Industrial Design: Animoodles
CEO, Chief Designer, Co-Founder
2014-2022
Industrial Design: Animoodles
CEO, Chief Designer, Co-Founder
2014-2022
Industrial Design: Animoodles
CEO, Chief Designer, Co-Founder
2014-2022
Industrial Design: Animoodles
CEO, Chief Designer, Co-Founder
2014-2022
Industrial Design: Animoodles
CEO, Chief Designer, Co-Founder
2014-2022
Invented and launched a top selling toy brand, scaling team to 35 people and generating $500k+ retail sales in 18 months.
Invented and launched a top selling toy brand, scaling team to 35 people and generating $500k+ retail sales in 18 months.
Invented and launched a top selling toy brand, scaling team to 35 people and generating $500k+ retail sales in 18 months.
Invented and launched a top selling toy brand, scaling team to 35 people and generating $500k+ retail sales in 18 months.
Invented and launched a top selling toy brand, scaling team to 35 people and generating $500k+ retail sales in 18 months.
How do you design classic toys for today's kids, who are obsessed with digital devices?
Origin
Stuffed animals have long been the favorite toys of my mom, brother, sister, and I. Our beloved stuffed animals inspired us to come up with personalities and stories for them, sparking our imaginations.
How do you design classic toys for today's kids, who are obsessed with digital devices?
Origin
Stuffed animals have long been the favorite toys of my mom, brother, sister, and I. Our beloved stuffed animals inspired us to come up with personalities and stories for them, sparking our imaginations.
How do you design classic toys for today's kids, who are obsessed with digital devices?
Origin
Stuffed animals have long been the favorite toys of my mom, brother, sister, and I. Our beloved stuffed animals inspired us to come up with personalities and stories for them, sparking our imaginations.
How do you design classic toys for today's kids, who are obsessed with digital devices?
Origin
Stuffed animals have long been the favorite toys of my mom, brother, sister, and I. Our beloved stuffed animals inspired us to come up with personalities and stories for them, sparking our imaginations.
But these toys weren't compatible with each other. After I worked as a digital designer at Apple, Yahoo, and Ness, I decided to take on the challenge of fundamentally re-imagining stuffed animals.
One day at dinner, I visualized stuffed animals pulling apart then coming back together, and dancing. Maybe I could put strong magnets inside each stuffed animal part in order to make them buildable.
Starting point
After doing research on the competitive landscape and materials, I designed and sewed the first functional prototype by hand. It included magnets hidden within colored fabric joints.
But these toys weren't compatible with each other. After I worked as a digital designer at Apple, Yahoo, and Ness, I decided to take on the challenge of fundamentally re-imagining stuffed animals.
One day at dinner, I visualized stuffed animals pulling apart then coming back together, and dancing. Maybe I could put strong magnets inside each stuffed animal part in order to make them buildable.
Starting point
After doing research on the competitive landscape and materials, I designed and sewed the first functional prototype by hand. It included magnets hidden within colored fabric joints.
But these toys weren't compatible with each other. After I worked as a digital designer at Apple, Yahoo, and Ness, I decided to take on the challenge of fundamentally re-imagining stuffed animals.
One day at dinner, I visualized stuffed animals pulling apart then coming back together, and dancing. Maybe I could put strong magnets inside each stuffed animal part in order to make them buildable.
Starting point
After doing research on the competitive landscape and materials, I designed and sewed the first functional prototype by hand. It included magnets hidden within colored fabric joints.
But these toys weren't compatible with each other. After I worked as a digital designer at Apple, Yahoo, and Ness, I decided to take on the challenge of fundamentally re-imagining stuffed animals.
One day at dinner, I visualized stuffed animals pulling apart then coming back together, and dancing. Maybe I could put strong magnets inside each stuffed animal part in order to make them buildable.
Starting point
After doing research on the competitive landscape and materials, I designed and sewed the first functional prototype by hand. It included magnets hidden within colored fabric joints.
But these toys weren't compatible with each other. After I worked as a digital designer at Apple, Yahoo, and Ness, I decided to take on the challenge of fundamentally re-imagining stuffed animals.
One day at dinner, I visualized stuffed animals pulling apart then coming back together, and dancing. Maybe I could put strong magnets inside each stuffed animal part in order to make them buildable.
Starting point
After doing research on the competitive landscape and materials, I designed and sewed the first functional prototype by hand. It included magnets hidden within colored fabric joints.
Material testing
I wanted to get a signal on whether magnets were the right mechanism to make the stuffed animal parts detachable and buildable. So I conducted user research to verify whether magnets were the right mechanism to make the stuffed animal parts detachable and buildable.
Material testing
I wanted to get a signal on whether magnets were the right mechanism to make the stuffed animal parts detachable and buildable. So I conducted user research to verify whether magnets were the right mechanism to make the stuffed animal parts detachable and buildable.
Material testing
I wanted to get a signal on whether magnets were the right mechanism to make the stuffed animal parts detachable and buildable. So I conducted user research to verify whether magnets were the right mechanism to make the stuffed animal parts detachable and buildable.
Material testing
I wanted to get a signal on whether magnets were the right mechanism to make the stuffed animal parts detachable and buildable. So I conducted user research to verify whether magnets were the right mechanism to make the stuffed animal parts detachable and buildable.
Material testing
I wanted to get a signal on whether magnets were the right mechanism to make the stuffed animal parts detachable and buildable. So I conducted user research to verify whether magnets were the right mechanism to make the stuffed animal parts detachable and buildable.
User research
A small team and I created more refined "looks-like" and "works-like" magnetic prototypes of Animoodles (pictured below), in order to conduct user research on the overall viability of the products. We tested these prototypes against stuffed animals that had detachable appendages (magnets, Velcro, plastic), as well as classic stuffed animals.
According to an average of over 100 kids and their parents in 6 major US metros (Sacramento, Palo Alto, Orange County, Phoenix, Austin, and New York City), our prototypes tested better than all the other stuffed animals. They received an average 9.7 rating out of 10, surpassing our go-to-market criteria of 7 out of 10.
User research
A small team and I created more refined "looks-like" and "works-like" magnetic prototypes of Animoodles (pictured below), in order to conduct user research on the overall viability of the products. We tested these prototypes against stuffed animals that had detachable appendages (magnets, Velcro, plastic), as well as classic stuffed animals.
According to an average of over 100 kids and their parents in 6 major US metros (Sacramento, Palo Alto, Orange County, Phoenix, Austin, and New York City), our prototypes tested better than all the other stuffed animals. They received an average 9.7 rating out of 10, surpassing our go-to-market criteria of 7 out of 10.
User research
A small team and I created more refined "looks-like" and "works-like" magnetic prototypes of Animoodles (pictured below), in order to conduct user research on the overall viability of the products. We tested these prototypes against stuffed animals that had detachable appendages (magnets, Velcro, plastic), as well as classic stuffed animals.
According to an average of over 100 kids and their parents in 6 major US metros (Sacramento, Palo Alto, Orange County, Phoenix, Austin, and New York City), our prototypes tested better than all the other stuffed animals. They received an average 9.7 rating out of 10, surpassing our go-to-market criteria of 7 out of 10.
User research
A small team and I created more refined "looks-like" and "works-like" magnetic prototypes of Animoodles (pictured below), in order to conduct user research on the overall viability of the products. We tested these prototypes against stuffed animals that had detachable appendages (magnets, Velcro, plastic), as well as classic stuffed animals.
According to an average of over 100 kids and their parents in 6 major US metros (Sacramento, Palo Alto, Orange County, Phoenix, Austin, and New York City), our prototypes tested better than all the other stuffed animals. They received an average 9.7 rating out of 10, surpassing our go-to-market criteria of 7 out of 10.
User research
A small team and I created more refined "looks-like" and "works-like" magnetic prototypes of Animoodles (pictured below), in order to conduct user research on the overall viability of the products. We tested these prototypes against stuffed animals that had detachable appendages (magnets, Velcro, plastic), as well as classic stuffed animals.
According to an average of over 100 kids and their parents in 6 major US metros (Sacramento, Palo Alto, Orange County, Phoenix, Austin, and New York City), our prototypes tested better than all the other stuffed animals. They received an average 9.7 rating out of 10, surpassing our go-to-market criteria of 7 out of 10.
Recruiting
After seeing such positive results, we decided to scale up our team with professionals who had backgrounds in character design, storytelling, product design, technology, and toys.
Recruiting
After seeing such positive results, we decided to scale up our team with professionals who had backgrounds in character design, storytelling, product design, technology, and toys.
Team coaching and mentorship
It is important for me to empower each team member to have ownership over their decisions, while I give feedback and high level direction. My approach to managing is focused on growth.
Team coaching and mentorship: It is important for me to empower each team member to have ownership over their decisions, while I give feedback and high level direction. My approach to managing is focused on growth.
Character design and illustration
A cornerstone of Animoodles' product differentiation is our emphasis on character design and illustration that resonates emotionally with both kids and adults. It was crucial for us to go above and beyond what typical toy companies do, so that our products could stand out in a crowded marketplace. In order to formulate and implement our creative strategy, I worked closely with our team from Disney and Pixar who previously worked on animated classics including Toy Story, Coco, Inside Out, Wall-E, Cars, and The Simpsons.
Character design and illustration
A cornerstone of Animoodles' product differentiation is our emphasis on character design and illustration that resonates emotionally with both kids and adults. It was crucial for us to go above and beyond what typical toy companies do, so that our products could stand out in a crowded marketplace. In order to formulate and implement our creative strategy, I worked closely with our team from Disney and Pixar who previously worked on animated classics including Toy Story, Coco, Inside Out, Wall-E, Cars, and The Simpsons.
Character design and illustration
A cornerstone of Animoodles' product differentiation is our emphasis on character design and illustration that resonates emotionally with both kids and adults. It was crucial for us to go above and beyond what typical toy companies do, so that our products could stand out in a crowded marketplace. In order to formulate and implement our creative strategy, I worked closely with our team from Disney and Pixar who previously worked on animated classics including Toy Story, Coco, Inside Out, Wall-E, Cars, and The Simpsons.
Character design and illustration
A cornerstone of Animoodles' product differentiation is our emphasis on character design and illustration that resonates emotionally with both kids and adults. It was crucial for us to go above and beyond what typical toy companies do, so that our products could stand out in a crowded marketplace. In order to formulate and implement our creative strategy, I worked closely with our team from Disney and Pixar who previously worked on animated classics including Toy Story, Coco, Inside Out, Wall-E, Cars, and The Simpsons.
Character design and illustration
A cornerstone of Animoodles' product differentiation is our emphasis on character design and illustration that resonates emotionally with both kids and adults. It was crucial for us to go above and beyond what typical toy companies do, so that our products could stand out in a crowded marketplace. In order to formulate and implement our creative strategy, I worked closely with our team from Disney and Pixar who previously worked on animated classics including Toy Story, Coco, Inside Out, Wall-E, Cars, and The Simpsons.
World building
We sought to build a cohesive narrative for the Animoodles through world building. We spent months studying our favorite stories and worlds, and I led story workshops with our internal story, art, design, and product team.
World building
We sought to build a cohesive narrative for the Animoodles through world building. We spent months studying our favorite stories and worlds, and I led story workshops with our internal story, art, design, and product team.
World building
We sought to build a cohesive narrative for the Animoodles through world building. We spent months studying our favorite stories and worlds, and I led story workshops with our internal story, art, design, and product team.
Story
We sought to build a cohesive narrative for the Animoodles through world building. We spent months studying our favorite stories and worlds, and I led story workshops with our internal story, art, design, and product team.
Story
After many soul-searching discussions, our team aligned on our story approach.
The story of the Animoodles:
Long ago, a supervolcano named Mount Moody got angry and erupted. This transformed all the animals into Animoodles, creatures with swappable parts!
Iris Unicorn is from the Isle of Mythos, where magic fills every corner. She used her magical wayfinding horn to navigate her way around the world.
The story of the Animoodles:
Long ago, a supervolcano named Mount Moody got angry and erupted. This transformed all the animals into Animoodles, creatures with swappable parts!
Iris Unicorn is from the Isle of Mythos, where magic fills every corner. She used her magical wayfinding horn to navigate her way around the world.
But one day, Iris Unicorn flew too closely to Mount Moody when it was erupting. She tumbled down into the faraway Wild Jungle, where Randy Orangutan, Hazel Sloth, Miguel Frog, Brady Lion, and Sophie Elephant live.
But one day, Iris Unicorn flew too closely to Mount Moody when it was erupting. She tumbled down into the faraway Wild Jungle, where Randy Orangutan, Hazel Sloth, Miguel Frog, Brady Lion, and Sophie Elephant live.
The Wild Jungle Animoodles had never seen a unicorn before, and were curious about where she came from. However, Iris Unicorn's wayfinding horn got damaged from the tumble into the Wild Jungle, so she can't find her way home. The Wild Jungle Animoodles decided to join Iris Unicorn's epic quest to find her mystical home on the Isle of Mythos.
This sets the Animoodles on a journey to help Iris Unicorn find her way home. Along the way, the Animoodles meet new characters in new lands. They must use their unique strengths to work together, such as combining Sophie Elephant's perfect memory with Randy Orangutan's cleverness and Hazel Sloth's ability to stay calm.
The World of Animoodles expands as the Animoodles continue their epic quest, into the Storytale Forest and beyond.
The Wild Jungle Animoodles had never seen a unicorn before, and were curious about where she came from. However, Iris Unicorn's wayfinding horn got damaged from the tumble into the Wild Jungle, so she can't find her way home. The Wild Jungle Animoodles decided to join Iris Unicorn's epic quest to find her mystical home on the Isle of Mythos.
This sets the Animoodles on a journey to help Iris Unicorn find her way home. Along the way, the Animoodles meet new characters in new lands. They must use their unique strengths to work together, such as combining Sophie Elephant's perfect memory with Randy Orangutan's cleverness and Hazel Sloth's ability to stay calm.
The World of Animoodles expands as the Animoodles continue their epic quest, into the Storytale Forest and beyond.
Go to Market: Product Launch
Go to Market: Product Launch
Go to Market: Product Launch
We launched Animoodles on Kickstarter, and raised $100k — making Animoodles the highest funded classic toy on Kickstarter in 2017. View the campaign here.
We launched Animoodles on Kickstarter, and raised $100k — making Animoodles the highest funded classic toy on Kickstarter in 2017. View the campaign here.
We launched Animoodles on Kickstarter, and raised $100k — making Animoodles the highest funded classic toy on Kickstarter in 2017. View the campaign here.
We launched Animoodles on Kickstarter, and raised $100k — making Animoodles the highest funded classic toy on Kickstarter in 2017. View the campaign here.
We launched Animoodles on Kickstarter, and raised $100k — making Animoodles the highest funded classic toy on Kickstarter in 2017. View the campaign here.
Result
Since we began shipping Animoodles to customers, we have done $500k in retail sales in under 18 months, becoming a successful toy brand. Animoodles has become a bestseller on Amazon, Nordstrom, and our e-commerce website at theanimoodles.com.
Result
Since we began shipping Animoodles to customers, we have done $500k in retail sales in under 18 months, becoming a successful toy brand. Animoodles has become a bestseller on Amazon, Nordstrom, and our e-commerce website at theanimoodles.com.
Animoodles have received 20m+ views on YouTube, 500m+ media impressions, international press coverage, and numerous design and toy industry awards.
Animoodles have received 20m+ views on YouTube, 500m+ media impressions, international press coverage, and numerous design and toy industry awards incluidng Amazon's Holiday Toy List.
Animoodles have received 20m+ views on YouTube, 500m+ media impressions, international press coverage, and numerous design and toy industry awards incluidng Amazon's Holiday Toy List.
Animoodles have received 20m+ views on YouTube, 500m+ media impressions, international press coverage, and numerous design and toy industry awards incluidng Amazon's Holiday Toy List.
Animoodles have received 20m+ views on YouTube, 500m+ media impressions, international press coverage, and numerous design and toy industry awards incluidng Amazon's Holiday Toy List.
Most of all, we have built a diverse and passionate fanbase that absolutely loves playing with Animoodles. We recently calculated that you can make over 2 trillion unique combinations with our first 14 Animoodles!
Most of all, we have built a diverse and passionate fanbase that absolutely loves playing with Animoodles. We recently calculated that you can make over 2 trillion unique combinations with our first 14 Animoodles!
Most of all, we have built a diverse and passionate fanbase that absolutely loves playing with Animoodles. We recently calculated that you can make over 2 trillion unique combinations with our first 14 Animoodles!
Changing the way kids play
We have been able to offer kids a soft, tangible toy to play with that inspires their creativity, gets better the more they collect, and reduces their digital screen time.
Changing the way kids play
We have been able to offer kids a soft, tangible toy to play with that inspires their creativity, gets better the more they collect, and reduces their digital screen time.
Possible combos
Possible combos
2t+
2t+
2t+
2t+
2t+
18 mo. revenue
18 mo. revenue
$500k
$500k
$500k
$500k
$500k
Kickstarter toy
Kickstarter toy rank
#1
#1
#1
#1
#1
YouTube views
YouTube views
20m+
20m+
20m+
20m+
20m+
Media impressions
Media impressions
Media impressions
Media impressions
500m+
500m+
500m+
500m+
500m+
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