About the Brand: Azone International

Article by K.R. Murdy January 25, 2024

Azone International is considered one of Japan's most prominent fashion doll companies, with five labelshops and many international affiliate sellers. They are a beloved fashion doll company known for their excellent quality and variety of doll sizes ranging from large 1/3 scale to the tiniest 1/12 scale. Azone International has established a multitude of doll lines, often with accompanying narratives and characters for them. Due to the success of their articulated bodies, they usually partner with companies such as Obitsu, King Records, Yamato, Sekiguchi, PETworks, Blythe, and a multitude of individual artists and designers. Their demographic is primarily teens and adults, with their unwaning quality creating a worldwide following of collectors. Within this “About the Brand” article, the timeline of Azone International will be explored through their rich history of textiles, doll-making, storytelling, and the community surrounding these designer fashion dolls.

Bookish Balance. Photograph. Bozeman, Montana, October 29, 2021. Bozeman, Montana.

The company was established on August 8th, 1990. Initially, they produced prints and dyes for fabrics, with an emphasis on miniature patterns for doll clothes. Azone International continued this line of production until 1998, when they developed their first doll. Azone International's first doll prototype utilized a Super Action SAJ body mold originally created by Takara Tomy. Takara Tomy is a well-known Japanese toy company akin to the U.S.-based Mattel. They are known for their line of playline. Dolls called Licca-Chan. Azone's prototype stood at 10.5 inches (17 cm in height) and featured joints similar to those of a standard action figure of the era. While only a prototype, the early figure was christened "Sahra" and began a new direction for Azone International.

Mini Vocab: Playline

A term utilized in the doll and miniature community to indicate dolls, toys, and figures who are originally designed for a child demographic. Often, Playline toys are made of cheaper materials or feature fewer details depending on the level of intended play. Despite their intended audience, there are brands like Mattel's Barbie and Monster High and MGA's Bratz and Rainbow High that develop an adult collector audience alongside their intended audience. These individuals sometimes categorize themselves as "Playline Collectors."

Between 1999 and early 2000, Azone produced its first original doll body mold dubbed "Pureneemo." The Pureneemo mold was shorter than the original prototype at 9 inches high (23cm). These early bodies were originally hand sculpted before being tested in molding. Azone wanted to create highly articulate dolls but in a manner that differentiated them from action figures. However, the first Pureneemo featured only five points of articulation: twisting at the head and movement at the shoulder and hips. It was in 2005 that they released their first official doll line ( or series) known as "Ex-Cute."

Azone International Ex-Cute. Photograph. Azone International. Accessed January 25, 2024. https://www.azone-int.co.jp/us/.

The Ex-Cute line established several commonalities for Azone International, including the anime face/body design and doll series that featured narratives and character dolls. The Ex-Cute series followed a loose narrative of a group of girls attending St. Port Dame Women's University Middle School. Each doll's box featured their character's name and a pamphlet about their birthday, likes and dislikes, and photos of her interacting with her friends in custom-made school settings. Beyond the quality fashion of these early dolls, Azone also ventured into giving each doll unique facial features. The features were created using printed decals and showcased various eye sizes and expressions. This was of particular interest as the variety of expressions aided in the characterization of each doll, with figures like the shy and curious Chika with her notable round mouth becoming fan favorites.

Chiika Azone International Ex-Cute. Photograph. Azone International. Accessed January 25, 2024. https://www.azone-int.co.jp/us/.

After the Ex-Cute line's success, many Japanese media studios wanted to partner with Azone to create their licensed characters as dolls. This resulted in 2008 with the "Another Realistic Character" Series. This series centered explicitly on depicting female characters from popular anime and manga. The "Another Realistic Character" series seems to have debuted with the character Enma Ai from the anime Mitsuganae or Hell Girl: Three Vessels. The doll stood at 1/3 scale and featured a detailed complete kimono set, sandals, and her protective beads and straw doll. While this early 1/3 doll was a collaboration with the company Obitsu in her body design, Enma Ai saw Azone delving into acrylic inset eyes and removable wigs. She also contributed to the popularization of Azone International and future licensing collaborations.

Hell Girl: Three Vessels Mitsuganae Enma Ai . March 28, 2008. Photograph. Dolly Insider. https://www.dollyinsider.com/hell-girl-three-vessels-mitsuganae-enma-ai/.

Details Accessories Hell Girl: Three Vessels Mitsuganae Enma Ai . March 28, 2008. Photograph. Dolly Insider. https://www.dollyinsider.com/hell-girl-three-vessels-mitsuganae-enma-ai/.

After the collaboration with Obitsu, Azone International sought once more to create their own articulated figure at 1/6th scale. Thus, in 2009, Azone debuted Pureneemo Flexion. Pureneemo Flexion features durable and attractive joints with removable hands and feet. The Flexion aided in creating poseable dolls whose removable hands and feet allowed for ease in dressing and furthered their expressive quality.

Unicorn Doll World. Pure Neemo Flection Bodies. Photograph. Flickr.Com. Accessed January 27, 2024. https://www.flickr.com/photos/unicorn_dollworld/14238922240.

2010 saw a massive expansion of the brand and its designs. Azone partnered with Collection Toy Division to create the "Asterisk Collection" series. This series featured 1/6 scale doll renditions of male characters from anime and manga. In particular, the personified country characters of the popular series Hetalia.

Hetalia: Italy. 2015. Photograph. Dollyinsider.Com. https://www.dollyinsider.com/asterisk-collection-release-list-azone-international/?_page=2.

Hetalia: America. 2015. Photograph. Dollyinsider.Com. https://www.dollyinsider.com/asterisk-collection-release-list-azone-international/?_page=2.

Hetalia: Spain 2015. Photograph. Dollyinsider.Com. https://www.dollyinsider.com/asterisk-collection-release-list-azone-international/?_page=2.

Azone's first non-collaborative 20 inches (50 cm) doll was released. Named "Ellen," she featured a prototype body design by Azone and was an original character in their "Time Eternal" series. This series featured other 50 cm dolls and featured a fantasy narrative of Ellen falling into a mysterious new world. Alongside the "Time Eternal" series was the "Black Raven" Series. Black Raven featured similarly 1/3 scale dolls similar to "Time Eternal" but emphasized a Gothic Theming in costume and dolls. It similarly held a loose storyline;

“This line is based on a story of girls who secretly continue battling with rampant evils. The girls are called "Evil Erasers." While living ordinary lives, they are secret fighters belonging to the "Evil Eraser Purging Association." Lilia, the story's main character, takes over the honorary title of the "Black Raven" to wage battles with her fellow Evil Erasers.”

The Black Raven line is unique in its later inclusion of 1/12 scale dolls showing a variety of scales within a single line. This scale mixing becomes a common occurrence in later series.

Ellen Time Eternal. 2015. Photograph. Dollyinsider.Com. https://www.dollyinsider.com/ellen-time-of-eternal-v-by-azone-international/.

Black Raven. 2011. Photograph. Dollyinsider.Com. https://www.dollyinsider.com/lilia-black-raven-ii-azone-doll/

Finally, 2010 saw the reintroduction of Azone's original doll, Sahra, in the "Sahra a La Mode" series. The 1/6th figures featured the Pureneemo Flexion bodies and explored new themes in each line, often featuring similar costumes in various colorways. These themes could range from desserts to nautical and cats! Sahra appears in other series and sizes, comparable to beloved characters like Chika. Between series such as "Ex-Cute" and "Sahra a La Mode," Azone made a name for the quality and versatility of their cute dolls and detailed fashion.

Azone Sahra’s a la mode Cream Anmitsu Yuzuha & Strawberry Anmitsu Yuzuha. 2013. Photograph. Dollyinsider.Com. https://www.dollyinsider.com/azone-sahras-a-la-mode-cream-anmitsu-yuzuha-strawberry-anmitsu-yuzuha/.

Sahra’s a la mode: Meow × Meow a la mode Calico Yuzuha by Azone International. 2017. Photograph. Dollyinsider.Com. https://www.dollyinsider.com/sahras-la-mode-meow-x-meow-la-mode-calico-yuzuha-azone-international/.

In 2012, Azone introduced their Picconeemo body designs. Picconeemo featured similar proportions to the 1/6th scale Pureneemo body but at the tiny 1/12th scale. The introduction of the Picconeemo body provided an option for poseable, high-quality dolls at a tiny scale. It also allowed for experimentation in hybrid action-figure dolls in 2013 with the "Assault Lily" series. "Assault Lilly" dolls featured the Picconeemo body and detailed fabric clothing that Azone was recognized for, in combination with sculpted hair and multiple faceplates. The faceplates brought further character to the dolls since their expressions could be changed. "Assault Lily" joined the trend of Azone series with a narrative, with their story summarized as;

“The story takes place in the near future, where people are fighting against "HUGE," tremendous living creatures that suddenly appeared in front of mankind. In order to conquer this undefeatable enemy, people developed a weapon, the "CHARM," which showed high synchronization with teenage girls. People soon started calling these "CHARM" users "Lilies." This line focuses on stories of these girls who bravely fight against HUGE.”

The "Assault Lily" dolls spawned an accompanying mobile game and anime series, as well as further doll versions of significant characters in Pureneemo and other Azone dolls.

Assault Lily Anime. Photograph. Assaultlily.Com. Accessed February 7, 2024. https://www.assaultlily.com/.

Riri Ichiyanagi . Photograph. Assaultlily.Com. Accessed February 7, 2024. https://www.assaultlily.com/.

Mini Vocab: Faceplate

Faceplate is a term primarily utilized in reference to collectible action figures, like Nendoroid or Figma. These figures will feature a mechanism to remove the face of the figure to allow for various expressions.

Riri Ichiyanagi Faceplates . Photograph. Assaultlily.Com. Accessed February 7, 2024. https://www.assaultlily.com/.

After the success of Assault Lily, Azone finalized their 1/3 scale body mold in 2014. The mold, known as AZ02, debuted with the "Happiness Clover" series, one of the few series without a storyline. The AZ02 and "Happiness Clover" series became a staple in the Azone International catalog, seeing 3 to 4 releases every year. The series features highly articulated dolls, primarily featuring printed eyes and academic attire. This line tends to emphasis dolls with long dark brown hair and is known for the various styled wigs, from ponytails to braids.

Kazuharu Kina School Uniform Collection: Milene. 2021. Photograph. Dollyinsider.Com. https://www.dollyinsider.com/kazuharu-kina-school-uniform-collection-sumire-milene-mahiro-and-yukari-by-azone-international/.

Retrotic Girl Yui . 2016. Photograph. Dollyinsider.Com. https://www.dollyinsider.com/retrotic-girl-yui-azone-international/.

Kazuharu Kina School Uniform Collection: Summer Uniform Yui . 2023. Photograph. Dollyinsider.Com. https://www.dollyinsider.com/kazuharu-kina-school-uniform-collection-summer-uniform-ver-nanaka-yui-and-yukari-by-azone-international/.

In 2015, Azone International collaborated with Kinoko Juice to create the Kikipop series. Kinoko Juice was an established doll company that made sculpted dolls that were then resin cast. In their collaboration with Azone came ABS and PVC plastic versions of their highly stylized dolls. Kinoko Juice was formerly exclusive only to Japan, and their partnership with Azone meant their dolls could be sold internationally and in larger production batches.

Kikipop Marmalade. 2015. Photograph. Dollyinsider.Com. https://www.dollyinsider.com/kikipop-kinoko-juice-azone-doll/#foobox-2/3/KIKIPOP-Marmalade-Brown-804.jpg.

KIKIPOP! Hi! My School K-Chan. 2018. Photograph. Dollyinsider.Com. https://www.dollyinsider.com/kikipop-hi-school-azone-international/.

2015 saw further exploration of the 1/12 scale with the new Picconeemo D body and the "Lil' Fairy" series. The series introduced 6 in (15cm) dolls with exaggerated, cartoonish proportions like larger hands and heads. As the name suggests, "Lil' Fairy" dolls were meant to be reminiscent of fairies or other small humanoid helper characters like elves, borrowers, or brownies. Each of the fairies is a member of the Purimyure Fairy Association, whose mission is to train and distribute helper fairies for humans. This began with fairy teachers and a host of fairy maids meant to help with little chores. The lore has since expanded to include fairy cooks, bakers, seamstresses, researchers, finders, and even fairies whose main job is to be desk or travel mates. Due to the nature of their storyline, collectors often choose "Lil' Fairy" dolls as companion figures, traveling with them and photographing their fairies' hijinks around the world.

Lil’ Fairy Lipu Purimyure Fairy Association Student. 2015. Photograph. Dollyinsider.Com. https://www.dollyinsider.com/azone-lil-fairy-lipu-2nd-series/.

Lil’ Fairy Vel Cleaning Fairy. 2014. Photograph. Dollyinsider.Com. https://www.dollyinsider.com/lil-cleaning-fairy-vel-azone/.

Lil’ Fairy Riam Finder Fairy. 2015. Photograph. Dollyinsider.Com. https://www.dollyinsider.com/azone-international-lil-fairy-riam/.

2016 saw another collaboration for Azone International, this time with designer Jason Wu and the FR Nippon line. Wu is a renowned Taiwanese-Canadian fashion designer whose work has dressed some of the most influential women in the world, including First Lady Michell Obama, Reese Witherspoon, Julianne Moore, Diane Kruger, Liu Wen, and Christy Turlington. Dolls held a particular place in the designer's heart as they are part of what started his fashion journey. After his mother purchased his first sewing machine, dolls were his first mannequins and patrons of his early designs. Jason Wu's collaborative line with Azone features dolls with model proportions similar to Barbie. The FR Nippon dolls worked under the Intregrity Toys and Azone company in collaboration. The series of dolls emphasizes Japanese fashion trends, and their faces mimic Wu's own fashion sketches, particularly their heavy-lidded, almond eyes.

FR: NipponTM Collection / Beast Girl MisakiTM Doll 81091. 2021. Photograph. Www.Azone-Int.Co.Jp. https://www.azone-int.co.jp/?sid=itj213&srs=233&jancd=0753250810911.

Sorrenti, Mario, Johnny Vicari, and Bartosz Jankowski. Jason Wu. 2013. Photograph. Interviewmagazine.Com. https://www.interviewmagazine.com/fashion/jason-wu.

FR: NipponTM Collection / Retro Girl MisakiTM Doll 81092. 2021. Photograph. Www.Azone-Int.Co.Jp. https://www.azone-int.co.jp/?sid=itj213&srs=240&jancd=0753250810928.

2017 introduced the “Iris Collects” Series. This series featured 1/3 scale dolls with the AZ02 body mold, removable wigs, and acrylic eyes. While a full storyline was never provided, the released dolls are always centered around the characters Noix, Rino, and Kano. The three characters identify more with the facial sculpts of the dolls themselves, as their eye color, hair color, and hairstyle will change to complement their outfit of that release. However, an essential characterization is provided with Noix being bookish, Rino a botanical lover, and Kano, a baker with a preference for bread.

Iris Collect: Noix – My Peaceful Day . 2017. Photograph. Dollyinsider.Com. https://www.dollyinsider.com/iris-collect-noix-peaceful-day-azone/#foobox-1/13/noix-my-peaceful-day-5.jpg.

Iris Collect: Kano Winter Coming. 2017. Photograph. Dollyinsider.Com. https://www.dollyinsider.com/iris-collect-kano-winter-coming-azone-international/#foobox-1/8/Kano-Reg-Release-Azone-208.jpg.

Iris Collect: Rino Lovely Snows. 2018. Photograph. Dollyinsider.Com. https://www.dollyinsider.com/iris-collect-rino-lovely-snows-by-azone-international/#foobox-1/0/lovely-snows-rino-114.jpg.

https://www.dollyinsider.com/alvastaria-katie-azone-international/#foobox-3/0/katie-neil-201a.jpg

In the same year, Azone released their "Alvastaria" series of 1/6 scale dolls. This line launched with a stereotypical Azone doll storyline and a heavy emphasis on Steampunk theming. For those unaware, Steampunk began as a genre of science fiction and later became a style of design/fashion. It revolves around the concept of retrofuturistic technology, mainly 19th Century steam-powered machinery. It is often utilized as an alternate history perspective of the Victorian period and/or Wild West, where steam power revolutionized in the Industrial Revolution remains in mainstream use and invention. As such, steampunk fashion is akin to a Neo-Victorian style, with similar silhouettes and accessories, only repurposed or re-fashioned with elements reminiscent of the industrial nature of the genre. Common aspects of the fashion include natural leathers, bronze or burnished metal, top hats, goggles, gears, clocks, the refashioning of corsets and other traditional undergarments to be worn as outerwear and modern gadgetry reimagined with steam power. It’s often attributed to the early inventive writings of authors like Jules Verne, H.G. Wells, Mary Shelley, and Edward S. Ellis. The term "steampunk" is attributed to 1980s science fiction author K. W. Jeter as a variant of Cyberpunk (a cousin to Steampunk).

Arcane: Undercity Concept Art. Photograph. Arcane.Com. Riot Games, 2021. https://arcane.com/en-us/story/.

Warner Bros Entertainment Inc. Air Gordon Screenshot from Wild Wild West. Photograph. Iastate.Edu. Iowa State University, 2016. https://intrans.iastate.edu/news/wild-wild-west-review-a-steampunk-western/.

New Line Cinema. Pan in the Golden Compass. 2022. Photograph. Inverse.Com. https://www.inverse.com/culture/the-golden-compass-15-year-anniversary.

John Galliano: Steampunk Collection. Photograph. Steampunkmovement.Com. 2010 Dior Paris Fashion Week, 2024. 2010 Dior Paris Fashion Week. https://steampunkmovement.com/famous-steampunk-designers/.

However, this is the Western perspective on the early timeline of the steampunk genre. In Japan, steampunk elements that have become standard have been present in Japanese manga. Since the 1940s, dating back to a phenomenon called akagare no Pari, translated as" the Paris of Our Dreams". Akagare no Pari is not dissimilar to the West's fascination with the "exotic" East, yet it surrounds not only a fascination with European culture but an imagined, fantastical version of old industrial Europe linked to the works of Jules Verne translated to Japanese. Mangaka (a term for a manga artist/writer) Osamu Tezuka (of Astroboy fame) popularized the genre with his manga trilogy of The Lost World (1948), Metropolis (1949), and Nextworld (1951).

Mini Vocab: Manga

An art form of Japanese comic making. Manga generally shares distinct styles of being read from right to left and featuring characters with large, abstract eyes. This is due to cultural influence, which, within Japanese social culture, is believed to be the most honest form of expression. The idea is that one can smile with their mouth but not with their eyes. The animated expression of Manga is called Anime.

Tezuka, Osamu. Metropolis Sketch: Robot. 2001. Characterdesignreferences.Com. https://characterdesignreferences.com/art-of-animation-7/art-of-metropolis.

Tezuka, Osamu. Metropolis Manga Cover (French edition). 2007. Satanpetiteflore.Com. http://satanpetiteflore.canalblog.com/archives/2007/10/22/6624590.html.

Tezuka, Osamu. Metropolis Sketch: Tima Cyborg Form. 2001. Characterdesignreferences.Com. https://characterdesignreferences.com/art-of-animation-7/art-of-metropolis.

Yet the most influential creator in establishing steampunk for the mainstream was animator and mangaka Hayao Miyazaki. From his early TV series Future Boy Conan (1978) to his manga Nausicaä of the Valley of the Wind (1982) and its 1984 film adaptation, all heavily feature steampunk elements. It was Miyazaki's 1986 film Laputa: Castle in the Sky that has been toted as one of the first modern steampunk classics. Featuring archetypal elements like airships, sky pirates, and steam-powered robots, aka automatons.

Miyazaki, Hayao. “Nausicaä in the Valley of the Wind.” Manga. Nausicaä in the Valley of the Wind Manga, 1982.

Laputa Castle in the Sky 1986 Screenshot. Warpedperspective.Com. Accessed February 8, 2024. https://warped-perspective.com/index.php/2017/08/31/retrospective-laputa-castle-in-the-sky-1986/.

With this more profound understanding of the origins of Steampunk and its deep-rooted history within Japanese culture, Azone's Alvastaria series was not simply a doll line playing with an alternative fashion style but almost acts as a love letter to early Japanese steampunk creators. Alvastaria continues to be an incredibly successful line, seeing two to four dolls released every year and generally showcasing both boy and girl dolls presented in heavily detailed outfits with scaled leather, buckles, and fabric.

Alvastaria: Ravi – Chase the Phantom Thief Cat Holmes & Watson. 2022. Photograph. Dolly Insider. https://www.dollyinsider.com/alvastaria-ravi-chase-the-phantom-thief-cat-holmes-watson-by-azone-international/.

Alvastaria Milo #3 – Machine Engineer In A Foreign Land. 2022. Photograph. Dolly Insider. https://www.dollyinsider.com/alvastaria-milo-3-machine-engineer-in-a-foreign-land-azone-international/.

Alvastaria: Prim – The Oriental Beauty of Nature Hazakura Version. 2023. Photograph. Dolly Insider. https://www.dollyinsider.com/alvastaria-prim-the-oriental-beauty-of-nature-tsubaki-ver-hazakura-ver/.

Alvastaria inspired steampunk aesthetics in future lines such as 2018’s “Mimy’s Garden Naturalis Historia ." This series utilized the hybridization of doll and action figure similar to the "Assault Lily" series but used a version of the Picconeemo D body mold similar to the "Lil' Fairy" series. “Mimy Garden Naturalis Historia" featured a very detailed storyline, characters, and world-building. The story begins with the characters of Myam and Waffles, who live in a lost world. The denizens of the lost world are known as Mimilanders. Mimilanders have the ability to access magic powers through historic relics called Oracles. When doing so, they develop physical markers of animals, such as ears and tails. This magic is used in the daily endeavors of the characters in the town of Sutojuoi, a city sandwiched between the sea and the sea of trees.

Mimy Garden Naturalis Historia Banner Image. Mimygarden.Com. Accessed February 9, 2024. https://www.mimygarden.com/.

Mimy Garden Naturalis Historia: Myam. Mimygarden.Com. Accessed February 9, 2024. https://www.mimygarden.com/product/.

Mimy Garden Naturalis Historia: Myam Faceplates. Mimygarden.Com. Accessed February 9, 2024. https://www.mimygarden.com/product/.

Mimy Garden Naturalis Historia: Waffles. Mimygarden.Com. Accessed February 9, 2024. https://www.mimygarden.com/product/.

Mimy Garden Naturalis Historia: Waffles Faceplates. Mimygarden.Com. Accessed February 9, 2024. https://www.mimygarden.com/product/.

Due to the developed storyline, each doll in the series features a story, usually their meeting with the energetic cat girl Myam and shy, flower-loving dog girl Waffles. Like Myam and Waffles, the other dolls will often have an association with a trade or shop and feature animal attributes. Each doll also features fantasy/steampunk-style clothing and multiple faceplates to allow for various expressions. A unique aspect of this line is that every character release features two colorways or versions of the same character. This can be seen in the list of current characters below:

Myam, the Cat Girl Explorer

Mimy Garden Naturalis Historia: Myam 2nd release: Brown Ver. Mimygarden.Com. Accessed February 11, 2024. https://www.mimygarden.com/product/.

Mimy Garden Naturalis Historia: Myam 2nd release: Pink Ver. Mimygarden.Com. Accessed February 11, 2024. https://www.mimygarden.com/product/

Waffles, the Dog Girl Florist

Mimy Garden Naturalis Historia: Waffles 2nd release: Brown Ver. Mimygarden.Com. Accessed February 11, 2024. https://www.mimygarden.com/product/.

Mimy Garden Naturalis Historia: Waffles 2nd release: Blonde Ver. Mimygarden.Com. Accessed February 11, 2024. https://www.mimygarden.com/product/

Mimiel, the Lop-eared Bunny Girl Glassblower

Mimy Garden Naturalis Historia: Mimiel. Mimygarden.Com. Accessed February 11, 2024. https://www.mimygarden.com/product/.

Kagura and Mashiro, the Fox Girl Shrine Maidens

Mimy Garden Naturalis Historia: Kagura. Mimygarden.Com. Accessed February 11, 2024. https://www.mimygarden.com/product/.

Mimy Garden Naturalis Historia: Mashiro. Mimygarden.Com. Accessed February 11, 2024. https://www.mimygarden.com/product/

Celine, the Bunny Girl Repairman

Mimy Garden Naturalis Historia: Celine. Mimygarden.Com. Accessed February 11, 2024. https://www.mimygarden.com/product/.

Laia, the Tanuki Girl Mechanic

Mimy Garden Naturalis Historia: Laia Brown Ver. Mimygarden.Com. Accessed February 11, 2024. https://www.mimygarden.com/product/.

Mimy Garden Naturalis Historia: Laia White Ver. Mimygarden.Com. Accessed February 11, 2024. https://www.mimygarden.com/product/

Maris, the Squirrel Girl InnKeeper

Mimy Garden Naturalis Historia: Matris Pink Ver. Mimygarden.Com. Accessed February 11, 2024. https://www.mimygarden.com/product/.

Mimy Garden Naturalis Historia: Maris White Ver. Mimygarden.Com. Accessed February 11, 2024. https://www.mimygarden.com/product/

Luria, the Dog Girl Barista/TourGuide

Mimy Garden Naturalis Historia: Luria Brunette Ver. Mimygarden.Com. Accessed February 11, 2024. https://www.mimygarden.com/product/.

Mimy Garden Naturalis Historia: Luria Blonde Ver. Mimygarden.Com. Accessed February 11, 2024. https://www.mimygarden.com/product/

Chippy, the Mouse Girl Trolley Conductor

Mimy Garden Naturalis Historia: Chippy Navy Ver. Mimygarden.Com. Accessed February 11, 2024. https://www.mimygarden.com/product/.

Mimy Garden Naturalis Historia: Chippy Lilac Ver. Mimygarden.Com. Accessed February 11, 2024. https://www.mimygarden.com/product/

Chippy is set to release January 2024 and is the first in the series to utilize the new Picco P body over the Picconeemo D body. (Picco P Body to be discussed later in this article timeline).

In 2019, Azone International released its first ¼ scale doll line called the "Iris Collect Petit" series. The series featured a new mold, AZT8-45. This mold was smaller in height at 18in (45 cm) and had larger acrylic eyes. They were meant to act as "little sisters" to the 1/3 scale "Iris Collect" dolls.

Iris Collect Petit: Koharu with Happiness. 2019. Photograph. Dollyinsider.Com. https://www.dollyinsider.com/iris-collect-petit-koharu-with-happiness-by-azone-international/.

Iris Collect Petit x Poe-Poe: Uyuri Summer Vacation Memories. 2022. Photograph. Dollyinsider.Com. https://www.dollyinsider.com/doll-show-67-autumn-iris-collect-petit-x-poe-poe-uyuri-summer-vacation-memories/.

2020 was the year of the mini dolls for Azone International. During this year, they introduced the new Picconeemo P or Picco P body. The Picco P body was smaller than the Picconeemo and Picconeemo D bodies, standing only at 5 inches (12cm). They featured rounder proportions and tinier, proportional hands. The body was first utilized in the launch of the “Sugar Cups Wonderland” series. These little dolls had a candy/sweets theme and featured inset eyes. The “DOLPokke" series included 4-inch (11cm) dolls with inset eyes and chibi proportions. This series featured a re-release of Hetalia characters and, more recently, Assault Lily girls.

Mini Vocab: Chibi

Chibi describes an art style common in anime/manga featuring characters with large heads, large eyes, and small bodies.

Picco P Body for Sugar Cups: Biscuitina. 2021. Photograph. Dollyinsider.Com. https://www.dollyinsider.com/sugar-cups-biscuitina-by-azone-international/.

Sugar Cups: Biscuitina. 2021. Photograph. Dollyinsider.Com. https://www.dollyinsider.com/sugar-cups-biscuitina-by-azone-international/.

DOLPokke Hetalia World Stars: America. 2023. Photograph. Dollyinsider.Com. https://www.dollyinsider.com/dolpokke-hetalia-world-stars-america-by-azone-international/.

Azone International returned to its clothing and fashion roots with the 2022 release of the "Luminous Street" series. Another 1/6 scale doll line followed a loose narrative of boys and girls who want to become fashion designers. This premise allowed for an emphasis on Japanese-based fashion trends. Its first few lines were focused on showcasing the alternative style of EGL (Elegant Gothic Lolita) or Lolita fashion.

Azone Luminous Street Mii Concept Illustration. 2021. Photograph. Dollyinsider.Com. https://www.dollyinsider.com/luminous-street-mii-cat-walking-path-by-azone-international/#foobox-3/0/mii-iilustration.jpg.

Azone Luminous Street Mii. 2021. Photograph. Dollyinsider.Com. https://www.dollyinsider.com/luminous-street-mii-cat-walking-path-by-azone-international/#foobox-3/0/mii-iilustration.jpg.

Despite the term Lolita, this popular street fashion has no connection to the controversial novel. It has roots in French Rococo and English Victorian styles re-imagined. It initially acted as a feminist fashion movement, wherein Japanese women sought to advertise the attention of predatory men without dismissing their own femineity. Thus, the style emphasizes a "hyper-femineity" with excessive lace, bows, and delicate/cutesy prints. The silhouettes, cuts, and accessories are meant to be modest and essentially hide the body shape in preference for an emphasis on fashion. In recent years, it has expanded to include multiple genders and produced a multitude of sub-styles, from gothic to sweet. Some of the first "Luminous Street" dolls exemplified the Classic or Academic substyle of EGL.

Black Elegant Bowknot Long Sleeves College Style Gothic Lolita Dress. Photograph. Lolitainside.Com. Accessed February 11, 2024. https://www.lolitainside.com/products/black-elegant-bowknot-long-sleeves-college-style-gothic-lolita-dress.

Dinner Dress, circa 1880. 2012. Photograph. Metmuseum.Org. https://www.metmuseum.org/art/collection/search/80097232.

Akihabara Labelshop 8th Anniversary: Luminous Street Mii Cat Walking Path. 2022. Photograph. Dollyinsider.Com. https://www.dollyinsider.com/akihabara-labelshop-8th-anniversary-luminous-street-mii-cat-walking-path-by-azone-international/.

Learn More: Lolita/EGL Fashion

A Brief History of Lolita Fashion

Lolita Fashion in 5 Minutes

Lolita Fashion is Not the Book

Sugar Coated: EGL Fashion

2022 through 2023 saw the introduction of Azone’s “Colorful Dreamin” series. The line was revolutionary, featuring 1/6 dolls with rooted wig caps and inset eyes. Beyond this was the new Pureneemo 2 Feel bodies, which feature an older body type featuring high-quality plastic that gives a silky texture to the body mold. It also integrated modern technology with a loose narrative of some girls (and a vampire) who want to become internet famous. The three original characters included Mary Knight, the 300-year-old Vampire girl, and her friends; Sakashita Sakura, the Shrine Maiden; and Asahina Shiho, a lover of cats and trains. The line has had several character variations of the main three, and recently added the college-aged mentor character Hatori Kokone in 2023. The Colorful Dreamin’ line also features a regularly updated comedic comic strip and an eventual v-tuber channel with voice actresses.

Mini Vocab: V-Tuber

A VTuber is a virtual content creator who uses an animated avatar. To become one, a user needs to create an avatar (digital character), then use motion capture technology to animate the avatar, and produce content for an online production.

Mary Knight

Colorful Dreamin’: Mary Knight. 2022. Photograph. Dollyinsider.Com. https://www.dollyinsider.com/colorful-dreamin-mary-knight-by-azone-international/.

Sakashita Sakura

Colorful Dreamin’: Sakashita Sakura. 2022. Photograph. Dollyinsider.Com. https://www.dollyinsider.com/colorful-dreamin-sakashita-sakura-by-azone-international/.

Asahina Shiho

Colorful Dreamin’: Asahina Shiho. 2022. Photograph. Dollyinsider.Com. https://www.dollyinsider.com/colorful-dreamin-asahina-shiho-by-azone-international/.

Hatori Kokone: Black Tea and Milk Tea Version

Colorful Dreamin’: Hatori Kokone Milk Tea Ver. 2023. Photograph. Dollyinsider.Com. https://www.dollyinsider.com/colorful-dreamin-hatori-kokone-our-brand-new-story-doll/.

Colorful Dreamin’: Hatori Kokone Black Tea Ver. 2023. Photograph. Dollyinsider.Com. https://www.dollyinsider.com/colorful-dreamin-hatori-kokone-our-brand-new-story-doll/.

In the year of writing this article, 2024, Azone introduced the first prototypes for new Picconeemo body types and the Azone Q body. The new Picconeemo bodies expanded the silhouettes represented by showcasing two new curvy body forms. This allows for a more comprehensive representation of individuals in their dolls and, if successful, possibly expands to other lines. Some of the early Azone Q bodies were available in limited quantities at a Japan-exclusive shop event. The Azone Q body is a 1/6 scale mold meant to represent a more adult figure with a curvier silhouette. New hand and bust sculpts were developed to allow a range of expression and customization. The mold's joints were sculpted with an intention of aesthetics without removing poseability.

Azone Picco Neemo- R Prototype. 2024. Photograph. News.Azone-Int.Co.Jp. https://news.azone-int.co.jp/archives/57880.

Azone Picco Neemo- G Prototype. 2024. Photograph. News.Azone-Int.Co.Jp. https://news.azone-int.co.jp/archives/57880.

Azone Q Body Prototype. 2024. Photograph. News.Azone-Int.Co.Jp. https://news.azone-int.co.jp/archives/57880.

With the unwaning quality of designs, fabrics, and accessories, as well as the variety of sizes and styles, it is little mystery as to why Azone International has seen longevity in multiple of their lines. In support of their artistry and workmanship is a loyal community of consumers and artists. The Azone community is diverse in background and collection, with some being collectors of multiple doll types and others being Azone devotes. Yet, most doll collectors who come into contact with the dolls admit the level of detail is a significant selling point. Unlike some doll lines, Azone International dolls seem to continuously appreciate in price on the secondhand market. For example, a tiny 1/12 scale "Lil' Fairy" may only go for $70 to $120 (USD conversion) at the original sale; once that year's doll is decommissioned, it appreciates on the secondhand market to $250-$500 depending on the rarity of the design and length of time of the market. For example, Azone Lil Fairy Helper Illumi Shin originally sold for $75 in her 2017 year of release. Now in 2024, she is highly sought after, with asking prices nearing $500.

Lil Fairy Illumie by Azone International. 2017. Photograph. Dolly Insider. https://www.dollyinsider.com/lil-fairy-illumi-azone-international/.

Lil Fairy Illumie on Ebay. 2024. Photograph. Ebay.Com. https://www.ebay.com/sch/i.html?_from=R40&_nkw=azone+lil+fairy&_sacat=0&_sop=16.

Primrose Dickere the Brownie. Photograph. Bozeman, Montana, February 13, 2024. Bozeman, Montana.

Beyond the appreciation in monetary value and physical quality, Azone collectors who were interviewed for this article claimed a preference for the brand for the following reasons:

· The size compatibility of 1/6th and 1/12th scale dolls with high-end commercial miniatures such as Rement (Re-ment) Brand miniature props.

· The poseability allowing for interesting/convincing doll photography.

· The consistent availability of male dolls.

· The variety of styles, particularly the highlighting of Alternative Fashion

· The physical weight of the doll, i.e., feeling more substantial in the hand than other doll brands.

· The optional hand (or face) parts allow for more versatility in expression.

· The anime/manga stylization of the majority of the figures.

· The smaller-scale dolls are ideal "travel dolls."

· The durability of Azone and access to replacement parts.

· The availability of high-quality fashion packs.

· The option to customize dolls with the availability of blank, rooted/unrooted heads directly from Azone International.

· The ease of purchasing the dolls, even for Western-based collectors. Whether through Japanese-based proxy shopping services, secondhand sales, or registered sellers in Europe and America like Doll.Moe and Fabric & Friends Dolls.

Mari, Ariya. Good Morning. May 19, 2019. Photograph. Flickr.Com. https://www.flickr.com/photos/121614032@N02/34001852048.

Giving Skipper Articulation, Holiday Barbies, Latinistas, Mail & More | Random Doll Stuff 18. My Froggy Stuff on Youtube. Youtube.com, 2023. https://www.youtube.com/watch?v=h19kqdpLz0k.

The majority of collectors are drawn to the smaller 1/6th to 1/12th scale dolls. As emphasized, they are desirable due to their smaller size and cross-brand compatibility. Many collectors enjoy using them as the subject of the ever-popular genre of Toy Photography. Collectors will take them out into the world and stage shoots. Or they will construct scaled miniature roombox scenes for their dolls to interact in. Often, these roomboxes will use customized Barbie furniture or other dollhouse furniture, sometimes from playline sets or from individual artisans. A trendy brand to utilize is the Japanese miniature brand Rement. The highly detailed miniatures range from 1/6th to 1/12th scale and often feature furniture, food, and even non-edibles like office supplies, etc. (depending on the set's theme). Other artists seek to use Azone dolls as models for detailed clothing design. The dolls act as mannequins and models as they practice their sewing skills, not unlike the designer Jason Wu.

Mari, Ariya. What the Room Looks Like After Over 300 Hours of Animal Crossing. June 25, 2020. Photograph. Flickr.Com. https://live.staticflickr.com/65535/50044054547_e583ab4a0d_z.jpg.

Mari, Ariya. Animal Crossing! June 25, 2020. Photograph. Flickr.Com. https://live.staticflickr.com/65535/50044054547_e583ab4a0d_z.jpg.

This article has seemingly placed the Azone International brand on a pedestal. Critique should always be explored in art and design, and Azone International is no different. It is to be said that critique can be a bit difficult to find for this brand, but its primary negative is the lack of diversity in skin tones. This is a common problem, particularly for non-Western doll brands. Western brands like Barbie have sought to deeply diversify their dolls in skin tones, height, body type, and other aspects. This is due to a push for diversity in the doll world, for both children and adults to be able to see themselves in a doll. Currently, the only large-name Japanese brand in the doll collectibles community that is witnessing this diversification is Smartdoll by Danny Choo. This is considering that the emphasis of the company is diversity in representation. Thus, there are multiple skin tones, from light cinnamon to deep cocoa, and the inclusion of plus-size body types, skin conditions, amputees, and other bodied individuals. Azone International seems to be going in a promising direction for diversity with their new Picco Neemo bodies that have a curvier or thicker body design.

Azone Picco Neemo- G Prototype. 2024. Photograph. News.Azone-Int.Co.Jp. https://news.azone-int.co.jp/archives/57880.

Mattel. The Barbie Fashionistas Line is Full of Diversity. August 31, 2023. Parents.Com. https://www.parents.com/news/the-barbie-fashionistas-line-doll-with-prosthetic-leg-vitiligo-behind-the-ear-hearing-aids/.

Choo, Danny. Smartdoll Diversity. December 30, 2023. Instagram.Com. https://www.instagram.com/p/C1gVYroh_1U/?igsh=dm41eDNtY3o3YXpw.

However, then they have ways to go in their skin tone diversity, with their dolls ranging from various shades of white to tan. The darkest tan skin tone is only utilized on a select few male dolls, but seemingly not for their female counterparts. Most of the skin tones are bright white to pinkish white. Recently, in their Picco P line, they introduced a "tan" skin tone. It is yet to be seen how tan the skin tone is in comparison or what mainline dolls, if any, it may be used for. Currently, it is only on offer as a blank, customizable option. This lack of diversity is furthered in the aspect that POC hair textures are non-existent in any of the lines. Doll customizers in the community often will diversify their dolls by buying blank dolls, then dyeing and rerooting them to be more representative. This aspect of lack of tonal diversity does come from a cultural background of homogeneity that Japan has experienced for centuries and is very apparent in media like anime. But despite this, Azone International totes itself as an International brand, so possibly, with the push and expansion of the doll-collecting community, we may yet see a diversification of the brand.

Alvastaria: Luchino Pirate Boy’s Dream. February 22, 2020. Photograph. Dollyinsider.Com. https://www.dollyinsider.com/alvastaria-luchino-pirate-boys-dream-by-azone-international/.

Picco Neemo P Option Parts/Blank Bodies. 2023. News.Azone-Int.Co.Jp. https://news.azone-int.co.jp/archives/category/products/pnm/page/2.

Dolly Insider’s Staff Member DIY dyed Lil Fairy

Lipu with Colors: Ochre Brown & Brown. November 21, 2018. Photograph. Dollyinsider.Com. https://www.dollyinsider.com/the-azone-staff-have-fun-with-brown-dyes-could-it-be-in-our-future/#foobox-1/0/tanlilfairy-twitter100.jpg.

Azone International began as a small textile company with an emphasis on doll clothes. In a relatively short expanse of time, Azone has released a multitude of dolls varying from prominent 1/3 scale figures to the tiniest 1/12 scale. They've produced character dolls for anime and manga franchises, inspired their own, and given their dolls rich characters and narratives. Azone International explores elements of fashion and genres that are not always associated with Japanese culture but actually have a long-held social connection to it. They always seek to improve and innovate, with a never-waning emphasis on detail and high quality, particularly in their clothing. A devoted fanbase follows and collects their endearing figures, bringing their own artistry in customization and photography. The critiques are few and far between, with those present having the possibility to change in the future. Despite this, one can easily see the amount of care put into each and every doll, right down to the tiniest buckle. It will be of great interest to see how this longstanding, consistent brand continues in its future endeavors and designs.

Oliver Hickere the Brownie TipTap Typing, Photograph. Bozeman, Montana, February 15, 2024. Bozeman, Montana.