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Hide 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.

In 2001, Choy designed a series of figures originally intended for use as keychains, and named it the Qee Keychain Collection. Qee (pronounced Key) brand has been one of the most recognizable toy platforms in the designer toy genre. materialize from the work of some of the biggest names in pop art and fashion, collectors and designs.This distinctive design resembles a round and squat human form, and features a variety of animal heads and a broad range of paint applications. The Qee figure and its many variations (over 1500 figures have been produced to date) are the signature product of the Toy2R brand.

The Qee figure is noteworthy for being one of the most easily recognized designer toys. Toy2R has collaborated with artists and designers from all over the world, including such influential illustrators as Gary Baseman, Tim Biskup, Coop, David Horvath and Frank Kozik. Additionally, Toy2r has been commissioned to create exclusive Qee figures for such companies as Adidas, DKNY, Mitsubishi, Xbox360, Nokia ,Sony, and Starbucks.

Toy2r has received awards;
2008 Innovation & Creativity Grand Award by Hong Kong Awards for Industries (HKAI) ,

2008 Best Innovation & Creativity for Young in China Award by 1626 Magazine,

CAPITAL Leader of Excellence 2007 Awards by Capital Publishing Limited,

2007 Innovative Entrepreneur Award by City Junior Chamber,

2007 Vinyl Toy of the Year from Plastic and Plush,

since 2002 winning AFT's (Action Figure Times) Best Block Toy Award for seven consecutive years running,

AFT's Best Vinyl Toy Award in 2006,

AFT's Most Innovative Company Award in 2004,

AFT's Toygodd's Crystal Award from 2003 - 2005 and many more

Qee figures vary in their design. The original Qee has a body that resembles an extremely simplified human form, somewhat similar in appearance to Playmobil or LEGO figures, though distinctively round and squat. Depending on its theme, a figure may have the head of a bear with asymmetrical ears called a BearBearQ; a cat called KitCatQ; a dog called DoggyQ; a monkey called MonQ; or a rabbit called Bunee. The Toyer Qee has the same body type as the original, but a head that resembles a cartoon skull. The Knuckle Bear Qee was created by Japanese character designer Touma, and resembles a graffiti-style caricature of an anthropomorphized bear. The Qee Egg simply resembles an anthropomorphized egg. The standard size is 2.5" high, and these figures are packaged with an optional keychain attachment. There are also 1.5", 8", 16", "36", and 60" Qees. Additionally, Toy2R produces Blank Platform DIY ; these figures may be of any Qee design, but are packaged unpainted.

Qees are produced in limited numbers and are highly collectible; they are predominantly collected by adults. Many contemporary artists and designers from Asia, Australia, Europe, North America, and South America have designed figures. Typically, designing a Qee figure means creating a design scheme, or deco, for one of the aforementioned molds.

The casual observer may note similarities between Qees and the Kubrick and Be@rbrick figures created by Japanese toy company MediCom. However, closer observation reveals that Qees differ not only in size, but in their overall aesthetic. Relative to MediCom, Toy2R releases very few licensed designs, such as figures based on characters from films, comic books, or other intellectual properties. Exceptions to this are Qees created for Adidas, Benetton, BenQ, BMW, Christian Lacroix, Dark Horse, Devo, DKNY, Mitsubishi, MTV, Nokia, SanDisk, Samsung, Sony, Starbucks, Swatch, Target, V.S.O.P. and Xbox 360, as well as a figure created in conjunction with Tokidoki for Le Sportsac, in which the figure is a design element of a women's travel bag.

There are currently five series of Qees, and an anticipated total of 1500 2.5" figures.

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