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Superplastic
Consumer & E-commerce
Superplastic is a Vermont-based company that creates and markets designer vinyl toys and collectible characters, including "synthetic celebrities" with dedicated social media followings, blending toy collecting with entertainment and music.
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Superplastic was founded in 2018 by Paul Budnitz and Huck Fairman, building on Budnitz's prior experience as founder of Kidrobot, an earlier prominent designer vinyl toy company, with Superplastic developing original designer toy characters and franchises marketed heavily through social media and digital content rather than only traditional toy retail channels, treating its toy characters more like entertainment franchises or even fictional celebrities with their own developed personalities, storylines, and active social media presence than as purely physical collectible products. The company's most prominent original characters, including Janky and Guggimon, function as what Superplastic calls "synthetic celebrities," maintaining active, engaging social media accounts with substantial follower counts where these fictional characters "post" content, interact with fans, and build ongoing narrative and personality development much like a real celebrity or influencer might, blurring the line between a traditional toy product and an ongoing entertainment and media property, an approach that has helped Superplastic build significant brand engagement and anticipation for new toy releases beyond what traditional designer toy marketing typically achieves. Superplastic has released limited-edition vinyl toy figures based on its original characters, often selling out quickly given limited production runs and strong collector demand, a scarcity-driven marketing approach common in the broader designer toy and collectibles market that helps sustain ongoing collector interest and secondary market value for the company's releases. The company has expanded beyond physical vinyl toys into music, including releasing original music under some of its character personas, and various other entertainment and brand partnership ventures, reflecting its broader positioning as a multimedia entertainment and character brand company rather than only a toy manufacturer. Superplastic has built partnerships with various other entertainment brands and musicians for collaborative limited-edition releases. The company has raised venture funding from investors including Forerunner Ventures and Union Square Ventures, positioning itself within the broader designer toy, collectibles, and character-driven entertainment brand category.
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