Who Is “TUD”?
Unpacking the Identity Behind the Brand
TUDTOY (short for The Ugly Duck) is a collectible art toy brand founded in 2022 in Kazan, Russia by entrepreneurs Dmitry Portnyagin and Roman Chaly.
The brand name is inspired by Hans Christian Andersen’s classic fairy tale The Ugly Duckling. Drawing from the story’s core message—embracing one’s true self to ultimately succeed—TUDTOY built its identity around transformation through self-belief.
True to its name, the brand’s signature character is the “Ugly Duck”, symbolizing an outsider who thrives by staying authentic in a world that once failed to recognize their worth. This narrative of resilience and self-acceptance forms the philosophical backbone of the brand.
Image Source:Behance
What Makes a ¥300,000+ Figure So Desirable?
TUDTOY’s flagship product is the “The Ugly Duck”, a duck-shaped collectible figure. Each piece is produced in limited quantities and comes with a unique serial number and an embedded NFC chip.
This chip allows buyers to verify authenticity simply by tapping it with a smartphone, ensuring both exclusivity and trust in the product.
Image Source: TUD公式サイト
Craftsmanship, Artistry, and the Joy of Ownership
The most distinctive feature of TUDTOY lies in its handmade production process and high level of artistry. Each figure is meticulously sculpted and painted by skilled artisans, elevating it beyond the realm of a mere toy into a true art object.
The brand also embraces sustainability, using eco-conscious materials such as recycled plastics. This commitment reflects a thoughtful balance between artistic expression and environmental responsibility.
Even the packaging reflects this obsessive attention to detail. Each figure comes in a custom-designed luxury box, complete with a certificate of authenticity and original stickers—making the unboxing itself an immersive experience.
This is a piece designed not just to be displayed, but to be owned with pride.
Image Source: TUD公式サイト
The Power of Unique Collaborations
Another key driver behind TUDTOY’s popularity is its one-of-a-kind collaboration strategy. By partnering with renowned brands and artists—figures who have succeeded by forging their own paths—each release is infused with a compelling narrative.
These collaborations do more than merge styles; they bring together kindred creative spirits, giving each piece a deeper meaning and emotional resonance that collectors connect with on a personal level.
Image Source: TUD公式サイト
For example, the Mike Tyson collaboration featured a metallic design that embodied his legendary nickname, “Iron Mike.”
The Michael Jackson edition paid tribute to the King of Pop with a silver body and an engraved “King of Pop” inscription—an homage to a music icon in physical form.
TUDTOY has also partnered with a wide range of cultural figures and brands, including Frida Kahlo, Jean-Michel Basquiat, Pantone, and Chupa Chups, creating a rich blend of genres and artistic influences across its lineup.
Image Source: TUD公式サイト
One defining characteristic of TUDTOY is that each collaboration features a completely distinct theme and design. These pieces aren’t just figures—they are narrative-driven art objects, each telling its own story through form, texture, and symbolism.
Audience & The Appeal Behind the Brand
TUDTOY’s core customer base consists of affluent individuals and creatively driven collectors in their 20s to 40s. For those who see art toys as a form of self-expression or status, TUDTOY offers more than just a collectible—it becomes a conversation piece, a product that speaks both visually and conceptually.
Image Source: TUD公式サイト
TUDTOY also benefits from a highly active fan community, especially across social media platforms. Unboxing videos and personal collection showcases of its limited-edition figures are widely shared, further fueling the brand’s cultural presence.
Despite the premium price point, TUDTOY continues to attract attention from both art enthusiasts and investors. Many see its pieces as holding artistic value—and potentially appreciating in value over time, positioning them as both collectibles and alternative assets.
Image Source: TUD公式サイト
Not only has TUDTOY captured the attention of existing art toy enthusiasts, but it has also served as an entry point for a new generation of collectors—a clear sign of the brand’s growing cultural influence.
Sales & Scalability — Why TUDTOY Keeps Selling Out
TUDTOY’s success goes beyond the appeal of its products. At the core of its business model is a commitment to strictly limited production, creating a sense of scarcity and exclusivity. The brand makes only as many units as it knows will sell—a strategy that consistently drives demand.
For example, its collaboration with Chupa Chups consisted of just 700 units across two variants, generating approximately ¥250 million (roughly $1.6 million USD) in sales.
TUDTOY's momentum is further fueled by strategic initiatives such as the launch of its own gallery, and participation in world-renowned design events like Milan Design Week (Salone del Mobile) and Maison & Objet. These moves have solidified its presence on the global stage.
TUD x Chupa Chups｜Image Source: TUD Official Website
Positioned in a Growing Market
The art toy market itself is on the rise, and within this expanding landscape, TUDTOY is carving out a firm position—driven by its focus on storytelling, craftsmanship, and a sense of luxury.
Expansion in Japan: Opportunities Ahead
As of April 2025, TUDTOY has no standalone store in Japan, and brand recognition remains relatively limited. However, Japan has a deeply rooted art toy culture, exemplified by iconic names like BE@RBRICK and Kaiyodo, suggesting strong latent demand.
With the right timing and strategy, TUDTOY has the potential to tap into a receptive and highly appreciative market—one that already understands the value of collectible design as both art and culture.
BE@RBRICK: A Longtime Favorite in Japan's Art Toy Scene Image Source: Official BE@RBRICK Website
International shipping is available through the official TUDTOY website, and the brand has already started to gain recognition among a niche group of collectors in Japan.
With a proven track record of entering the Korean market, expansion into Japan seems only a matter of time—raising expectations for future exhibition appearances and pop-up events.
TUDTOY’s core message—“Stay true to yourself, even if you're an outsider”—is likely to resonate deeply with Japanese adults who value quality, individuality, and craftsmanship.
Image Source: Behance