Role: PACKAGING DESIGN, Graphic design, ECOMMERCE DESIGN, Art direction, Brand design
As a designer working on Hasbro’s Baby Alive brand, I played a key role in developing engaging packaging, digital assets, and branding elements that appealed to parents and children alike. My work focused on creating visually compelling designs that strengthened Baby Alive's new brand identity and enhanced customer experience across multiple touchpoints.
objective
Back of package
lil dreamer dolls
Snack n Snuggle PAckage
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Process
Tea PArty doll Package
Super BFF doll Package
objective
Results
Process
Amazon A+ content
Target online store content
Amazon carousel images
objective
Results
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shot list
Baby Alive digital banner
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Results
Process
credit: baby alive branding created by candace metzger + Hasbro team
baby Alive brand assets
baby Alive brand guide
Baby Alive character toolkit
Working on Baby Alive has been an incredibly rewarding experience, not just as a designer but as part of a talented and passionate team. I deeply admire the creativity and dedication of the people I collaborated with—from product designers to marketers and photographers—who all share a commitment to bringing joy to children through imaginative play.
Through strategic design across packaging, digital, presentations, and branding, I helped Baby Alive maintain a strong, recognizable presence in the toy industry. My work contributed to increased customer engagement, a stronger brand identity, and higher eCommerce conversions.
Beyond the creative process, what makes this work truly meaningful is its lasting impact on children. Baby Alive is more than just a toy, it fosters nurturing, storytelling, and emotional connection. Knowing that my designs played a role in shaping these cherished experiences makes this project one of the most fulfilling in my career.