{"id":76580,"date":"2005-09-12T05:37:00","date_gmt":"2005-09-12T05:37:00","guid":{"rendered":"https:\/\/wordpress-305716-980974.cloudwaysapps.com\/2005\/09\/_kidrobot_is_on.html"},"modified":"2005-09-12T05:37:00","modified_gmt":"2005-09-12T05:37:00","slug":"_kidrobot_is_on","status":"publish","type":"post","link":"https:\/\/www.vinylpulse.com\/2005\/09\/_kidrobot_is_on.html","title":{"rendered":"Interview with Paul Budnitz"},"content":{"rendered":"

\nKidrobot<\/a> <\/strong> is one of the premier designer toy companies. Their  Dunny toy line  has captured the imaginations of countless fans and widened the audience for vinyl toys.  In addition, Kidrobot’s stores and message board serve as key resources for collectors and casual buyers alike.  Recently, we had the opportunity to interview the founder and owner of Kidrobot, Paul Budnitz<\/strong>.  Paul talks passionately and frankly about Kidrobot and also provides some insight into upcoming products as well as the future direction of the company.\n<\/p>\n

<\/p>\n

<\/a><\/span>\n<\/p>\n

Most of our readers know you as Paul Budnitz, the founder and owner of Kidrobot. Yet your bio lists a very diverse set of pursuits \u2013 programmer, artist, filmmaker, and of course businessman.  Can you tell us more about yourself and your background?<\/p>\n

My grandfather, who was the most amazing person, he was a doctor in WWII, used to say that I have some gene missing which would have stopped me from doing stupid and foolish things.  I think he meant it in a good way, but he was a tough old guy and with him you never knew.<\/p>\n

I\u2019ve worked as a professional photographer, filmmaker, and screenwriter.  I sold a screenplay (a rather sick art-horror film) this year.  I\u2019ve lived in Europe on artist\u2019s grants, and my prints have appeared in museums.<\/p>\n

I\u2019ve owned three businesses.
\n<\/a><\/span>
\nI\u2019ve even worked as a database programmer writing engineering software.  <\/p>\n

Right now I design toys and own Kidrobot.<\/p>\n

If you put everything you have into something (and I mean all your TIME and MONEY too, people flinch at that), then real things happen.  You can\u2019t get anywhere without making a sacrifice and taking a risk.  The secret is not to be afraid of falling because there is nowhere to fall to.  The very bottom is really not so far away that it can hurt us if everything falls apart.<\/p>\n

The other secret is not to be afraid of doing something stupid because, if it wasn\u2019t stupid, everyone would be doing it.  Kidrobot is without a doubt the stupidest, riskiest thing I\u2019ve ever done, which means it\u2019ll probably be the most successful and most exciting.<\/span><\/p>\n

In previous interviews and magazine articles you\u2019ve mentioned that you started Kidrobot as a website to sell your excess designer toys and urban vinyl that you purchased from Hong Kong.  Tell us a bit more about how Kidrobot started and how you chose the name?<\/p>\n

<\/a><\/span><\/p>\n

Actually, that\u2019s not quite accurate!  I started Kidrobot because I saw these amazing toys coming out of Hong Kong and Japan.  AND I wanted to make my own toys, too, and to work with a lot of the artists that I\u2019d met over time.<\/p>\n

Kidrobot was created very consciously to be what it is \u2013 a place to make and sell the most beautiful things in the world.  I have consistently refused to compromise on that vision, and have said \u201cno\u201d to a dozen big companies that wanted to be involved with us and that I thought would crush our vision.<\/p>\n

The name \u2013 erm.  I wish I could tell you.  It just sounded really, really good.  The logo character was created by me, the artist Filth, and Tristan Eaton and was inspired partially by a very early vinyl toy created by my friend Kim at Threezero in Hong Kong,  Astroboy, and a lot of other stuff.<\/span><\/p>\n

<\/p>\n

<\/a>
<\/strong><\/span>
\n<\/a>
<\/span><\/p>\n

When you were buying all those toys in Asia did you have a hunch
\nthat selling these toys in the States would be very profitable and
\nviable as a business?  Are you surprised that Kidrobot has been so
\nsuccessful?  Staying with the business theme, are you the sole owner of
\nKidrobot or do you have partners? <\/p>\n

I have silent partners, but they are really very silent and I can do what I like.
\nI didn\u2019t know if this business would work, but I thought so.  So I bought
\nway too many toys in the beginning, and had to sell them, and then we
\nhad a business.  That\u2019s a good way to start a business, by the way,
\njust get yourself in a lot of trouble and have to work your way out of
\nit.<\/p>\n

We still do that.  We just buy or make too much risky stuff and cross our fingers someone will buy it.  Some business model!<\/span><\/p>\n

At what point did you decide to go beyond a retail outfit and create your own toy line?  What was the first toy KR produced?<\/p>\n

The first Kidrobot toy was the Cheech Wizard
\ntoy we made with Mark Bode, followed very quickly thereafter by
\nKidrobot 01 and the first Dunny.  The first Dunny toy was a giveaway
\nfor the 2003 Toycon in Hong Kong.  <\/p>\n

It came in three colors, black, red, and silver and was rather dull!  I don\u2019t even have one!!!!<\/span><\/p>\n

Do you see any differences between today\u2019s collectors and collectors from the \u201colder\u201d days? If so, what are they?<\/p>\n

Well, there\u2019s a little bit of a wider audience
\nnow, and there are a lot more KIDS buying toys, which I really love to
\nsee.  There are also more fine arts collectors involved, people who are
\nbuying these things as a long-term investment and who buy more fine art
\nstuff in general.<\/p>\n

Mainly though it\u2019s just the same but a few more people.<\/span><\/p>\n

You must have a huge toy collection. What toys do you collect? Who
\nare your favorite artists as a collector?  How much of your personal
\ntaste enters into the process of choosing which artists to feature on
\nKidrobot toys? <\/p>\n

Not long ago I made an agreement with myself
\nthat I wouldn\u2019t buy any more toys, I\u2019d just keep what people give me,
\nor what we make.  I break this agreement all the time, however.  Ack!!
\nEspecially when I\u2019m in Japan!!  <\/p>\n

My favorite toys are the toys
\nwe make.  I know this sounds egotistical, but it isn\u2019t really, I just
\nrelate to those toys because I was involved in them.<\/p>\n

Which is boring so I\u2019ll talk about the other stuff I really love.<\/p>\n

<\/a><\/span>
\nI have a very early set of 400% Devilrobots Tofu Kubricks and Evirob
\n(signed!) over my desk.  Also a lot of Bounty Hunter toys (giant Skull
\nKuns and evil ducks).  I have this amazing camo 400% Kubrick that Nigo
\nfrom BAPE did.  A Brothersrobber.  And of course the big size King
\nSmurf made by Hot Toys and How2Work in Hong Kong.<\/p>\n

And BOOSKA!  I
\nlove Booska.  He\u2019s an ultra-man era character that gets his
\nsuper-powers from ramen noodles and falls asleep if he gets tired.  I
\nhave a very beautiful full-size M1 Booska I got in Japan and a bunch of
\nvintage Booskas.<\/p>\n

I have a special TWIM Bomberkid you could only buy when it was raining out.<\/p>\n

Sorry, this room is packed with stuff, it\u2019s impossible for me to say which I love most!<\/span><\/p>\n

Many people talk about the toys Kidrobot and
\nother similar companies sell as \u201cart toys\u201d or alternately mini art
\nsculptures.  Are we at that point now?  Or is it a goal to be pursued?
\n<\/span>
<\/span>
My goal is to make beautiful
\nthings, toys, art, whatever.  Making limited editions means that we can
\ntake risks, because if I make just 250 pieces of something, then only
\n250 people have to like it, and everyone else can go to hell.<\/p>\n

Some people do see these toys as art, which I appreciate.  <\/p>\n

But I see them as toys.<\/span><\/p>\n

<\/a><\/span>\n<\/p>\n

On the subject of toys as art, have you given any thought to opening
\na museum for designer toys?  If you were to curate an exhibit, which
\nfive essential pieces would you choose and why? <\/p>\n

I have opened a museum, it\u2019s called Kidrobot, and we\u2019ve got three galleries!<\/p>\n

I wouldn\u2019t do anything different if I had a non-commercial space.  Having the same stuff in there for years would bore me.<\/p>\n

I
\nlike the fact that the toys in our stores change so often.  That\u2019s my
\nkind of museum!  A place you can go every week and there\u2019s something
\nnew!   <\/span><\/p>\n

It\u2019s well-known that you and Tristan Eaton collaborated on the
\ndesign of Kidrobot\u2019s most well-known toys including the iconic Kidrobot
\nseries and of course Dunny.  Have you created your own toy?  If not,
\nare you planning to do so? <\/p>\n

Yes.  <\/span><\/p>\n

Describe a typical day in running Kidrobot.<\/p>\n

We\u2019re such a small, low-budget company that everyone does everything.<\/p>\n

TODAY looked like this:<\/p>\n

Met
\nwith someone from a big fashion house that wants to work with Kidrobot,
\nfixed broken computers, carried furniture around, cleaned out closets,
\nhad lunch with a rock star, designed a sweatshirt, approved sculpts for
\nthe new Doze toy (!), begged the bank to not bounce our checks, bought
\na bunch of sneakers, forgot to eat lunch, wrote this interview, begged
\nthe bank again not to bounce our checks again, caught up on a few
\nemails, headed over to Brooklyn and worked on a new toy with Tristan,
\nthen dinner late, home finishing this interview!<\/span><\/p>\n

<\/a>
<\/strong><\/span>
\n<\/a>
<\/span><\/p>\n

Can you describe the process of bring a toy to \u201clife\u201d? Specifically,
\nhow does Kidrobot decide what to make and which artists to select for
\nprojects?  Also, what are the challenges in producing toys from little
\nknown artists and designers?<\/p>\n

Usually someone random says, \u201cYou know, why
\nnot make a toy with Nick Rhodes\u201d Or, \u201cI have this great idea for a toy,
\nlet\u2019s make a Godzilla with WHEELS, you know, Big Daddy Roth style!\u201d If
\nit\u2019s a good idea a group of other random people agree (usually whoever
\nis around and has a few minutes free) and we decide to go ahead with
\nthe project.<\/p>\n

We start with drawings\u2026 these become models\u2026 then
\nmolds\u2026 then samples\u2026 then toys!  The creative process is very loose,
\nbut once it hits manufacturing and design we\u2019re really very disciplined.<\/p>\n

The
\nonly challenge working with people, artists, whoever, big or small, are
\negos.  We don\u2019t work with people who think they are more important than
\nwhat they are making. <\/span><\/p>\n

Kidrobot has a rather unique role in the designer toy world. Not
\nonly are you a retail store, but you also make your own toys and sell
\nthem wholesale to other retail stores.  Is it difficult to manage and
\nreconcile both aspects of your business?<\/p>\n

Yes, it is difficult.  <\/p>\n

What works is
\njust to be straight and honest with everyone.  We have a message board,
\nso we can\u2019t pull anything over on anyone because there are about a
\nthousand people ready to call us on it if we mess up.  Thank god for
\nthe board.  It keeps us in our place.<\/p>\n

It\u2019s all about clarity and
\nintegrity, we are what we are, and people who work with us accept
\nthat.  When we screw up (and we do screw up) we usually just say so.
\nThere\u2019s no other way.<\/p>\n

Honesty begets compassion and forgiveness.<\/span><\/p>\n

<\/a><\/span>\n<\/p>\n

Lets talk about Dunny.  Was the tremendous success and popularity
\nanticipated at all? Care to share with us plans for Dunny series 3?  In
\nplanning for a designer series, do you focus on particular artists or
\nbase selection primarily on submissions, or some mix of the two?  <\/p>\n

I think of a series of toys as a holistic
\nunit, not as a bunch of single toys. Some designs are amazing, but just
\ndon\u2019t work as part of the group \u2013 Series 3 is going to be off the hook,
\nwe have such amazing designs!!!! For me it\u2019s a matter of having the
\nright designs, not artist names.  The past series have demonstrated our
\ncommitment to that.  Some artists were very well known, and some (at
\nthe time) were not at all.<\/span><\/p>\n

Kidrobot recently announced it\u2019s first Do-it-yourself toy, the
\nMunny.  Does the release of the Munny reduce the likelihood that
\nKidrobot will produce DIY Dunnys?  Is the plan to keep this toy
\nstrictly DIY or might you produce designed editions as well?<\/p>\n

The idea right now is for Dunny to never be DIY, and for MUNNY to always be DIY.  Things change, though; you never know. <\/p>\n

MUNNY comes with 4 blind-chase secret accessories and one of several possible coloring books.  <\/p>\n

We\u2019re
\nworking on several collaborations for MUNNY where specific artists
\n& design companies are designing their own unpainted accessories,
\nbox, and coloring book. <\/span><\/p>\n

How important is the concept of \u201climited editions\u201d to collectability
\nand to the success of designer toys? Is it difficult to decide just how
\nlimited a particular toy should be?  As designer toys become more
\npopular is it inevitable that edition sizes will increase
\nsignificantly?  Or will there always be a place for limited (say 500
\npieces) and even super-limited toys?<\/p>\n

Limited edition, for me, has to do with how
\nbig a risk we can take with a design.  The riskier the design, the
\nsmaller the edition because then we have to please fewer people to sell
\nthe toy.  What an awesome concept!<\/p>\n

We\u2019ve been getting feedback from collectors that our runs were too small\u2013 500 toys often sell out in an hour.<\/p>\n

So
\nwhat we\u2019re doing is making some editions that are much larger, so a
\nwider audience can buy them.  Personally, I\u2019d like to have an 8-inch
\nDunny sit on a shelf for a month or two sometimes, so new collectors
\ncan wander in and fall in love with it.<\/span><\/p>\n

At the same time, we\u2019re making other toys that
\nare editions of 500, 250, 100.  These are some of my favorite toys as
\nthey are super-special.  You\u2019ll see all these kinds of toys come out
\nthis fall and winter, really edgy stuff, some of it.<\/span><\/p>\n

<\/a><\/span>\n<\/p>\n

Collectors of designer toys are a very passionate and vocal group.
\nOne often-debated subject that seems to come up over and over again is
\nthe activity of \u201cflipping\u201d which many define as buying toys from retail
\noutfits with the express purpose of quickly turning them around in the
\nsecondary market for substantial profit.   Does it surprise you that
\nmany Kidrobot toys have gone up in value so quickly in secondary
\nmarkets such as Ebay?  Is it a sign of success, a potential warning
\nsign or perhaps a little of both?<\/p>\n

I don\u2019t pay any attention to eBay.  I encourage people to buy, and keep, toys they love.<\/span>  <\/p>\n

Many lifestyle companies are now producing designer toys.  Do you
\nanticipate Kidrobot evolving into a more all-encompassing brand with
\nboth toy and lifestyle elements?<\/p>\n

Yes, that\u2019s happening already.  We sold Polo shirts through Barneys this year.  We made running shoes with Nike.   <\/p>\n

Next year will see much more in the direction of clothing, more sneakers (!!) and furniture (!!!!).  <\/span> <\/p>\n

It\u2019s surely been an exciting and amazing journey from the opening of
\nyour first website to the major success that Kidrobot is today.
\nLooking back, what was the biggest mistake Kidrobot has made?  What\u2019s
\nthe best thing that ever happened to Kidrobot?  And finally, what\u2019s the
\nbiggest challenge facing Kidrobot and the industry as a whole?<\/p>\n

<\/a>
<\/strong><\/span><\/p>\n

We\u2019ve made about a million mistakes.  Every
\nday we just blow it in some way, then clean up our mess.  That\u2019s the
\nBEST thing about the company, really, we don\u2019t have tons of experience
\nbeing \u201cbusinesspeople\u201d which means we do what we love. <\/p>\n

Some of
\nthe early toys and Dunnys had quality problems.  But nobody seemed to
\ncare \u2013 those seem to be the most valuable Dunnys now, maybe the
\nhand-made quality of them was a good thing.   That was a good lesson.
\nIt\u2019s about the design and love that goes into it more than anything
\nelse.<\/p>\n

The best day I ever had is when we opened the New York
\nstore and there was a line around the block the first day.  I thought,
\n\u201cOh, this is going to work!\u201d<\/span><\/p>\n

And now one of our pet questions:  In five years, \u201cdesigner toys will be \u2026\u201d ?<\/p>\n

Designer toys.  <\/span><\/p>\n

Can you give our readers some insight into what the future holds for Kidrobot?<\/p>\n

You wouldn\u2019t believe the amazing stuff we have
\ncoming out this year.  Dalek\u2019s Ice-bots are really so unbelievable in
\nreal life, as is Skumbo, we just got the first production samples.  <\/p>\n

And
\nwe\u2019re having a GIANT MUNNY event for charity in November, full of
\ncelebrities and pop stars and hopefully a lot of money raised (munny?)
\nfor kids and art.  Stay tuned!!!!!  <\/p>\n

MUNNY is going to take
\nover the world and change people\u2019s brains from passive
\ntelevision-watching consumers to fearless artists. <\/p>\n

I want
\nto open one or two more stores in the next year, and that will probably
\nbe it for stores for us.  We want to keep the energy small.<\/p>\n

Sneakers coming this winter.  Clothing collaboration with Keenan Duffty.  <\/p>\n

So much great stuff!!!<\/span><\/p>\n

Just wait!<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Kidrobot is one of the premier designer toy companies. Their  Dunny toy line  has captured the imaginations of countless fans and widened the audience for vinyl toys.  In addition, Kidrobot’s stores and message board serve as key resources for collectors and casual buyers alike.  Recently, we had the opportunity to interview the founder and owner … <\/p>\n

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