As the Art Director and Illustrator, I led the creative vision for the Littlest Pet Shop rebrand, guiding the design and illustration teams to reimagine the brand for a modern, inclusive audience. I developed imaginative pet environments and a cohesive illustration style that inspired creativity, hands-on play, and self-expression. By shifting the palette toward blues and complementary tones and introducing interactive, sustainable packaging, the brand gained a fresh, girl-facing identity that broke from the pink-saturated toy aisle.

Redefine packaging and brand visuals to stand out in a crowded toy aisle while engaging a new generation. Establish a bold illustration style and cohesive design system, collaborating with engineers, marketers, and designers, and integrate sustainable, interactive elements to enhance play and engagement.

Led the transformation of Littlest Pet Shop’s visual identity and packaging, mentoring designers and illustrators to ensure consistent, high-quality execution. Designed pet worlds and interactive features that encouraged imagination, and oversaw collaboration with cross-functional teams to align creative vision with brand goals and production constraints.

The rebrand elevated Littlest Pet Shop as a forward-looking, inclusive brand that empowers kids to create, decorate, and play on their own terms. Packaging and illustration innovations contributed to Hasbro receiving the Environmental Merit Award from the U.S. Environmental Protection Agency, reinforcing leadership in sustainability and responsible design.