| Creative Director, Making Things
Fi runs Making Things, an invention and innovation studio creating IP, products and experiences for kids and families. Fi has spent a decade in the industry managing consumer product development (in-house and licensed master toy) fostering disruptive licensed opportunities with early conceptualisation and leading creative strategy. Prior to forming Making Things in 2018, Fi was Global Principal Creative at Vivid/Crayola – a creative strategic leadership role reporting to board and investor level unifying design, innovation, licensing, marketing and creative direction to conceive profitable play experiences and new IP. Fi has taken to market over 100 concepts and worked with global companies such as Crayola, Disney, BBC, Chapman Ent, YouTube, Mind Candy, E1 and Nickelodeon.
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