Elf on the Shelf and Elf Pets Toy Expansion
- 3D CAD, Animation, Industrial Design, Product Strategy, Storytelling, Toy, Visualization
- The Lumistella Company Back to Portfolio
When I joined the company behind Elf on the Shelf in 2018, the product line was just beginning to tap the potential of interactivity and toyetic play. For a brand that is rooted in the fact that you can’t touch the Scout Elf, introducing that play was a challenge. In recent years, they had begun to expand the plush offering, but I immediately knew that we needed more toys in the hands of children to truly solidify that emotional connection with our story, characters, and intellectual property. I immediately kicked off this initiative with my talented team of designers early in 2019, with the goal of introducing new toy offerings for holiday 2020.
Focusing on the key age of 3-5 years old, this product line grew to over 10 SKUs within 3 years, spanning the categories of blind bag collectibles, electronic toys, action figures, and advent calendars just to name a few. We continue to gain placement for these items with Walmart and Target thanks to the momentum behind these toys and how strongly the resonate with kids everywhere.
My Role(s): Creative Direction, Program Management, Team Leadership and Mentorship
Secret SnoPrize: Concept Development, Prototyping and Testing, Video Creation
Santa’s Enchanted Cookie Plate: Concept Development, Proof of Concept, Prototyping and Testing, Electronics Development, Script, Recording Sessions, Video Creation
Other Credits: Matt Gunter (aka Toy Design Rock Star) and Jim Hunt (Content Developer)
<<< Click or tap the left or right arrows on the images to see more work >>>