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The context:

To maintain the momentum of their careers, and as a result to keep the designer-toy industry moving, artists and producers, no matter how successful previously, are striving to outdo themselves with each new release. It is interesting to see who the long-term players are in this genre, and each new figure, if it is highly creative and surprising, further establishes the beach-head for that designer and producer. If the new release is weaker than the last, it erodes some of that reputation, which is then harder to regain. Following are some examples of new releases by established designers, and some new ones. All of these releases have "raised the bar" and taken the careers and reputations of the established designers further, or set up the newcomers as fresh players to keep a close eye on.