Client
Jazwares
Services
Product development
Visual design
Role
Creative Director
Visual Designer
Product Manager
Agency
Spark* Creative Group
Overview
Jazwares, the global toy company behind Squishmallows, wanted a bold new way to bring innovation to market by crowdsourcing toy ideas directly from fans.
In under six months, we launched a digital platform that turned fan submissions into investable IP opportunities. The rollout built awareness, drove engagement, and gave Jazwares a scalable pipeline for future products. It strengthened positioning as an innovative, fan-first brand and created a differentiated customer journey that inspired adoption from both creators and investors.
The Challenge
Jazwares needed a way to test a risky but exciting idea: what if toy fans could pitch, refine, and vote on new concepts? The challenge was designing a product that was both fun for users and rigorous enough to surface viable ideas for development. Without a clear strategy and engaging experience, the launch risked confusion, low adoption, or a lack of credibility with creators and investors.
The Approach
As Creative Director, I partnered with stakeholders to shape the product vision, align on business goals, and map the customer journey. I led the UX design and storytelling, from onboarding flows to a social voting system that kept fans engaged. To boost transparency, I developed a dynamic progress meter showing each idea’s journey from pitch to potential production. I also managed the cross-functional dev team, ensuring smooth rollout and polish.
The Results
The platform launched in less than six months and quickly gained traction with idea submissions, voting, and creator participation. Several concepts advanced to development, proving the model worked. Jazwares walked away with a scalable innovation pipeline, a differentiated way to engage fans, and a product that continues to reinforce alignment between brand storytelling and user experience. Leadership recognized it as a game-changing approach to product launch and customer engagement.
Kudos to my team
Front-end Developers, Edson Daquinta & Rachid Boukrim and back-end developers, Yves Reginald Jean-Mary & Pedro Vazquez
