Vincent van Gogh (March 30, 1853 – July 29, 1890), a Dutch Post-Impressionist painter, was deeply influenced by Japanese ukiyo-e prints he encountered during his time in Paris. He was also an avid collector, making him one of the most widely recognized and popular artists in Japan.

Last year, MEDICOM TOY released the BE@RBRICK "Van Gogh Museum" Sunflowers 100% & 400% / 1000%, a product born from a collaboration with the Van Gogh Museum in Amsterdam, Netherlands. This art toy beautifully renders Van Gogh's iconic "Sunflowers" using the latest water-printing technology.

To commemorate the upcoming release of the BE@RBRICK "Van Gogh Museum" Self-Portrait with Grey Felt Hat 100% & 400% / 1000% (scheduled for release in December 2020), we spoke with Adriaan Dönszelmann, the museum's Chief Operating Officer, to understand how they perceive the growing popularity of art toys.

— First, could you introduce the Van Gogh Museum to our Japanese audience?

We house the world's largest collection of Vincent van Gogh's works, with over 200 paintings, around 500 sketches, and nearly all of his letters. Each year, we welcome over 2.1 million visitors from around the globe. Our presence extends to millions more through Facebook, Twitter, Instagram, WeChat, YouTube, LinkedIn, and our website. The Van Gogh Museum is the most engaging museum in the world on social media.

— Among the Van Gogh works in your collection, which are the most popular with visitors?

The most well-known paintings are likely "Almond Blossom" (1890), "Sunflowers" (1889), and "The Bedroom" (1888). However, the Van Gogh Museum also holds many other masterpieces, such as "The Potato Eaters" (1885) and several of his famous self-portraits. Did you know that Vincent van Gogh created "Almond Blossom" to celebrate the birth of his nephew?

"Almond BlossomAlmond Blossom (Saint-Rémy-de-Provence, February 1890)"

— This year marks the 130th anniversary of Van Gogh's death. Are there any special exhibitions planned to commemorate this occasion?

On July 28th, we announced the discovery of the location in Auvers-sur-Oise, France, where Vincent van Gogh is believed to have painted his final work, "Tree Roots" (1890).

Wouter van der Veer, Head of Research at the Van Gogh Museum, stumbled upon this site just before the 130th anniversary of Van Gogh's death. While the significance of the discovery itself is still being substantiated, it is expected to influence historical research and public understanding of Van Gogh's complete works and the final period of his life. The painting "Tree Roots" is currently exhibited at the Van Gogh Museum in Amsterdam.

The museum will conclude the year with a special exhibition of Vincent van Gogh's letters. The largest collection of Vincent van Gogh's letters will be on display at the museum starting October 9, 2020. This autumn exhibition will explore how Vincent van Gogh, alongside his talent as an artist, was also a prolific letter writer. With at least 875 documents (the complete correspondence of Vincent van Gogh comprises 930 letters and related materials), the museum holds the world's largest collection of his letters, which are rarely exhibited to the public due to their fragility.

Incidentally, the museum will celebrate its 50th anniversary in 2023.

— Let's talk about BE@RBRICK. What were your initial thoughts when MEDICOM TOY proposed creating a BE@RBRICK with Van Gogh's artwork printed all over it?

Naturally, this was due to a combination of factors, but we were thrilled when MEDICOM TOY presented us with the proposal.

One of the primary reasons we partner with collaborators is their "ability to tell a story." The Van Gogh Museum is constantly seeking new ways to convey Vincent van Gogh's narrative, and the "Sunflowers" BE@RBRICK perfectly exemplifies how we interpret and communicate this story to the public. This collaboration allowed us to connect with an entirely new audience and draw them into the inspiring world of Vincent van Gogh.

Product quality is paramount to us, and BE@RBRICK is renowned for its extensive collector base worldwide. Through this collaboration, we can reach not only fans of Vincent van Gogh but also the large fan base that collects the unique BE@RBRICK figures.

— The first release featured "Sunflowers." Could you please tell us more about the original painting?

Vincent van Gogh painted five versions of sunflowers in a vase, and the Van Gogh Museum owns one of them. He created these works in Arles, in the south of France, in 1888 and 1889. Naturally, we used the version that is part of the Van Gogh Museum's collection. This painting is an absolute must-see for visitors to the Van Gogh Museum in Amsterdam, and you can even zoom in to appreciate the brushstrokes on our website. We hope that those who purchased the previous collaboration are enjoying this painting daily in the form of a BE@RBRICK.

"SunflowersSunflowers (Arles, January 1889)"

BE@RBRICK "Van Gogh Museum" Sunflowers 100% & 400% / 1000%
Released December 2019( Sold out, currently unavailable )

(R) Van Gogh Museum, ©️ VGME B.V.
BE@RBRICK TM & ©️ 2001-2020 MEDICOM TOY CORPORATION. All rights reserved.

The first release, "Sunflowers" BE@RBRICK, sold out on the first day.

— When overseeing the production, what aspects did you focus on most?

One of the most crucial aspects we focused on was the color. The specific shade of yellow used in "Sunflowers" is quite unique, and the level of detail in the painting is astonishing. It was vital that all these intricate details were accurately represented in the toy.

— What were your impressions when you saw the final sample?

The final sample was truly magnificent. Starting with the packaging adorned with the "Sunflowers" artwork, once you begin to unbox it, you truly feel as though "Sunflowers" (1889) is right before your eyes.

— The BE@RBRICK was also sold at the Van Gogh Museum. How was the reception?

We always look forward to seeing how people react to our collaborative products, and the BE@RBRICK sold out on the very first day. Through this partnership, we were able to reach a new audience and share the story of Vincent van Gogh's life and art.

The second release is the BE@RBRICK "Self-Portrait with Grey Felt Hat"

— In December, the second release, BE@RBRICK "Van Gogh Museum" Self-Portrait with Grey Felt Hat 100% & 400% / 1000%, will be available. This is one of several self-portraits. Could you provide an explanation for this painting, similar to "Sunflowers"?

"Self-Portrait with Grey Felt Hat" (1887) is a true experiment in color. Vincent van Gogh painted this self-portrait during the winter of 1887-88, when he was in Paris for about two years. It is evident from this work that he studied the techniques of the Pointillists and applied them in his own unique way. He used short, striped lines in various directions. These lines, following the contours of his head, form a sort of halo. This painting is also one of Vincent van Gogh's bold color experiments in Paris. He placed complementary colors next to each other with long brushstrokes. For example, blue and orange in the background, and red and green for his beard and eyes. The colors intensify each other. As the red pigment has faded, the purple brushstrokes have now turned blue, weakening the intensity of the color contrast with yellow.

"Self-PortraitSelf-Portrait with Grey Felt Hat (Vinent van Gogh (1853-1890), Paris, September-October 1887)"

BE@RBRICK "Van Gogh Museum" Self-Portrait with Grey Felt Hat 100% & 400% / 1000%
Size: Approx. 70mm (100%) / 280mm (400%) / 700mm (1000%) tall for each
Price: ¥13,000 (excl. tax) for 100% & 400% | ¥48,000 for 1000%
Sales Method: Orders will be accepted from Monday, August 24, 2020, 00:00 to Thursday, September 10, 2020, 23:59 at MEDICOM TOY's directly managed stores, online stores operated by MEDICOM TOY, and other select retailers.
Release Date: Scheduled for release and shipping in December 2020
*The photo shows a sample under supervision. The actual product may differ slightly.

(R) Van Gogh Museum, ©️ VGME B.V.
BE@RBRICK TM & ©️ 2001-2020 MEDICOM TOY CORPORATION. All rights reserved.

— Translating a self-portrait into a BE@RBRICK seems incredibly challenging. Could you share your thoughts on the production process and the finished product?

Compared to the "Sunflowers" version released in 2019, this is certainly quite different. However, we had complete confidence that MEDICOM TOY would create an exciting new BE@RBRICK. The new version featuring the self-portrait (Self-Portrait with Grey Felt Hat) is truly remarkable and will undoubtedly inspire many more people.

Art Toys Allow Us to Enjoy Masterpieces at Home

— In recent years, art toys, represented by BE@RBRICK, have emerged as a growing genre within the art world. What are your thoughts on this trend?

It's a wonderful way to convey art to a wider audience. This approach appeals to a completely new category of collectors and inspires them in ways similar to poetry or Van Gogh's paintings. The moment people feel a connection to art is truly special.

MEDICOM TOY is an excellent partner, and with a strong brand like BE@RBRICK, they have helped us share the story of Vincent van Gogh's life and art in many different countries. Even for those who cannot visit the Van Gogh Museum in Amsterdam, our partnership with MEDICOM TOY, through the BE@RBRICK × Van Gogh Museum collaboration, allows many people to enjoy Vincent van Gogh's masterpieces in their own homes.

— Personally, what do you find most captivating about Van Gogh?

Vincent van Gogh is a profoundly enigmatic figure who captivates people of all ages, nationalities, and genders. Thanks to his letters, which are accessible today, we know a great deal about Vincent van Gogh's life, family, and work. This is invaluable, as it allows people to find resonance with their own lives and circumstances, making Vincent van Gogh a uniquely influential figure even today. We are very much looking forward to showcasing these letters at our upcoming exhibition, "Van Gogh's Letters," this autumn.

Two Van Gogh Works Adrian Would Like to See as BE@RBRICKs

— Finally, could you tell us which Van Gogh works you would personally like to see as BE@RBRICKs?

One would be "Tree Roots" (1890). The museum recently discovered the location where Vincent van Gogh painted this work. In fact, this piece is unfinished and has a somewhat abstract quality. It is the last work Vincent van Gogh was working on before his death.

"Tree RootsTree Roots (Auvers-sur-Oise, July 1890)"

And "Butterflies and Poppies" (1889). This work is perhaps not as well-known, but it is undoubtedly one of Vincent van Gogh's great pieces. When he painted it, he first depicted the flowers and butterflies, and then added the blue background. This is evident from the thick brushstrokes of the blue background that occasionally cover the green stems of the flowers. Vincent van Gogh left several areas of the canvas unpainted, allowing the fabric to show through.

He used various shades of green to give depth to the tangle of stems, leaves, and petals. Vincent van Gogh masterfully captured the vibrant life of the delicate poppies. Some buds are on the verge of blooming.

"Butterflies and PoppiesButterflies and Poppies (Saint-Rémy-de-Provence, May-June 1889)"

Adriaan Dönszelmann
Chief Operating Officer, Van Gogh Museum
He joined the Van Gogh Museum as Commercial Director on July 1, 2011, and was appointed Chief Operating Officer two years later. He is currently responsible for staff (information management and specialized services), the secretariat, quality and business management, operations (security, facilities, HR, finance, and IT), Van Gogh Museum activities (purchasing and merchandising, logistics and planning, retail, e-commerce, B2B, and new business), and the "Meet Vincent van Gogh Experience."