Branding/Packaging Design Supervisor for Disney Princess with Hasbro in creating co-branded packaging, complimenting the iconic "Candy Land" game board theme. Art Directed package style to include partial windows to display game's figures & integrating a "5th" panel with a velcro closure that creates twice the graphic real estate from a single dieline. The external paperboard opens like a book with a detailed peek-a-boo view port to give a teaser of the game play & game board art.

Games & Activity Packaging


Manage and implement branding and packaging creative direction for Disney Toys Multi-property product categories, with over $500 million in annual wholesale sales.

  • Oversee On-Line Product Approval package and retail design submissions within assigned categories: Toys, Games, Puzzles, Activities, Novelties, Outdoor Sports, and Seasonal Toys.

  • Art Direct & Manage over 50 licensees; ensuring they adhere to all branding and creative guidelines to guarantee quality, design and production standards are met on deadline. Partners include: Mattel, Hasbro, Crayola, Lego, Play-Doh, SpinMaster, Jakks, Swimways, Exxel, etc.

  • Develop strategic creative programs by partnering with internal lines of business including Retail, Sales and Marketing Franchise Teams, Global Creative, Film/Channel and Disney Consumer Products

  • Present, identify research and analyze trends, competition, consumer insights, retailer and industry needs within all packaging categories. Set and do regular store checks, share findings with teams. Strong awareness of market trends.

  • Work with director and category teams on new package development branding guides to support business category needs. Art directed overarching package design-systems, lifestyle photography, in-store advertising, and unique promotions with internal & external designers/agencies.

Manage and Art Direct external creative agencies within budgeted parameters to create overarching package design-systems for Disney's multi-property products.

Branding/Packaging Design Supervisor for Disney (Multi-Property) with Huffy in creating co-branded packaging, that fit vertical closed-box retail endcap parameters. Art Directed package style to include partial open box cutaway to display the scooter's unique handlebar design and incorporate lifestyle photography on the front facing. Worked directly with Huffy's Product Engineers to have a TryMe feature to experience the lights & sounds on shelf. Art Directed a multi-property design system that has cohesive brand/communication design to merchandise skus together or separately per brand.

Package/Branding Design Supervisor for Disney/Pixar Cars 3 AppMates with Spin Master Ltd. in creating co-branded packaging to be retailed exclusively at Apple stores.
Winner: 2012 Toy of the Year (TOTY) Award

Article here:

Package/Branding Design Supervisor for Disney (Multi-Property) with Exxel. Art Directed overarching design system that uses lifestyle / environment photography to convey outdoor usage to avoid consumer confusion with Playhut's indoor play tents, as shown below.

Cardinal Games presented a peggable foil package concept to retail puzzles at the checkout counter as an impulse buy, versus using the traditional closed box package style.

I saw an opportunity to use a reusable ziplock package that is for 'easy storage' and has a smaller package footprint.
Art Directed overarching design layout for multi-properties and created product segment 'Puzzle on the Go!'.

Franklin Sports' line of Electronic Pinball Machines were targeting pre-teen players. The tabletop machines had lights, sounds, and vibration features. There was also an assortment of 'glow in the dark' pinball machines.

The licensor was challenged by the Disney branding guides that had a younger "toy look" and needed a design system to highlight the product's technical details.

Art Directed co-branded layout for a closed box with definitive space for product hero shot, lifestyle insets (to convey size), and callout graphic elements on back panel.

Overarching design guides were developed for multi-properties. Shown here: