HEEJOO CHOI
Lead Product Designer
Hello! I'm a team-oriented and self-motivated Lead Product Designer with a passion for creating joyful, engaging products for both children and adults. With strong experience in character-driven design, I bring concepts to life from ideation to production—ensuring creativity, quality, and brand integrity at every step. I thrive in collaborative environments, enjoy mentoring designers, and have a proven track record of managing cross-functional projects, timelines, and budgets.
EXPERIENCE
Jazwares, Sanrio Team
May 2023 - Mar 2025
Lead Product Designer
Led the design and development of Hello Kitty and Friends plush and plastic toy lines, from concept through production, ensuring high-quality final deliverables aligned with brand standards. Guided the full design lifecycle, balancing creative vision with production feasibility, timeline constraints, and budget parameters.
Mentored and trained junior designers, providing hands-on support and fostering a collaborative, growth-oriented team environment.
Successfully managed and prioritized multiple projects, ensuring milestones and deadlines were met across concurrent timelines. Collaborated cross-functionally with project managers, brand teams, packaging, and sourcing teams to deliver cohesive product experiences.
Maintained a high standard of design excellence while integrating feedback from licensors and internal stakeholders.
Spinmaster Ltd.
Jun 2022 - May 2023
Senior Product Designer
Work on multiple brands (Bakugan and Monster Jam)
Execute a concept to production to ensure integrity of design in final deliverables.
Research and interpret current market and consumer trends
Manage projects to set priorities and schedules on the projects.
Communicate all project related progress/issues with team and overseas offices.
Maintain a high level of quality, thoroughness and attention to detail.
Participate in assessment of design concept feasibility
Jazwares, Pokèmon Team
Jul 2020 - Jul 2022
Product Designer
Create 2D rendering and oversee 3D model making for developing product throught to production.
Communicate closely with Marketing, Quality Assurance, and Product Development.
Participate in concept development for existing brands and new areas of expansion.
MGA Entertainment
2019 - Aug 2019
May
Little Tikes Design Intern
Sketched ideas for Little Baby Bum for Fall 2020.
Developed licensed infant and preschool toys
Quality assuring toy samples.
Assisted in photoshoots for new products.
7000miles
Graphic Designer
Sep 2016 - Nov 2018
Designed a poster to promote the performance.
Styled concept of an artist matching the music
that the artist pursues.
