Cutie Coconut

Coconut is a licensed character from American Girl, and these were the first gift products Hallmark produced for Coconut. I was thrilled to serve as editorial director for the team charged with creating product for preteen girls. (Even when Hallmark gift product isn’t editorially intensive, editors are still very involved, keeping strategy, consumer need and end use in the forefront of the creative process.)

To get started, the art director and I led an idea-generation workshop for 15-20 designers from across the company. From an amazing list of innovative ideas, we developed the following products, basing our choices on cost requirements and audience appeal:


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