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The moof Story

Small dolls, and the places they live.
The design work began in 1999. The first una arrived three and a half years later.

1999 — 2026
A lino at a table inside a wooden house set in a field
A lino inside the wooden house, moofroom. 2008.
1999 — 2003

The birth of una

From moof's development diary
  • 1999-04-12While holding a day job, studied 3DCG at night school (Lightwave, later used to design una)
  • 2000-02-20Left the company when it cut back its business
  • 2000-03-27Made the 3D data for una
  • 2001-03-27Wrote to several factories in Japan and abroad: "I want to make an original doll"
  • 2001-04-07A Japanese factory quoted about ¥10 million for the molds. Gave that up
  • 2001-04-15Overseas Company A replied that they could do it. About ¥1 million. An amount savings could cover
  • 2001-05-09 to 16Bought, on a loan, a milling plotter that cuts shapes from 3D data
  • 2001-05-27The first una cut successfully. The very first una was Styrofoam
  • 2001-06-03Proposed to Company A: 50% down, 50% on completion. Their answer: full payment up front, or nothing. Three days of agonizing, then placed the order and paid in full
  • 2001-10-10Registered the domain unaweek.com
  • 2001-10-23The sample arrived (a wax pattern and eyes). Badly asymmetrical. Asked for corrections
  • 2001-11-26500 shop bags arrived. The first product
  • 2002-02-03The prototype arrived. Not perfect, but approved it
  • 2002-03-17Showed samples at the Sapporo Doll Gathering
  • 2002-03-18The online shop unaweek.com opened. Reservations came in on the first day. The first una announced (black outfit, beige outfit, una no.1 to 5, the first una clothes no.1 to 10)
  • 2002-05-16Registered as a sole proprietorship. Trade name: moof
  • 2002-05-18Company A delivered something entirely different from what had been approved. Wrote to them. Never heard from them again
  • 2002-06 to 08Tried Japanese factories; nothing came of it. Through a trading house in Sapporo, met an export agent and found a new factory. About ¥4 million to produce. 50% down and 50% on completion was fine with them. Placed the order
  • 2002-10-19Inquiries from overseas were growing, so built the English unaweek
  • 2002-10-22A government small-business loan came through, but it didn't cover everything. Borrowed the rest from my parents
  • 2002-11-05Samples from the new factory arrived. Asked for corrections
  • 2002-11-24Exhibited at Design Festa (Tokyo Big Sight). Bad weather grounded the flight, so it was half a day only
  • 2002-12-29200 finished una arrived
  • 2003-01-04unashop reopened. The planned 100 sold out on the first day
una
una. 24 cm tall, with sleep eyes.
From 3D data to the finished doll in 2003: three years and nine months.
2003 — 2005

una's world grows

una
una
2003
huna
huna
2003
cuna
cuna
2004
suna
suna
2004
DUNA
DUNA
2005

What we made

2006 — 2010

lino

In the maker's words

I wanted to do what una couldn't.

Around 2005, I started thinking about building una a house. A house hollowed out of a tree stump. I asked factories in Japan and abroad, but it simply couldn't be done. The biggest obstacle was size. una stands 24 cm tall. A house for una would have to be at least 32 cm high, and neither the factories of the time nor our own skills could produce that.

una had other problems too. Quality varied a great deal from factory to factory. And it was hard to customize.

So I resolved to make the doll that una couldn't be. I started prototyping right away, but it took more than a year before a prototype was finished.

The first thing I noticed was where the eyes look.

una's face, the gaze turned slightly outward
una / looking far away

A flat face, with sleep eyes built in that open and close. Without anyone intending it, the gaze ended up turned slightly outward.

lino's face, the gaze turned slightly inward
lino / looking close

The theme was "home," so I designed the gaze to turn slightly inward. Change the angle of the eyes, and the doll's whole character changes.

What made me feel "this doll belongs outdoors" was that gaze. It had a particular air, as if looking at something far away.

The doll I was about to make had a theme: home. So I designed its gaze to turn slightly inward. The angle of the eyes made it "a doll looking at something close," and that was when the idea of lino came into view.

This doll lives carefully, in a very small world. Surely each one has a job. Not outward-bound stories like una's, but stories that turn inward: daily life, and the ties between one lino and another. Those were the stories I would have to write.

Every lino has one job. The line didn't come first. It came out of the angle of the eyes.

It was the same with una: before I make something, I don't know what I'm making. But if you keep correcting, "no, not this," "not this either," until you're sick of it, the finished form suddenly appears. Wondering when it would come, I made corrections every single day.

With lino, the finished form came after more than a year.

By the time the lino prototype was done, the company had no money left.

Producing it in a factory was out of reach. So lino went on sale as a handmade doll.

Happily, a great many people ordered. But opinions were divided. The things we had to fix were durability, consistent quality, and production speed.

Making resin dolls by hand takes an enormous amount of time. Sculpting the master, casting, selling, inspecting, shipping. Customers waited months after ordering. Dolls broke in transit. Or arrived with limbs so loose you couldn't play with them. To solve these things, I made lino in ABS.

The lino we are preparing to re-release now is this ABS lino.

Mushiba-chan
Mushiba-chan
2007 / resin
Happy Birthday
Happy Birthday
2008 / ABS
Rose Garden
Rose Garden
2008
Weather School
Weather School
2008
Dressmaker lino
Dressmaker
2008
Cafe Lino
Cafe
2009
Ballet Lino
Ballet
2009
Circus lino
Circus
2010

One with a toothache. One who goes to weather school. One who sews. One who keeps a café. One who dances. One from the circus.

What lino was meant to be was "a doll, plus a house."

A size with real presence as a doll, and that sits most naturally inside a house. That was 16 centimeters.

But the "house" part turned out to be very hard. It was made of MDF, a material close to wood, and the weight, the size, and the shipping costs ran far beyond what we expected. We could no longer keep producing the house.

The lino project, begun in 2006, was about four years old. In 2010, a company proposed a special-edition lino, and we made a model called "Hide & Seek." It was displayed for a while in a toy shop's showcase in Tokyo, to be made to order. One order came in.

When I heard that result, I decided to end the lino project.

The Hide & Seek artwork: a lino crossing a snowy field, with a rabbit
Hide & Seek, September 2010. The last lino.

About lino → lino of the little house (日本語)

2008 — 2009

moofroom

Wooden dollhouse

A dollhouse of small houses you can stack up, line up, and lay out in any shape you like.

  • 1roomH 241 × W 135 × D 223 mm, 750 g
  • 2roomH 241 × W 272 × D 223 mm, 1,200 g
  • StairsH 240 × W 61 × D 182 mm
  • Furniture1/12 scale
  • MaterialWood, painted. Made in Taiwan. Designed by moof
  • IncludedEach room comes with a "tiny sign" and wooden pegs for stacking
  • Ages6 and up
The wooden house, moofroom
Stack them, and they become a town.

The lineup

The story of the four rooms → a winter morning

2015

unabook

Photo picture books

Picture books photographed with the real dolls, outdoors and on small sets. In "The Forest's Lost Things," the shop is built inside a red box. "The Door to the Stories" is the entrance to all four.

Read all four → The Door to the Stories

Today, the world continues on screen.
A little theatre is staging "una and the Wondrous Star."
You can visit huna's room of ice, suna's summit, and DUNA's boundary.

The little theatre
2023 — 2026

Once more

In the maker's words

All those years, the una and lino stock stayed in a warehouse under contract, but I had no plans to re-release them. I wasn't doing much as moof. I had other work, and it was hard to find the time.

Then someone I'd come to know through that other work spoke to me.

"I'd like to give my grandchild a doll for their birthday."

So for the first time in years, I took a una out of its storage box, cleaned it, trimmed its hair, dressed it, put it in a box, and handed it over. I heard that they were delighted, grandparent and grandchild both.

In those days I had been too busy to read my email. When I finally looked, there were message after message from people searching for una and lino.

So I decided to re-release una, a little at a time.

una standing beside its box and serial card
una No.167, August 2026.
Taken out, cleaned, hair trimmed, dressed, and boxed.

They had been kept in their boxes all along, but these are dolls more than twenty years old. Their condition varies. They have no clothes. Then I met someone new who could make doll clothes, and at a very slow pace, re-release became possible.

Once I actually began, orders came not only from Japan but from customers in many countries. So in February 2026 I moved to Shopify, and I continue selling una dolls, a little at a time.

Boxes that hadn't been opened in nearly twenty years held happy surprises too: suna and DUNA that I hadn't been able to find back then.

I want to get dolls to as many people as I can, but the number I can make in a day is small. And how many una and lino remain, I won't know until they have been inspected.

I hadn't been thinking of re-releasing lino. But when I gave a few away to mark the Shopify opening, people wrote back asking, happily, for a re-release. Checking their condition to be sure, the ABS lino turned out to be in good shape, with no problems found. I am now preparing so that lino can be re-released.

Reading una's stories again after all this time, I feel that then as now, the world is wide, and our hands are still very small.

If that's so, then I'll do as the unas do, and put everything I have into what I can.

moof