Dina Al Rifai – Creative Director at The Loyal Subjects – on how being a collector shapes her approach to design

Dina, it’s great to connect. How did you find your way into toy design?
I’ve always been drawn to toys. Obviously as a child, you play with toys, but as a younger adult, I was always collecting toys. I was originally going to school for illustration, but about two years in I realised: “Crap… This career path is going to be harder than I realised.” This was during the 2008 recession. I was at the Fashion Institute of Technology, which also had a toy design program, and they essentially guaranteed you’d have a job when you graduated.

One of my good friends – Rocío Cintrón, who’s an incredibly talented designer at Disney – followed the same path. She convinced me to join the toy program at FIT, and since I was already such a huge toy collector, I thought: “Yeah, why not?” It wasn’t something I originally imagined for myself, but it wound up being the perfect fit.

Terrific. And where did you work first?
After I graduated, I was at Jazwares and then I went over to Just Play. I was there for quite some time before joining The Loyal Subjects in 2024.

Does being a toy collector steer how you approach design?
Absolutely. I think it makes you a better designer because you naturally put yourself in the mindset of a collector, fan or customer buying your product. I know what details people focus on because they matter to me too – the eyes, the articulation, the softness of the fabric… Those little details really stand out to collectors.

The Loyal Subjects works with some terrific brands. How do you get to grips with an IP when creating licensed toys?
I usually start with the emotional hook – what is this product supposed to make someone feel? From there, I look at references of what’s been done, what’s out there, current trends and fan expectations. I’ll also dive into the fan community if I’m not already familiar with the product itself.

That part is really important because it helps me understand what fans actually expect. For example, I never watched M.A.S.K growing up – it just wasn’t on my radar. But once we started developing the line, I spent a lot of time exploring the fan community, looking at what collectors already had, what they were commenting on and what they wanted from us.

On the opposite end of the spectrum, I’m a huge Jem and the Holograms fan, so I naturally know what I’d want – but that’s also why it’s important to have a team around you to help keep things balanced.

Yes, I suppose one fan isn’t all fans.
Exactly. You can fall down a rabbit hole of designing too much for your own tastes. At some point you have to step back and ask: “Is this actually going to improve the product? Is it worth the added cost? Is it integral to the item’s success?” If the answer is no, then it’s probably just something you personally want to see.

When designing for fans, how do you balance creating toys with two audiences in mind – kids that will play with them, and collectors that might display them?
It’s a delicate balance of making sure it’s accessible for everyone. If it’s a $150 transforming vehicle with tons of features, you want it to look amazing on a collector’s shelf – but you also want it to be genuinely fun and playable for a child. And toys do have universal appeal – kids still want to consume everything, adults still want to consume everything – so we try to keep it cool for everyone.

What makes The Loyal Subjects an exciting place to work?
Well, for one, it’s full of creatives, from the top down. Jonathan Cathey, the owner, is a creative himself, and that was a huge draw – having a CEO who ‘speaks the language’ and really understands the toy making process. He drives the creative vision and fosters an environment where people are encouraged to think creatively and collaborate. Everyone there is genuinely passionate about what they do, and that creates a really unique energy.

What new launches are you excited about?
We’ve got a lot of exciting things coming. One is our Palworld line, which is tied to one of the biggest modern gaming franchises with a massive global player base. We’ve got a huge assortment launching this summer across collectibles, figures and plush.

On the theatrical side we have Hunger Games product launching this fall, aligning with the release of the Sunrise On The Reaping movie coming out this November. It’s a mix of fashion dolls, our stylised small figures, and micros, all spanning the entire Hunger Games universe.

Another theatrical is Angry Birds, with the third movie releasing this Christmas where we have some fun collectibles coming out. M.A.S.K continues to be huge for us. It’s such a legendary toy line with so many iconic characters and vehicles, and we’ve got a lot of fun new additions planned – more heroes, more villains and some really unique toys that I think fans are going to love.

Amazing. And you’re also developing your own IP these days too?
Yes, we have Skittens launching this fall. They’re stylish kittens inspired by streetwear culture, with really fun personalities and fashionable looks. Expect cute plush with awesome outfits and lots of character.

Are you a cat person?
I am a big cat person.

So that’s exciting for you on many fronts.
Ha, it really is!

And you mentioned you have plenty of classic brands, like M.A.S.K, Jem and Rainbow Brite. What is the balance like between retaining what people remember about a brand, while making the toy work for today?
We always look at what was done previously, and how well it was received – and we look at whether it’s a matter of honouring the past exactly as it was, or evolving it. Do we want to upgrade what was done before and reinvent it? Or is it something we’re bringing back exactly as it was and expect people to react the same way they did 30 years ago…

A lot of the time we do choose the option of going down the route of improving it or upgrading it to be a bit more modern. The 80s had a very classic look to it – we have to respect that, rather than replicating it exactly. Otherwise, it might not resonate with a younger audience.

And what would improving or modernising one of these toys look like?
It can be things like updated eyes, brighter colors, improved articulation, better materials or newer production techniques. It’s really about asking: “How do we improve this while still respecting what people loved about it originally?”

Before we wrap up, how do you fuel your creativity?
I like seeing what’s out there – whether it’s looking at classical artists or contemporary artists – or travelling. Experiencing different cultures, environments, and retail spaces can be incredibly inspiring. But honestly, I think creativity also comes down to mindset. If you stay curious and open-minded, you can find inspiration almost anywhere.

And last question! What’s The Loyal Subjects’ most underrated line?
From my time there, I’d probably say Rainbow Brite. There’s so much of that universe I would have loved to make!

Looking at TLS more broadly though, I’d say the Action Vinyls line. They were incredibly cool products and did really well for the company. I’d love to see that line come back because I think it would resonate even more with today’s collector community.

We’ll keep our eyes peeled for that! Dina, a huge thanks. Let’s tie-in again soon!

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