A Toy Revolution: The Story of Hikaru Iwanaga and Bounty Hunter
The influence of designer vinyl toys on popular culture is ubiquitous as figures such as Medicom Bearbricks, KAWS Companions, or the FUTURA Pointman are deeply engraved on our minds as collectible art forms. But have you ever wondered how this all came to fruition? Who actually pushed designer vinyl toys into pop culture today? From the backstreets of Harajuku straight into popular culture: the designer vinyl toy has gone a long way, and part of its popularity leads back to a man called Hikaru Iwanaga.
This article is part of an ongoing series between TOKYOMILKSHOP and sabukaru, which investigates the Ura-Harajuku era's obscured narratives by digging through the crates of vintage Japanese magazines.
Hikaru Iwanaga
Hikaru Iwanaga
Hikaru Iwanaga was born in the late 60s in Sasebo, Nagasaki Prefecture, where his mother worked at the Navy Base. As a child, he used to play with various American toys, from G.I. Joe to Captain Crunch, exposing him to the many facets of American pop culture. In Toypunks Vol. 1, Iwanaga expresses: "I feel that because my mother worked within this American world, there was an Americanized aspect to the way she raised me." His experience wasn’t uncommon for that time, as Japan’s defeat in World War II opened the country’s cultural borders, making it widely receptive for all things American. His early encounter ultimately drove Iwanaga's passion for toys and stuck with him throughout adulthood. On the flip side, during the 1950s and 1960s, American children whose fathers were stationed in military bases throughout Japan sent Japanese toys like Ultraman to their kids for Christmas. The after-effects of the war brought two congenial worlds together. We can only fathom the amazement felt about the exposure to a familiar medium from a seemingly different world.
Bounty Hunter Varsity Jacket
As a collector of all things American, Hikaru Iwanaga delved deeper into American toys and pop culture, embracing the likes of Disney, cereal mascots, and Star Wars. Yet, the character that stuck out to Hikaru was Boba Fett from the Star Wars universe. The personal connection to this fictive character ultimately inspired Iwanaga to name the now-legendary brand he started in 1995: Bounty Hunter. Iwanaga recalls in Toypunks Vol. 1: "When George Lucas came to Japan for Episode One, I had a chance to interview him. I told him: "I named my shop Bounty Hunter because I like Boba Fett." I thought he'd be angry and tell me to stop. But he smiled, and I knew I was good… so that's the name I use." In the same interview, George Lucas autographed Iwanaga's custom-made leather jacket designed just like the one of Boba Fett. This was the memorable moment Iwanaga felt embraced by his Idol, giving him the confidence necessary to pursue future ventures with Bounty Hunter.
Hikaru Iwanaga in “Cool Trans” magazine editorial
Although most Ura-Harajuku brands such as A Bathing Ape, WTAPS, GOODENOUGH, UNDERCOVER, or NEIGHBORHOOD were mainly known for their clothes, they would later consider expanding into selling items outside the world of fashion. Unlike his colleagues, Bounty Hunter initially positioned itself as a toy company, collaterally selling clothes and accessories. Its grotesque visual identity was unique, merging Punk culture with cute pop cultural characters from the 1960s and 1970s. With the store's motto, "50% Toys, 50% Punk, All Other Toys Suck", Bounty Hunter successfully carved out a niche in the collaborative environment of the Ura-Harajuku movement of the 90s.
Last Orgy 3 Editorial - Fujiwara, Nigo, and Takahashi in the Bounty Hunter Store
In 1997, SK8THING, who was then working on graphics for GOODENOUGH, UNDERCOVER, and A Bathing Ape, designed the legendary KID HUNTER character. Initially featured on a BxH T-Shirt, he would be transformed into the world's first designer vinyl toy, bringing the brand great popularity and success. The design embodies everything Bounty Hunter: A black and white striped shirt on a badass-looking kid that raises the middle finger with a sinister smile. You can feel the captain crunch inspiration within the design. Yet, the finesse of SK8THING and Iwanaga reconsiders the character by employing Bounty Hunter's cheeky identity. A creation that cemented the label in the Urahara scene, leaving everyone stunned by how Iwanaga played with the vinyl toy’s aesthetic.
KID HUNTER Figure
Shortly after the KID HUNTER success, Bounty Hunter would release its following iconic figure SKULL-KUN. Just like KID HUNTER, SKULL-KUN wasn't initially designed to be a toy, but once Iwanaga saw the opportunities of his characters, he went full speed ahead into making as many toys as possible. The idea of SKULL-KUN depicts an amalgamation of Frankenberry and punk stylings. Many characters with similar themes followed, steadily connecting Iwanaga's childhood heroes with punk elements. Produced back to back in limited quantities, the great outlet of peculiar items never failed to raise eyebrows — not only in Japan but also overseas.
Iwanaga in the November issue of garden
“SKULL KUN MICKEY” Figure
The whispers about Bounty Hunter's gratifying figurines spread worldwide among art and toy enthusiasts. As one of the first collectors in the United States, Frank Kozik started building connections with the various tastemakers of the Urahara scene, eventually including Iwanaga. At that time, Kozik developed graphic designs for many punk bands in the US. Yet, for Iwanaga, Rancid was the most notable as he was a huge fan. Ultimately, when the two had the opportunity to meet, they both had reciprocal interests, leading them to become friends and collaborators.
Frank Kozik x Bounty Hunter “Smorkin’ Labbit” Figure
Amos (James Jarvis) x Bounty Hunter “KING KUN” Figure
With the years going by, Bounty Hunter continued to collaborate with artists like James Jarvis. Yet, the most impactful project would involve the prolific Brian Donnelly, better known as KAWS. Yes! In 1999 Kaws' first ever 3D figure was produced by Bounty Hunter: A vinyl toy that birthed the ever-popular Companion and changed the trajectory of KAWS' career forever! KAWS met Iwanaga through his relationship with Hiroshi Fujiwara, NIGO, and YOPPI from realmadHECTIC. Up until this point of his career, Brian Donnelly wasn't making much money. With funding from realmadHECTIC, we can credit the Urahara collective for propelling KAWS's career as we know it today, providing him with the facilities to further his creativity. A pivotal point in time, marking the artist's transition from the street tagging subways and designing promotional posters in NYC into parades, exhibitions, and selling desirable figures sold out in minutes. KAWS is one of this generation's most famous contemporary artists, and Hikaru Iwanaga is partly the reason why.
Original KAWS Companions in collaboration with Bounty Hunter and realmadHECTIC
Along with KAWS, many artists and collectors would go on to carry Bounty Hunter's mission even further. From Hiddy Kinoshita, founder of Secret Base, Hirosuke Nishiyama and Akio Imai of Balzac, to Kiyoka Ikeda of Gargamel and Mark Nagata of Maxitoyco - all of them followed the blueprint laid out by Hikaru Iwanaga. Designers such as NIGO and Jun Takahashi should also be noted for advocating toy collecting and designing in the Urahara movement. Just a little deep dive into NIGO's videos on youtube, and you will come across videos such as Japanorama on September 7th, 2006. You can see NIGO on public television detailing his otaku passion for toys. Although NIGO rightfully deserves a whole article concerning about his expansive collection, Bounty Hunter eventually identified the niche and kicked off a global desire for vinyl toys that would impact the industry.
Bounty Hunter “Red SKULL KUN” Figure
Bounty Hunter “Sketch Monster” Packaging
Larger companies like Bandai, Medicom, and Funko knowingly or unknowingly profited from the effects of the toy movement spurred by Iwanaga. Taking cues from Bounty Hunter's success, these giant corporations would create collaborative toys with various fashion labels and designers. Going even further, we urge you to look into China's contribution to vinyl toys with legends such as Micheal Lau & Eric So. LDN2HK spoke to Reggie Casual in-depth on this topic in a YouTube video titled, The Asian Influence in Fashion: Japan • Hong Kong • Korea.
Bounty Hunter Smart Magazine
As a true definition of punk, without an Instagram profile nor interest in the public spotlight, Hikaru Iwanaga remains true to what Bounty Hunter stands for. A core example of the Ura-Harajuku movement's great diversity in expressing creativity. It's hard to say whether vinyl toys would be part of contemporary pop culture if Iwanaga never followed his passion that would distinguish him from the rest. Ultimately, he's a true inspiration, having pushed boundaries that would expand the scope of artistic outlets in popular culture.
About the Author:
TOKYOMILKSHOP is a vintage magazine enthusiast-based blog that provides context on the Ura-Harajuku fashion movement of the 1990s and 2000s.
