Fi Murray

Global ideas studio in the world of toys, games and entertainment. We're in the business of imagination - we trade ideas all over the globe. Creating award-winning, kid approved IPs, brands and products licensed globally to partners for manufacturing and distribution. Our creations have been licensed to: Character Options, Spin Master, Tomy, Fat Brain, Make it Real, Rubik's, Gibsons, Flair, Vulli and more

Fractional roles covering design leadership, new business, strategy, R&D, NPD, innovation and brand development

A cross-functional role leading the innovation department, supporting the board/investors on portfolio growth and strategy, whilst driving creative excellence within brand teams to deliver disruptive, high-impact play solutions. Managed a targeted $50M global portfolio with 3+ year future line plans. Established and led the innovation lab responsible for conceiving and creating the inhouse IP. Oversaw multiple key projects and licenses, ensuring milestone delivery, ROI-focused budgeting, and effective resource management. Built a global network of agencies, freelancers and inventors. Delivered creative leadership, optimized brand portfolios, driving impactful play solutions and category expansions.

End to end product development that covered every category: Collectables, Plush, Animatronics, Outdoor, Activity, Stationery, Dolls, Playsets, Tech, Fashion and Preschool. Conceiving and incubating new IP that has the ability to transform into multi-platform entertainment brands beyond toy product revenue and into outbound licensing opportunities. This includes the vision, strategy, commericals and consumer product range. Making sure key milestones across the development schedule are met from concept through to shipment. These schedules were some of the shortest in the industry - fast paced deadlines to ensure first to market. Managing development budgets. Working to ensure that competitive costs are achieved with optimum output.

Supporting the leadership team to nurture and strengthen Vivid’s partnership with its key licensor, Crayola. Led the product development of Crayola’s EMEA portfolio and spearheaded global brand expansions and extensions. Pioneered transformative concepts to present at our global innovation roadshows. Contributed to global line reviews, providing creative, commercial and strategic feedback

Managed the development of the gift and toy segments for Carte Blanche’s in-house and licensed brands.

Bringing ideas to life. Working on human-centred innovation, design strategy, branding, market positioning and industrial design to take clients products to market along with Bang’s own inventions. We took a collab creation called BOB (a new glasses case innnovation) through to market via crowd-funding on kickstarter - 300% successfully funded. Managed junior designers and placement students.

Sold everything to go an adventure of a lifetime “Travelling makes one modest – you see what a tiny place you occupy in the world”

Working with licensors and managing master toy ranges from approvals through to manufacture. Briefing and co-developing alongside leading agencies on all development stages. Supporting the engineering and manufacture of both EU and Far East Manufacturing. This included vendor visits to Hong Kong and China, daily conference calls and working with new suppliers for sourcing.

Like Tom Hanks in the movie Big! A dream job after graduating - the best training ground ever with incredible learning experiences everyday. I learnt the most from the greatest!

I lucked in on an awesome placement year job. Designing the most innovative playgrounds in the world, whilst learning the creative tools of the trade and everything there was to know about business.