TOYS /phase 1 ART / phase 2
BY ALFONSO CORONA & ISA TRAVERSO BURGER, **originally published by Distrikt Magazine 02/2006**
Remember the cuddly and tender teddy bears? Well, there is a new bear in town and unlike the ones you are used to, this toy is more a work of art than anything else –and not for toddlers so much as for young adults-.
Kuma (bear in Japanese) is Maria Sarmiento’s creation, and instead of trying to attract consumers by stereotypes and careers, it does it by focusing on emotions, attitudes and personalities. Maria has been designing toys for the big companies out there, now, this Colombian industrial designer fusions nostalgia with spirit to give birth to a very original bear inspired on Oriental trends. There are 10 bears right now: Geek, Super K, Metal Kiss, Graffiti, Love, Nippon, Polar Madness, Kumaniac, Y2, and Samurai. Each of these represents a feeling, an era, and a belief. You could easily see Kuma become the next Mickey Mouse, but honestly, that’s not what the artist wants. She likes to launch limited editions and avoid the mainstream. She calls her design “art inspired by toys, and toys inspired by art”; we agree.
Where does the idea of making little bears come from?
First, it begins with my profession –designing toys-, which I’ve done for 10 years. I’ve designed for big companies, and it’s still my substitute job. The idea of the bears originates from my illusion of creating an original design to be launched without the back up, or involvement, of a big company. The bear, known as Kuma, is based on Oriental tendencies, like Manga, Japanese comics, Anime, etc. The fashion trend inspired this movement where artists use the toy as a medium to express themselves and create individuality. It is not necessarily the massive, commercial aspect of the business what drives us.
What did you study?
I studied Industrial Design in Colombia and Toy Design in New York.
How long have you done Kuma?
It launched as a brand on December 2004, in Art Basel. Basically, the concept is art influencing toys and toys influencing art. That, is Kuma. So, there is the element of toys and influential art, plus, the component of collective art.
How has it evolved?
The evolution of Kuma as a toy revitalizes the original ‘Teddy Bear,’ as it intends to stay away from the tender bear, and explore other feelings. There is this new generation that loves to convey sensations. The usual ‘Teddy Bear’ always has the same attitude and facial expression; this one is more offbeat. Since Art Basel it now sells in stores such as Base, Bass Museum, and Miami Art Museum; we participated in the Gift Show of Los Angeles, and Kuma is now selling all over the West Coast, and even Boston. At the present moment we are creating new products as we bring people to collaborate in different stages.
What does Kuma bring to the people?
It targets to young adults, from 18 to 35 years of age. It is also appropriate for modern kids who are experiencing the need to communicate. Kuma offers the opportunity to express individual feelings. It is associated with pop culture, music, design, and nostalgia, as you bring that hero back from the past –meaning the ‘teddy bear’-.
How do you see your career and products in 10 years?
The new project is to collaborate with different artists as we combine fashion, sculpture and other forms of art to customize the bear with interdisciplinary mixes. Our idea is to create an alliance with different companies such as Swatch and Apple to generate trend-setting and unique products.
Why a bear and not a rabbit, turtle, or other animal?
Because the ‘Teddy Bear’ is the first toy we all had; people even keep the ones from their childhood. So, it’s nostalgic yet modern.
How do you like people to recognize Kuma?
I like for people to wonder and become curious as they approach Kuma; it means it’s creating an interrogation.
The bear is trying to accomplish an expression on people with its own distinctive personality.
How is the procedure, the conceptual beginning to develop a bear? The 10 characters available were born from different sketches, icons, themes, etc. that are based on progressive and vanguard tendencies. After the initial concept, we bring them color, and the bear is modeled in clay, then vinyl. The expression is what changes on the Kuma, because the shape of each one is exactly the same. The idea of the production is to have a limited edition, to create the urgency to have it before it runs out. We did 500 of each Kuma and are now working on a new collection.
Are they your kids?
Yes, of course, and it’s also the medium through which I have been able to express myself. It also collaborates to the fact that, as a designer, I have worked for brands like Fisher Price; now I have my own brand to express what I believe people need to express.
Who else have you worked with?
Fisher Price, Mattel...and others.
Where would you not like to see Kuma?
I don’t want it to become the next Mickey Mouse, to overwhelm the market. I want it to be a brand of longevity that keeps causing impact; I am interested in, that during the years to come, it keeps relating to evolution and fashion as a trend maker. Art will never seize to exist, and Kuma should be adapting to whatever comes, it’s something unimaginable, but I don’t see it as a mass product.
What element should you avoid in order for Kuma not to expire?
The center of this creation is the influence of art and toy; the moment Kuma begins to be sold massively and generate a lot of money, it will lose validation as a concept. I am interested in letting people know that, the ‘bear’ has had acceptance with the public –although there are some people who don’t like it- and it carries a designer stamp amid handcrafted roots. Each style is a limited edition and avoids being mainstream; it maintains individuality. Because it was a personal choice, Kuma is influenced by the oriental philosophy of balance, spirit, and even the samurai. With the eyes and face they express a lot. The eyes, for example, are not tender, but are not aggressive either; they convey a real message.
