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February 2004 | Vol. III - No. 2
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Boutique Toy Aisle Premieres at Toy Fair

It’s time to dispel the myth that popular action figures must come accompanied by light sabers, heroic costumes, or glittery accessories. The Independent Toy Growers of America has organized an exclusive Designer Toy Section to premiere at this year’s International Toy Fair in New York. This section will introduce a distinctive group of boutique toy companies whose unusual toy collectibles have already gained a worldwide audience.

Often referred to as “Urban Vinyl,” the collectibles are predominately geared toward 20 and 30-somethings in tune with the urban lifestyle market. Each company’s products encompass a creative vision inspired by pop culture, music, graffiti art, “lowbrow art,” fashion and design. The associated companies have been working together for over a year and have had a successful presence at all of the major toy conventions such as the New York Toy Fair, Hong Kong’s Plug-in Toycon and Comic Con in San Diego. They have also been the subject of articles in many top magazines such as Maxim, Giant Robot,, as well as popular publications in Asia.

The Designer Toy Section will be located in aisle 5400 of Javits Center of the Toy Fair exhibition hall. The participating companies are Achy Breaky Toys, Biddies/Warning Label Design, Critterbox Toys, Friends With You, Messex Industries, Rock America, Rocketworld, STRANGEco, Superfun Company, Toy Tokyo and Uglydolls.

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Angelo SpyropoulosWriter: Angelo Spyropoulos Read more articles by this author

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