Product development · New baby category
La Granja de Zenón × Bandai
A brand-new baby & infant line built for Bandai's bestselling licence, La Granja de Zenón — from concept and sensory design to factory-ready product and retail packs.
Product DevelopmentThe task
Bandai's La Granja de Zenón was a bestseller in preschool toys, but had no presence in the 0–3 baby segment. The task was to open a completely new category for the licence: define which products should exist, make them safe and manufacturable, and keep the characters instantly recognisable at baby scale.
What I did
- Defined the category architecture from scratch: sensory basics (rattles, comfort blankets, spirals), gifting packs, interactive hero items and collectibles.
- Designed each product around a real baby moment — teething, car travel, bedtime, play — instead of shrinking existing toys.
- Adapted the licence's characters to baby-safe construction: soft materials, silicone teethers, mirrors, crinkle paper and rings, respecting 0+ safety norms.
- Built the giftable pack logic ("Mis primeros dientes", "Hora de dormir") to raise average ticket without new tooling.
- Worked directly with factories on samples, costing and specs, and negotiated every step to keep the line viable at retail price points.
- Delivered the full catalogue presentation used to pitch the collection to Bandai.
Gallery
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