HEEJOO CHOI
Lead Product Designer
Outgoing and strategically minded Lead Product Designer with over 7 years of expertise driving the end-to-end development of world-class character IPs. From managing entire design teams to pitching overarching line plans to global licensors, I focus on the "big picture" of a brand. My dedication and results-oriented mindset, honed in competitive design environments in South Korea and top-tier US toy companies, have earned me consecutive, year-over-year promotions across iconic franchises like Pokémon, Bakugan, Hello Kitty, Chiikawa, and Mofusand. I believe great innovation stems from great human connections. I thrive in highly social, collaborative environments and love building genuine relationships with cross-functional studio, marketing, and vendor partners alike. Let's connect to talk global licensed merchandise, hardlines strategy, or the best new food spots in town!
EXPERIENCE
Jazwares, Sanrio/ Chiikawa/ Mofusand
May 2023 - Current
From Senior to Lead Product Designer
Lead the end-to-end design and development of a new Japanese licensed brand, building an original product line from concept to market launch.
Directed the design and production of Hello Kitty and Friends plush and plastic toy lines, ensuring high-quality outcomes that aligned with brand guidelines.
Oversee the full design lifecycle, balancing creative vision with manufacturing feasibility, tight timelines, and budget constraints.
Mentor and coach junior designers, fostering a collaborative team culture focused on growth, innovation, and design excellence.
Manage and prioritize multiple projects simultaneously, consistently meeting key milestones and delivery deadlines.
Collaborate cross-functionally with brand, packaging, sourcing, and project management teams to deliver cohesive and consumer-focused product experiences.
Uphold a high standard of design quality, integrating feedback from licensors and internal stakeholders to refine final deliverables.
Spinmaster Ltd.
Jun 2022 - May 2023
Senior Product Designer
Worked on multiple brands (Bakugan and Monster Jam)
Executed a concept to production to ensure integrity of design in final deliverables.
Researched and interpreted current market and consumer trends
Managed projects to set priorities and schedules on the projects.
Communicated all project related progress/issues with team and overseas offices.
Maintained a high level of quality, thoroughness and attention to detail.
Participated in assessment of design concept feasibility
Jazwares, Pokèmon Team
Jul 2020 - Jul 2022
Product Designer
Created 2D rendering and oversee 3D model making for developing product throught to production.
Communicated closely with marketing, quality assurance, and product development.
Participated 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.
