Interview with ChinoBeige co-founder of the HipHopToyShop
Hip Hop gets its own toy shop, born from an MA project, the HIPHOPHEADS paper toys will be the shop’s first venture. The first series is made up of 3 east coast rappers Notorious B.I.G., Jay-Z and Nas. We first saw these over on TDS and decided to delve a little deeper and got in touch with Chino Beige herself to understand a little more about the concept.
Tell us a little about yourself.
I’m currently in London. Chino Beige is a moniker for my creative work. I don’t give too much away about myself.
What was your MA in? How did that cause you to develop Hip Hop Heads paper toys?
The MA course “Applied Imagination”, was based on developing and testing an artefact, and interpreting that artefact into a business environment. I’ve always wanted to make collectible hip-hop vinyl toys, as there is no existing hip-hop influenced toy brand.
What inspired the idea?
My creative and business partner Alexander Hughes introduced me to paper-toys to help me with my project. I really took to the idea of “building your own” paper-toy. I ended up scrapping the whole concept of vinyl toys and instead made paper ones.
Alex and I began HipHopToyShop, focusing on our first product release HIPHOPHEADS. Our main aims are to keep the brand as authentically hip-hop as possible, do the culture justice and commemorate dope and classic hip-hop.
We decided to package HIPHOPHEADS in 12-inch vinyl record sleeves, to recreate the nostalgic relationship fans once had of collecting music.
Jay-Z was the first HIPHOPHEAD to be made, creating a collectible series of 3 of hip-hop’s most prolific artists Nas, The Notorious BIG and Jay-Z, an East Coast collection.
How did you decide on taking this to the next level and producing them to sell?
In all honesty, the product looked so dope, we received overwhelming good feedback and there’s nothing on the market like this.
When are you launching?
End of February, but everyone should follow @HipHopToyShop for all the latest info and updates.
Will you release any more rappers in the future?
Currently we’re working on a second series made up of West Coast rappers, Eazy-E, Snoop and Pac. We’re also in talks with MF DOOM’s people. That’s all we’re giving away for HIPHOPHEADS. (for now)
Will the Hip Hop Toy Shop just sell Hip Hop Heads or other product too?
We hope to release collectible vinyl toys / figurines inspired by Malcolm X, Tony Montana and young Michael Jackson, becoming a home for followers of hip-hop culture. Collecting is a big part of hip-hop (sneakers, caps) no one has introduced dope collectible toys, until we came along. We’re working on a customisable O.G Bear paper-toy (our mascot), set for release in April.