Hasbro’s Jeehyun Kim on co-creating fresh lines for PLAY-DOH and NERF with Horizon Group USA and Franklin Sports

Jeehyun, it’s great to chat. What set you on the path to a creative career?
I’ve always been drawn to the challenge of turning ideas into products that make a real impact. Early on, I gravitated toward roles where creative thinking met business strategy –and product development quickly became the clear path. It’s where I get to bring insights to life through purposeful innovation, creating experiences that are both emotionally resonant and commercially viable. That balance of imagination and execution is what keeps me engaged every day.

Delving into your work with Horizon Group USA on PLAY-DOH alternative compounds, what are some recent highlights in terms of launches?
We’ve been evolving the PLAY-DOH brand by introducing new compound textures alongside Horizon Group USA – offering multi-sensory play experiences that feel fresh, fun and creatively liberating. A standout is our variety set, which includes compounds ranging from soft and airy to stretchy – each designed to deliver a unique sensory payoff. Some can even be combined for imaginative play that goes beyond the expected.

We’ve also extended this approach into seasonal lines like our Holiday Edition, where each compound is themed to elevate festive play. PLAY-DOH Air Dry Clay is another highlight –lightweight and no-bake, it’s ideal for little hands and aligns with our brand’s open-ended creative mission. Our sand compound blends stretch with a grainy texture, creating a calming, tactile experience that’s engaging and satisfying. Across the board, we’re curating a compound portfolio that deepens the brand’s connection with today’s sensory-driven consumers.

Can you speak to the collaborative creative process with Horizon around how these new ‘compound-adjacent’ launches take shape?
The process is grounded in speed, transparency and shared intent. Horizon brings strong expertise in compound formulation and prototyping, while Hasbro drives brand stewardship and consumer understanding. We operate in a hybrid model – combining rapid iteration with clear checkpoints to ensure each concept stays aligned with PLAY-DOH’s brand identity. These aren’t just format experiments; they’re strategic moves designed to meet evolving sensory play trends and strengthen our leadership in the compound space.

You also work with Franklin Sports on NERF Sports ranges. What is key to ensuring these products feel authentically NERF?
Authenticity is everything. With NERF, it’s not just about the look – it’s about expressing the brand’s core values of performance, energy and confidence. We work closely with the NERF franchise team and Franklin Sports team to ensure we speak in a unified voice.

From material feel to functionality, colour systems to packaging, every detail is built to meet the expectations of NERF fans. Our goal is to deliver gear that performs like true sports equipment while still feeling distinctly and unapologetically NERF. That alignment is key to earning consumer trust and reinforcing brand credibility.

What’s the key to positive creative collaborations between your team and licensees like Horizon and Franklin?
It starts with shared goals and mutual respect. We view our licensees as strategic partners who help extend the brand in meaningful ways. As a product development lead, I’m hands-on throughout – from reviewing concepts in detail to guiding alignment with brand values, and often sparking new ideas through collaborative brainstorming. We co-create, not just oversee. The best results come when there’s open exchange, strong accountability, and a shared commitment to delivering brand-right innovation that scales.

Last question! What fuels your creativity?
Creativity can come from anywhere. I believe inspiration is often found in the unexpected – a texture, a comment from a child, a product on shelf or a moment of play. I stay curious and observant, because those small details can spark new thinking.

In my role, that mindset helps me spot potential others might overlook and translate it into ideas that resonate both emotionally and commercially. It’s that constant flow of input – planned and unplanned – that keeps the work dynamic and forward-looking.

Great stuff. Thanks again Jeehyun.