Packaging Design Leadership / Design / Rollout
This work involved leading the packaging design development across multiple SKUs and retail formats, ensuring consistency, clarity, and strong shelf impact across global markets.

Packaging design Leadership / Design / Rollout
This work involved leading the packaging design development across multiple SKUs and retail formats, ensuring consistency, clarity, and strong shelf impact across global markets.

Shopkins, created by Moose Toys, became a global phenomenon, redefining the collectibles category through character-driven design and playful retail experiences. Seasons 10–12 marked a key brand evolution, introducing miniature grocery-themed vessels and, in Season 12, a transition from traditional 2d vector illustrations to fully 3D-rendered characters on pack and in marketing.
Including the introduction and design of the “Real Littles” Logo.

Packaging was central to communicating this shift, evolving the visual system to feel more dimensional and contemporary while retaining the colour, form, and simplified graphic cues to communicate identity and enhance collectibility.

The result was a cohesive packaging system that modernised the brand while preserving the fun, surprise, and global appeal that defined Shopkins.

Packaging design leadership delivered during prior employment at Moose Toys.