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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.
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Drove the creation and development of overall line architecture, as well as the development of multiple doll scales, accessories, playsets and vehicles.
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Improved overall play value across the entire brand through added play features, monster-transformations and new collectible form factors such as MH Minis.
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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.