As the Art Director for packaging design and lead illustrator, I helped reimagine Baby Alive for a new generation through the Crib Life series—a collectible, personality-driven extension created for style-conscious tweens. The goal was to evolve a beloved baby brand into a vibrant, fashion-forward world without losing its heart.

How do you grow a heritage doll brand to connect with older, trend-savvy audiences while maintaining its core charm? The challenge was to balance fashion, attitude, and storytelling—transforming Baby Alive into a lifestyle collectible that resonated in a crowded toy aisle.

Directed the full packaging design system, establishing a bold visual framework that celebrated individuality and collectability. I created all persona illustrations used across packaging, inserts, and promotional materials, ensuring each doll had a distinct identity —from a sparkle-loving fashionista to a grunge twin, athlete, and music lover. Collaborated closely with Hasbro marketing and product teams to align creative storytelling with brand strategy and retail goals.

Special edition lines like the Tokyo Trendy Collection expanded the world’s aesthetic, introducing fresh cultural and style influences.

The Crib Life line became a cult favorite—recognized for its expressive characters, collectible appeal, and standout shelf presence. The packaging design and illustration style were praised for their diversity and detail, setting a new tone for the Baby Alive brand.

This work contributed to Hasbro’s recognition by the U.S. Environmental Protection Agency with the Environmental Merit Award, acknowledging leadership in sustainable packaging innovation.