Micro Icons (2004): When X-Concepts Competed with Homies

Presumably, in response to the massive success of The Homies vending machine capsule toys (1998-2009) by Homieshop LLC and designed by David Gonzalez, X-Concepts LLC expanded into 1:32 scale urban vinyl figures of their own. 

The Micro Icons were sold in 2004, with the added benefit of having magnetic feet (a choice likely inspired by their smash hit Tech Deck Dudes and Skate Crew). 

The Micro Icons did not last beyond their initial releases. But, they spanned five subthemes, each theme with two playsets. Additionally, they made official small-scale figures for Professional Bull Fighting (PBR).

It is quite funny that after Homie-Esque lines like Micro Icons were released, Homieshop and David Gonzalez responded on the packaging for their Homies Rollerz ( released in 2004 with Jada Toys).  

Gonzalez and the Homies team did not appreciate it "If it don't say HOMIES... It's a wannabe."

Atop them being blatant competitors for the Homies brand, I'm sure the Homieshop team did not appreciate that Micro Icons had X-Concepts's leverage as the owner of Tech Decks and their differentiator of having magnetic feet.

Thanks to being a product by a major toy brand, X-Concepts got to sell Micro Icons in major toy stores, department stores, pharmacies, and skate shops.

Meanwhile, Homies had to still sell themselves in 50-cent capsules in vending machines outside delis, pizzerias, bodegas, grocery stores, and diners. 

X-Concepts also had Professional Bull Fighting's rider figures and trading cards. 

 

I bought a Micro Icons Kung Fu playset in Epcot at Disney as a kid. You could never do that with The Homies, which were accused by everyone from the LAPD to The New York Times of promoting gang culture to kids. 

The"Micro Icons" by X-Concepts had six sub-themes:

Souljahs had slightly more figures, 24 instead of 12.

Souljahs were created by Steve James. Steve worked for X-Concepts Tech Deck and other lines at the brand from 2000-2007. 

He has still stayed at Spin Master post-acquisition of Tech Deck in 2007. 

Steve James co-founded Finesse Skateboards in 1997 with his brother and pro skater Rod James. Finesse would land a Tech Deck license in 2001. 

Rod James appeared as a dude named "Rod" in the Tech Deck Dudes toy line, wearing the Finesse circa 2005 "F" logo and repping Rod and his brother Steve's skate brand.

The Micro Icons PBR Sets based on Professional Bull Riders:

These packs came with a PBR figure and a second figure of the rider riding a bull.

The line also had playsets and trading cards. 

So, that's Micro Icons! X-Concepts's line to compete with The Homies craze. 

While short-lived, these were a diverse group of figurines. But, I assume that sales must not have worked out well? The line came and went in 2004.

Unlike The Homies, which can sell for $4-10 a figure, Micro Icons sell new-in-pack for $10-$20 per pack of four. Many Homie collectors also buy Micro Icons for their low riders and replica cars and bikes.

Other Homies Adjacent Lines (Unrelated to Micro Icons or X-Concepts): 

All these lines were based on Black and Latino subcultures (LA culture in Locsters, Afro-Caribbean cultures in Hipsters (ironic since hipsters in NYC are gentrifying Afro-Caribbean areas of Brooklyn), and the Puerto Rican island culture in Boricuas).

Some may argue that these lines "glorify stereotypes." But, I disagree. When you see David Gonzales making Homies or Steve James making Souljahs, you see lines designed by Black and Brown creatives to paint a vivid picture of subculture fashion trends, items, style, and more.

Art, even 1:32 scale retail or vending machine toys, is a reflection of reality. 

Lil Locsters (2001-2005) from Hoppin' Hydros

HoodHounds 2002-2005 (from Hoppin Hydros, the same company that made Lil Locsters)

HoodHounds sold pretty well for three waves. They were released following dog figures in Homies capsules. Homies would bite back the "Homies Dogpound" (The official Homiesshop dog figure line). 

Hipsters (2001) from A&A Global Industries Inc.

This short-lived line has 15 figures. 

Boricuas (2001) from A&A Global Industries Inc. 

These figures are based on Puerto Rican culture, whereas Homies were based on David Gonzalez's Mexican-American upbringing on the West Coast.

Hoodrats (2001) from A&A Global Industries Inc. 

Hood Rats was based in David Gonzalez's other Low Rider magazine comic characters.

Super Hip Hop Kids (2001) from Cutting Edge Industries & TRIBAL

This line came and went in 2001 but still appears in lots with Homies and other A&A Global figures. 

Tribal was copying David Gonzalez and his Homies before they even became toys. 

Following his mid-90s Homies stickers, they made these stickers in 1996. 

Notice the guy in the black snapback and shades was turned into one of the "Super Hip Hop Kids" vending machine toys.

Playaz 

So Fly Divas (2002) 

Hip Chics (2003)

(a mix of Homies bobbleheads and Bratz dolls)

Scenesters And Punkers (2004), designed by Kevin Cross

Not to be confused with the 2004 "Punks" from Micro Icons/X-Concepts

Fun Fact for those who came here for Tech Deck, Tech Deck Dudes, etc.: Kevin Cross has made Spitfire Wheels and Anti-Hero Boards designs.

Neighborhood Rascals 

These characters are anthropomorphic animals that mimic the style, attitude, and clothing of the Homies.

The Can Crew

Not really a rip-off by any stretch of the imagination, but The Can Crew seems to always be in the related section on Homies auctions. A couple sellers even mislabel these as "Hey Homies" Can Crew, but this is just a random toy line of sentient graffiti cans. 

URBAN SOUL Keychains:

These key chains have an 80s NY Hip Hop aesthetic but are molded similarly to the expressive Homies. 

Homies Sticker Knock-Off Lines: 

Homies also sold successful sticker lines (though not as big as the figures). These were also copied by knock-off brands. 

Mijo/Mija Stickers (1999)

This interesting line came a year after The Homies vending machine stickers and the first Homies capsule toys (1998). These stickers replicate the LA Latino culture and streetwear of Homie figures and stickers but age the characters as children (Mijos). Oddly, they all have big eyes, which seem to also mimic the Precious Moments statues and merchandise, which were huge in the 90s and early 2000s.

Homies had Mijos figures (Homies kids), 

Hip Hop Kids (2003)

Lil Vatos (early-to-mid 2000s)