Packaging is where a franchise meets its audience. At Mattel, I art direct that moment for Universal's Jurassic World, Disney's Toy Story, Netflix's KPop Demon Hunters, Imaginext, and Mattel Creations.

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Those brands sit in the company's fastest-growing category. Action figures were up 35% year over year in Q2 2026 and now run ahead of dolls, which raises the stakes on every release.

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Each license carries its own rules, its own fanbase, and its own partners to answer to, from Universal Studios Creative to the marketing teams and senior leadership who sign off before anything ships. The work is holding one creative vision across all of it, through four international production teams, in dozens of markets and languages.