Toystay

Toystay is one of the newest names in the third-party scene, and their pitch is engineering. The studio developed its own platinum-silicone seamless bodies in both stylized female and male proportions, topped with head sculpts featuring movable eyes, ambitious tech for an outfit this young.

Their highest-profile release is a pair of figures sold as "ADA.W," which collectors will decode before finishing the sentence: Resident Evil's Ada Wong in her red-sweater and cheongsam looks, competing directly with the established Ada figures from SW Toys and others. Alongside the game work they produce stylized military and fantasy originals.

Distribution runs through smaller import shops, and the company's public footprint is nearly nonexistent, which is the coded-name scene in miniature: no history, no press, just figures that either earn a place on the shelf or do not. The early ones are making a case.