Oxford (toy company)
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 | |
| Industry | toy |
|---|---|
| Founded | 1961 (Dongjin Ind. Corp.) |
| Headquarters | , |
| Products | Construction set |
| Website | http://oxfordtoy.co.kr/ |
Oxford Co., Ltd. (Korean: 옥스포드) is a South Korean toy company, based in Busan, that makes interlocking brick toys. It was founded in 1961 as Dongjin Ind. Corp, and uses its current name since 1992.
History[edit]
The company was first founded in 1961 as Dongjin Ind. Corp.[1][2]
In 1971, toy sales company Daegoo Lucky toy corp was established.[1]
In 1972, toy sales company Busan Lucky toy corp was established.[1]
In 1984, toy manufacturer PAPA toy Ind. Corp. was established.[1]
In 1992, PAPA was renamed to Oxford co., ltd. and begun producing brick toys.[1][2][3] In the 1990s Oxford was sued by The Lego Group over similar designs, but the case was eventually ruled in Oxford favor.[3]
In mid-200s Oxford claimed that it has a higher market share of the Korean brick toys market than Lego, a claim LEGO company disputed.[4] Oxford success was attributed to cheaper price and focus on the infant market.[4] In mid-2010s Oxford produces account for about 15% of the Korean brick toys market[5] and has been called "a major player in South Korean toy industry".[2]
Toy blocks[edit]
The company makes blocks in larger sizes for younger children and smaller for older children. The company's blocks are compatible with Lego brand bricks.[2][6]
Oxford manufactures Kre-O bricks on behalf of Hasbro.[7]
Themes and characteristics[edit]
Unlike the internationally known Lego sets, Oxford sets contain themes such as military or related to specific (mostly Korean) history.[6] The exotic themes of Oxford sets, as well as their relative good price and quality have made it popular in the Lego fandom, and they are sometimes referred to as "Korean Lego".[2]
At least few hundred different sets have been released, most targeted for children aged 5 to 12.[2] The company produces small block sets in several themes including:[2][8]
- generic themes including: military, transport, town, fire, police and spy. Military sets include those of modern equipment used by South Korean Army (ex. KF-21 fighter jet).[9][10] There is also a generic pink-colored theme marketed at girls (called "Sweet").[2]
- Korean history and cultural heritage sets: Ancient Three Kingdoms with focus on the Gwanggaeto the Great era, 16th century Japanese invasions of Korea, modern 19th century era as well as sets representing events in modern 20th and 21st century Korean history. Specific sets include events and items such as Korean turtle ship, the Namdaemun historical gate, 19th century assassination of Itō Hirobumi, American Sherman tank or USS Missouri battleship, or the BTS band and the Joint Security Area in the Korean DMZ[2][6][11][5]
- often licensed themed sets related to Korean films, dramas and TV shows (Infinite Challenge, Joint Security Area, Kingdom, Mr. Sunshine, Real Man),[2][11] or Korean or international companies and franchise (ex. 7-Eleven,[2] Doraemon[12], Gwangju FC,[2] Hello Kitty,[6], Hyundai Department Store,[2] Jeju International Airport,[2] Kia Motors,[2] Korean Air,[2] Krispy Kreme,[2][6] Kumho Tire,[2] MapleStory[13], MBC TV[2], Ocean World,[2] Outback Steakhouse,[2] Pororo[14] , SM Entertainment,[2]). Some related sets contain product placements (for example for the Kia Soul car, or Korean Ediya Coffee shop chain).[2] The Hasbro's Kre-O toyline, produced by Oxford, features content from franchises such as Transformers and G.I. Joe[7]. Some sets from those series cannot be bought directly from Oxford company, as they are distributed as gifts or promotional products by companies ordering them.[2]
Korean history motives portrayed in the Oxford sets are seen as in line with South Korean patriotic and nationalistic historiography, ex. reinforcing the critical portrayal of Japanese as invaders (ex. minifigurines representing Japanese warriors usually have "sinister facial expression"). The Korean-war themed Sherman tank set has also been described as having a very anti-American subtext (as the set contains not only the tank, but also Korean civilians and refugees, who are shown to be upset or angry, when faced with the tank).[2]
About half of the Oxford sets themes have been described as "conflict toys" focusing on "war and danger" and are marketed at boys.[2]
Another aspect that differentiates Oxford produces (as of early 2020s) from more gender-conscious produces by Lego and other similar companies (ex. Playmobil) is the fact that they are often significantly focused on topics and characters of interest to boys. Less than 9% of Oxford minifigurines are female (even the "Sweet" series has only a rough parity in male and female minifigurines); and the female characters are often shown as having inferior social positions - victims, criminals, subordinates (ex. secretaries or nurses) or are slotted into stereotypical female gender roles (princesses, consumers, housemakers). This has been explained in terms of significant levels of gender inequality present in the Korean society.[2]
Oxford minifigurines have also been considered to display "orientalist and racialist stereotype", with Western characters being "pinkish", and Asian more "yellowish" in color. They have also been criticized for xenophobic attitudes, with criminal minifigurines implied to be Westerners or ethnic minorities (ex. Chinese minority in Korea).[2]
Benjamin Joinau critically observed that Oxford sets "foster a structured ideological narrative which is globally conservative and even nationalist, mirroring a strong anti-Japanese agenda with occasional stances on American and Western powers as well as a diffuse xenophobic orientation" and that they "reproduce Korean mainstream gender politics by producing gender stereotypical scripts which not only assign and reinforce traditional gender roles, but also constrain little girls to subaltern positions". Joinau has also expressed surprise that there are many themes which are not covered by Oxford sets, or covered very poorly, such as topics related to Korean modern culture (Korean food), or Korean traditional culture (most of the buildings are Western, not Korean). Very few sets are concerned with topics of science or education.[2]
See also[edit]
References[edit]
- ^ a b c d e "History". Oxford Company. Archived from the original on 25 April 2012. Retrieved 4 November 2011.
- ^ a b c d e f g h i j k l m n o p q r s t u v w x y z aa ab ac Joinau, Benjamin (December 2022). "Boys Will Be Boys - A Critical Semiotic Analysis of the Oxford Block Toys -". 문화콘텐츠연구 (in Korean) (26): 27–69. ISSN 2287-2256.
- ^ a b 수정, 입력 (2011-04-26). "[하이! 우리 브랜드] ㈜옥스포드" [[high! Our brand] Oxford Co., Ltd.]. 부산일보 (in Korean). Retrieved 2024-05-31.
- ^ a b "쌓고 허물고 흥미진진 '블록 삼국지'｜주간동아" [‘Block Three Kingdoms’, an exciting game of building and tearing down]. 주간동아 (in Korean). 2004-06-11. Retrieved 2024-05-31.
- ^ a b 조선비즈 (2021-03-22). "레고에 맞서 역사 블록으로 특화… 영화 '명량' 이후 거북선 판매 늘어" [Specializing in historical blocks to compete with Lego... Turtle Ship sales increase after the movie ‘Roaring Currents’]. 조선비즈 (in Korean). Retrieved 2024-05-25.
- ^ a b c d e "Building the history of Korea". Byteside. 2021-03-11. Retrieved 2024-05-25.
- ^ a b Zahn, James (2013-01-05). "Review: KRE-O TRANSFORMERS "Battle for Energon" building set". The Rock Father Magazine. Retrieved 2024-05-31.
- ^ "소블록". Oxford Company. Archived from the original on 2 May 2012. Retrieved 4 November 2011.
- ^ Bizwire, Korea (2022-01-17). "Brick Models of Korean Military Arms to be Released". Be Korea-savvy. Retrieved 2024-05-25.
- ^ 강종구 (2013-07-16). "독도 경비함 해경 삼봉호 장난감으로 출시된다" [Dokdo patrol ship Coast Guard Sambongho to be released as a toy]. 연합뉴스 (in Korean). Retrieved 2024-05-25.
- ^ a b Grzelczyk, Virginie (2022-10-02). "The Politics of Toys: What Potential for Inter-Korean Reconciliation?". Asian Studies Review. 46 (4): 668–684. doi:10.1080/10357823.2021.2016612. ISSN 1035-7823.
- ^ "** Welcome to OXFORD LAND !!! **". www.oxfordtoy.co.kr. Retrieved 2024-05-25.
- ^ "** Welcome to OXFORD LAND !!! **". www.oxfordtoy.co.kr. Retrieved 2024-05-25.
- ^ "** Welcome to OXFORD LAND !!! **". www.oxfordtoy.co.kr. Retrieved 2024-05-25.