Indigo's exclusive toy line is based on Gary Taxali's "This is Silly" picture book.

A line of retro toys, created exclusively for Indigo Books & Music Inc. by award-winning artist and designer, Gary Taxali, was officially unveiled on November 27. Hundreds of shoppers turned out for the launch, held at Indigo’s Manulife Centre location in Toronto’s trendy Yorkville area. Already featured in the giant bookseller’s holiday catalogue and available in Chapters/Indigo stores across Canada, the whimsical toy line is based on characters and illustrations in a new children’s book by Taxali.

This is Silly! is Taxali’s first picture book for kids, four to eight years old. Famous for his distinctive retro pop-art, Taxali’s book, which was published earlier this fall by Scholastic Press (Scholastic Canada), features illustrations done in his signature style. The book looks at a cast of “lovable, silly and wacky characters, consisting of humans, animals, objects and grammatical symbols living harmoniously together where being silly is the norm”.

The line of wooden toys, the first ever commissioned by Indigo, includes six classic collectibles: Whirly Man, Ladder Fun, Flip Floppy, Peck Peck, Toy Monkey Trapeze and Chalk Draw. Using non-toxic paints and varnishes, the toys come in packaging featuring 1930′s style graphics and typography. Taxali, who was on hand for the launch, was kept busy signing copies of his book, as well the toys in their stylish boxes. While some shoppers told T & G they were purchasing books and toys for children, others acknowledged they were fans of the well-known artist’s work and were there to pick up what they hoped would become a collectors’ item.

A spokesman for Taxali says response to Indigo’s toys has been so good, the artist is already looking at producing additional merchandise based on the book and toy line — possibly by the end of 2011.