MSCHF Tiny Failed Startup Toys - Collectible Figures

The Challenges Inherent in Hardware Development

Creating hardware presents significant difficulties. A review of past attempts to innovate in consumer electronics reveals numerous ambitious projects – some remarkably close to success. However, like most startups, hardware companies frequently encounter the demanding process of transforming raw materials into marketable products.

MSCHF's "Dead Startup Toys"

To acknowledge these challenges, the creative collective MSCHF is releasing a collection of five Dead Startup Toys as vinyl figurines. These are available for individual purchase at $39.99 or as a complete set for $159.99. The company characterizes them as representations of “iconic failed startups,” with the accompanying sales platform providing concise histories of each venture’s trajectory and ultimate downfall.

These range from concepts that never materialized beyond the planning stage, such as the Theranos minilab, to those that were simply ahead of their time, like Jibo, and instances of excessive complexity, exemplified by Juicero.

A Perspective on Hardware Failures

Having dedicated a considerable portion of my career to understanding the complexities of bringing consumer hardware to market, I find these figurines particularly compelling. While a critical interpretation is possible, I prefer to view them as a tribute to ambition. Fraudulent activities, such as those associated with Theranos and the Coolest Cooler, will rightly be addressed by the legal system.

However, not all hardware failures stem from malicious intent. Sometimes, functional hardware is hampered by supply chain issues. Other times, a promising vision is unrealizable due to premature market entry. Numerous factors can contribute to product failure, but the effort and dedication of the teams involved deserve recognition.

Image Credits: MSCHF

Figurine Quality and Detail

The figurines themselves are exceptionally well-crafted, featuring sharp detailing, legible text, and accurately reproduced logos. Several are articulated, and include accessories. The Coolest Cooler comes with its infamous blender, and the Juicero includes a removable, naturally proprietary, “fresh veg” pouch.

The overall quality is high, comparable to some of the better novelty toys available – a level of care that mirrors the extensive feature set of the Cooler itself.

Packaging and Presentation

The packaging is equally impressive, with each figurine housed in a customized box. The complete set is presented in a larger display box. Each figurine also features a “cause of death” description on the packaging, outlining the reasons for the venture’s failure.

MSCHF has invested significant effort into creating a premium “toy” experience, which is fitting given its subject matter – a commemoration of physical products.

Legal Considerations and MSCHF's Approach

As is often the case with MSCHF’s projects, there’s a question of legal boundaries. While intellectual property rights may have lapsed for some of these products, potential legal ramifications remain. However, this element of risk is often a key component of MSCHF’s appeal, and they appear unconcerned.

Ultimately, these products do not carry any overtly problematic branding. At least, not in a physical sense. (Image Credits: MSCHF)