Elevating holiday magic worldwide: I led the creative licensing strategy for Elf on the Shelf® Santaverse, shaping style guides and brand assets that defined its global presence.
From the UK (2022) to Italy & Spain (2023), and Australia & New Zealand (2024): I led Elf on the Shelf®’s first McDonald’s Happy Meal program—a record-breaking success that sold out and expanded worldwide.
Collaborated with At Home to art direct 3 exclusive style guides and direct 1,500+ exclusive products across textiles, décor, and seasonal—merchandised in 250 stores nationwide.
Brought the Elf on the Shelf® into gaming with it's first ever platform game: led packaging & creative direction, while collaborating with Outright Games to shape gameplay and brand authenticity.
