Games Strategy

During my tenure at Disney, one category I was responsible for overseeing was Games. Upon my arrival, the Games category was experiencing a decline. I advocated for a strategic shift to target the Millennial and Gen Z consumer demographic by presenting data to illustrate the white space in the market.

As game nights gained popularity, it became an opportune moment to focus on the adult board game player. Villainous was the inaugural game developed with this demographic in mind. Subsequently, it secured Disney's first Toy of the Year Award, spawned 6+ expansion sets, extensions into multiple brands (Marvel, Star Wars, and Pixar), and supported growth into other categories such as puzzles. Villainous went on to become Disney’s all-time best selling board game, validating the strategic shift and paving the way for future games such as the recent hit Lorcana.

I was responsible for not only the strategy, but creative direction, art direction, art creation support, overlays, design support, and brand assurance.