Date: 2009 - Present
DesignaFriend is an Argos own brand toy aimed at the 6-12 girls toy market. The sister brand to "DesignaBear", DesignaFriend was an instant success when launched at the tail end of 2009. I have worked on the branding, catalogue design & packaging since launch and recently built a webstore within the Argos website. DesignaFriend has become one of Argos' most important toy brands outselling its bigger rival Barbie, it is constantly under development in this fiercly competitive section of the market. In 2012 I was part of the team that resulted in Chad Valley winning “Product Innovation of the Year” at the Oracle Retail Week Awards & "Supplier of the Year" at the Argos Toy Supplier Awards.