Hasbro asked us to launch a new toy called Telepods, with “2 ways to play”. Firstly, it recreated the Angry Birds game format in physical form: knocking down structures with projectile birds, and secondly, each projectile figure had a QR code on the base, which could be scanned into the Angry Birds App to unlock features in the game. Rather than treating kids like focus group respondents we collaborated with them, treating them like creative teams and asking them to develop their own commercials. 

The illustrated stories the children created led to the insight that, for kids, the “2 ways to play” were actually one seamless experience. Telepods opened a window between physical and digital worlds, allowing adventures to move seamlessly between the two. This insight inspired a grander, highly motivating brand positioning and communications to launch the brand, which sold 1 million figures within just 1 month. 

We were asked to develop 15” TVCs to launch the Telepods product. However, I identified a much bigger and more efficient opportunity to create native advertising within the Angry Birds game (one of the most downloaded Apps of all time). Highly tailored messages would suggest the specific Telepod figure you could use to unlock birds and help you complete levels during the “Try Again” frame of the game. 

This presented Telepods as a solution at the exact moment the need occurred. Realizing the potential of the Telepod product’s QR codes to act as unique ‘keys’ we also developed a ‘Choose your own adventure” experience where each character would unlock unique narratives on the Angry Birds Cartoon platform. This idea had the potential to expand the product’s capability while also leveraging the Angry Birds video platform, which Rovio are eager to develop. 

I was involved in numerous New Product Innovation projects including developing the next generation digital experience for Furby, one of the world’s most popular toys, optimizing several products for Star Wars, the world’s largest movie franchise. 

And helping launch Disney Playmation, a groundbreaking gaming system of toys and wearables, which inspires kids to unleash their imaginations.