Garrett Sander: The Toy Industry is like Working for the Government, Everything is Top Secret!

by The Bloom Report | 08 Jun 2023

Biographies and Interviews

Hi Garrett! Thank you for taking time to chat with us today. Please share with our readers what you do in our industry.

I am currently a Principle Designer at Just Play Products on their New Brands IP team. Creating and designing new IP brands! Which means creating new toy brands and toy concepts from the ground up!


What is it about the Toy and Game Industry that you love?

There is so much creativity in the industry and it is always amazing to see all the new toys every year! I always look forward to the coverage of new toys at spring and fall!



What is your claim to fame?

I am best known for creating Monster High! It’s really the highlight of my career, getting to create something that has had such an impact on so many people.


What has been your biggest achievement?

I would also have to say Monster High, it was such an amazing time and we really had the beast time working on the brand! A close second would be getting to design the 2016 SDCC She-Ra doll. Having grown up loving Masters of the Universe and Princess of Power (I’m a twin and He-Man and She-Ra are twins!) so getting to work on a brand I played with as a kid was a dream!



Do you have a mantra that you live by?

You’re never too old for toys! Whether it’s one collectible from a show you love or every toy in a franchise! It’s a fun way to add a bit of play to your everyday. I know my collection always puts a smile on my face.


What are you working on now?

I wish I could say! But the toy industry is like working for the government, everything is top secret! But what I’ve been working on should be out in Fall of 2024!


What advice do you have for people starting in the industry?

Make connections, talk to people in the industry and if you are passionate about it keep pursuing it! If you are having trouble finding a full time position, open yourself up to freelance so companies can get to see what you can do.


What is the most rewarding part of your job?

All of the amazing stories I have heard from fans of how Monster High impacted their lives. It has been so heartwarming to hear how much the brand meant to so many people. My favorite part of my job is meeting fans of the brand and getting to hear them talk about Monster High and get to see and feel their passion for the brand. It means so much to me, that Monster High means so much to them!


How do you define innovation?

Innovation can be such a buzzword in the industry, I don’t think every toy needs a giant feature to be a wow for a kid. For me I think small things can be really innovative like doing something in a category that hasn’t been done before – something that is visually striking and makes a kid stop and go “cool!”.



What was your favorite toy or game as a child?

I’m a child of the 80s so it’s really hard to pick just one: loved He-Man, She-Ra, Jem, Sectaurs I was a collector even as a kid! I wanted to get all the characters, we only had the back of the box or the cross sell poster/booklet back then, and I loved to look at all the other characters and accessories that were available.


What do you read every day, and why?

I like to dedicate some time each day to look for any new toy releases, read about new toys or what’s happening in the industry. I like to stay up to date and knowledgeable on the industry and what’s happening in the toy aisle. Plus, it’s just fun to read about toys!


How do you jumpstart your creativity when you find yourself stalled?

Get away from my desk! The world is where the real inspiration happens and it’s important as creatives we step away from the computer so not only can we enjoy life and the world, but our brains can make those connections that lead to great ideas!


Do you have any pets?

Yes 2 cats: Pistol, and we just welcomed a new cat to our home, Void!


What’s next?

I can’t wait to share, but you’ll just have to wait! However I do get the privilege of being invited to cons, so if you are ever able to attend one I am at please come and say hi – meeting the fans is always an uhhhhmazing time!


monster high doll designer action figures toy collector

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