About artist: Atom Toys

Tell us about what you do. How did you come to create designer toys?

Professionally, I’ve spent the last 15 years in the gaming industry, creating experiences that engage global audiences. Visual Development for Video Games, I’ve always been passionate about crafting projects encouraging play and interaction.

In 2022, I was inspired to start a personal project that could reflect the different states of mind we experience. This led me to explore art toys. From my perspective, art toys allow me to translate these concepts into tangible art, while also evoking the nostalgia of my childhood. It’s become a deeply personal and meaningful way to express myself.

During this period, exploring the emptiness of life became a central theme, uncovering the uncertainties and unspoken emotions that we all share but rarely acknowledge. Through art toys, I hope to create a bridge for these shared experiences, presented in their simplest form, allowing people to connect on a deeper level.

Where do you live and work? How favorable are the conditions for your activities there?

I'm currently based in Finland, originally from Singapore where most of my formative years was spent. With the work life balance in Finland has provided me space to reflect especially during winter where outdoor activities were limited. Being in a new environment and culture has also offered fresh perspective that influence my work as well.

Being in Finland, the extreme weather conditions made production challenging due to varied temperatures especially when we first started the project in my apartment's balcony. After having our own studio later half of 2024, we had better control of the environmental factors of production which was a game changer for us. Whether it was R&D or production, it definitely made it more desirable to operate in.

How would you describe your creative work?

Exploring the void - the uncertainties, emotions and moments that we often overlook but quitely carry with us. This is a core concept in our creative work which we want to convey in our art. The feelings which we don't often have clear answers, the gaps between who we were before and who we are becoming. The void is where imagination and reflection comes together within that space which allows people to turn it into something tangible.

I aim to not overthink in the creation process, allowing the emotions to guide me as I go along creating these art piece that translates to honest and raw feelings. Building that platform that allows our audience to find meaning in what's missing in their life.

Tell us about your characters.

Joy Boy

Joy Boy is about filling the voids in life with objects of joy. He represents the little things that bring light and meaning to our lives, encouraging us to embrace happiness even when the void feels overwhelming.

Miss Bliss

Miss Bliss is about discovering bliss within the void through escapism. She embodies the idea that stepping away from reality—whether through imagination, nostalgia, or daydreams—can be a powerful way to find peace and solace in uncertain times.

Rocket Rascals

The Rocket Rascals are about navigating the void of distance and homesickness. They capture the feeling of being far away, longing for connection, while also celebrating the courage to explore the unknown despite the emotional void it may create.

Each character explores the different ways we confront and fill the voids in our lives, offering stories of joy, escape, and connection in even the emptiest spaces.

Have you ever collaborated with other artists? How did it go?

Collaboration and meaningful connections has been a key value of the brand and we are constantly looking out for like-minded artist to collaborate with. We strongly believe that if the artist value and vision are aligned, only then can we create magic and the best creation to offer to our audience.

We had our first artist collab last year with a talented illustrator from Vietnam name Alex Tsai and it was such an amazing experience. The collaboration felt natural and seamless and we were both passionate about the art we create. Leveraging the strength of each artist, we were able to give our art that additional dimension. It also enable cross pollination of skillsets and perspective which lead to interesting synergies.

On a personal level, it has also been rewarding to gain a new friend that connection on an artistic level and share the same passion as well.

What do you like about designer toys?

What I love most about designer toys is the joy of putting a physical labor of love into a collector’s hands. It’s such a rewarding feeling to see something you’ve poured time, effort, and passion into being appreciated by someone who truly connects with it. The positive and supportive community around designer toys makes it even better—people are always willing to help, share advice, and celebrate each other’s work. It’s a space that thrives on creativity and connection, and I’m grateful to be part of it.

Do you collect designer toys? What do you pay attention to when collecting?

Yes, I collect designer toys, and for me, it’s all about the connection between an interesting concept and its visual execution. I’m drawn to pieces where the idea feels fresh or unexpected, and the visuals bring that concept to life in a captivating way. Whether it’s through unique shapes, bold colors, or creative details, I love when the design and concept complement each other, creating something that feels truly distinctive. That connection is what makes a piece stand out to me.

What is your opinion on digital collecting?

Well digital collecting is definitely a trend that general audiences are into these days in the era that we live in. Collectors are passionate about what they collect, be it digital NFTs or sneakers. And it's definitely a space to watch and see how it evolves.

At Atom, we have not forray into this yet as we are still focused on physical objects that are tangilble at the moment.

What is the difference between a designer toy and a classical sculpture?

Regardless of designer toys or classical sculpture, they both serve a purpose for collectors to evoke a level of appreciation.

In my perspective, a designer toy carries more element of play and the connection to one's childhood memories. A nice blend of nostalgia and playful energy which is less seem in classical sculpture. My experiences with designer toy often reminds me part of my last, a blend of those innocent and carefree moments expressed in a modern creative expression. Designer toys are unique that way to me.

Why is it called a toy if it's not meant to be played with? Are you satisfied with that name?

I feel the word "toy" is perfect because it serves as a medium for play—it’s just not physical. It’s about playing with your mind, sparking curiosity, and inviting reflection. As a medium, it engages both your imagination and emotions. The play comes in two forms: the visual side, where the design draws you in, and the thinking side, where the concepts and ideas behind the piece encourage deeper reflection. It’s a playful and thought-provoking medium, and that’s what makes it so fitting.

Check out Atom Toys website here