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Vivid Toy Group
Senior Product Designer
Fi is the Principal Creative at Vivid Toy Group. She heads up Vivid’s newly formed global insight and innovation hub. Fostering new product opportunities with early conceptualisation, brand and property development via a creative team of thinkers, strategists, innovators and designers.
Fi Murray is a strategic creative with a decade of experience ranging from concept design, innovation strategy, story-telling, brand creation and inventing. She has developed to market over 100 products both in-house and licensed – working alongside global companies such as BBC, Mind Candy, King, Chapman Ent, Panasonic and Crayola.
Fi led the creative strategy, story building and early brand conceptualisation of Vivid’s latest boys collectable hit – Fungus Amungus. And is working on new IP that will hit the stores in January 2017.
Exploring the increasing importance of story in new products in the toy world. Find out how ‘story and character’ are becoming an increasing part of the product development and marketing process for toy companies new IPs. Does the existence of YouTube, together with the less regulated digital broadcasters such as Amazon…