Toy Shop Boy thrives on nostalgia. He mines the bright, optimistic static of consumer culture – old packaging, toy catalogues and forgotten ads.
Keitai flip phones, a solved Rubik’s Cube, that dusty ’02 Nintendo mag: these often discarded artefacts become essential. He describes his art as a “virtual toy shop” built from these pieces.
A personal shift during the pandemic led Toy Shop Boy back to a childhood obsession: toys, and the pure joy they sparked. Today, he researches and revives theseobjects. He still collects relentlessly – pouring over every inch of packaging.
Toy Shop Boy’s work surfs the same wave as upcycled fashion, 90s-inspired music videos and grainy old iPhone pics – an urge to rewind and recover our past selves.
His personal projects, like the old-school animated ad series are awash with sepia-tinged nostalgia, from pink pocket phones to concept motorcycles.
He’s currently adding legendary brands to his collection: from Game Boy-inspired Hash Browns for McDonald’s to sneakerhead unboxings for BAPE.
Now, with The Different Folk, he’s set to take his virtual toy shop global. Or should we say: to infinity and beyond!
