Overview

Reimagined Baby Alive for style-conscious tweens with the Crib Life series, creating a collectible, personality-driven line that combined trend-savvy design with playful storytelling to stand out in a crowded toy aisle.

Approach

Art directed packaging, illustration, and promotional materials in collaboration with Hasbro marketing. Each doll had a distinct personality, from a sparkle-loving princess to a grunge twin, a sporty soccer star, and a musical prodigy. Limited-edition lines like the Tokyo Trendy Collection expanded the world and reinforced fashion-forward themes.

Impact

The Crib Life line became a cult favorite, introducing a bold new voice to the Baby Alive brand. Packaging was praised for its diversity, detail, and shelf impact, and the series is now a sought-after collector’s gem.