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!
![](https://cdn.myportfolio.com/ab318e62-a508-4912-9424-3a1c0e60ec5b/d95d173c-9f7b-4980-aa9e-20e86edefba9_rw_1200.jpeg?h=252a1a569dd28be2be24764174429b05)
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?”
![](https://cdn.myportfolio.com/ab318e62-a508-4912-9424-3a1c0e60ec5b/b195e6ef-fe57-49fe-a516-77b9d3af0702_rw_1200.jpeg?h=48167f16b90def3876a9b8ff0f9a3f5c)
![](https://cdn.myportfolio.com/ab318e62-a508-4912-9424-3a1c0e60ec5b/dd53b465-b8d7-46d7-ab71-47725f6ee5ef_rw_600.jpeg?h=555874121313cd376409b54d7c4832fc)
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.
![](https://cdn.myportfolio.com/ab318e62-a508-4912-9424-3a1c0e60ec5b/531effa3-0661-43d2-9043-59945eb70c9d_rw_1200.jpeg?h=09d5469fd5694ae7b4835904f150b5db)
![](https://cdn.myportfolio.com/ab318e62-a508-4912-9424-3a1c0e60ec5b/ea8d1cbf-4a51-4537-a19e-e33ad72fa8d5_rw_1200.jpeg?h=2751d32e4209204d0a6e919c4f5ea717)
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.