre initiatives and experiments. Of course, there are many challenges in the process, but the joy that comes from overcoming them far surpasses the difficulties.

—Won't this further strengthen your role as a company that expands Japanese pop culture globally?

AkashiAs OPENERS readers know, there's currently a global surge in events that function as joint exhibitions of pop culture. In January of this year, MEDICOM TOY participated for the first time in an event called "JUMBLE PARIS" in France. Coinciding with Paris Fashion Week, it provided an opportunity for many people in the fashion industry to see our products. As a result, we've seen a significant increase in new collaborations.

Incidentally, at this year's "JUMBLE PARIS," we launched one of the apparel companies we plan to work with. We've also received invitations to participate in events in the US and China later this year, with very favorable terms, so we plan to pursue many opportunities. We will share details regarding dates and locations with OPENERS readers once they are finalized.

—So, this exhibition also serves as a kickoff for that global expansion?

AkashiPrecisely. It's a good time to launch various things worldwide, and we want to showcase what we believe is good. With that in mind, we would be delighted if you would visit this year's exhibition and look forward to our future developments.