While comedic at first glance, Hasbro's Joy for All Companion Pets followed scientific studies that demonstrated the therapeutic benefits of robotic animals for elderly memory care patients. Hasbro developed this unique line of animatronic pets specifically for memory care patients. The pets each had electronic sensors and state-of-the-art animatronics to deliver a lifelike pet for those unable to care for real ones. While never a top seller for Hasbro, the companion pets generated good will while tackling the loneliness epidemic among seniors.
I had the privilege of leading not just product design but also creative direction for this new Hasbro brand that has since been spun off into a separate company.
