The Art Toys, also known as Designer Toys, are imaginary characters that reflect urban culture, its phobias and fantasies. They are framed within the counterculture and navigate along with street art, graffiti, protest, design, illustration, comics, animation and personalized art in small collections. They are part of Pop Culture, but also of the underground. They are toys, but they are not for children. Art Toy is an emerging art, an industrial art and at the same time a craft, which is commonly rooted in Japanese pop culture but feels very comfortable conversing with ancient cultures. It is an art/design in permanent transformation, linked in its origins to soft vinyl toys and nowadays with an intense experimentation in digital technologies and 3D fabrication.