TOYS Are Us: Visionaire Issue 44
Lauren David Peden
Fashion Wire Daily December 20, 2004 - NEW YORK - Preschool tots aren't the only ones hoping to find toys under the tree come Christmas morn. Thanks to Visionaire magazine creators Stephen Gan and Cecilia Dean — whose latest Issue is devoted to 10 Kidrobot dolls designed by the likes of Hedi Slimane, Alexander McQueen, Donatella Versace and Jean Louis Dumas for Hermes — fashionistas are also adding palm-sized playthings (and not the vibrating kind) to their holiday wish lists.
"Stephen Gan walks by the Kidrobot store on Prince Street all the time, and he was like, 'God, they are so great, let's do something with them,'" Visionaire editor Cecilia Dean told FWD.
The result: 10 haute couture plastic toys customized by a veritable Who's Who of fashion designers, all of whom submitted their ideas to Visionaire's editorial team who then formatted the files and acted as liaison between the designers and Kidrobot's factory in Asia.
"It was incredibly labor intensive," says Dean. "You have no idea." While Dean herself was flexible as to how the magazine accepted the artwork so as not impose limitations on the designers, Kidrobot had more stringent production requirements.
"If the designers wanted to hand-sketch something, they should be able to do that," she adds. "But when we got it we had to scan it into the computer and trace every single piece and assign it a Pantone color. Everything had to be broken down into a silk-screenable format. Our design team spent days on end working on one toy."
And the fun didn't end there. Because each pattern is stamped onto every single toy individually — there is no prefab Kidrobot assembly line — all 4,000 limited edition, numbered Visionaire figures had to go through the process (turned and stamped, turned and stamped, turned and stamped) over and over again.
"Most Kidrobot toys take maybe ten stamps," explains Dean. "Our toys took over 200 stamps each — 250 for the multilayered Versace design. Kidrobot said these are by far the most complicated designs they have ever dealt with. They kind of freaked out when they saw the level of complexity we were asking for, but they did a brilliant job."
Indeed. From the tiger-clad Valentino vixen to Louis Vuitton's logo lad to Miuccia Prada's robot babe to Dolce & Gabbana's lace-clad lady, each toy is a perfectly executed aesthetic embodiment of the designer who created it. And in the case of Lagerfeld and Viktor & Rolf, the toys are actual mini-mes of the designers themselves.
The toys are boxed in sets of five. The black set includes Lagerfeld, Hermes, McQueen, Dolce & Gabbana and Viktor & Rolf; the red set features Louis Vuitton, Valentino, Versace, Hedi Slimane and Prada — and each set comes with four tiny interchangeable accessories (a flower, cell phone, martini and camera) that can be clipped into the dolls' hands.
Visionaire subscribers will each receive one box set (chosen at random); the remaining toys can be purchased — $175 for a set of five — via
www.visionaireworld.com, or at Rizzoli bookstores.
And if you miss out this time around, no prob. The idea was such a hit that Visionaire is already planning a second Toys issue for March, featuring ten more Kidrobot collaborations with designers such as John Galliano, Helmut Lang and Rei Kawakubo for Commes des Garçons. Let the games begin.