Hi! I’m Amy.

If you’re here, you’re interested in knowing more.

I build brands with backbone and heart — where strategy meets imagination and fun is built in, not bolted on.

What I do:

Imagine, study, compare, ideate, write stories, and get super pumped.

I lead brands from insight to shelf—shaping positioning, product design, packaging, and omnichannel launch strategies that resonate with kids, parents, and buyers alike. With 20+ years in best-in-class, playful, globally-distributed consumer packages goods, I’ve helped many brands win space at major retailers and build lasting equity through thoughtful, values-driven execution.

I grew up believing that how you show up matters. The brands we create influence how kids see themselves and how families spend their time together. I do this work to build things that are joyful, ethical, and worthy of the people who invite them into their homes.

Why I do it:

I’m driven by the pursuit that joy should be more attainable.

Fun isn't frivolous. It's formative. I love doing this work because your brands should matter to people, and I’m drawn to the brands and the products that inspire, build up, and encourage happiness. The products kids reach for shape imagination, confidence, and found core memories. Grownups want to have a better life with more joy, and we should help. If something is going to take up space in a family’s home or life, it should be thoughtful, joyful, and built with integrity. That’s the standard I hold.

Select Portfolio

20+ Years of Design Experience

Across product, packaging, and brand
Over 40+ Brands Elevated

For best-in-class companies and startups alike
Brand Advocate

Based on data, pillars, and value

Some super kind words about me:

"Amy always brought innovative and fresh ideas to the table and delivered those ideas with excellence.

Amy was consistently professional and made those around her better through her work ethic and skill set. Anyone would be hard pressed to find a better and more creative professional for their business."

"Her presentation skills speak for themselves, but the real magic is in Amy's ability to lead a client through a wonderfully orchestrated story about the design or presentation. It is that little "extra" that wins them over and gets the client excited.

She is always thinking about the future and what our next move is to further the brand.“

“Amy is a powerhouse creative with no shortage of brilliant ideas, but her true superpower is her ability to juggle multiple tasks seamlessly while also advising and guiding her team to achieve their own successes.

Whether she is exercising her chops in product development, digital brand development, R+D, or social media marketing trends, Amy is able to take her knowledge and use it as a springboard for her direct reports (and all those around her!) to take the baton and run with it.

Amy is a tenured, seasoned rockstar in the toy industry. Bar none.”

Select Clients List

Disney Consumer Products

Comcast NBC Universal

Mattel

Hasbro

Crayola

Flint + Steel

Jakks Pacific

Just Play

International Toy

MEGA Brands

Basic Fun

Galileo Games

Fireside Magazine

American Greetings

BASF

American Library Association

TED Talks

Frankford Candy

Nylabone

Yep Yup

Evil Hat Procutions

Cryptozoic Entertainment

Ginsey Home Solutions

New York Times Best-selling Author Chuck Wendig

New York Times Best-selling Author Catherynne M. Valente

Hi! I’m Amy.

If you’re here, you’re interested in knowing more. I build brands with backbone and heart — where strategy meets imagination and fun is built in, not bolted on.