Advanced Concepts

While on the games team at Mattel, I was given the exciting opportunity to help launch the Advanced Concepts team—a division dedicated to pushing the boundaries of play through technology. The focus was on integrating cutting-edge innovations like voice assistants, connected devices, augmented reality, virtual reality, AI, and 3D printing into Mattel’s product lines. As a passionate creative technologist, I eagerly raised my hand to lead creative efforts for this new team.

As the lead creative, I was responsible for branding, packaging, app development, digital products, and web design. This involved overseeing the visual and interactive elements for both physical and digital products, ensuring cohesive experiences that resonated with the target audience. I also ventured into developing new navigation methods, including voice, gesture, and gaze navigation in virtual reality—a first-of-its-kind implementation that opened new doors in how users interact with our tech-driven toys.

This role allowed me to apply my knowledge of emerging technologies while refining my design skills in an entirely new arena, blending tech-forward thinking with traditional creative direction. The Advanced Concepts team was instrumental in shaping my approach to innovation, as we explored how technology can enhance and expand the world of play.