Cute meets creepy: Singapore toymaker Erika Tay finds beauty in the bizarre

Once a niche hobby among creatives and comic book fans, the obsession with collecting toys – specifically blind boxes, most recently fuelled by Pop Mart collectibles – has sparked mass hysteria worldwide. A handful of self-taught female toymakers in Singapore are growing a cult following on Instagram for their adorably quirky figurines. In the first instalment of this three-part series, we speak with Erika Tay of @erikartoon.

For most people, “cute” and “creepy” are mutually exclusive. Step inside Erika Tay’s cosy studio, however, and you’ll see that she relishes in juxtaposing the two disparate ends of the spectrum.

The 32-year-old, who is also a graphic designer and illustrator, has amassed an oddly charming collection of tchotchkes: Sonny Angel cherubs sit alongside grinning Asian ghouls by Malaysian toy makers, while a collection of grotesque extraterrestrial monsters from the Alien movie franchise loom over an Upset Duck plushie.

Erika holds up a resin model of a humanoid bunny in pig tails and a Japanese schoolgirl uniform, and points at its veiny arms. “Why do I want to create my own toys? Well, I like to combine different elements. For example, this one is cute, but I added creepy details like veins and stuff. Then there’s this one, which is a bit creepier, with no eyes at all,” she says.

It’s a prototype of a toy that she’s been working on for a few months. Erika is finding it a challenge to master balancing the proportions and design of the figurine, which has a bigger head and a smaller body.

“I think big heads are very cute, and people seem to like that style, so I tried to create something similar. But I realised there are a lot of challenges, so I’m still trying to learn,” she explains.

The Lasalle College of the Arts graduate, who aspired to be a concept artist for video games, majored in illustration before working at a creative agency in 2017, where she learnt the process of drawing the technical specifications of 3-D figurines.

“My boss asked me to create designs for Haw Par Villa, and it was the first time I tried illustrating something that was meant to be a 3-D model. Seeing what I drew come to life was inspiring,” she says.

After leaving her full-time job in 2021, Erika discovered her niche in 3-D modelling while exploring the medium during the Covid-19 pandemic. A self-taught toy designer, she enrolled in 3-D printing and sculpting courses through the Skillsfuture programme and “figured out the process” on her own.

“Sometimes, I collaborate with others to produce technical renderings. Most of the time, I create 3-D models on my own, but if I encounter challenges or find the model too difficult, I seek help,” says Erika.

It’s a labour-intensive and expensive process that involves countless modifications, but Erika is enjoying every minute of it. A fan of classic horror sci-fi films and video games like Predator and Starcraft, she’s currently working on a design that resembles a face-hugger from the movie Alien.

“Embracing the weird and unusual with an open heart transforms it into a wellspring of inspiration. Always dare to experiment and create fearlessly – it’s in those moments that the best and most authentic works are born,” says Erika.

The toys are currently in prototype phase – check out @erikartoon for regular updates.

PHOTOGRAPHY ANGELA GUO
ART DIRECTION ADELINE ENG
COORDINATION CHELSIA TAN
HAIR & MAKEUP BENEDICT CHOO, USING NARS