MG Toys and Collectibles Founder on the Rise of Art Toys to High Art

The obsession with urban vinyl—also called designer plush, designer toys, or art toys—came gradually, and then all at once. These days, art toys have entered the mainstream, offering artists more creative opportunities and the public access to a different kind of art form. 

As the demand grows, so do the opportunities. MG Toys and Collectibles Founder Michael "Mike" De Guzman himself saw this happening before all the hype even came about. He started collecting action figures, art toys, and such before it became a multi-million-peso industry.  

Over the years, the pieces he bought started adding up. “Tinatago ko pa ‘yung collection ko noong una sa misis ko," he recalls. "Pero siyempre, lumalaki. Kinuntsaba ko pa nga ang anak ko noong una na, ‘Sabihin mo sa Mama mo, sa’yo ‘yan.’ Sasabihin niya, 'dati na ‘yan mommy!'” 

Paintings from De Guzman's personal collection, including ones from Demi Padua and Jade Suayan.

In Singapore, he worked in banking for a decade but ultimately decided to pursue his passion for collectibles more seriously. There, he began cultivating a vision for a business dedicated to his love for pop culture and collectibles. "May vision kasi ako: gusto kong makita kung paano mag-expand ‘yung collectibles market. So sumugal ako," he says.  

Eventually, he entered the secondary collectibles market as an online seller. "Nagsimula kami sa maliliit na statues lang. Dati, sa akin, puwede na ‘yon. Kahit makakuha ako ng P30,000 a month, puwede na. Hanggang sa lumaki na at nagkaroon na ng mga clients," he continues.  

He found the right partner and distributor in Malaysia, who then connected him with manufacturers in China. "As a startup business, I did everything from scratch," he explains. "Dati, kapag walang benta, mababaliw ka na lang. Pero kung hindi mo talaga passion, kung gumaya ka lang, mamamatay agad business mo. Sa case ko, nanggagaling pa ako sa Valenzuela papunta sa Pasay araw-araw. Tyinaga ko 'yon until nakakita ng results.” 

Created by Kenny Wong, Molly has become one of Pop Mart's most famous pop culture characters.

Turning Passion to Profit 

What began as an online store in July 2020 now has a physical shop at Parqal Mall, Aseana City in Pasay. MG Toys and Collectibles opened to the public in February 2024. (De Guzman proudly notes that he is one of only two Filipino owners with their own space in the integrated community, the other being Joel Torre.) Within a year, the shop has seen its sales skyrocket, attracting celebrity enthusiasts and even local politicians. These individuals grew up on comic books, '80s blockbuster cinema, anime, and the endlessly enduring franchises that make up much of our pop consciousness today. 

The process for transactions is pretty simple. They set an appointment with him, and he recommends some limited-edition releases to adorn their offices and mancaves, and as soon as the pre-order fees are taken care of, they're all happy campers. Of course, these lovely kids with their parents and couples (specifically, boyfriends and husbands who, like De Guzman, opt to hide their collections from their partners. "Patago ang pagbili e!" he quips) coming in brings De Guzman just as much pleasure, we're sure. “Siyempre, inaalagaan namin ang brand kapag dating sa offerings. Mga customers ko, personal referrals lang, hanggang sa na-bridge na at dumating na sa mga big clients, kumbaga.” 

These collectibles cater to a particular segment: the "kidults"—adults with the serious financial capacity to indulge in childlike hobbies. A decade or two ago, the notion of having a collector's market solely for "toys" was unthinkable. But in recent years, it has proven to be more than just a passing trend. 

Hulk and Loki busts.

There's nothing silly about a P10-million Hulkbuster that De Guzman once sold to a not-to-be-disclosed leading man, nor is there anything trivial about the P4 million in monthly revenue the shop generates. This market has reshaped collecting culture, elevating what was once considered children's toys to the same space as high-end contemporary art. 

"Tingin ko kasi sa kanila (collectibles), art. Hindi basta-basta na laruan lang. Na-elevate na sa hilera ng high art," De Guzman observes. "May demand, lumago na ang market at popularity. Gumanda ang materials na ginagamit ng manufacturers—dati, puro cheap plastic lang. Lalaki pa ito from here. Ang value ng limited-edition items pa lang, lumolobo agad within a few months." 

There’s a persistent callback to childhood among his patrons, something that he sees in himself. "Bumabalik ka sa pagkabata. ‘Yung nostalgia factor na kinalakihan mo. Sa totoo lang, nakakabata e," he points out. Collecting such toys exists in a unique cultural intersection: a mix of cartoon humor, fanatic eccentricities, pop culture resonance, and high-brow art collecting. 

De Guzman posing inside the collector's den. It's often closed off to the public.

The diversity in this segment is evident at MG Toys and Collectibles. The store carries POP MART favorites (the Labubus and Mollys of the world), recognizable figurines and statues by beloved Filipino urban artists like Quiccs and Distort Monsters, and a selection of Hot Toys. The glass shelves also display hyped-up stalwarts like Kaws and Bearbricks, while hidden gems include toys by Joan Cornella and sought-after NBA trading cards. 

De Guzman’s personal collection has its own dedicated space in the store. It includes a signed Murakami from his trip to ComplexCon, a Demi Padua piece that appreciated from P60,000 to P450,000 in a year, a commissioned Sean Go painting, a Jade Suayan, and much more. "Lahat dito, ako nag-curate. Gusto ko, kapag pumunta ang tao dito, andito na lahat," he says. "Kapag pumunta ang collectors, nandito na ang lahat. Kaya siya naging MG Collectibles—mapa-collector ng sapatos, art toys, sports memorabilia, andito na lahat." 

De Guzman inside the shop.

The Changing World of Collectibles 

Beyond nostalgia, the tactile and interactive experience of collecting is one of the most appealing aspects of this hobby. These items transcend pop culture—they intersect with streetwear, sneaker culture, photography, and contemporary art. Their investment potential has also caught up with the times. De Guzman understands how competitive the secondary market can be, especially for limited-edition action figures or high-value collectibles. Prices can easily triple or quadruple due to high demand. 

According to a report by HTF Market Intelligence, the global art toy and collectibles market was valued at around $8.5 billion in 2023 and is projected to climb to $10.9 billion by 2030. Similarly, data suggests that in the previous year, the Asia-Pacific action figures market generated approximately $1.89 billion in revenue. 

DC's Joker in Heath Leger's likeness, a favorite among customers.

The art toy and collectibles craze has firmly taken root in the Philippines. Metro Manila, in particular, has seen a thriving community. Art Toys PH has become a premier art toys collective, while Toki has established itself as the first social commerce service exclusively dealing in collectibles. 

ToyCon Philippines, one of the country’s largest pop culture events, showcases toys, collectibles, and exclusive releases from major brands like Solid Toys, RLux Custom, Armored Komodo, Bandai, Devil Toys, and Omo Collectibles. Meanwhile, Secret Fresh, led by BigBoy Cheng, has set the standard for contemporary art-slash-collectibles hubs in the Metro. Hoping to be at the center of this expansion is MG Toys and Collectibles—and so far, collectors have been highly receptive to the MG brand, especially with the addition of sneakers, designer bags, and more. 

De Guzman donning the iconic Iron Man mask, posing with one of the store's most coveted pieces.

"Every customer has their hero. Pupunta sila sa akin, tapos mahahanap ko, and then ayun, sold," De Guzman shares. Most of his collectors are interested in superheroes (though he personally prefers anti-heroes like Venom, Thanos, and the Joker). "Avengers, hanggang ngayon, benta pa rin. Batman, Joker—ang laki ng community ng Marvel at DC collectors." Next in line in popularity are collectibles based on robot culture, including Gundam and Voltes V. 

The toys and collectibles community is a close-knit one. De Guzman is good friends with Cheng and has a strong network of artists. He even hopes to collaborate with them—perhaps with Quiccs—on exclusive MG releases. In the South, the collectors’ community is growing. "Dati kasi, collectors had to go to San Juan or Quezon City to meet with sellers. But now, this area in Pasay, dito sa Parqal, is on the rise. Maraming condo, maraming potential customers. Las Piñas, Cavite—people come up here from all over the South to see the collectibles." 

In the near future, De Guzman hopes to expand to more provincial centers, such as Cavite or Cebu. It’s a thriving community, and MG Toys and Collectibles has arrived at just the right time.