MELISSA REALE
Explore My Work
Professional History
MY EXPERIENCE
PRODUCT DEVELOPMENT CONSULTANT: SNAP TOYS | LOS ANGELES, CA
Curated and managed strategic development of product stylization for new lines of plush/soft goods; developed 60+ SKUs for FAO Flagship store
Directed brand building/planning efforts for multiple products; aligned/developed brand concepts with marketing goals
Streamlined product detailing, costing, and material selection efforts; partnered cross-functionally with internal/ external stakeholders to ensure schedules and costing timelines were met
DIRECTOR, GLOBAL BRAND DESIGN & DEVELOPMENT: FUNRISE TOY CORPORATION | LOS ANGELES, CA
Oversaw operations for hardline & softline development of six key brands (My Life As, Luna Petunia, Singamalings, Positively Perfect 18” Doll, My Little Pony & Baby Alive) with projected revenue of $70M for 2017
Managed a team of five designers, one design/development manager, and various contracted designers
Served as key contributor for the introduction of Rainbow Butterfly Unicorn Kitten concept, resulting in a Funrise Toy partnership for animated content & multi-category consumer product lines with Saban Brands
Responsible for licensee/licensor relationship, product management, and approval submissions with Wal-Mart Private Label, Saban Brands, Hasbro, and Dr. Lisa Williams, World of EPI
Collaborated with Wal-Mart Girls Private Label PD Team on trend forecasting, line development of fashions and large/small accessories, modular set up, photoshoots, and line lists for $30M/yr. My Life As 18” doll brand
DESIGN DIRECTOR (CONTRACTED CONSULTANT): CARTWHEEL KIDS | LOS ANGELES, CA
Managed design of feature plush and technical development of licenses such as DC Comics, Hello Kitty, How To Train Your Dragon, Scooby-Doo, Peter Rabbit, Penguins of Madagascar & Cartwheel Kids intellectual properties
Monitored and maintained quality, cost, schedule, and development of projects/brands; partnered with licensed distributors to ensure designs/concepts were ready for new season
Accelerated development & launch of Penguins product by three months to coincide with early theatrical release
Initiated establishing plush category processes, timelines & milestone deliverables for CWK
CREATIVE DIRECTOR: DANU CORPORATION | LOS ANGELES, CA
Spearheaded product design & development for Build-A-Bear Workshop, Claire’s Accessories, Disney Stores, Disney Europe, Disney Parks, Babies R Us, Ikea
Managed the creative efforts of three internal designers and numerous seasonal freelance support designers on plush and toy apparel/costume design and development
Identified new product opportunities, including proprietary soft doll line Dollface (Build-A-Bear Workshop, Claire’s)
Provided conceptual/creative direction for client presentations, client acquisition, and new business pitches
Analyzed, catalogued, and presented competitive products/trends; supported creative development for product pitches
Fostered collaborative partnerships with our China team & manufacturing vendors/customers; monitored product development through Hong Kong, China, and Vietnam support teams
Facilitated improvement on design levels, interpreting retail needs, and understanding development requirements
DIRECTOR/CREATIVE DEVELOPMENT: MGA ENTERTAINMENT | LOS ANGELES, CA
Led creative strategy and execution on global brand asset development for MGA-licensed product worldwide
Managed team of six internal designers, one product manager, and multiple freelance designers
Provided oversight of design and development of product & packaging guides for multiple licensed categories & regions, including Bratz, Bratz Kidz, Bratz Babyz, Lil Bratz, Bratz Ponyz, YummiLand, LittleTikes, and Zapf Creations
Established and communicated global creative direction & brand strategy for style guide asset application to internal product development/licensing teams and external licensing partners
Drove integrated product approval process for proprietary hardline/Lifestyle categories
Oversaw design and delivery of all trade show/licensing summit creative support materials
DESIGN MANAGER, LIFESTYLES: MGA ENTERTAINMENT
Drove preliminary and development design of all non-licensed, mass-market product lines in the following categories: Home Décor, Sporting Goods, Youth Electronics, Activity, Stationery, Impulse, Jewelry, and Luggage
Supervised three internal designers and served as key driver for Lifestyle design initiatives, including liaising with MGA Hong Kong teams & manufacturing vendors
Directed focus testing for Lifestyle product lines; developed showroom design & build for trade show/presentation
DESIGN MANAGER, WORLD TOY: DISNEY CONSUMER PRODUCTS | LOS ANGELES, CA
Managed the design & development for accelerated launches of Direct Source plush product business
Led all aspects of product development on retail specific exclusive plush lines for mass-market accounts
Drove creative product design and development; directed/managed up to eight internal and freelance artists
Collaborated with key stakeholders from partners: Li & Fung and China-based factories (C&H, Danu, Playwell) on a $1M, 120 SKU product line with 6-week development timeline
DESIGN MANAGER: BIG IDEA PRODUCTIONS | CHICAGO, IL
Managed internal/external product design, development, and package approval in licensed and private label hardline categories, including Toys, Accessories, Gifts, HBA, Home Décor and Promotions
Provided primary support for design and development in Apparel and Publishing categories
SENIOR DESIGNER, DISNEY BRAND: MATTEL TOYS
Oversaw concept initiation through final production approval for the mechanical engineering of product lines in Disney Small, Fashion, Collector Dolls, Plush and Games
Key contributor to the design and development of theatrical releases of animated features such as The Lion King, Disney Princess, Pocahontas, Toy Story, Hercules, A Bug’s Life, and Mulan
EDUCATION & TRAINING
Master of Art in Spriritual Psychology – University of Santa Monica /2016
Bachelor of Fine Arts in Toy Design – Fashion Institute of Technology/1995
Internship: Mattel Toys, Large/Small Dolls
The Art and Craft of Writing for Children’s Animation – UCLA Extension Program/1998
PROFESSIONAL AFFILIATIONS & COMMUNITY INVOLVEMENT
WIT Membership (2013 – 2017) | Freedom to Choose, Women’s Prison Project Volunteer (2017) | Home Staging Intern, Visionary Home Staging (2013 – 2014) | School on Wheels Volunteer, Tutoring Homeless Children (2011-2013) | Step-Up Women’s Network (2010) | Writer’s Workshop Los Angeles, Creative Non-Fiction (2010) | Gobble-Gobble Give, Poverty Alleviation Project Volunteer (2009 – 2011)
"Your job is to discover the world and then with all your heart give yourself to it"
BUDDHA
Get in Touch
Interested in learning more about me, my work or how we can collaborate on an upcoming project? Feel free to reach out anytime, I would be more than happy to chat.