JAKKS Pacific’s Hayley Woodward on the magic behind Disney Darlings

Hayley Woodward – Senior Director, Disney Brand, EMEA at JAKKS Pacific – discusses bringing Disney into nurturing dolls with Disney Darlings.

Hayley, it’s great to catch up. We’re here to talk Disney Darlings – how did this range come about?
Disney Darlings started as a white space opportunity to bring the Disney brand to the nurturing doll aisle. While Disney dominated many toy categories with its breadth of IP, they did not have a meaningful position in the nurturing aisle. JAKKS – in partnership with Disney – began the strategic and creative process that would ultimately lead to Disney Darlings.

Diving into that, what was it important for these dolls to capture?
As we began our exploration, we endeavoured to define what Disney meant to consumers and determine how to extend that into the nurturing aisle. Where we netted out was the emotional response – that feeling you get when you engage with a Disney brand, whether it be at a park, in theatres, on Disney+ or anywhere you engage with the brand. It’s a feeling of joy, happiness and warmth in your heart. No matter your age, Disney just makes you happy. And that is the core positioning of Disney Darlings – The Happiest Babies on Earth.

Terrific! And for anyone that hasn’t seen Disney Darlings in action, can you talk us through the play here?
Well, as with everything Disney, it’s starts with a little magic… A magic wand that empowers the owner to ‘Spark The Magic’ when waved over the doll’s head. Sparkling stars appear on her cheeks accompanied with an infectious giggle. Nurturing is, of course, the core play here, so our baby comes with a bottle, plush friend and includes a Disney lullaby. All trigger more giggles and happy sighs from our baby.

Lovely! The first wave of dolls centre on characters like Minnie, Stitch and Marie, with Pooh to come. What made these characters right to kick off the line?
We worked with Disney to identify the top characters appealing to our core age demographic of girls aged two to four, their mums and grandparents. Minnie is an icon of Disney, Stitch is a global phenomenon, Pooh is total nostalgia – celebrating his 100th birthday this year – and Marie is an adorable white kitty loved by all.

A strong line-up! And as well as the iconography on the baby’s outfits, there are some neat design touches with characters reflected in the headbands, accessories and plush characters. Does this speak to the strength of these characters – that they can be instantly recognised by elements like ears or sidekicks alone?
Absolutely – and while we all love Disney characters, they all started in a wider story. As their partner, we believe in the power of the character in their story. We wanted to extend the imaginative play and immerse consumers in the world of their favourite Disney character.

In terms of the ears specifically, we wanted to leverage elements that were iconically Disney. Not only do the dolls have fun ear headbands, they also have Mickey Mouse heads in their eyes and embedded throughout the packaging. These serve as an authenticity marker and a sign of premium quality.

JAKKS Pacific and Disney have a long-standing partnership. What is the key to fruitful collaborations between toycos and brand owners?
While our partnership with Disney is a traditional licensor/licensee relationship, we don’t look at it that way in the day-to-day. We are always focused on bringing their stories to life across multiple toy categories, infusing innovation to enhance play and offering at a great consumer value. I think there is also a great deal of trust and respect in both directions. We align on our goals and don’t stop until we’ve achieved them.

What does the future hold for the Disney Darlings line? I imagine you’re spoilt for choice when it comes to future characters.
Growth, innovation and new characters of course – but also some new ways to ‘Spark the Magic’ and create more giggles.

Nicely teased! Last question – what fuels your creativity? What helps you have ideas?
Passion. We all love what we do and are passionate about our brands. JAKKS is a family – we have a great culture full of incredibly creative and innovative people. We also believe great ideas can come from anyone, so we frequently invite teams from across functions to brainstorm with us.

Terrific. Thanks again Hayley!

–

To stay in the loop with the latest news, interviews and features from the world of toy and game design, sign up to our weekly newsletter here

More Recent Interview

Inventor Mandela Fernández-Grandon on design, collaboration and the joy of playtesting

“Working with others offers a list of benefits…” In conversation with Mandela Fernández-Grandon.

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

“I usually start with the emotional hook – what is this product supposed to make someone feel?” In conversation with The Loyal Subjects’ Dina Al Rifai.

“Play is evolving…”: Hasbro’s Tim Kilpin talks kids, Kidults and KPop Demon Hunters

Tim Kilpin, Hasbro’s President of Toys, Board Games, Licensing and Entertainment, on recent highlights – and things to get excited about.

Spin Master’s Angus Walker on bringing classic horror brands into TCGs with Hellbreak

“Faithfully representing these beloved characters was our design team’s top priority”: Angus Walker – VP, Marketing & GBU Lead, Games & Outdoor at Spin Master – talks Hellbreak.

As he retires, Make It Real’s Dominique Roy reflects on career highlights, mentors and lessons

“Even though you design something once, the injection machine will produce one unit every 30 seconds – that’s a serious responsibility”: In conversation with Dominique Roy.

Zatu Games’s Rory Kelly on Yubibo, demoing games and celebrating ten years in the industry

“If someone can explain a game in 30 seconds, I’ve done my job.” Catching up with Zatu’s Rory Kelly.