Choy opened a toy store in 1995. Four years later, Choy observed a recent trend in collectible toys, now known as designer toys, specifically the urban vinyl movement of toy design. He decided to put all his funds into the development of a vinyl figure, intended more as art than as a toy. He called this figure the Toyer. Toy2R is amongst the first to explore the designer toy phenomenon, combining art and developing vinyl toys for the collectors market.
