 Toy2r is one of the pioneers and amongst the first to explore the potential of the designer toy phenomenon, combining art and developing vinyl toys for the collectors market, and turned it into an internationally recognized company.The "Toyer" design, which resembles a simplified human form with a head that resembles a cartoon skull, became his first trademark.The commercial response to this figure led to support from artists and designers all over the world, and enabled his next endeavor, the Qee figure.