This weekend, French company Artoyz announced the creation of a division dedicated to original toy production. Not content to just contribute to designer toy culture by hocking others’ wares, Artoyz is taking the leap to become a toy manufacturer. They posted the following press release on their blog this weekend:
The ARTOYZ ORIGINALS label is a laboratory for French and international toy designers, emerging or confirmed, and its role is to offer exclusive creations that will create a new dynamic on the toys’ market. The first ARTOYZ ORIGINALS project is an evolving toy project called ELEMENTS, sloughing with the different graphic renderings of the creators and artists involved. Created by the young artist EASY HEY from Delkographik collective studio and rendered by GREGOS, ELEMENTS are characters based on the following hypothesis: according to some ancient Greeks philosophers, all matter in the world is comprised of 4 elements: water, air, earth and fire.
The ELEMENTS PROLOGUE SET will be the first release and is scheduled for June 2008.
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