Lost Kitties
An original toy line I created at Hasbro. A collectible world built to be hunted, traded, and obsessed over.
Lost Kitties was my first original IP inside a Fortune 500: a blind-box collectible line I created and art directed at Hasbro. Characters, world, product and packaging design, key art, and the look that carried into TV. I worked directly with the factories on sculpt, materials, and print, and a team I’m still grateful for brought it to mass retail worldwide. It’s where I learned that an idea only counts once it survives the factory, the buyer, and the toy aisle.
TV spots.
Broadcast spots extending the brand into motion. Tap to play with sound.
Characters & key art.
Character-driven key art and brand renders that define the Lost Kitties world.
Packaging & product.
Make collecting irresistible.
Blind-box toys live or die on the thrill of the reveal and the itch to complete the set. The brand had to telegraph surprise, humor, and collectibility instantly, on a crowded toy-aisle shelf and to a kid half-watching a TV spot.
Character-first, surprise-driven.
I built the line around a simple promise (what did I get?) with bright, characterful design, built-in humor, and a squad system that made every figure feel like a discovery inside one world. The system had to scale across dozens of characters and SKUs without losing its signature.
Working inside Hasbro meant designing for manufacturing, retail, and broadcast at the same time. Craft that survives a global supply chain.
Bright, playful, collectible.
A punchy color world and a consistent character language make the line feel like one universe while letting each figure feel like a find. Packaging is engineered around the reveal. Key art extends the world into lifestyle and TV.
Engineer the whole thing around the reveal.
An original IP. $25M in revenue.
Created inside Hasbro, sold on toy-aisle shelves worldwide. A $25M line that started as a sketch.
Creating an IP inside Hasbro taught me the thing indie people rarely learn and corporate people rarely admit: the idea is maybe 10% of it. Getting it through sculpt, safety, cost, packaging, buyers, and broadcast without it going beige is the job. I’ve done both halves, and I still like the second one.