Lui Domingo

Developed innovative design initiatives for small dolls, fashion dolls, baby dolls, and companion dolls under the Fresh Dolls brand, targeted at the Gen Alpha, focused on diversity and inclusivity in messaging and storytelling, that sustained and expanded the company's mission and brand DNA, and contributed to a deeper cultural representation of its key demographics in the doll retail space.

- Designed and developed an assortment of medium-complexity, animatronic plush with light, sound, encoded gameplay and a robust narrative for Fur Real Friends, that brought compelling engagement and innovation to the under-$10-SRP space, and which brought incremental, evergreen business.

- Ideated product initiatives using the Frozen 2 story arch and aligned with DCP and the filmakers throughout the development which resulted in a disruptive line of fashion dolls across a broad range of product formats and price points.

- Collaborated with product and branding designers, engineering teams and marketing counterparts to craft the proposal and presentation that won the Disney Princess fashion doll license for Hasbro.

- Managed a design team to ideate and develop innovative product formats and play experiences for entertainment-based My Little Pony, expanding the brand to include include a new small doll line, Equestria Girls Minis, and a new fashion doll line, Equestria Girls that brought incremental business to Hasbro’s girls portfolio for North America, EU and emerging markets.

- Generated concept initiatives and developed functional prototype forms for fashion dolls and pets under the Little Pet Shop umbrella that generated a new and incremental business for Hasbro.

- Designed a line of role-play girls’ accessories for “Ever After High” to tie-in with Mattel’s new fashion doll line under stringent branding parameters, expanding its brand presence at product launch.

- Researched and translated fashion and entertainment trends, and viable technology into highly equitable key drivers with enduring brand presence that gained sought-after planogram space with major retailers like Target, Walmart and Toys R Us.

- Created and developed disruptive fashion doll play experiences through unconventional points of articulation, inserted “glass” eyes, changeable hairpieces, compelling narratives through content and storytelling and
a robust web presence that categorically redefined fashion doll play across the board for consumers and competitors, and which won a TOTY (Toy of the Year) nomination in 2010.

- Directed preliminary ideation - trend research, creative brainstorms, preliminary renderings - to the construction of functional prototype forms that delivered Bratz, a multiple-character doll segment with a culturally relevant yet disruptive brand identity that resonated with girls 6-10.

- Delivered seasonal newness and innovation to Bratz dolls through compelling themes and narratives that garnered successive TOTY awards and captured over 40% of the US doll market share and 60% in the UK.

- Generated and developed a line of girls seasonal activities, balancing design and costing objectives, with stringent licensing parameters, which garnered coveted licensing contracts with global brands Barbie, Disney Princess, Disney Classics and Hello Kitty.

- Developed innovative packaging solutions that effectively complied with marketing, merchandising and transit requirements, for national retailers like Target, Walmart and Toys R Us.

- Created inspirational and directional content for the Barbie Licensing Style guide that allowed the licensor to integrate the Barbie aesthetic into various programs with licensees and develop a statement that is consistent with the brand vision across product formats and categories.

- Started a new and incremental business initiative of entertainment-based, premium collector dolls under the Disney Princess license that generated sales revenues of $10M in its launch year.

- Developed a program of softgoods fashions and plastic accessories for Mattel Asia-Pacific repurposing Barbie’s extensive library of parts, molds and piece-goods inventory that yielded over $3M in incremental revenues
in 2000.

Purchased fabric, trims, notions and findings for and assisted in the design of a menswear and womenswear collections that delivered approximately successful and highly editorialized collections season after season.

- Designed textile surface interests and treatments for evening wear and bridge lines that delivered intricate and highly-artisanal and thematically coherent collections that are consistent with the brand profile season after season.