The history so far….
In 2001, Super7 started as a magazine about vintage Japanese toys. We took our backgrounds in punk and skate ‘zines, design, and production and made the first issue about everything we wanted to talk about and wished we could find elsewhere. Included in each magazine were mail-in coupons for exclusive recolored toys, allowing us to create new toys—every collector’s dream—and both the magazine and toys were eagerly accepted by fans who were missing the same content and product that we were.
Building off of our success with the magazine and early recolor toys, we opened out first store in the Japantown district of San Francisco in 2004 to carry not just our toys, but everything else that we wanted beyond the toys—t-shirts, posters, books and more. That same year, we also debuted our first original toy line: The Neo-Kaiju Project mini-figure set. In 2005, our first original vinyl figure, the Ghostfighter, made his debut. Manufactured in collaboration with Secret Base of Tokyo, Japan, the Ghostfighter and Fight Series is an ongoing project that continues to this day.
With the magazine industry imploding, our last issue, Super7 #15 was released in January 2007. Replacing the magazine, our first book, Tokyo Underground, was released in October of the same year, selling out in a mere three weeks, followed by the Super7 Mook (half magazine, half book) in 2008.
Along the way, Super7 began to develop more and more new vinyl figures and toy projects. Ghost Land and the Snakes of Infinity both debuted in 2007. In 2008, we debuted our largest project to date—the Super Shogun Stormtrooper, a two-year process that culminated in its release in 2010. During that time, we moved our store to San Francisco’s historic Upper Haight and began releasing the Monster Family, Kandy Kaiju and Destroy All Kaiju lines of vinyl figures.
Our next large-scale project was the launch of our new line of retro action figures, ReAction Figures, which made their debut at San Diego Comic-Con 2013 with the release of the cancelled line of Alien figures from 1979. With the success of the Alien line, we partnered with Funko to help us expand our reach and increase manufacturing of ReAction Figures to meet demand.
In 2015, a second Super7 store opened, this time in downtown San Diego, turning it into Skeletor’s Lair for San Diego Comic-Con, where we re-introduced the classic M.U.S.C.L.E. figures with a line of characters from Masters of the Universe. During the year, our second Funko partnership saw the release of the Super Shogun Boba Fett as well as the Super Shogun Shadow Trooper.
In 2016, we launched new ReAction Figures with characters from Masters of the Universe and Street Fighter. In addition, the M.U.S.C.L.E. line was expanded with Alien figures. As the year closed, Super7 also brought the ReAction Figure line back in-house and all design, manufacturing, and distribution for ReAction will be done by us moving forward. At the beginning of 2017, after 6 great years, the Super7 San Francisco store relocated from the Haight / Ashbury to the lively and bustling Mission District.
What will 2017 have in store? Just wait and see! We promise that you will love it just as much as we do.