Carlos Villagra – Cloudco’s Head of Creative – takes us inside the development of a Care Bear

To kick us off, what does your role as Cloudco’s Head of Creative entail?
As Head of Creative, I get to help shape the visual and emotional world of our brands, especially Care Bears. My role includes everything from character design and storytelling to brand development and creative direction across content, consumer products and experiences. I’m responsible for keeping the heart of the brand intact while finding new, meaningful ways to express it.

When creating a new Care Bear, what do the first steps look like?
It usually starts with a conversation about what the world – or our audience – might need right now. We’re always asking: “What emotion, message or value could make a difference?” From there, we build a theme around something that feels both current and timeless. The goal is to create a character that can connect emotionally and playfully.

How do you then make the design reflect the theme?
Design is where it all comes to life. Once we have a theme, we think about how that feeling can be visualised… Through colour, symbols, expressions and even materials. For example, Sweet Serenity Bear was about wellness and calm, so we kept the colours soft and added a bit of texture to the belly badge. Those little touches were meant to give a sense of comfort and grounding.

Meanwhile, Flower Power Bear was built around a spring theme. For her, we used layered rosettes in pinks and oranges across her fur to give her a floral look. It’s about finding those subtle ways to connect the design back to the story we’re telling.

Do you introduce themes that reflect toy trends? Or aspects that might resonate when it comes to licensing?
Definitely! While we always lead with storytelling, we do think about how a character will live off-screen… Whether that’s in plush form, on a t-shirt, or in a digital game. Certain themes – like mindfulness or friendship – translate really well into toys and collectibles. And we work closely with our licensing team to make sure the character’s essence carries across all platforms.

What are some of the most popular Care Bears right now?
The original Care Bears – Cheer, Grumpy, Funshine, Share, and Good Luck – will always hold a special place in fans’ hearts as the core of the brand. New additions like Flower Power Bear, Togetherness Bear and I Care Bear have also been embraced with lots of love.

I think these Care Bears resonate because they reflect timeless values like nostalgia, kindness, empathy… Things that matter across generations. We’re excited to keep building on that legacy and introduce new bears that carry universal themes of caring, goodness and hope.

Who’s the newest Care Bear, Carlos? And what prompted their creation?
Blossom Heart Bear is the newest friend to join the Care Bear family! We love the themes of nature and springtime growth – how flowers bloom in their own unique way. Blossom Heart Bear is a reminder to embrace your inner beauty and celebrate what makes you original.