■About the Brand

The 26th issue of magazine B introduces Hansa Toys, a toy brand that began in 1972 in Australia by making educational toys for children. Hans Axthelm went to the Philippines to help his friend’s business and started a second business there. After a thorough market research, he made a breakthrough by introducing something the saturated toy market had never seen: realistic, life-size plush toys. The company focuses on developing new fabrics that would evoke emotions delivered from shapes, expressions, colors, and feel of the real animals, and it also strives to heighten awareness for endangered species?all of these are Hansa Toys’ effort to become a creative and independent brand.
The products of Hansa Toys are more than just toys?they are also used for decorating homes and commercial spaces, ranging from living rooms to photo studios and broadcasting stations. One of the driving forces that expanded the brand’s capacity was its strong partnership with the distributors of each country. The brand’s policy to supply its products at the same price to all partners has eliminated price competition and encouraged the partners to come up with independent and creative marketing strategies for each country. By establishing a strong bond with its partners, Hansa Toys gained a strong foothold as a brand, and at the same time, continued to discover new markets and possibilities.

■About the Publication
Magazine B is an ad-less monthly publication that dedicates one issue to one well-balanced brand unearthed from around the globe. The magazine introduces the brand’s hidden stories, as well as its sensibility and culture, and is an easy read for anyone with an interest in brands.

■About the Publisher
JOH. was established in April 2011 by Suyong Joh, former Director of Creative Marketing & Design at NHN. He oversaw and directed the construction of NHN Green Factory, which is the headquarters of NHN, the company that has earned domestic and international reputation as “Google of Korea.” He also created a sensation in the publishing world when he compiled the construction process in a publication, Green Factory. Currently, he leads JOH., a group of creative directors that he has brought together from various fields, and he is conducting complex projects encompassing architectural design, interior, products, and brand consultation for major companies. On the other hand, he is making preparations for launching an independent brand that reflects the company’s perspective for good brands. The first fruit of such endeavor is magazine B, created to serve as the bridge connecting JOH. with the world.