Product & Apparel Design
I designed dolls, girl & doll apparel, crafts, consumer products, plush, accessories and play sets. I took ownership of the design process from the very beginning, researching trends and consumer insights and presenting concepts to executive leadership, creating tech packs and reviewing samples, through to styling notes and art directing photoshoots of final product. I also worked with sculptors and model makers to create 3D models and testing prototypes.
I love blue sky brainstorming as well as designing to cost, and enjoy the problem solving and collaboration throughout the process.
Girl & Adult Souvenirs
I designed and managed American Girl’s Souvenir line, translating a newly refreshed brand identity onto products for girl’s to flaunt their fandom with a focus on customization with patches and sticker packs. I also played a lead role in expanding the business into adult categories for the nostalgic fan with the use of iconic meet prints from the original historical characters as well as newly illustrated character silhouettes.
Bitty Baby
I led the refreshed design of American Girl’s Bitty Baby line, aimed at nurturing play for ages 18+ months. By combining consumer insights and trend research, I created initial concept moodboards as well as a toolbox of prints and graphics. I designed a new signature style guide, as well as the girl & doll apparel and plush in the line.
Street Chic
I designed the apparel for Truly Me’s 2021 Street Chic segment, an assortment of dolls with vibrant, colored hair and trend-driven, urban inspired fashions. I also supported marketing and packaging design for this new laiunch.
Truly Me
I led the design refresh of Truly Me’s “meet outfits” in 2022, focusing on a strategy to allow girls to mix and match apparel and accessory styles to fit their personality. The update included 5 new t-shirt dresses and accessory sets for layering.
