But Toy have lived through the hype before, with three of their number - including frontman Tom Dougall and guitarist Dom O'Dair - previously part of the awfully-named Joe Lean & The Jing Jang Jong.
The Joe Lean album never saw the light of day, but Toy's self-titled debut thankfully made it to the shelves last week. Digital Spy sat down at Heavenly's very own Social venue to talk all about it with Tom and Dom.
How did it feel to finally get the record out?
Tom: "It feels great. We did a Rough Trade in-store the day it came out, a lot of our friends came along... it felt quite monumental."
Dom: "It really really was, we were just grinning from ear to ear."
Were you nervous about it all?
Tom: "Inevitably a bit of nerves set in."
Dom: "But we've kind of moved on really."
Tom: "We've seen the bulk of all the reviews and we kind of know what people think of it. There's a sense of relief that that bit's over."
Dom: "It's been really, really well received and that's a weight off the shoulders. It's out there and people have heard it and pretty much everyone has said it was great - you can't ask for more, really!"
How did the whole Joe Lean experience colour how you feel about it?
Tom: "It's probably made it feel even nicer to actually have an album out. We've been doing music in various forms for a few years and to finally have our own music released and out there for the whole public to hear - it's kind of a long time coming. It definitely feels especially great."
You're on Heavenly - were you a fan of all those classic Heavenly acts?
Tom: "Not really, no."
Dom: "I think we come from the same kind of scene though. [Heavenly founder] Jeff [Barrett] worked at Creation and hung out with Geoff Travis and Rough Trade."
Tom: "There's a lot of great bands around then - The Jesus and Mary Chain, My Bloody Valentine... the best stuff around... I think Heavenly's [back catalogue] is maybe something we should investigate."
Alan McGee's been talking about resurrecting Creation - could something good come of that?
Dom: "I don't see why not."
Tom: "It just depends on the bands - it doesn't seem to be the best time at the moment for guitar music. There's definitely some things bubbling under the surface. There seem to be some groups with the right idea. So maybe it'll be a good time for him to do that."
Dom: "I think it can only be a good thing, if they can contribute the same sort of thing they contributed then. It's a better time for good music than it was a few years ago - there does seem to be more listenable stuff emerging."
Tom: "Something seems to be changing."
Creation regular Andrew Weatherall did a remix of your track 'Dead & Gone' - how did that come about?
Dom: "Jeff Barrett's a very old friend of Andrew's, and he just asked him and he said yeah!"
Do you get sick of comparisons to people like Ride and Slowdive?
Tom: "We've never even listened to those bands... It gets annoying when people are obviously missing the point. We don't get too het up about it, it's just mildly irritating."
Dom: "I'm not that bothered. I find the idea of constant comparisons a little annoying, but it's not very easy to describe the band sometimes, so you have to sometimes draw a few lines."
Tom: "Most of the comparisons are actually things we're into... but we're not trying to draw heavily on those influences. That's not how we set about when we write songs. We're trying to make something interesting with different, new chord progressions we haven't heard before and riffs that we feel haven't been written before."
Dom: "We try to have our own guitar sounds and synth sounds and we're on our way to doing that. The only supposed shoegaze band we actually listen to is My Bloody Valentine."
Tom: "When people say, 'They're obviously borrowing heavily from Ride', I've literally heard about two songs. I think it's pretty different to us."
The BBC Radiophonic Workshop has just been relaunched virtually - is trying to create new sounds a big part of what you do?
Dom: "We really really love songcraft and writing a really good song with nice chords, but the idea of adding things influenced by the Radiophonic Workshop and really early electronic music."
Tom: "I think that's something that's going to become more apparent when we make our second album."
You mention a second album - it's not like The Beatles doing an album a year - Coldplay have released five records in 12 years...
Dom: "It's a joke."
Tom: "It's laziness really, isn't it? How do you get away with that?"
Labels like to squeeze as much as they can from an album.
Tom: "I guess they're playing arenas. That's all that band have ever done, is play the game really."
You've mentioned plans to do EPs in the past - are you trying to avoid the album-tour-album cycle?
Tom: "We're obviously going to be doing a lot of touring... as many gigs as we can, but that won't stop us writing songs and recording demos - as long as you're just keeping ourselves busy, what else do you want to be doing anyway?"
Dom: "A band like Coldplay obviously aren't having that much of a great time!"
Tom: "If you've got a record deal you're in quite a privileged position really - it's so difficult to get signed these days, and to just be offered a deal however small it is and get that opportunity to release stuff, you should take it and get out as much as you can, because you don't know when it's going to end."
Dom: "To have a platform where the world listens to whatever you come up with - it's such a wasted opportunity if you don't bother f**king doing it properly."
How much did The Horrors bigging you up help you?
Tom: "It helped get our foot through the doors. Nowadays with so many different things on, it's a really big deal if someone who's established and respected recommends someone. I think people take note... I think that meant that more people got to hear us at a really early stage of our career."
Dom: "Playing to that number of people as well - these huge shows on tour with them... it really helped to speed up the process, which is kind of what we wanted to do. We didn't want to spend years f**king around. We wanted to get on with it straight away."
Primary Colours did really well, but the first album was slated by some - do enough bands get the chance to make a second album?
Tom: "People might get the chance to do it, but it won't get promoted properly."
Dom: "Labels take too long to release it. Millions of bands get signed up, especially by majors, and then know full well that they're going to drop nine out of ten bands. They go with what sticks and everyone else is left by the wayside."
How were Joe Lean & the Jing Jang Jong put under pressure?
Tom: "People that work in those jobs do things in very subtle ways sometimes. They're very manipulative. They'll get what they want and they know how to do it. They'll try by seeing if you'll agree with it, and if not they'll find subtle ways to change it. And if you cotton on to it, they'll do it anyway."
Is the downloading thing in your mind at all when you're making music?
Dom: "Oh, we definitely don't think about that at all."
Tom: "We'd like as many people to hear what we're doing as possible. We'd rather people heard it than make masses of cash."
Dom: "We want people to hear it and enjoy it... it's definitely messed up the industry in a lot of ways. The record just becomes the promotion for tours and people have to find other ways of making it work. We know that we'll be poor for ages anyway. It's just not a concern of ours. With downloading, the fact that people from all over the world can hear something is much more exciting an idea for us anyway."
But you put out proper vinyl singles with B-sides, so you still care?
Dom: "Oh yeah, we really care. A downloaded MP3 sounds like s**t. It means very little in a way because you don't have anything in your house that you're holding and looking at. We just make sure that we make the records for the people that do care about that side of it, which for our fans seems to be a lot."
Some people complain that young bands don't have the same sort of ambitions that say, Britpop groups had - do you want to be topping the Pyramid Stage one day?
Tom: "We'll quite happily take it as far as it will go. It wouldn't bother us that much being slightly more underground. But we're quite happy to go into the mainstream - why not? As long as we're not changing anything we do. We're not going to modify what we're doing for anyone's tastes, we're just going to do what we want."
Dom: "There have definitely been good bands who have played the head of the Pyramid in the past. You can do interesting things and make it that far."
Tom: "It's great when a decent band breaks through and a lot of people connect with them."
Toy by Toy is available now via Heavenly Recordings.