King's Hawaiian had a licensing partnership with Illumination and Universal for Despicable Me 4, and theatrical was an untapped channel for Pretzel Bites. With one of the summer's biggest animated films as the vehicle, there was an opportunity to put the product in front of millions of moviegoers nationwide at the exact moment they were looking for something to snack on.

Hot Wheels RacerVerse was Mattel's most ambitious licensed toy launch in years, a brand new line where characters from across pop culture could become Hot Wheels racers. Building it required aligning internal teams, major entertainment licensors, retail partners, and global distribution channels simultaneously, all before a single unit shipped

Hot Wheels Mario Kart needed a data-backed roadmap for 2024 product planning within the Super Mario Bros license. The question wasn't simply which characters were popular — it was which themes had the strongest commercial momentum, the broadest consumer appeal, and the most natural fit with the existing product ecosystem.