Tom & Jerry Dodgeball Game for Sam's Club China
Warner Bros’ Licensed Line | 10,000-Unit Sell-Out (2 Months)
Led the 5-month end-to-end development of a licensed Tom & Jerry–themed sports game for Sam’s Club China, ensuring sample-ready under strict brand and budget constraints. Served as the primary liaison between the licensor (Warner Bros’ agency), account manager, internal design teams, and manufacturing partners, balancing licensed brand integrity, Tom & Jerry narrative alignment, and commercial viability within a tight sample-making time frame. Launched the play set in Sam’s Club China ahead of CNY 2025, selling through 10,000 units within two months of release.
Client
Teamson Sam's Club China
Role
Product Executive
Services
Licensor Approval Management Artwork & Product Submission Management Product Planning
Industries
Family Toy
Date
Feb 2025
The core challenge of this project 1. Orchestrated the approval workflow with Warner Bros’ agency, ensuring product features, colour accuracy (CMF), and packaging graphics met global branding criteria. 2. Coordinated communication across four departments (Design, Account Management, Sourcing, and External Agencies) to resolve conflicts between creative intent, licensor requirements, and manufacturing limitations.
The final project includes a set of dodgeball game playsets, packaging, and the floor POP display. The client had identified dodgeball as the product format, and my role was to define the strongest creative angle. I focused on the chase dynamic between Tom and Jerry as the most resonant link between the IP and the product mechanics, and connected it to the post-pandemic trend of outdoor play among Chinese families. While the sampling process was supported by the sourcing team, I was responsible for ensuring every visual decision, from colour accuracy to packaging graphics, aligned with both Warner Bros' brand standards and the product's consumer positioning.
