BE@RBRICK | Brand Focus

BE@RBRICK | Brand Focus

BE@RBRICK is a collectable toy designed and produced by the Japanese company Medicom Toy. The ‘@’ sign in place of the letter ‘A’ is a trademark of Medicom Toy.

The name derives from the cartoon-style representation of a bear and its similarities to Medicom's Kubrick design. "Kubrick" was chosen in honour of filmmaker Stanley Kubrick.

The name Kubrick may be seen as a hybrid word of the Japanese ‘kyu’, meaning the number nine, a mere linguistic coincidence. Nine is the number of tools used in a standard Kubrick figure: head, torso, hips, two arms, two hands, and two legs which has also been adopted by BE@RBRICK.

The first BE@RBRICK was released on May 27 2001 and given out as a free gift to attendees of the World Character Convention in Tokyo, Japan. At this point, the iteration was a simple white bear featuring the BE@RBRICK logo, a blue bear shape with a red ‘@’ enclosed within. Measuring in at 70 mm, this marked the standard BE@RBRICK size at 100%.

Other BEARBRICKS are named for their size relative to the standard: 50% are four centimetres high, 70% are five centimetres high, 200% are 14 centimetres high, 400% are 28 centimetres high, and 1000% are 70 centimetres high. 

Collaborative efforts with artists, musicians and companies have offered fan bases worldwide a material possession with a longevity exceeding the usual appeal line. Not only does this help increase the visibility of these brands, but broadens the BE@RBRICKS demographic.

With their rare and limited edition releases, BE@RBRICK has set the standard for other brands if they dare to avenue into toy production.

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