After studying graphic arts in the UK and returning to Hong Kong to work in advertising and illustration, George's career path built a strong foundation in visual design and business acumen. He not only founded the renowned brand DEVIL TOYS, making a name for himself with meticulously detailed 1/6 scale hardcore sci-fi military figures, but also actively ventured into the designer toy scene. Seamlessly blending the distinct styles of international artists like Quiccs, DEHARA, and PUNK DRUNKERS with traditional Japanese Sofubi, he has opened up entirely new avenues in the trendy toy market. This time, Toy People had the exclusive opportunity to interview George, where he shared his journey over 12 years since founding the brand, along with the behind-the-scenes stories of his cross-over collaborations and his new personal Sofubi brand.
Toy People: Could you tell us if there's any special meaning or origin behind naming your brand "DEVIL TOYS"?
George: Honestly, I wasn't thinking that far ahead at the time. Initially, I just wanted to design a really striking red logo. When I thought of red, "devil" quickly came to mind. After sketching it out, I felt it had a cute yet slightly mischievous vibe, and that's how it's been ever since.
Toy People: As the founder of DEVIL TOYS, what's your professional background? What kind of work did you do before establishing the brand?
George: I've actually been involved in quite a few industries. After high school, I went to the UK to study graphic arts, and before university, I even worked as a restaurant server. After completing my studies in the UK and returning to Hong Kong, I worked in advertising and illustration. I also managed a stationery brand, handling product development and sales. (Laughs) I never really expected that, besides design and drawing skills, I'd end up using English so much when making toys!
Toy People: When brainstorming new toy projects or product lines, how does your team typically find inspiration? Do you have any particular discussion methods or habits?
George: Usually, as soon as a preliminary plan or idea pops into my head, I'll grab a notebook and continuously sketch out different possibilities, extending the inspiration through drawing.
Other times, special ideas come to me while I'm playing with toys. For instance, with our very first release, the Tattoo Artist Maxx.C, it was during a period when everyone was avidly collecting 3A figures, and those with tattoos were particularly sought after. I then asked myself: Why do figures have tattoos, but there isn't a tattoo artist figure who designs them? That's when I started sketching out the design for Kowloon's Battle Path.
Toy People: Please share with us the very first toy released by DEVIL TOYS after its establishment!
George: When I first founded Devil Toys, it was because I felt there was a lack of hardcore sci-fi military-style 1:6 scale figures in the market at the time. So, right when we launched, we had already posted teaser images for "War of Order" (WOO). However, since we didn't have enough production experience back then, our strategy shifted to first creating a relatively less complex piece – the "Tattoo Artist MAXX. C." – to build up our experience and capabilities before fully diving into the development and production of WOO.
Toy People: Could you share with us the creative process at DEVIL TOYS for developing a new product?
George: For example, with "War of Order," it really stems from my long-standing passion for sci-fi and military elements. I've always had a lot of concepts and ideas in my head, especially influenced by games like "Metal Gear Solid" (MGS) and other video game settings. I thought it would be incredibly fun to bring these concepts to life as physical toys. At the same time, I also felt that these might appeal to collectors who are perhaps a bit tired of licensed products or movie figures. So, my process usually starts with sketching designs, and then I gradually seek out suitable manufacturers for development.
Toy People: DEVIL TOYS maintains a strong relationship and ongoing collaboration with artist Quiccs Maiquez. What was the catalyst for your partnership? What's your favorite collaborative masterpiece, and what aspects do you most frequently discuss and refine during your collaborations?
George: Our first meeting happened ten years ago at STGCC (Singapore Toy, Game & Comic Convention). I was just starting out in the toy industry, having recently founded Devil Toys, and was riding the wave of 1/6 scale articulated figures, creating pieces based on my original designs. At that exhibition, I was quite concerned about the company's situation because I realized that developing our own "War of Order" or "Kowloon's Gate" products was incredibly time-consuming, with each piece taking over two years from design to production. So, I urgently needed to find some quicker projects to fill the gaps.
It was then that I spotted a half-bust statue of "GOK" (The Ghost of Kurosawa) on a display shelf, and I immediately thought it would be a huge hit if we transformed it into a 1/6 scale action figure! After asking the staff, I learned that the designer was at a small booth in the independent creator section. That's how I first met Quiccs, and we started communicating via email. He was also just beginning his creative journey at the time.
Interestingly, another more well-known company was also approaching Quiccs at the time, wanting to turn his designs into action figures. Fortunately, after I sent him our "War of Order" figures to see, Quiccs was very impressed with our quality and ultimately chose to collaborate with us.
The designer toy scene back then was far less mature than it is today. I was based in Hong Kong and knew nothing about the Philippine market; my sole goal at the time was to produce the GOK action figure. However, Quiccs strongly insisted on developing his flagship character, "TEQ63", first. I wasn't familiar with the character then and was very concerned about its sales potential, leading to a rather tense discussion between us.
Ultimately, I realized that to achieve my goal of producing GOK, I had to compromise. So, I agreed to develop TEQ63 first, respecting Quiccs' vision. Unexpectedly, during the development process, I gradually discovered the unique appeal of TEQ63. We continuously expanded the design and incorporated innovative concepts, especially Quiccs' weapon designs, which truly broke new ground in the 1/6 scale market.
TEQ63 eventually swept the market, achieving astonishing sales. This not only validated Quiccs' foresight but also launched our decade-long collaborative journey. Three or four years into our partnership, he even caught the attention of Adidas, becoming the first Filipino spokesperson to gain fame through toy design; and thanks to him, more people became aware of Devil Toys. To this day, I am incredibly grateful for this ten-year journey with him.
Toy People: DEVIL TOYS has collaborated with many different renowned artists. Are there distinct differences in your approach when working with each artist?
George: Of course, every artist has their own unique traits and working habits. I think the most crucial aspect remains "communication." Through the experience accumulated over these past few years, I've become quite adept at communicating with different designers and have figured out the best collaborative approach for each.
For example, with Quiccs, we've known each other for a long time, so our ideas and synergy are already very close. With DEHARA-sensei, he requires a great deal of creative freedom, so we don't give too many instructions or interfere. Ultimately, the most important thing is to find the working mode that best suits the other party and to give them ample respect.
Toy People: Among the many products DEVIL TOYS has released to date, which piece is the team most proud of, and why? And which products left the deepest impression during development or mass production?
George: For different product lines, we have our respective most satisfying representative works:
In the 1/6 scale figure category, it's the "M56 1:6 REX / G6." The team invested a tremendous amount of effort into perfectly scaling down 1:1 real-size clothing to 1/6 scale, meticulously reproducing every detail.
For 1/12 scale, it's "ZENORISU." This was the industry's first time realizing an original Japanese cosplayer as an articulated figure, which left a profound impression on us.
As for designer toys, our most satisfying work is "QUICCS BANCHO." This was the first time we successfully blended the style of a foreign designer with traditional Japanese Sofubi (soft vinyl) elements.
Toy People: Could you share the story behind DEHARA-sensei's creation, "Aiken Bancho"? For instance, how did this character come to be?
George: Because our Bancho TEQ 63 was incredibly popular, I realized people loved the concept and wanted to expand the Bancho series. Coincidentally, a friend in Indonesia arranged a meeting with the artist at that time, asking if I wanted to have dinner with him to discuss a collaboration. I immediately brought my sketches.
Initially, the hope was for the artist to create a hand-sculpted version of Bancho TEQ 63. A few months later, the artist completely reimagined the entire Bancho project, creating a "Bancho who looks fierce on the outside but is incredibly kind-hearted, and loves being with his dog." This "gap moe" concept was truly brilliant and made me admire the artist's effort and creativity even more. This collaboration further reinforced my belief that toy creation is truly limitless.
Toy People: What kind of environment do you prefer for working and discussing ideas? Please share a glimpse of the DEVIL TOYS office or studio!
George: Honestly, no fewer than 50 friends have expressed interest in visiting our office. However, due to a very packed exhibition schedule recently, our studio has essentially become a "logistics transfer station" (cries). Every corner is filled with shipping boxes of all sizes!
Toy People: Beyond your own brand's products, do you personally collect other toys or special items?
George: I'm a toy collector myself, and also a serious model enthusiast (though my building skills aren't the best, haha). Since my student days, I've been collecting items like "Transformers," "Saint Seiya" Cloth Myth figures, S.H.Figuarts, and Hot Toys. About ten years ago, after discovering "Mobile Suit Gundam: Iron-Blooded Orphans," I became a die-hard fan. Now, I try to collect every piece of merchandise related to "Gundam Barbatos"!
Toy People: What are your interests outside of toy development? Give fans a chance to learn more about DEVIL TOYS from a different perspective!
George: My personal interests mainly revolve around model building. I also enjoy drawing and sculpting. Additionally, I love to take walks and think things through. Speaking of which, I hope DEVIL TOYS can continue to be a brand that combines "creativity" and "brand identity," bringing joy to collectors. This core direction has remained unchanged since we opened our doors twelve years ago.
Toy People: DEVIL TOYS has released many series with a distinctive hardcore style. Are there any other themes, styles, or cross-collaborations you'd like to try in the future? Can you share any upcoming new plans with your fans?
George: I'm still very fond of hardcore military and sci-fi style figures in 1/6 and 1/12 scales. I have many plans in mind and hope to launch a new wave of products as soon as we've fulfilled our current pre-orders. However, the popularity of our designer toy series has far exceeded expectations, leading to some staffing constraints for the team. So, we're currently working on reorganizing our entire production line, hoping to simultaneously boost both the output and quality of our action figures and designer toys by next year.
I also have some exciting news: I'm preparing to officially debut my personal designer brand, "SMILEVIRUS," and start releasing my own Sofubi (vinyl figure) works! The first release will be the "Garbage Machine Dragon" (Gomi Kikai Ryuu), which was previously exhibited at my solo show in Japan. Please look forward to it!
Toy People: Finally, what does "toys" mean to you?
George: I've always had a rather unique thought: If you look broadly at all the products and tools designed in the world, you'll find that only "toys" are born entirely for human joy and happiness. The toy development process is essentially a group of people pouring their heart, soul, and expertise into creating a piece that will make collectors happy. So, for me, toys are the purest form of happiness.
Toy People, the wait is over! The monumental "DEHARA × Devil Toys × Toy People" three-way collaboration project is officially unveiled!
"Toy People" is incredibly honored to partner with DEVIL TOYS for this in-depth collaboration. Inspired by the core essence of the "Toy People" brand, we are jointly releasing an exclusive limited edition: the "DEHARA × DEVIL TOYS × Toy People 'Aken Bancho TOY PEOPLE Ver.'" Fans eager to get their hands on this must-have item, please take note: we will officially announce the detailed lottery and participation methods on August 17, 2026. Stay tuned to "Toy People" for further updates and seize this fantastic opportunity to acquire this rare and dream collectible!
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