It is an already universal image, the celebration of Leo Messi pointing towards the sky. So is Mbappé’s gesture with his arms crossed and his hands under his armpits. Maradona will be remembered for his hand, but there is also a classic image of the Argentine star with his arms crossed and his head held high. That smiling Benzema is iconic but not much. And also Simeone’s suit, hands on the waist smiling at the stands. All those images that belong to the collective imagination, the Spanish company Minix has transferred to collectible and game figures. Not just the faces, the shapes, the clothing. But, above all, that iconic gesture with all the feeling behind it.
«They are figures that provide a different point of view. There is a lot of caricatured figure, but these Minix bring out the most positive essence of the character. We wanted to respect the spirit and highlight the most positive aspects, “explains José Carlos Guerrero, Minix’s director of operations, for ABC. «The way the designer has to capture the gestures of the figures is very clearly our differential fact, and what he is doing that works as it is working. The reaction of the people when they see one of the figures is ‘Oysters, is that this is Simeone or Messi’. It is still a figure, but they are in their essence and with all their spirit.
Guerrero and company already had experience in the toy company, but they were looking to give collectible figures a spin. A market that only in Spain moves about one hundred million euros a year. They did not find what they wanted until, in the middle of the pandemic, they found a group of designers who knew how to perfectly capture the idea. “It is completely different from everything. It was the detail we were missing.” And not just on paper, but develop it in 3D, print it and translate it into these 7 and 12 centimeter figures that are already going around the world. The material is recycled PVC and is compatible with food, so children can put it in their mouths and nothing happens, no small parts come off. They have passed all relevant quality and safety controls.
How do you manage to capture not only the character and its features, but also its aura with such precision? “It is very difficult to explain. The design team are all artists. It’s inspiration. It’s a gift. There is no mathematical or scientific formula to be able to capture the spirit of a person. First, they start from the base of some photos; a 2D illustration is made, and from there it goes to a 3D model that already shows what the figure is like. With computer systems, nothing is penciled. That’s why I say it’s a gift, artists, inspired people. And, of course, many hours of work. When you see them model, the hair, some cheekbones, a chin, an ear, they change grids… It is wonderful and very complex to understand for those of us who are laymen, “admits Guerrero, who escapes a smile when explaining and observing to their little ‘sons’ on the shelf.
With videoconference meetings until they had the first models, then it was time to find financing. But they knew they had a powerful product and they immediately secured the initial round with Spanish and international investors. «It is a product that enters through the eyes. We have some wonderful corporate videos and that’s the first entry. And then, showing samples, touching the figures so they can see the texture, the touch, how heavy it is, what you see is quality, and at a very competitive price. And for children, for adults, for fans. Investors feel more comfortable putting their money there than in another product that is more risky. This is not a technology company, it cannot offer a return of 500 percent in five years; this is little doll to little doll », he points out.
And from a small office in Madrid, with a first opening in October 2020, to the world in May 2022. «We built a team, we began to look for factories, remotely and with the restrictions of the pandemic, with the complications that traveling had China precisely. That’s why we now have an engineer and an assistant there. It complicated the project a lot, but we were able to move it forward. We made the presentation to these contacts and the effect on 95% of people is wow! That is why it has been relatively easy to be able to implement it. In fact, the launch began in May. And in December we are already in 21 countries. Another magic trick of those who work to make it work.
What has not yet been fully explained, no matter how much you rub your eyes, is how they have entered the United States through Walmart, the distribution giant, which has 11,000 points of sale in 28 countries. «We sent the figures to the number 2 purchase at Walmart and he loved it. They don’t usually accept new brands or products, but they like us and have listed us in a special way. It is a very big exception. The first order that has been made to the United States has been exclusively for Walmart. It is a milestone that we cannot explain to ourselves », he smiles.
At the moment, they have a catalog of 40 licenses, with 105 characters developed in 2022, but they want to reach 100 licenses by the end of this year. They have all the teams from the Spanish First Division, but also all of the French Ligue 1, the Italian Serie A and almost all of the English Premier League. Manchester United resists them. For now.
They have the approval of all the players. Some even, with a very good response individually, like Joaquín, who loved seeing himself in a Minix figure. «The image rights of the players is a very complex thing. It is normally handled by the teams themselves. It is the marketing and licensing department that decide. There are others that pass a first filter and then pass it on to the player for final approval. Until now we have not had any case of him complaining because we have taken it ugly. Almost everyone breaks out laughing, they take the photo, they love it, “explains Guerrero. Having the license of all those clubs allows them to play with the signings. “If a player leaves a team, let’s hope he falls for another one for which we have the license, that’s how it will be to change his shirt and that’s it,” laughs Guerrero.
But Minix lives not only on football. He plans to expand to other sports such as tennis, basketball and boxing. And the other important leg of his is that of television series and movies. «We are with very modern things and with classics like Rocky. We will also go for music, with the Kiss group ».
What works in Spain? «All licenses usually work, some better and others worse. The Witcher does not have the same acceptance that in Germany it sells a lot. And I will tell a curious case: Maradona. We have Maradona’s license and when we made our sales forecasts, we arrived in England and thought: here we are going to sell zero for the goal from the hand of God. And instead, it is the third country where it is purchased the most, behind Spain and Italy. Who understands it? No one. We have an idea, but the market is different”.
Figures are not always ready for the shelves. There are hours of retouching work: «The first version of Mr. T, for example, had a very sweet face and no, no, he is always angry. And in the second version he was already perfect. Always highlighting character, but without ridiculing it or making it pejorative. But where they have to influence the most is the issue of color, since what is seen on the screen is not the same as the pigment that can be applied to a real figure. And here Guerrero has a curious story with Anya Chalotra, the main actress of The Witcher series. «She is an actress of Indian origin and she is very proud of her skin tone. She was very concerned that it was the tone that she wanted for the character. And until we got it, she didn’t approve. For a Hollywood artist to get involved with us in a small office in Madrid was wonderful.” Both The Witcher and Stranger Things actors personally approved their figures. Another Minix hit. The figures that are close to coming to life on collectors’ shelves.
