Daniel "Attaboy" Seifert is an artist, author, and former toy designer known for his imaginative work that merges "disconcerting whimsy" with subversive themes, often featuring fantastical creatures and offbeat humor. His diverse career began in toy design for companies like Hasbro and Milton Bradley, a background that continues to influence his art's focus on storytelling and play. Following his career in the toy industry, Seifert opened his own studio and developed numerous projects, including children's books and collectible designer toys, such as his popular Axtrx character. In 2019, he launched the Game of Shrooms, a global art scavenger hunt that has since grown into a popular annual event where artists hide original "shroom" artworks in public for others to find and keep.
In 2005, Attaboy and fellow artist Annie Owens co-founded Hi-Fructose magazine, a globally recognized, best-selling quarterly publication dedicated to New Contemporary Art. They started the magazine to share the type of art they loved, moving beyond conventional trends and focusing on influential, genre-bending works from both emerging and distinguished artists. The magazine's success led to the adoption of the term "New Contemporary Art" by many galleries and museums and spawned a popular series of collected books and elaborate box sets. In celebration of its tenth anniversary, the publication was honored with a touring retrospective museum exhibition titled "Turn the Page: The First Ten Years of Hi-Fructose," which featured work from many of the artists who had appeared in its pages.
