Packaging is where a franchise meets its audience. It is the first thing a fan touches and the last thing standing between a story and a shelf. At Mattel, I art direct that moment for some of the most recognized entertainment IP in the world, and over my time here, action figure sales have grown by 35%.

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The portfolio spans Universal's Jurassic World, Disney's Toy Story, Netflix's KPop Demon Hunters, Imaginext, and Mattel Creations. Each carries its own rules, its own fanbase, and its own partner relationships to honor, from Universal Studios Creative to the marketing teams and senior leadership who sign off on every release. Holding a clear creative vision across that range, in dozens of markets and languages, is the heart of the work.