Tonies

At Tonies, my role is all about shaping the visual identity and defining the design language for Tonies Originals. I guide the overarching conceptual direction by turning abstract story ideas into characters and worlds that resonate with children to ensure every original product feels intentional and truly tonies.

In the past my work focused heavily on hands-on design and expanding what a Tonie can be. I have sculpted over 30 physical figurines, collaborating closely with global licensors like Disney, Paramount and Warner Bros. to bring beloved characters off the screen and into children's hands. Partnering with these major studios gave me a sharp instinct for navigating complex IP frameworks, learning how to innovate while respecting strict guidelines. I carried this strategic approach into developing new formats like My First Tonies, Pocket and Book Tonies, successfully taking these new categories from early sketches to global market readiness to support families at every stage of childhood.