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Product Design and Development Manager / Principal Designer
Hasbro
Pawtucket, RI
2014 - 2022 (8 years)
- Designed and developed an assortment of medium-complexity, animatronic plush with light, sound, encoded gameplay and a robust narrative for Fur Real Friends, that brought compelling engagement and innovation to the under-$10-SRP space, and which brought incremental, evergreen business.
- Ideated product initiatives using the Frozen 2 story arch and aligned with DCP and the filmakers throughout the development which resulted in a disruptive line of fashion dolls across a broad range of product formats and price points.
- Collaborated with product and branding designers, engineering teams and marketing counterparts to craft the proposal and presentation that won the Disney Princess fashion doll license for Hasbro.
- Managed a design team to ideate and develop innovative product formats and play experiences for entertainment-based My Little Pony, expanding the brand to include include a new small doll line, Equestria Girls Minis, and a new fashion doll line, Equestria Girls that brought incremental business to Hasbro’s girls portfolio for North America, EU and emerging markets.
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Product Design and Development Consultant
Lui Domingo
Atlanta, GA
2012 - 2014 (2 years)
- Generated concept initiatives and developed functional prototype forms for fashion dolls and pets under the Little Pet Shop umbrella that generated a new and incremental business for Hasbro.
- Designed a line of role-play girls’ accessories for “Ever After High” to tie-in with Mattel’s new fashion doll line under stringent branding parameters, expanding its brand presence at product launch.
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Product Design Lead
Spinmaster
Toronto, ON
2009 - 2012 (3 years)
- Researched and translated fashion and entertainment trends, and viable technology into highly equitable key drivers with enduring brand presence that gained sought-after planogram space with major retailers like Target, Walmart and Toys R Us.
- Created and developed disruptive fashion doll play experiences through unconventional points of articulation, inserted “glass” eyes, changeable hairpieces, compelling narratives through content and storytelling and
a robust web presence that categorically redefined fashion doll play across the board for consumers and competitors, and which won a TOTY (Toy of the Year) nomination in 2010.
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Senior Product Designer
MGA Entertainment
Los Angeles, CA
2003 - 2009 (6 years)
- Directed preliminary ideation - trend research, creative brainstorms, preliminary renderings - to the construction of functional prototype forms that delivered Bratz, a multiple-character doll segment with a culturally relevant yet disruptive brand identity that resonated with girls 6-10.
- Delivered seasonal newness and innovation to Bratz dolls through compelling themes and narratives that garnered successive TOTY awards and captured over 40% of the US doll market share and 60% in the UK.
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Consultant for Product Development
Lui Domingo
Los Angeles, CA
2001 - 2003 (2 years)
- Generated and developed a line of girls seasonal activities, balancing design and costing objectives, with stringent licensing parameters, which garnered coveted licensing contracts with global brands Barbie, Disney Princess, Disney Classics and Hello Kitty.
- Developed innovative packaging solutions that effectively complied with marketing, merchandising and transit requirements, for national retailers like Target, Walmart and Toys R Us.
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Senior Product Designer
El Segundo, CA
1996 - 2001 (5 years)
- Created inspirational and directional content for the Barbie Licensing Style guide that allowed the licensor to integrate the Barbie aesthetic into various programs with licensees and develop a statement that is consistent with the brand vision across product formats and categories.
- Started a new and incremental business initiative of entertainment-based, premium collector dolls under the Disney Princess license that generated sales revenues of $10M in its launch year.
- Developed a program of softgoods fashions and plastic accessories for Mattel Asia-Pacific repurposing Barbie’s extensive library of parts, molds and piece-goods inventory that yielded over $3M in incremental revenues
in 2000.
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Design Assistant / Trims Buyer
Tyler Trafficante
Los Angeles, CA
1994 - 1996 (2 years)
Purchased fabric, trims, notions and findings for and assisted in the design of a menswear and womenswear collections that delivered approximately successful and highly editorialized collections season after season.
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Design Assistant / Beadwork and Embroidery Designer
Mary McFadden
New York, NY
1992 - 1994 (2 years)
- Designed textile surface interests and treatments for evening wear and bridge lines that delivered intricate and highly-artisanal and thematically coherent collections that are consistent with the brand profile season after season.