Pikmi Pops
LAUNCHING PRODUCT INNOVATION IN TOY
Launched in September of 2017, Pikmi Pops became a sensation by blending multi-sensory appeal with the thrill of surprise. Designed as collectible, scented plush toys hidden within colorful lollipop-shaped packaging, they captivated kids with a unique unboxing experience. The excitement of discovering which adorable character they received — each with a delightful scent like bubble gum, peppermint, or chocolate — made them irresistible. The addition of fun messages and surprise charms further enhanced engagement, transforming Pikmi Pops into a must-have collectible.
This strategy of combining sight, smell, and touch with the joy of surprise led to Pikmi Pops' success, demonstrating the power of immersive brand experiences.
CATEGORY-LEADING CREATORS
As U.S. Brand Manager for Moose Toys, I led the strategic development and execution of influencer-driven content campaigns for Pikmi Pops, the top priority girls’ collectible brand at Moose Toys.
Influencer Partnerships & Content Leadership:
Secured Top Toy Influencer Partnerships: Established high-impact collaborations with leading toy influencers, including YouTube sensations CookieSwirlC, Tic Tac Toy, and Madison and Beyond, amplifying brand reach and credibility.
Custom Content Video Concepts: Developed and directed engaging custom content videos featuring top toy creators, ensuring on-brand storytelling that captivated the target audience.
Custom Prop Development: Designed and managed the creation of bespoke props for influencer content, enhancing visual storytelling and brand consistency.
RECORD-BREAKING SUCCESS
Achieved category and company firsts!
Record-Breaking Brand Success: Pikmi Pops became the #1 plush brand at mass retail in the U.S. and earned two consecutive nominations for Collectible of the Year by The Toy Association.
Big Success at Retail: Pikmi Pops became a 2x nominee and 1x winner for Walmart’s Top Rated by Kids initiative, garnering additional premium feature space and promotion at retail.
EXCLUSIVE PRODUCT LAUNCH WITH HISTORIC ICON
Developed a 2x high-impact partnership with world champion, gold medalist, and cultural icon Simone Biles, showcasing custom content and an exclusive, limited-edition product offering at Target stores nationwide.
