For this job interview project, I was tasked with conceptualizing new toy ideas for Chick-fil-A Kids Meals, building upon the brand’s existing success in educational and collectible offerings. My research first analyzed "Beef Eater" competitors (like McDonald’s and Burger King) and their successful use of entertainment partnerships (e.g., Bluey), sensory toys, and activity books. I then mapped these against Chick-fil-A’s "Chicken Eater" focus on books, learning, and collaborative activities. This analysis led to a core strategy focused on toys that strengthen skills like imagination, problem-solving, and collaboration, while staying true to the brand’s current emphasis on educational play.

The key opportunity identified was the three existing cow characters—Daisy, Carrots, and Sarge. I proposed building upon this virtual trio to create physical, interactive toys that enhance the kids' connection to the brand. Two major concepts were developed: Guess Moo, a mini, 9-piece collectible version of a strategy and communication game, and I Spy, a solo or collaborative observation game. These concepts were designed to be both educational and engaging, aligning with the target age group's love for pretend play and simple strategy games.

Beyond the games, the concepts included physical collectibles to ensure the toys had long-term value. This included different sets of the three main cow characters in the form of car/motor vehicle collectibles and billboard collectibles. These designs, created using Adobe Illustrator and Adobe Photoshop, were envisioned to be highly interactive, potentially including actions or sensory/fidget elements to offer dual engagement. This approach ensures the toys are not only cohesive but also highly marketable and visually aligned with Chick-fil-A's established aesthetic.