Monster High

Led the creation of product design strategy and also accountable for leading the Monster High product design team who were responsible for almost $800MM in retail volume at the brand's high point.

  • Drove the creation and development of overall line architecture, as well as the development of multiple doll scales, accessories, playsets and vehicles.

  • Improved overall play value across the entire brand through added play features, monster-transformations and new collectible form factors such as MH Minis.

  • Tasked to re-invigorate brand and toy aesthetics while working closely with content development teams to relaunch Monster High with new CGI style in long-form movie and short-form online features.

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