Furby is BACK!

Furby has always been a disruptor. When it invaded the toy aisle in 1998 people lost their minds! Furby was cool, cute, and positively weird. It was that combo that turned consumers into fans, die-hard fans. Those fans turned an innovative toy into a disruptive brand.

Furby has been waiting a long time for a new generation. Welcome Gen-Alpha girls who, based on extensive research understand the assignment, normal is not an option. Furby is the perfect partner in disruption. Furby reminds her that she can be smart, hysterical, wacky, odd, perfectly imperfect self. Because Furby believes that we all have a wonderful weirdo on the inside, and that is what makes the world special.

Furby relaunched on Instagram with a bold, personality-driven voice. Working alongside the social team, we built a robust content calendar, and I partnered with two other creatives to concept and produce weekly content.

The goal was to reintroduce Furby not just as a toy, but as a character, playful, expressive, and culturally aware. All while steadily building momentum toward launch.

Role: Co-lead creative art director, designer and creative strategy