Workroom Giving Brands Purpose
4 April 2025
Brands… They’re everywhere. Some are forgotten in seconds, others become part of your DNA.
The best ones don’t just ‘sell products’. They create worlds. And for Zoe Hopper, that world belongs to Kidrobot, the US-founded firm that creates collectible vinyl, designer and limited edition toys. It describes itself as ‘a group of dreamers who want to create a space where art, design and surprise meet’. Its Dunny series sees each character tell its own story through a unique expression. Zoe’s all-time favourites from this series include Tara McPherson, Andy Warhol and Jean-Michel Basquiat. In her words, “Some are beautiful, some sad and some are just a bit bonkers!” And isn’t variety the best part of collecting?
For years, payday involved a ritual for Zoe: a trip to buy a ‘blind box’ and discover what was inside. Would the contents be widely available, or a rare gem? Cute or creepy? Tearing the box open felt like childhood all over again, and “a good reminder to never grow up!”
And that’s exactly how Kidrobot want you to feel. In the brand’s words, “We want to make you react. Positive or negative, but never indifferent.”
The brands we love help to shape us all. Which ones shape YOU?
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Workroom Giving Brands Purpose