Here are a few merchandising project I had the opportunity to help develop with the Licensing team while working in the LEGO Friends project (2016-2021). There are more collaborations than this small selection involving an exclusive plush product for only one American retailer, a LEGO Originals custom design (exhibited in the LEGO House in 2020) countless LEGO Friends magazines and a few other publishing products like the LEGO Book, and a LEGO Friends activity book!
Sometimes the most fun and exciting designs can come out of just a quick feedback session with the licensing team or just asking one question like “Okay, this is a LEGO Friends ceramic mug featuring our main characters in the heart huddle, so… any chance we can ask the production team if a heart shaped handle is possible?”
For this hair accesories product I helped with concept design, sparring (visual branding feedback), sharing graphics that can fit the product and stay true to the licensed characters canon, passion points and interests.
I did not help develop this specific Sweet Mayhem plush figure but the exclusive LEGO Friends figures. Unfortunately I could not find any photos of those products online so I use this one for illustrative purposes on the size and level of quality of the product. I helped with character and product references, guiding the production team on keeping the product on brand and as close as possible to the licensed characters.