Jurassic World at Target
Target Licensing / Digital Destination

Problem / Establish Target as the best source for Jurassic World collectibles. Insight / Fans and collectors love insider info. Strategy / Build Jurassic World a permanent destination on Target.com that promotes exclusive toy releases and has unique access to toy designers.

Role / Experience Design

Partners / Mattel / Licensing Category Team — Site Merchandising / Creative / Copywriting

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  • Defined the cadence for exclusive toy drops:

    • Messaging

    • Hinting at what’s to come without ruining the surprise

    • Coming Soon vs. Preorder vs. Available

    • Communicate order limits

    • Minimize creative updates

  • Set Target’s creative standards for external video on Target.com:

    • Length min/max

    • Content types

    • No commercials

    • Copy tone

    • Music use

    • Logos and Self promotion

  • Share XD wireframes with vendors:

    • Sets expectations

    • Clarifies roles and responsibilities

    • Shows site/app capabilities and limitations

    • Prevents costly rework by Creative team

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