Challenge

Create a fresh spin on the Baby Alive brand that would resonate with a more style-conscious, tween audience — a demographic growing out of traditional baby dolls but still eager for playful character-driven storytelling. The Crib Life series needed to reflect personality, trend-savvy design, and collectible appeal while standing out in a crowded toy aisle.

Approach

Working in close partnership with Hasbro’s marketing leadership, I art directed a suite of packaging, illustration, and promotional materials that gave each character a fully realized world.

Each doll reflected a unique personality:

• Sarina – sparkle-loving preppy princess

• Sydney – grunge twin in hoodies and beanies

• Hailey – island girl with a pet monkey

• Lulu – sporty soccer star and beach lover

• Makayla – guitar-playing sunflower spirit

• Ella – musical prodigy mastering every instrument

• Lily – curious bookworm and youngest of the group

The packaging system blended character-driven illustration with bold visual storytelling. We expanded the world through limited-edition lines like the Tokyo Trendy Collection, further deepening engagement with fashion-forward themes and accessories.

Results

• The Crib Life line became a cult favorite among collectors of all ages

• The series introduced a bold new voice to the Baby Alive brand

• Packaging was praised for its detail, diversity, and shelf impact

• Now considered a rare collector’s gem in the toy community