Project Portfolio

Experience Design Lead, Spin Master Mini Museum 2017-19


    Experience Design and Curation

    Spin Master – the world’s most innovative toy company – has an awe-inspiring history: three university friends created a novelty item in their Mom’s kitchen made of sawdust, pantyhose and grass seed (Earth Buddy), and through sheer hustle, ingenuity and a flair for promotion, grew their tiny operation into a multi-channel entertainment company famous for its mega hits (ever heard of a little show called PAW PATROL?), eye-popping innovations, countless awards, and massive sales.

    While preparing to move into new headquarters, Co-CEO Anton Rabie had a vision for a ‘mini museum’ showcasing their history, innovations, and values to inspire visitors and staff. Working directly with Rabie and a team of collaborators, I led research, experience design, and production.

    The finished exhibits include dozens of panel-sections, product displays, miniature dioramas, larger-than-life props, video displays, and hands-on interactive elements.


    Initial research was geared towards defining scope, identifying use cases, narrowing the experience, and gathering creative process insights into Spin Master’s products. This involved workshops, journey mapping, personas, and interviews with Spin Master’s many international divisions and brands.

    A prototyping phase followed, involving co-designing mockups, interactive concepts, 3D renders, maquettes, visual explorations, and material experiments.

    The layout of Spin Masters’ overall headquarters was itself under development; and the final space reserved for these exhibits presented the team with severe spatial and and accessibility constraints. With dozens of sections, props and interactions to consider, we adapted the final experience to meet these constraints, developing detailed 3D renders and material prototypes of every facet of the exhibits to ensure the final experience would fit within strict health and safety demands.

    In our final content development phase, our multi-disciplinary team of designers and fabrication vendors collaborated to refine all visitor experience, aesthetic, compositional, and material considerations. Co-Founder Anton Rabie himself authored the final gallery texts, with assistance from Jamieson Cochrane and myself.

    The resulting mini museum has proven to be yet another hit for Spin Master, delighting, educating, and inspiring staff and guests from business partners and investors, to the media, to families and children visiting the toy company.

    This exhibit was made possible through the contributions of over a hundred different individuals. My work on this project would not have been possible without the ongoing leadership and support of Anton Rabie, Holly Peacock, Kris Jackson, Lucas Klava, Jamieson Cochrane, Manuel Hernandez, and many others.

    Photo Credits: Samuel Cheng, Spin Master

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