Retail Events & Experiences
American Girl is a pioneer in the landscape of experiential retail, and for over a decade I managed and designed these product-based events and experiences. Everything from designing plates and signature desserts in the cafe, gowns in the Doll Hospital, goody bags, games and crafts for birthday parties, and girl and doll hair accessories in the Doll Hair Salon, to designing and developing innovative in-store experiences like Signature Studio and Styled by You.
I earned an American Girl Shining Star Award in 2015 for my role in launching Signature Studio, an app-based garment printing experience utilizing sublimation printing technology, allowing girls to design their own girl & doll apparel in American Girl New York, Chicago and Los Angeles flagship stores.
Signature Studio
I earned American Girl’s top employee award for leading the design and launch of Signature Studio—an innovative, app-based retail experience where girls customized doll clothes using in-store tablets and sublimation printing. I pioneered new systems that impressed even Epson’s tech team, collaborating cross-functionally across brand, retail, quality engineering, IT and digital to bring the experience to life in flagship stores.
I optimized backend workflows through self-initiated training and process innovation, cutting vendor costs and boosting efficiency—delivering app design and final art assets, ensuring consistent brand messaging across marketing and retail channels. I also art directed the digital agency Fitch when the experience grew to include Ecomm channels.
