Client: Jazwares | Role: Creative Director | Agency: Spark* Creative Group
Jazwares, the global toy company behind Squishmallows, wanted to test a bold new model: crowdsource toy ideas from fans and creators. They needed a platform to gather, vet, and elevate those ideas into viable IP—basically, Kickstarter meets Shark Tank, but for toys.
As Creative Director, I was brought in to lead the strategy, UX, creative execution, and development of this digital product from concept to launch. The goal: design a scalable platform that users loved—and that could surface viable toy concepts for investment and production.
I wore many hats throughout the process—blending product strategy, UX, and creative leadership:
Partnered with stakeholders to define product goals, user flows, and success metrics.
Translated a loose idea into a tangible platform roadmap, balancing business needs with user engagement.
Designed the full user experience: from onboarding and submission flows to the social voting interface.
Developed a dynamic “progress meter” system to reflect an idea’s journey—keeping users motivated and stakeholders informed.
Managed a cross-functional dev team (front-end and back-end), ensuring we shipped on time and with polish.
We launched the platform in under 6 months, and it quickly gained traction—ideas were submitted, evaluated, and a handful were greenlit for development. Jazwares had a new pipeline for innovation, and we proved that fans could help shape the next big hit.
Kudos to the team: Front-end Developers, Edson Daquinta & Rachid Boukrim and back-end developers, Yves Reginald Jean-Mary & Pedro Vazquez