Hasbro’s Shelby Bowman on why brands like LITTLEST PET SHOP and LITE-BRITE continue to resonate

Shelby, it’s great to chat. To kick us off, what set you on a path into product development?
I’ve spent 25 years in the toy industry, driven by a passion for turning big ideas into playful, magical moments. I’ve always thrived in that early spark of ideation, whether I’m sketching alone or bouncing ideas around in a fast-paced brainstorm. There’s something incredibly energising about the creative unknown – when anything is possible and every scribble could be the start of something great.

I constantly explore retail spaces, track emerging trends online and absorb visual inspiration from everywhere, all in pursuit of what’s next. That blend of curiosity, intuition, and imagination is what pulled me into product development, and it’s what keeps me coming back every day.

Terrific. Now, let’s talk LITTLEST PET SHOP. You have a relationship with this brand stretching back to its original incarnation, is that right?
Yes, LITTLEST PET SHOP has been a special part of my journey. I’ve had the joy of working on the brand for over 20 years, starting as an art director at Hasbro where I helped shape the original packaging and branding. I later moved into Girls’ product design, diving deeper into how kids imagine, play, and connect with these tiny, personality-packed pets. Today, I’m thrilled to be part of the brand’s relaunch with Basic Fun!, bringing fresh energy to product and packaging development for today’s kids.

Why do you feel the brand – and Basic Fun!’s range – continues to resonate?
LITTLEST PET SHOP continues to resonate because it empowers kids to tell their own stories in a world that’s irresistibly cute, colorful, and full of character. Its signature bobbleheads, vibrant styling, and collectible charm have captured hearts across generations. Basic Fun! has done an incredible job honouring what made the brand iconic while evolving the line in exciting ways for a new generation of fans.

From a design perspective, what is key to get right with LITTLEST PET SHOP lines?
Getting LITTLEST PET SHOP right starts with the details that made it beloved to begin with: the signature bobbleheads, expressive eyes and pets with distinct personalities that spark instant emotional connections. On the packaging side, bringing back the iconic logo, paw print, pet illustrations and signature colours was essential to capturing recognition and nostalgia.

Basic Fun! has blended those classic elements with fresh creative twists like themed sets and modern packaging formats. That balance between retro love and new excitement creates a line that honours the brand’s legacy while also inviting new fans into the world. It’s a beautiful mix of timeless charm and forward-looking design.

Another IP with remarkable heritage is LITE-BRITE. How has Hasbro and Basic Fun! approached tapping into ‘retro’ appeal, while also bringing something fresh to the brand?
LITE-BRITE is such a magical brand with an amazing legacy. It sparks instant nostalgia while still feeling full of creative potential. A colleague and I pitched the idea for a large-scale format – LITE-BRITE Wall Art – to reimagine the peg-and-light experience for older audiences in a bold, modern way. It’s about supersizing the fun and creating light art that works for new formats, spaces and age groups.

I’ve had a blast collaborating with Basic Fun! on product and packaging ideas that honour the retro charm of the original while exploring new ways to play, display, and express creativity. At the heart of it all is that same core idea: using light to bring imagination to life.

What’s the key to positive creative collaborations between your team and a licensee like Basic Fun!?
Successful collaborations start with mutual respect and open communication. When both teams feel heard and invested, that’s when the best ideas take shape. Early alignment is key. When we collaborate from the start, we’re able to build a shared vision and contribute our strengths in meaningful ways.

We each bring something unique – whether it’s brand knowledge, design expertise, or market insight – and we use those tools to complement each other. At the end of the day, we’re united by the same mission: to create products fans love that stay true to the brand’s heart.

Last question! What fuels your creativity?
Curiosity is what fuels me most. I’m always asking “what if?” and chasing ideas that start as just a spark. I find inspiration everywhere – on store shelves, in vintage toy books, or scrolling through design blogs. I work best in tight creative teams where ideas bounce quickly and organically.

Often, I’ll start with loose sketches or quick thoughts and let them evolve naturally. For me, the real joy comes from reimagining nostalgic play patterns in ways that feel fresh and relevant for today’s kids. That connection between past and present is where the magic happens.

Great answer. Thanks again Shelby!

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