Director of Toy Department
tokidoki LLC
Current Position - Los Angeles, CA USA (June 2021 - Present)
tokidoki.it
Launched on MAX Jan 30, 2025
Sr. Designer, Preschool-Paw Patrol at Spin Master Inc.
Los Angeles office - USA (2017 - May 2021)
Sr. Designer on Toy and Entertainment
Designs assets for entertainment/TV show and creates toys sold at Target, Walmart and Amazon. Lead designer on die-cast segment and other mainline and exclusive items. From concept to shelf, follow the product from beginning to end.
Previously Sr. Designer on Girls Design Team at Spin Master
Lead Designer on Awesome Bloss’ems, helped design Party PopTeenies and Uni-Verse. All brands at retail: Target, Walmart and Amazon
Fall 2021: Paw Patrol The Movie
Assisted in toy line for Fall 21 Movie launch.
Name in the credits of this motion picture film
Celebrities in this film: Kim Kardashian West, Dax Shepard, Tyler Perry, Jimmy Kimmel, Yara Shahidi, Randall Park, Will Brisbin, Marsai Martin, Iain Armitage
Company Experiences
Professional Experience
During my career, I have personally created IP and products profiting multiple millions in sales annually. Over my career, 50+ million in new IP profits. 400+ million in licensed global profits. Those brands range from evergreen to brands like Sanrio, Paw Patrol and Disney Pixar Cars to new IP like Unicornos, Mermicorno Starfall, Party Pop Teenies and Awesome Blossom to name a few. I have gained insights into consumer’s wants/needs, and can turn those into innovated designs.
In addition to my design expertise, I have art directed many brands into metrically larger brands. Coordinated and leading licensees needs with company needs in cross functional meetings. Managed teams of designers and cross functional teams of engineers, marketers, quality control, packaging and licensors. Together my teams have brought dozens of items to market launch around the world.
I’ve brought all my combined experience from many industries to support new potential teams. I’m so excited to see what comes next.
Co-op Experience
During my time in UC’s ID program, I’ve been around the country. My 5 co-ops consisted of POS displays at Packaging Corporations of America (PCA) in Ohio, Design Consultancy at ECCO Design Inc. in NYC, Toy Design at Mattel for Disney/Pixar Cars team in LA, DKNY fashion brand Watch Design at Fossil Inc. in Dallas and Toy Design at PlayMonster in Wisconsin. With a collective 2 years of industry experience, I have experience in many different industries. Since all these co-ops have given priceless experience and knowledge it gave me more confidence to progress my career. It was a wonderful breath of experience and set me up for success.