Bitzee
From concept to shelves — the design story behind a Toy of the Year-nominated innovation.
Spin Master’s Bitzee began as a playful concept with bold goals: reimagine digital pets in a tactile, emotionally engaging format. This case study walks through Disney Bitzee’s development from initial concept to final shelf-ready product - exploring the creative process, design challenges, and collaboration that led to a Toy of the Year nomination and commercial success.
Challenges & Cross-Team Collaboration
Disney Bitzee was a deeply collaborative effort, involving cross-functional coordination across design, production, studio, and licensing teams. I helped drive visual consistency, provided feedback during factory sampling, and worked closely with partners to ensure every detail - from sculpt to animation timing - aligned with our core experience goals.
(Progression images: sketch → foam model → prototype)
Launch & Recognition
Bitzee launched to strong consumer response and industry recognition, earning a Tech Toy of the Year nomination.
(Toy of the Year logo or nomination badge)
Closing
Designing Bitzee challenged me to push the boundaries of what a digital toy could be. It represents the kind of work I love most: design that invites curiosity and rewards exploration.