Urutoys develops collectible items designed in Uruguay and manufactured in China, which it distributes to the U.S. market.
The company was founded by Marcelo Bugna in 2018 and has collaborated with students and graduates from the University of the City of Buenos Aires ( Universidad ORT Uruguay ) on the design of its products: Estanislao Pérez, Juan Souto, Mateo Pagliano, and Andrés Viotti, graduates of the Bachelor’s program in Industrial Design; and Diego Tapié, a graduate of the Graphic Design program and current faculty member at the university.
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The Experience of Exhibiting in the United States
Participating in international trade shows has been an important part of Urutoys’ growth. Since 2024, Marcelo Bugna has participated in more than 13 trade shows and conventions related to collecting, where he has showcased his products and established contacts with manufacturers, distributors, and industry leaders.
On this occasion, the company brought a selection of its products to JoeFest, including the NightWolf, a combat vehicle designed for 1:18-scale action figures. It also showcased prototypes of its own figures, 3D-printed accessories, and motorcycles designed by the team.
The event provided an opportunity to showcase Urutoys' work to a specialized audience familiar with the technical details and features of these types of products.
According to Bugna, the response was positive, and attendees particularly highlighted the originality of the proposals and the narrative the company is seeking to build around them.
“One of the most interesting things about these fairs is that they’re not just about selling products. They’re places where relationships, friendships, and opportunities for collaboration are forged among people who share the same passion,” he said.
For the founder, participating in JoeFestfor the fourth time also represents the continuation of a connection with the collector community and with an industry in which business relationships are built over time. In the process, Urutoys secured the support of U.S. companies to distribute its products and began working with manufacturers and professionals with extensive experience in the sector.
Design as Part of Product Development
Industrial design and graphic design play complementary roles in the development of Urutoys products. While the former focuses on 3D modeling, proportions, functionality, and prototyping, the latter helps define the brand’s visual identity, packaging, and characters.
The development of action figures presents specific technical challenges, such as adhering to certain scales and ensuring compatibility with other figures available on the market. Currently, the company is working on the design of its characters' joints to improve their mobility without compromising their aesthetic features.
For Bugna, experience shows how design expertise can be applied to the development of products with international commercial potential.
A good idea is just the beginning; then you have to be able to turn it into a real, functional product that can be manufactured.
New Projects and International Expansion
Among Urutoys' upcoming goals are continuing to develop the NightWolf and expanding its line of vehicles, motorcycles, and accessories. The company is also making progress on its own action figures and on "Future Front," a science fiction universe set in the year 2087, which aims to integrate the products into a shared story featuring characters and vehicles.
On the business front, in addition to strengthening its presence in the United States, Urutoys is in talks to explore sales opportunities in Europe.
Bugna's goal is to establish the brand in the international market and continue working with Uruguayan talent to develop original products.
I would like Urutoys to serve as an example of how Uruguay can develop original products, manufacture them to international standards, and market them in some of the world's most competitive markets.
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