With over 10 years of full-time design experience, including nearly 8 years in the children’s toy industry, I possess a diverse skill set that enables me to excel across multiple disciplines, from industrial design to digital media. I hold a Bachelor of Design with Honors in Industrial Design from Massey University, New Zealand, one of Australasia's leading design schools. I earned several prestigious awards while still a student. As an award-winning Industrial Designer, Digital Sculptor, and Product Developer, I bring a versatile approach to every project.
Currently, I’m employed at Headstart International as Associate Product Development Manager and Lead 3D Designer. Here I design and develop children’s toys, dolls, collectibles, and many other fun things for children. I also do freelance work under the name ‘PuffcakeRosie’.
Product Development
Animakii
Currently I’m managing product development of Animakii, an emerging in-house HeadStart brand. Animakii is an Anime inspired toy that encourages imaginative play. Children create and customize their own unique doll – creating a brand-new character by switching and swapping.
The product has a lot of moving parts, with 32 combinations per pack, and thousands of combinations across all 4 packs in Season 1. I was responsible for juggling and keeping track of the project through from concept design to overseeing production in China. I also sculpted all the Season 1 designs and am working on future seasons as the lead sculptor for the project.
Together with HeadStart girl’s toys team, I have successfully established Animakii as a new line. Animakii S1 launches in January 2025 with further ranges under development.
Industrial Design
Barbie Scooter
I'm excited to have worked on a brand that I grew up with - Barbie! Previously, I was privileged to work on Barbie bags, toddler dolls, and Barbie accessories, but working on this Barbie RC Scooter was really a highlight that I’m very proud of.
I designed this scooter and its remote using surface modelling tools in Rhinoceros 3D. I also used ZBrush for some of the details. This scooter is designed to be fully functional with all Barbie dolls - non-articulated knees included! My favourite bit is the controller I designed with tiny hearts for finger grips. The scooter itself even has a working headlight! ✨
Cool Shirtz Key Caps
I did the CAD modelling for two key cap sets as a freelance project for Cool Shirtz. This project was particularly challenging because it required extreme precision. The brief required me to make an exact replica of their existing physical key cap set, in 3D. This required modelling 20 unique key shapes – including the key cap connection. I used Vernier calipers to check each key’s dimensions, measured angles, and constructed the caps using surface modelling in Rhino. I also was required to make 4k+ texture maps for the client to use for rendering in Cinema 4D.
Love Diana Cupcake Cart Playset
I mainly used surface modelling in Rhino to construct this functional Cupcake Cart playset. Pull open the cherry on top to see all the tiered plates, ready to display the cupcakes you make using the silicone mould. I designed and modelled the pack’s removable handle that doubles as a bracelet. This bracelet handle is used across a variety of Love Diana packaging. I had to make sure the product parts were functional and easy to manufacture - ensuring consistent wall thicknesses, thinking about where the part lines will be for injection moulding etc. My 3D renders were also used on the product’s packaging artwork.
Rhinoceros 3D NURBS Modelling
I have a deep understanding of NURBS modelling, designing organic and hard surfaces for both mass production and 3D printing. This combines with my ability to manually manipulate and refine surfaces using SubD tools, T-Splines, and the creative use of traditional Rhino tools such as control point editing.
Pictured here is a wireframe of the colourful end-product toy I designed. It shows the use of both Rhino NURBS modelling and ZBrush polygonal modelling. The brick hedge garden is a piece I first block-modelled in Rhino to get size accuracy and then I took the model into ZBrush to sculpt the more intricate parts such as the bushes and flowers. I then used V-Ray to create aesthetically pleasing renders which often are used on the product’s retail packaging.
Micro Wheels
Micro Wheels are small wind-up cars and tracks. I was responsible for all track CADs. For the tracks I needed to work out a grid and connection system so many tracks could fit together - specifically with corner pieces, loops, and cross sections. I made 3D print test models to make sure the cars could easily go around loops, through corners and that the sizes were appropriate to work with the different cars and packaging. Testing was important to make sure the product functioned well before tooling for mass manufacture. I also created all the render artwork that was used on packaging, collector’s guides, and promotional material.
Best Furry Friends: Industrial Design & Development
Best Furry Friends (BFFs) was one of Headstart’s first in-house brands - not using any licensed content. I was a key player in developing this brand, working out the initial concept, look and feel. During early development, I explored different sizes, shapes, and proportions of the figures. I worked out the best size for the BFFs to work with the bags.
I CAD modelled all the BFF capsules including the pet carrier, BFF locket, pet house, and rolling pet carrier. The pet house and pet carrier have been used as the single pack blind capsule for all series of BFF. The single pack, which uses the capsules I designed, are one of Headstart’s bestselling toys.
Hairdooz & Salondooz: Capsules, Accessories, Chairs
I was on the small team that developed Hairdooz collectible dolls. From this brand grew Hairdooz Salondooz, Hairdooz Selfiez and Hairdooz Minidooz. I designed the Hairdooz shampoo bottle, chair, and styling accessories, which are used for Hairdooz Waves 1 & 2, Frootiez Series, Rainbow Series, Yummiez Series, Pastelz Series, and Neonz Series. For Salondooz I designed the shampoo bottle, and the hair and styling accessories. I was also a key player in promoting all the Hairdooz brands through filming, modelling and voice-acting for TV commercials and social media.
Hairdooz Selfiez: Instant Camera Capsule
I used hard surface modelling to create a fun looking camera capsule for Hairdooz Selfiez. The capsule had a secret reveal - you could guess which doll was in the pack by looking through the viewfinder to check which symbol was inside.
My Awards
AXILO Plinth Adjustment System
AXILO is a cabinet levelling system for kitchens and cabinets. It consists of an adjustment tool and plastic legs which are positioned under the cabinets and engage with the tool. The adjustment is done sitting upright, enabling easy reading of the spirit level. The tool can be extended in length to reach the farthest corners under cabinets, reducing working time and injury risk. It can also be motorised by using a cordless screwdriver or drill.
I was part of the 3-person development team for AXILO. This involved extensive research, not only for the development of the tool but for the protection of its IP through worldwide patent filing, trademarks, and design registrations. I created all the presentation material used to pitch and eventually land a worldwide exclusive licencing deal with multi-national Häfele GmbH & Co KG. I also coordinated material tests, user tests, short run production of steel and brass parts for testing, numerous 3D prints of iterations, FEA analysis, and much more over a span of three years. AXILO has won many awards including the prestigious Red Dot Design Award. AXILO is now the industry standard for cabinet levelling globally.
Cloud Ice-Cream Machine Concept
Cloud is an exciting concept that makes ice-cream an experience! My award-winning design replaces boring, clunky soft-serve machines. It encourages creativity from the ice-cream maker because of its unique method of ice-cream dispense. Make 2, 3, or even 4 ice-creams at a time with a choice of 5 flavours! Entertain your customers by doing tricks like a bartender when making ice-creams and dispensing toppings. I won silver at New Zealand’s Best Design Awards for this exciting concept.
Smoobo: Electrolux Design Lab Award Winner
Smoobo Bouncing Blender is a concept that I came up with during my studies as an Industrial Designer. I entered it into the 2011 Electrolux Design Lab competition and was flown from New Zealand to London where I presented my research to a jury, including Henrik Otto, former Head Designer of Electrolux. I was placed third from over 1300 worldwide entries.
The idea behind Smoobo was to encourage healthy activity in children, an out-of-the-ordinary, fun and active way of making smoothies. Put your favourite ingredients inside, close, and bounce! The bounce activates the kinetic energy batteries that make the rotor blades spin, resulting in a perfectly blended smoothie. Unscrew the darker knob to pour out your healthy (actively worked for) drink! Watch the video here
Creative Direction
Recyclings Toy Range
These collectible pencil topper figures and fun dolls had many unique design challenges due to the complexity of the design process. They are made from a combination of at least 70% recycled polypropylene inner and thermoplastic rubber outer, using an over-moulding process. This meant the figures had no wiggle room for undercuts. As such, the designs needed to be sculpted accordingly. The pencil toppers also had to have a flat base, enough room to allow for a pencil hole, and be within a certain size so they could fit the single-pack capsule.
I am the lead sculptor for this ongoing project and responsible for the majority of the sculpts and design refinements for the whole collection - both dolls and pencil toppers. I also provide creative direction to the other designers and sculptors, making sure they conformed to the brand identity and strict specifications. I worked directly with our manufacturing team to ensure the collectibles were mass manufactured to the highest quality, checking all production steps along the way for quality assurance.
As well as digitally sculpting, I used my industrial design skills to design the Recyclings 9 Pack Collector’s Case. I’ve designed this carry-case to store the collection, and included a specific compartment that could be used either for pencils or collectibles.
I worked with the app team, to develop the Recyclings Toys app, giving creative input to make sure the app looked and felt part of the Recyclings world and also provided 3D/2D assets and designs for use in the app, which is available for download from both the Apple App Store and Google Play.
I filmed unboxings of the toys for use on social media. I assisted the animation and TVC team, giving intensive feedback on bettering the animated characters, hand modelling for the TVC, and providing notes and suggestions for the storyboards for filming of the TVC. I also created the initial 3D models used as the base for rigging for the animations. Additionally, all the packaging artwork was created by me using the 3D models to output eye-catching renders.
Stylistaz Fashion Dolls
Stylistaz fashion dolls is an ongoing project I’m heavily involved in. I helped to bring these dolls to life and to the market. Initially I sculpted all the doll’s accessories, shoes, and bags. Later, I heavily modified the doll sculpt to improve their appearance and articulation. I designed hair styles, refined clothing fit/style, improved pad prints, and generally worked to make sure high quality standards were met for the product.
More recently, I have been involved with the marketing for these dolls. I provided creative direction for the TVC, wrote blurbs for the back of the pack, and was responsible for all the social media content creation. Photography of the dolls, photo editing, and suggestions for the social media online vibe, are all part of my ongoing responsibilities.
I'm currently guiding the creative direction and development for the Season 2 dolls. I have already designed their clothing, hair styles, and accessories.
Below is a good example of my photography, photo editing, and photo magic!
Digital Sculpting
Squishy Squad
Squishy Squad are sensory toys that you can squeze, squish, and stretch. I sculpted the entire range including both the dolls and pals. I also did a lot of the designs themselves and worked with our manufacturing team to ensure that the end product looked, felt, and functioned the intended way.
Mini Bubble Trouble Digital Sculpts
I was responsible for digitally sculpting the hair, clothes, shoes, accessories, and Bubble Bubbies for Mini Bubble Trouble. From rudimentary front view sketches, I interpreted the other views and designed detailed pieces that were in-line with the brand aesthetic. I met the size requirements for each piece, e.g., hair depth fitting packaging, all shoes, accessories, and Bubble Buddies to fit into one of the three gumball capsules. I prepared all files to be production ready, e.g., minimum material thicknesses, minimal undercuts, items holdable by doll, and co-ordinated test samples with the production team in Hong Kong.
‘PuffcakeRosie’ Hobbyist: Digital Sculpting & 3D Rendering
I have a true love for sculpting - this began as a hobby, sculpting polymer clay into miniature food and characters which I made into jewellery. Later this developed into the digital space where I found my passion using ZBrush. I now use ZBrush daily in my current employment as a toy designer, and in my leisure time to create fun, cute, and exciting characters and objects.
I am always keen to explore and further my skills by learning more features, watching tutorials, and studying new and old reference for form exploration. Sculpting existing characters helps train the eye to replicate and understand shapes. Pictured below are my take on Pokémon – sculpted in my art style and rendered to pop right off the page.
Totally You 18inch Toddler Dolls
For this project, I was tasked with improving the initial doll sculpt. I significantly modified the face- lips, nose, eye holes, and changed the hands and legs. It was the first time we were using glass eyes for a doll series. It was challenging to get the face looking right with these eyes but also under a pressing timeline. I worked back and forth with our manufacturing team to adjust the eye holes (a manual process) to get it looking the best we could to match our concept. The first season of dolls has 8 characters, and each uses the same body sculpt. As well as the doll, I also did all the sculpts for the dolls’ shoes, accessories, and accessory packs - which are sold separate from the doll. I helped the marketing team by writing each character’s unique blurb, printed on the back of pack. These blurbs are also used to build the doll’s character profile for social media. The doll’s pictured on the packaging are renders that I created using the 3D models.
‘PuffcakeRosie’ Freelance Creator: Cool Shirtz AirPods Case
As a freelance Creator under the handle ‘PuffcakeRosie’, I was commissioned by the apparel company Cool Shirtz to design an AirPods case based on the skeleton character they feature on their merchandise. Prior to sculpting, I used hard surface modeling to replicate the AirPods case outside surfaces so that I could use it as a base to build around and ensure I was accurately sculpting to the right size bounds. Cool Shirtz were very happy with what I designed, and the product was manufactured. I have received other commissions from them since then.
Video Production
TVC: Set Building, Animation, Filming, Stop-Motion
I have worked on numerous TV commercials including, Best Furry Friends (BFF) Magical Realm (pictured), BFF Series 2, BFF Bestie Deluxe Pack and Handbag Surprize, Baby Secrets Itzy Glitzy, Hairdooz Pastelz, Salondooz Glamourz, Disney Ooshies XL, and many more.
For these commercials I am responsible for several tasks including, storyboarding, prop creation, set building, animations, stop-motions, hand-modelling, voice-overs, and video editing. I use both Adobe Premiere Pro for editing and After-Effects for creating animations.
Examples and links to the TVCs and information on how I was involved for each is available on request.
Social Media Content Creation: Playisodes, Unboxings
I am responsible for filming, editing, being the personality in unboxings, and working as a hand model, for our social media for brands Best Furry Friends, Baby Secrets, Hairdooz, and Bubble Trouble. I am the person behind the YouTube series Rosie’s Hairdooz Reviooz, the Bubble Trouble unboxings, the BFF unboxings, and the Baby Secrets unboxings. I also do the majority of all the playisodes on the same channels.
I also filmed all the unboxing videos for the brands mentioned above. Not only do I create unboxings, but additionally I storyboard, script, film, and edit Playisodes for these brands. Check out the BFF Skate Competition for an example of a video I hand-acted for, storyboarded, made the sets and props for, filmed, and scripted.
Graphic Design
Social Media: Photography, GIFs, Graphics
I am very capable of conceptualising and creating imaginative assets for use on social media and a variety of other digital and print-based media. I can create content and generate engaging GIFs for the web and related platforms.
I am skilled at composition and taking eye-catching photos of products. Pictured below are images I composed and photographed for social media posts.
I have experience making relevant and click-worthy thumbnails for YouTube – keeping in mind these images need to be designed for both small mobile viewing and very large 4K+ TV and monitor viewing.
Symbolic Narrative
I designed this door handle on commission for a contemporary concrete and Alcopanel (aluminium composite) home with a street number 49, in urban New Zealand. The 9 resembles a fern frond or ‘Koru’ in Te Reo Māori. The Koru symbolises new life, new beginnings, growth, strength, and peace. I thought this was a beautiful message for the entrance of a new home. My design was engraved into the door handle.
Promotional Material
I’m a designer with a conservation conscience. Rhino poaching is a devastating problem. The charitable trust, Imake a Difference, ensures 100% of all its donations go to the trust which actively works to protect the rhino. I contributed to this organisation by fundraising, donating, and spreading awareness of the issue. For various events I have designed promotional material such as displays, signs, and flyers. Below are invites and table names that I designed and illustrated for a fundraising event for the trust.
Large Format
I have experience designing large format marketing graphics. AVÉORA required subtle yet sophisticated advertising for their company vehicle pictured below. I designed this car vinyl wrap following strict brand guidelines. I liaised with the supplier, provided them with vector files and gave them detailed instructions. I’ve designed other pieces for large format printing including building signage, banners, kitchen splashbacks, and branding for vans and other company vehicles.
AVÉORA Brand Development
This is some of the promotional visual communication material I’ve designed for the AVÉORA brand. Before starting the process, I oversaw developing and refining a new colour palette which is now part of the brand’s core identity. These folders were made for presenting quotes to AVÉORA’s clients. They were offset printed in CMYK. I designed the business cards and decided, for economic reasons, to digitally print these. This involved experimentation to find a perfect colour match to the offset printed folders.
Website Development and Management
I designed the AVÉORA website and continue to maintain the website for the company. I have a basic understanding of HTML and creating assets specifically for use on websites. I am familiar with WordPress, Wix, Zeald’s back end, and I also designed and created the Designerscope website using the website Squarespace.