Product Development

I never thought I was going to design physical toys; it was my dream job when I was a girl. When I was 7 years old, I was modeling figures from Beauty and the Beast, painting them by hand with great detail, and playing with them.

Designing toys ended up being much more complicated than I had ever imagined. Each toy we designed had hundreds of modifications, and countless sketches were born as a result. I had to design the toys from all perspectives and angles. It was a continuous job.

  • My Role: Branding and Design
  • Category: Product Development
  • Client: Disney
  • Year: 2016

Transforming ideas into fun

We wanted to do something that went far beyond a style mentality “I see the movie or series; I play with the toys.” What we wanted to do was to extend that experience, an experience bigger than the very life of the characters with whom the children identify.

Creating design in the toys

Our goal was to create a toy that was worth having on its own. Beyond the game. In all the designs there were three maxims: It had to be educational, it had to have a “because I need it,” and it had to entertain.

I still look at them and I feel fascinated. Each of them is made with a lot of love. The day you get up and realize that this toy that you created is now part of this world, you feel overwhelmed. It was one of the most emotional experiences I had during this whole process.