With 15 years of experience in both the toy and tv industry, I specialise in toyetic design—turning ideas into commercially viable, lovable toy and game concepts.

My experience spans lead design roles and consultancy for global names like Spin Master, Nickelodeon, and Pukeko Pictures, where I was Design Lead for the Kiddets brand. From inventing original IP to developing licensed ranges, I create scalable visual systems designed to succeed on the shelf and in the hearts of kids.

When I’m not designing, you can find me in the garden with my daughter, planting veggies, picking flowers, and discovering nature close up.

WORK HISTORY

September 2019- Present Ruby Tuesday Design Ltd - Founder

My work focuses on world-building, visual storytelling, toy invention, and brand development, supporting both original and licensed properties from early concept through pitch and brand definition. I collaborate with toy companies, studios, and licensors to develop toyetic IP with strong narrative foundations, clear visual identity, and long-term franchise potential.

September 2018 - September 2019: Hengxin Shambala Kids - Senior Product Designer and International Business Manager

As Senior Product Designer, I assisted the HSK team in China with toy design and brand management. Shows included - True and the Rainbow Kingdom, Book Hungry Bears and Kiddets. As International business Manager, I attended business meetings around the world to discuss joint ventures with toy companies. I attended toy fairs to scout partners and keep up to date with trends.

March 2017- September 2018: Seven Towns - Toy Inventor and Designer

Working at Seven Towns I came up with new toy concepts, designed characters, built prototypes, and shot and edited short films. Clients I worked on include Spinmaster, Hasbro, Mattel, Crayola, CraZart, and Basic Fun.

September 2016: Freelance Designer

Designing children’s television characters for clients based in the United Kingdom, the United States, and New Zealand on a freelance basis.

September 2015 – September 2016 - Pukeko Pictures - Lead Design

As lead designer of “Kiddets” I collaborated closely with the creator to design all aspects of the show: the characters, landscapes, vehicles, and props. I set and managed deadlines, worked with external promoters, 3D modellers, and other stakeholders.

October 2012 – September 2016 - Toy Box - Character Design

I oversaw character development for various pitch projects, and was also in charge of directing 3D modellers to create characters which aligned with the creator’s intentions. Clients included Nickelodeon and Baby Octopus.

2010 – 2016 - Weta Workshop - Costume design, weapons and armour construction and standby.

Over six years, projects I worked on include The Hobbit Trilogy, Elysium, Warcraft, The Great Wall, Spectral, Marco Polo, and Ghost in the Shell.

EDUCATION

Visual Communications Design, Illustration, and Animation

2008 – 2010: Massey University, New Zealand

Please contact me directly for projects.

ruby@rubytuesdesign.com
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