Toasters didn’t anticipate the fame that resulted from their ubiquitous stickers. They recall, “Back in 2003, we looked on in amazement as five daily national newspapers in Britain published articles about the Toaster image. They asked their readers if they knew who was responsible for it and what the image meant? We had extreme emotions of fear and pride. The project was as famous as it had ever been but we were gripped by a sense it was spiraling out of our control.” Since that moment, they’ve maintained the image but experimented with scale and position to take their simple toaster to another level.
In a sense, Toasters were almost ahead of the curve. “The phrase 'street art' makes me chuckle sometimes as that genre did not exist when we started getting the Toaster image up in 1999,” they insist. “We simply chose an image rather than a word as we realized it would be more conspicuous amongst adjacent tags on a wall. It would raise more questions than it would have answers which we found fascinating.”Although the Toaster image is a constant, the crew never ceases to push the limits of what’s possible. “We want the Toaster to keep on gathering fame along with a versatility in how we produce it. It might appear on a wall, on a sticker, on a canvas or on a flag. It can go beyond 'street art' because as I mentioned earlier 'street art' did not exist when we conceived the project. The project is not just about 'street art'. We want to keep reinventing the image and show its durability within the oversaturated, logo heavy public spaces. There is also a need to portray the Toaster in its purest form and let it shout out that simplicity rules.”
From birdhouses to messing with city clean up crews’ buffing, the Toaster crew hit the streets relentlessly. Speaking about the future of street art, Toasters predict, “ Dirty fingers crossed, a lot of the undetermined and short term fame seekers will fall by the wayside as the highly motivated and talented will hopefully survive.”