Toyism (Dutch: Toyisme ) is an international art movement founded in 1992 in Emmen, Netherlands by the artist Dejo. It is characterized by a collective approach to creating diverse contemporary art. The artists operate as a collective, rather than as separate individuals, emphasizing that the artworks are paramount, not the individual creators. Artists joining the group select a pseudonym beginning with an unused letter of the alphabet and create an avatar, concealing their identities with masks to focus attention on the art.

Toyism utilizes figurative storytelling, employing distinct, unmixed colors that stand out against each other. Dotting techniques and a high level of craftsmanship are consistently present. The art addresses contemporary subjects, often presenting a joyful appearance that conceals a serious underlying message.

The artist group associated with Toyism has varied in composition over the years, with dozens of artists worldwide now connected to the collective. The movement's manifesto, " Mother ," written by Dejo, outlines the principles guiding the art, though its contents are kept secret and only known to Toyist members. The artworks are considered "children" of "Mother" and one or more "parents" (the artists), reflecting a blend of collective and individual creativity.

Toyism originated in 1990 with Dejo's graphic work "Escape of the Computer Spiders," which laid the foundation for the movement's style. The term "Toyism" combines "toy" and "-ism," referencing artistic and religious movements. The movement's core philosophy, established in a notarized manifesto named " Mother " on September 5, 1992, critiques artistic individualism, prioritizing art over the artist. This is demonstrated by members using pseudonyms and masks.

Toyism's style evolved through two distinct periods. The first, from 1992 to 2000, was characterized by simple, surrealistic figurative paintings featuring recurring symbols like computers and space shuttles, drawing initial inspiration from video games such as Super Mario . Early works incorporated symbols representing the three founder artists. In 1993, the first work was displayed at the Veenpark, with a New York exhibition following a year later.

The second period began in 2002 after Dejo rewrote the " Mother " manifesto in 2001. This revision eliminated the limitations of recurring symbols while maintaining a figurative style with sharp lines and vibrant colors. Toyism expanded internationally, attracting artists from various countries who all adopted pseudonyms. The group's maximum membership was set at 26, each member using a unique letter of the alphabet for their pseudonym. The collective's works grew to include over 800 pieces across painting, sculpture, and spatial objects.

The Toyists established studio spaces in Emmen, then moved their headquarters to Groningen in 2015, residing in Villa Heymans until 2017. Subsequent locations included the KLM Flight Academy grounds and, since June 2020, pavilion Vredestein in Zuidlaren. Toyism shares similarities with Pop Art , Keith Haring's work, and graffiti art, evidenced by the use of pseudonyms, anonymity, public space exhibitions, and anti-establishment attitudes.

Toyism artworks feature figurative storytelling, characterized by distinct, unmixed colors, and the use of dots. The art exhibits a high level of craftsmanship and addresses contemporary subjects. Works often present a joyful surface with underlying serious themes.

The movement's visual style evolved through two periods. From 1992 to 2000, works were predominantly surrealistic , incorporating recurring symbols like computers and space shuttles, which represented the founding artists. After 2002, following a revision of the movement's manifesto, the style expanded, retaining its figurative base but with a wider range of themes and techniques.

Toyism encompasses various media, including paintings, sculptures, and architectural transformations. Notable projects include the painting of the spherical gas storage container " De Stip " in Emmen, the transformation of Hotel Ten Cate into a large-scale artwork, and the revitalization of the Uppspretta water tower in Keflavík, Iceland. Additional works include sculptures related to the Dutch TT motorbike races, the " Flying Dutchman " sculpture at Groningen Airport Eelde, the mural " What's for Dinner " in Beijing, and murals themed around Noah's Ark in Hong Kong.

Toyism artists engage in collaborative projects, such as game-based compositions where two artists create a single work. Individual artists also produce their own pieces, but the collective often works together, making it difficult to attribute specific works to individual members. The movement's visual language emphasizes clear agreements and rules, allowing for creative exploration within defined boundaries.

Toyism's philosophy, established by Dejo through the " Mother " manifesto in 1992, critiques egocentricity in art, prioritizing the collective over the individual. This is demonstrated by Toyists using masks and pseudonyms in public. While members have diverse cultural backgrounds, they share a unified interpretation of Toyism. Individual expression is maintained within the style, and the inclusion of various disciplines contributes to the movement's collective ideology. Individual storytelling remains a component of the creative process. Toyists produce individual works and collaborate on group projects, with " De Stip " exemplifying such collaboration. Despite internal diversity, Toyism maintains a recognizable style. This collaborative approach shows the movement's core belief that artistic merit resides in the work itself, not in the individual artist's persona.

The " Mother " manifesto, kept secret and accessible only to Toyist members, serves as a foundation for their art. It outlines guidelines that inform paintings, sculptures, and other media. Artworks are considered "children" of "Mother" and artist "parents," who blend their ideas with the manifesto's principles. This process fosters a strong connection between the works.

Toyism reacts to postmodern individualism, drawing inspiration from childhood experiences to engage both children and adults. The artists, from diverse global locations (including the USA, Canada, South Africa, Malaysia, Australia, Romania, Iceland, and the Netherlands), balance artistic creation with entrepreneurial skills, demonstrating organizational talent and commercial insight. The manifesto ensures a unified direction, promoting collaboration and minimizing internal conflict. The artists believe their work should be judged on originality and authenticity, emphasizing teamwork and collective strength. The use of masks symbolizes their collective identity and anonymity, allowing them to focus on the art itself.

Toyism artists adopt pseudonyms, each beginning with a unique letter of the alphabet, limiting the group to a maximum of 26 members. These artists also create puppet icons to represent themselves publicly, further emphasizing anonymity. They wear masks to conceal their identities.

The following individuals have been members of the Toyism movement under their respective pseudonyms: Alfago, Amukek, Aniyina, Bogha, Bliissem, Clamaoing, Cluv, Dejo, Eiiz, Fihi, Gihili, Hribso, Iffio, Iqoy, Jaf’r, Kixoz, Knafoe, Link, Lodieteb, Miku, Mwano, Nooiya, Ollafinah, Pixy, Qooimee, Roq, Sassy, Srylyn, Toescat, UULUU, Vixyv, Wennigeb, Wolemeo, Wywy, Xippez, Yoza, Yicazoo, and Zigowst.