Hasbro Inc. is a leading toy and game company whose mission is to entertain and connect generations of fans through the wonder of storytelling and exhilaration of play.
My daily tasks as a Product Design Co-op for FurReal and Furby:
Sketched and built prototypes for new toy ideas.
Created moodboards to generate inspiration and maintain a cohesive vision.
Used Adobe Illustrator and Photoshop to prepare detailed concept art and product specs.
Collaborated with cross-functional teams—including engineering, marketing, and brand design—to refine product concepts based on factors like manufacturing feasibility and consumer insights.
Assisted in preparing and delivering presentations of product concepts to internal teams and partners.
Reviewed production samples to ensure that products meet Hasbro's standards for both quality and brand consistency.
Worked with international manufacturers in China.
Co-op Project
Objective
For the Summer ’22 Fashion Brands Design Co-op Project, my team and I were tasked with developing a new product concept for Hasbro's Baby Alive, Furreal, or Furby brands, with the option to explore other Hasbro brands we felt passionate about. Our goal was to create a concept that aligned with Hasbro’s brand identity and consumer needs, while also being grounded in practical considerations like feasibility and cost.
The Team:
Jasmine Xu - Design
Kenzie Waskiewicz - Design
Bailey Ouellette - Sales
Phase 1: White Space Exploration
Our team conducted thorough research to uncover gaps and unmet needs within the toy and fashion markets. We analyzed trends, reviewed competitive products, and examined popular fashion themes for kids. To give our concept a unique edge, we also explored different branding and packaging strategies that would help it stand out in stores. Together, we compiled our findings in a brief presentation, where we highlighted three key takeaways and crafted a consumer profile to guide our design. These insights provided a strong foundation for the product ideation stage.
Phase 2: Concept Development
We collaborated closely to bring the product concept to life. Using our research as a guide, we brainstormed and sketched out the product’s features, play patterns, and packaging design. We were mindful of feasibility and cost constraints to ensure that our design would be realistic within the target price range. For our final presentation, we outlined the product’s purpose, key play elements, core features, and packaging ideas, using storyboards to illustrate how kids would engage with it.
Takeaway
This collaborative project was a valuable opportunity for me to apply design thinking in a team environment, combining fresh ideas with Hasbro’s brand vision to create a product concept we were proud to present to the development teams.