Hasbro’s Kaiser Ramos discusses new launches for FurReal, Jem and the Holograms – and the key to fruitful creative collaborations

Kaiser, thanks for making time. Let’s start at the beginning… What set you on a path into toy design?
The first time I truly understood the cultural power of toys was during a visit to Toy Tokyo here in New York City in the early oughts. I had played with toys as a kid, but that visit – long after I thought I’d “aged out” of toys – reawakened a deep appreciation for them as objects of art, storytelling and nostalgia. I remember being in awe of the Godzilla figures, Japanese imports, vintage Transformers and art toys by legendary creators like Junko Mizuno.

Years later, while studying illustration in college, I came across a course listing for “Toy Design 101” and immediately knew I had to pursue it. I’m now a proud graduate of the Toy Design program at the Fashion Institute of Technology. After graduating, I landed a job in the toy industry right away and I’ve never looked back. Today, I’m an Associate Product Development Manager in licensing at Hasbro, and I still carry that sense of wonder from Toy Tokyo with me every day.

Lovely. Now, let’s talk about a brand you work on at Hasbro, FurReal. What are some recent highlights in terms of launches for the brand?
One of the most exciting things about FurReal is how the brand stays aspirational and relevant while still rooted in the classic, nurturing play that made it successful in the first place. A standout example is Daisy the Yoga Goat, a product that blends hilarious, trendy behavior with the delightful innovation that defines FurReal.

Another upcoming addition is Maggie the Feed and Follow Cow, launching in Fall 2025. She represents the kind of interactive, charming play experience that FurReal excels at delivering.

And why does the brand continue to resonate?
What’s so powerful about this brand is that it allows kids to engage in the joys of pet care and companionship – without the risks or responsibilities of a real animal. There are animals you can commonly run across adopting like dogs, cats or birds but there are also ones an everyday kid may not be able to own like a goat or a monkey which would make exciting play companions.

There’s also some impressive tech and design under the fur here. Can you talk me through how the design collaborations between Hasbro and Just Play works when developing new lines?
We work very closely with the incredibly talented team at Just Play. Our bi-weekly meetings include in-depth design reviews where we dive into everything – from play mechanics down to eye colour. We brainstorm, share trend research, and sometimes pull inspiration from the Hasbro archives. We might reuse a successful mechanism from a legacy toy but update its aesthetic or introduce a new animal type that hasn’t been seen before.

Unlike IP-driven brands, FurReal is fuelled by play and innovation. It’s a space where the everyday experiences of pet ownership inspire fresh ideas. The collaboration is about balancing authenticity, innovation and play value in ways that feel real and exciting for kids today.

We should also talk about Jem and the Holograms! Can you talk us through some highlights from this year’s relauch with The Loyal Subjects?
It’s incredible to see Jem and the Holograms back after 40 years, and the excitement from fans has been overwhelming. Seeing collectors hunt for the new doll on shelves was proof of just how powerful nostalgia can be when it’s done right.

This anniversary release celebrates the Truly Outrageous Jem, and we worked closely with The Loyal Subjects to reimagine the character through a retro-modern lens. We’ve also introduced the Jerrica and Synergy collector two-pack, which pays tribute to an iconic moment from the original show. This brand is built on music, fashion, and attitude – and we’re embracing all of that in the product line.

Were you already a fan of the brand prior to working on it?
I wasn’t around when the show first aired, but a childhood friend introduced me to it after learning I was obsessed with Sailor Moon. We popped in a VHS of Jem and the Holograms, and we were hooked for life!

And what does a great Jem and the Holograms toy need to do?
A great Jem toy needs to capture the character’s glam, music and spirit. We made thoughtful updates for today’s collectors, like adding multiple points of articulation, a microphone stand that plays the theme song, and preserving the vintage-style box art. Her make-up, big hair and concert-ready accessories are all love letters to fans. The success of this line is a labour of love, driven by a team of passionate creatives who wanted to reintroduce Jem in a way that felt both authentic and new.

On that, what’s the key to positive creative collaborations between your team and a licensee like Just Play or The Loyal Subjects?
The foundation of a strong creative partnership is clear, open communication and a willingness to stay flexible. Trust is essential. The best outcomes come when everyone respects each other’s expertise and works collaboratively to build something special. It might sound cliché, but teamwork really does make the dream work – and the proof is in the products we’ve created together.

Final question! What fuels your creativity?
My creativity is fueled by a love of storytelling and world-building. I watch a lot of animated series, live-action shows, and play video games, all of which inspire new ideas and perspectives. These forms of media build powerful fandoms, and I often look to them to understand how products can become part of those larger stories.

I think about how every element – from the play pattern to the packaging artwork – can contribute to a bigger narrative. I’m always asking: “What themes or trends can we tap into from a licensing standpoint?” That constant curiosity drives how I approach product development and keeps the work fresh and exciting.

Thanks again Kaiser!

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