South Bend fishing needed a concept for a new line of children’s fishing equipment to present to a retail customer within 4 days. Having limited time, requirements and insights to work from each design lead had to work autonomously and fast. After quickly evaluating the market, I realized the only product intended for young girls was Shakespeare’s Barbie branded fishing products. Knowing that the young female market was a viable market with a limited product assortment available to them I felt there was an opportunity to challenge Shakespeare’s Barbie branded products with an a non-licensed (low cost) product offering built around innovative product features. So the Fairy Princess Fishing concept was born.
Leveraging technology owned by a strategic partner, I developed six innovative and unique fishing product concepts intended for little girls. Some products utilized a unique shock-activated light technology (similar to the lights in L.A. Gear shoes) and others a flameless mosquito repellent to create a fun, magical and safe fairy-like fishing experience for young female anglers.