Janet Schriever - Concept / Toy Inventor and Girl's Product Designer.
Fun, joy, silliness, getting lost in the moment--play! Play is a simple, creative, mood enhancing act, and yet challenges our minds in a way that structured learning can not. I love to play, and have somehow managed to make it my job. My creative process as a toy inventor is probably different than other inventors; I create characters, a narrative, brands with a strong positive message for girls, and product line to support that brand. Kids play inside a narrative. They connect with their toys as characters and with a brand on an emotional level. I don't focus on features and I do not do electronics. Those things come later, when there is a need for them. My goal is bigger, more broad, and able to last longer on the shelf than a feature-driven product.
Over the past 15 years, I have consulted for MGA Entertainment, Disney, Mattel, Jada Toys, Ohio Art, The Bridge Direct, Jakks Pacific, Spin Master, Bandai, Play Along, Playmates Toys, Giochi Preziosi, Elmer's, and others. I began my toy design career as a staff designer in the Barbie Collectibles department at Mattel and was educated at Otis Art Institute in Los Angeles. My fashion design training and illustration ability has been a most valued skill set, and has infused my work as a doll designer with a fashion forward and creative flair.
In 2011, I invented a line of dolls called Cutie Pops; licensed by Jada Toys and released in the fall of 2012. Cutie Pops had a strong start and was on the shelves of Target, WalMart, and Toys R Us for two years. In 2009, I created a line of plush fashion dogs called Tini Puppini in partnership with Funosophy. Tini was licensed by Spin Master as their first endeavor into girls toys.
Before I found my path into the toy business, I was as a sketch artist, costumer, and designer on feature films such as Tombstone, Stargate, The Ghost and the Darkness, The Crow, and Super Mario Brothers.
Being a person who loves to explore, I have a serious case of wanderlust and have spent several years traveling Africa and living in Botswana. I now live in Long Beach, California with my son and two dogs.