Hasbro: Baby Alive
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.
Packaging Design
- Create fun, engaging, and age-appropriate packaging that stands out on shelves and online.
- Ensure consistency across product lines while keeping designs fresh and exciting.
objective
Back of package
lil dreamer dolls
Snack n Snuggle PAckage
- Increased shelf appeal and brand consistency.
- Improved production efficiency by optimizing packaging layouts.
- Designed multiple SKUs that successfully launched in retail and eCommerce.
Results
- Developed custom illustrations, color palettes, and typography to reflect Baby Alive’s playful and nurturing personality.
- Designed dielines and worked closely with manufacturers and printers to ensure accurate color and high-quality materials.
- Integrated open box designs to showcase the dolls and accessories while maintaining branding integrity.
Process
Tea PArty doll Package
Super BFF doll Package
eCommerce & Digital Marketing
- Design high-converting eCommerce assets for Amazon, Target, Walmart and Hasbro’s website.
- Develop engaging digital marketing banners for cross-marketing and to drive sales
objective
- Improved conversion rates on eCommerce platforms.
- Enhanced customer engagement through visually appealing content.
- Created digital assets that aligned seamlessly with Baby Alive’s playful branding.
Results
- Created Amazon A+ Content, including lifestyle imagery and infographics
- Developed digital banners and promotional assets for campaigns.
- Organized content into PDF guides for clear, accessible, and user-friendly presentation.
Process
Amazon A+ content
Target online store content
Amazon carousel images
Art Direction
- Lead and oversee photoshoots to create high-quality imagery for packaging, eCommerce, social media, and marketing campaigns.
- Ensure visuals align with Baby Alive’s brand guidelines, capturing its playful and nurturing essence.
objective
- Produced high-quality, brand-aligned imagery for eCommerce, packaging, and marketing materials.
- Enhanced product storytelling through engaging lifestyle and product shots.
- Streamlined photoshoot processes with detailed shot lists for efficiency and consistency.
Results
- Developed and produced detailed shot lists to ensure all necessary visuals were captured efficiently.
- Collaborated with photographers, stylists, and set designers to develop creative concepts.
- Directed on-set styling, lighting, and composition to ensure engaging and dynamic product imagery.
- Coordinated with the marketing team to ensure photos met the needs of digital and print applications.
- Provided post-production guidance, overseeing retouching and editing for consistency and quality.
Process
shot list
Baby Alive digital banner
Branding & Visual Identity
- Maintain and evolve the Baby Alive brand identity across all design applications.
- Develop style guides and templates for consistency.
objective
- Strengthened Baby Alive’s brand presence across multiple platforms.
- Ensured visual consistency across packaging, digital, and marketing.
Results
- Refreshed brand assets, including patterns, iconography, and color schemes.
- Designed brand guidelines doc ensuring consistency across packaging, digital, and marketing materials.
- Created visual assets and toolkits for new characters and packaging.
Process
credit: baby alive branding created by candace metzger + Hasbro team
baby Alive brand assets
baby Alive brand guide
Baby Alive character toolkit
Final Thoughts & Impact
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.
