Weird n’ Wild Creatures
Weird n’ Wild Creatures is a blockbuster children’s series I developed while at IMP in NYC. I conceptualized the series and guided it through NPD testing phases. I directed marketing creative through testing and product launch and wrote a majority of the DM copy, resulting in DM response rates of more than 4%. We combined archived artwork with the highest quality new illustrations to create a multi-platformed product with trading cards, games, a custom-built website, and multiple add-ons such as toys, puzzles and action figures. As Editor and Web Development Manager, I led a team comprising three packagers, including one in India, dozens of writers, designers and illustrators, and managed a budget of more than $3.5 M. Ultimately, we turned valuable, but under-utilized content into a winning, multi-dimensional product with a cost-effective format and a .9 ROI. It continues to be one of the company’s most successful products.