I partnered with Hasbro to successfully win the $500MM Disney Princess franchise from Mattel, representing a massive strategic victory for our Client. I led global research to understand the meaning of Princesses in different cultures and discover how girls engaged with the concept differently around the world. 

These insights galvanized our strategy, helping Disney create more relevant, empowering role-models, who appeal to modern girls, with Bravery, Athleticism and Humor. The shift from Passive to Purposeful Princesses is being activated across the brand, from entertainment to dolls and toys. 

Following our pitch win, I worked with the Disney Imagineering Team for a three day immersive workshop at Disney Land, California. The session created the annual pipeline of Disney Princess products across key lines.

Product formats covered all play patterns including, hair play, vehicle play, creative play, bath play etc. The process generated 100s of viable products fuelling the go to market plans for 2015/16