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Lost Kitties Launch
Project Type
Brand Strategy | Go-to-Market & Campaign Strategy
OVERVIEW:
Led the brand strategy and go-to-market launch of Lost Kitties, a new collectibles franchise designed for speed-to-market and broad cultural relevance. The objective was to create a breakout brand in a crowded category by combining distinctive product design, inclusive positioning, and an irreverent tone that resonated with kids, parents, and retail partners alike.
MY ROLE:
As marketing lead, I defined the brand positioning, pricing strategy, and launch approach for a completely new IP. I partnered closely with product, retail, and media teams to ensure the brand came to life consistently across packaging, content, and launch channels.
To accelerate awareness and trial, I led an omni-channel launch spanning paid and earned media, creators, experiential moments, and partnerships with publishing and media partners—balancing speed, cultural relevance, and retail readiness.
IMPACT:
Lost Kitties debuted as a $15M “Top New Brand” in collectibles, driven by strong retail adoption, media coverage, and consumer demand. The launch established the franchise as a scalable platform and demonstrated an early model for building new IP through culturally fluent brand strategy and integrated go-to-market execution.
