Wishbone is a brand that is committed to creating a new generation of classic children's toys that are sustainable, responsible and deliver awesome play (and learning) value for the little ones using them. Working in-house and building on their existing brand history and loyal customer base, I helped design and create a range of products, product extensions and accessories that would resonate with their existing customer base. Collaborating with global design partners to design and test products that would meet US, Europe & NZ/AUS safety standards, we also carried out local in-market research and led user testing that helped inform product development and product pipeline planning. I helped design a multi-currency, e-commerce Shopify store alongside fulfilment and development partners. This enabled Wishbone to reach a wider audience and sell their products in new markets. As part of that workstream I art directed photography and videography to capture hero marketing assets that aligned with Wishbone's modern heritage brand styling. The products were well received and the updated e-commerce Shopify store enabled Wishbone to reach a wider audience and help grow their brand awareness globally.