MGA Entertainment, a leading multibillion-dollar toy company, needed packaging for their new ”Movie Magic” collection of LOL Surprise dolls. Dynamic, conceptual packaging was developed that, through secret reveals and reconfiguration, transformed into innovative play sets to elongate child playtime and reduce product waste. Using illustration, icons and 3D effects, a series of original patterns were created and applied across all ”Movie Magic” packaging to unite the collection. Complex background environments that enhanced the overall visual experience were brought from concept to execution by directing an illustrative team through detailed prototypes, referential imagery, and clear artistic direction. As a result, the ”Movie Magic” collection won the 2021 Toy Industry Awards in the U.K. and held the #3 and #4 ranking of all toys sold in the U.S. at the height of the 2021 holiday buying season.

Roles: package design, illustrative art direction, graphic design, pattern design, color theory, composition + layout, typography, imagery

Deliverables: variety of packaging materials for the LOL ”Movie Magic” toy collection, including a transformational 2-pack, instruction card, shrink-wrap balls, in-store displays, magazine, promotional posters