SMOOSHY MUSHY TOYS
Smooshy Mushy is a line of adorable, scented, slow-rising squishy Pets and their Besties! Hitting shelves in 2017, this line of collectibles quickly became an international hit, stocked in big-box retailers and specialty shops alike. Smooshy Mushy was named one of the hottest toys of 2017 by several sources, including The Toy Insider, Fortune, New York Magazine, and Fox News to name a few.
In my 3 years working with RedwoodVentures and OLO Industries on Smooshy Mushy, I started as a graphic designer and worked my way up to social media manager, before becoming the Head of E-Commerce Sales & Digital Media Management. Responsible for the brand’s presence online, including all social media channels and retail partner sites. Created and directed creative various social media platforms, and curated UGC to maintain a consistent content calendar. Responsible for creating sales sheets and aligning sales & creative teams on products.
Worked in collaboration with Blue Rock Creative to produce the YouTube series Toy Time, a RedwoodVentures toy review series featuring sisters Skylar & Ariel.
Role
Graphic Designer & Social Media Manager
(Series 1-5)
Project Type
Package Design, Product Photography, Photo Retouching / Compositing, Social Media Management, Content Creation & Art Direction, Copywriting, PR Campaign Directions & Influencer Outreach, Tradeshow Design & Presentation, Retail Pitching
Smooshy Mushy was a large part of my life while working for RedwoodVentures. From June 2017 to June 2020, I was working on packaging, retail assets, and digital content for the brand. I also had the opportunity to represent the brand at various tradeshows and conventions, as well as work closely with our PR team, Freeman Public Relations, on influencer marketing campaigns.
In October 2017, I took over the social media efforts, focusing primarily on the growth of the Instagram and YouTube channels. We were able to integrate ourselves with the existing international squishy and slime community through an interactive & engaging Instagram presence; fans often told us they appreciated we felt like real people on the other side of the screen. Our strategy centered around creating quality content that our #SmooshySquad couldn’t wait to share or replicate for UGC features on our socials.
Since taking over the account in October 2017 at under 100 followers, I was able to take Smooshy Mushy to over 14.5k followers as of January 2018, averaging between 200 and 300 new followers per day. In that same time frame, the Instagram received 750k views and 1.5M YouTube views. At its peak, the Smooshy Mushy Instagram garnered a whopping 116k followers internationally. It's been amazing getting to work with such a unique product and to make so many kids around the world happy.
Check out the Smooshy Mushy Toys Instagram to see all of the content I've made or curated from our fans over the years (it's too much to post all of it here).
Thank you —