Role: Senior Game Designer
Scope: Systems Design, Audio-First Game UX, Licensor Co-Development
IPs features: Marvel's Spider-Man, Bluey (+ unannounced AAA titles)
Designing Play for Global Tier-1 Franchises
At Tonies I design interactive audio-game experiences for tonieplay, translating beloved global IPs into screenless, audio-first gameplay. My role bridges systemic game design, audio UX and strict brand stewardship, ensuring that mechanics are immediately intuitive for children and families while adhering to rigorous creative guidelines from world-class licensors including Marvel/Disney, BBC Studios, and Paramount.
Marvel's Spider-Man — Audio Combat & Dynamic Movement
The Design Challenge: Translating fast-paced, kinetic superhero action and web-slinging into an engaging, accessible audio-led gameplay loop without visual cues.
Execution: Designed movement based strategy game and meaningful skill system that capture the authentic fantasy of Spider-Man within a family-friendly physical interaction model.
Bluey — Emergent Social Play & Narrative Humor
The Design Challenge: Capturing the organic, improv-heavy play style of the hit animated series in an interactive format.
Execution: The game focuses on low-friction game interactions that invite imaginative physical participation. The well-known and loved episodes are enriched by interactions that kids can decide for themselves how to use, giving them the agency to shape their own play behavior.
The Core Design Pillars
Zero-Friction Onboarding: When designing without a screen, onboarding cannot rely on pop-up tutorials or UI markers. Every mechanic must communicate affordance, state change and success purely through acoustic and physical ergonomics.
Licensor & Stakeholder Alignment: For the best results, close collaboration with international brand teams is essential, balancing strict IP guardrails with engaging player experiences.
Accessibility by Default: Designing systems that cater to a wide spectrum of cognitive development, translating directly into high retention and low bounce rates.
