In the era of baby dolls, toy soldiers, cars, and trucks—a potato was introduced. Before it became an actual plastic toy, Potato Head was a set of plastic inserts that allowed kids to create any type of face on any vegetable or soft object. Besides being the first advertised toy on television in 1960’s, it was also an innovative concept of boundless play that appeals to children and adults to this day—
a form of play that built Hasbro’s legacy
Considered one of the leading brands in the toy and entertainment industries today, with the richest portfolio of brands and intellectual properties, Hasbro offers the most diverse set of characters, narratives and concepts of play.

This makes Hasbro an ideal brand to redefine the rules of play, and pioneer a long overdue cultural evolution in the whole industry. 
Hasbro champions play that ignites imagination, cultivates confidence, and honors all—brand pillars at the core of any brand activation.

The visual system takes inspiration from the suddenness of kids' imagination.
Where we play and how we consume entertainment is shifting rapidly. In order to provide relevant brand activations, we had to look at different cultural trends that are impacting the consumer behavior in toy and entertainment industries.
For the 2024 graduate thesis project on SVA’s Masters in Branding program, students had to question typically gendered brands and arenas that are poorly reflecting gender. By poking at existing legacy systems we were to unearth opportunities that can solve brand, societal, community and personal challenges.
Team: Arturo Siguenza Kim, Jackson Dunn, John Lytle, Max Meighen, Vidan Ristović
Project Type: Cultural Brand Repositioning
My Role: Cultural Strategist, Art Director, Brand Designer
Year: 2024