Remember Beanie Babies? Sure you do. Remember Ty Girlz? Not likely. Ty Girlz was a short-lived experiment.Ty Girlz offered a glimpse into the then-nascent world of virtual spaces for young girls.
Ty Girlz Virtual World
Executive Producer, Content Writer
Executive Producer, Content Writer
I was leading virtual world building at Animax Entertainment and asked to produce Ty Girlz for Spin Master —that is, the digital counterpart to the highly articulated line of fashion dolls. The challenge was to make the experience immersive enough to drive sales of the hard product line.
Animax Entertainment handled the online component, crafting a destination where kids could connect and play, extending the toy's lifespan beyond the initial unboxing. We adopted the attitude that Ty Girlz on the web wasn't just about plush dolls; it was a curated experience. Each doll shipped with a unique code, a key to unlock a digital world designed specifically for girls – a relative rarity in the market at the time. This wasn't just slapping a URL on a product; it was weaving a narrative across physical and digital spaces.
