Roseld Laguatan
Summary
Dynamic Principal Product Designer with a strong focus on design strategy and product development. Experienced in bringing concepts to market through effective project management and collaboration, resulting in innovative and engaging consumer products.
Overview
32
32
years of professional experience
Work History
Principal Product Designer/Product Design Manager
Crayola LLC
EASTON, PA
08.2009 - Current
- Lead product development and design initiatives across multiple global business platforms, including Scribble Scrubbie, Color Wonder, Tween Girl, Outdoor, Compounds, Specialty Toy, and Crayola Experience.
- Oversee concept development, product strategy, and visual communication across domestic and international product lines.
- Collaborate closely with Marketing, R&D, Engineering, Graphics, Packaging, Safety, Quality Assurance, Procurement, Supply Chain, and Project Management teams to bring innovative products from concept to market.
- Participate in global development meetings and international manufacturing reviews, including travel to China and Hong Kong for rapid product development and production oversight.
- Contribute to marketing strategies, brainstorming sessions, and new program development while ensuring products meet cost, quality, and timeline objectives.
- Support sales presentations and retailer initiatives.
Freelance Toy Design & Illustration
Self-employed
San Jose, CA; New York, NY; Bath, PA
01.1994 - 10.2009
- Developed toy concepts, illustrations, branding, and product designs for a wide range of entertainment, educational, and consumer product companies.
- Managed multiple freelance projects simultaneously while maintaining strong client relationships and meeting tight production deadlines.
- Supervised freelance designers and coordinated workflow to support project efficiency and creative consistency.
Selected Clients:
Disney Consumer Products, Fisher-Price, Crayola, Spin Master, Jakks Pacific, Wild Planet Entertainment, Ogilvy & Mather, Global English, Encore Community Services, TSC
Senior Product Designer
Crayola LLC
EASTON, PA
12.2005 - 05.2008
- Led the design of Crayola’s infant and toddler art product line, focusing on ergonomically appropriate, safe, and engaging creative tools for early childhood development.
- Helped initiate Crayola’s first infant/toddler interactive electronic products.
- Coordinated cross-functional development efforts with Marketing, Engineering, and Safety teams.
- Directed packaging graphics and participated in product presentations and sales support initiatives.
Senior Product Designer
LeapFrog Enterprises
Emeryville, CA
06.2002 - 12.2005
- Led product design for infant and toddler electronic learning toys, developing engaging play experiences focused on education, safety, and age-appropriate interaction.
- Designed industrial and graphic solutions for plastic and plush toy categories, enhancing product appeal and functionality.
- Coordinated with LeapFrog Hong Kong design office for prototype development and manufacturing, ensuring alignment with project goals.
- Collaborated with Project Management and Marketing teams to deliver consumer-focused products on time and within budget.
Artist 1
Hallmark Cards, Inc.
Kansas City, MO
06.1996 - 09.1997
- Illustrated and designed greeting cards and related consumer products for Hallmark’s Everyday line.
- Developed artwork and product concepts for Birthday, Anniversary, Baby, Thank You, Congratulatory, Sympathy, and Partyware categories, enhancing product appeal.
- Monitored artistic trends and techniques to align designs with evolving industry standards.
- Created original artwork in a variety of mediums including oil, acrylic, and watercolor paints, pencils, charcoal, pastels, and markers.
- Collaborated in brainstorming sessions to generate innovative design ideas that enriched product offerings.
Education
Master of Arts - Communication Design
Kutztown University
Kutztown, PA12-2025
Bachelor of Arts - Toy Design
Fashion Institute of Technology
New York, NY05-2002
Bachelor of Science - Graphic Design With An Emphasis in Illustration
San Jose State University
San Jose, CA07-2000
Skills
- Design/Product strategy
- Rhino 3D
- Key Shot
- Adobe Photoshop
- Adobe Illustrator
- Rapid Visualization
- Organizing Brainstorm Sessions
Accomplishments
- 2026 “Best in Show” Toy Fair, Crayola Scribble Scrubbie Color Blast
- 2024 “Silver Award” Graphis 2024 New Talent Awards
- 2023 “Top Holiday Toys” The Toy Insider, Crayola Scribble Scrubbie Glow Ocean Treasure Chest Playset
- 2023 “Best Products for Preschool Kids” Parents’ Pick, Crayola Scribble Scrubbie Glow Lagoon Playset
- 2022 “PAL Award” Playonwords.com Crayola Scribble Scrubbie Arctic Igloo Playset
- 2021 “Best Toys” Parents Magazine, Crayola Scribble Scrubbie Blue Lagoon Playset
- 2020 “PAL Award” Playonwords.com Crayola Scribble Scrubbie Cloud Clubhouse Playset
- 2020 “PAL Award” Playonwords.com Crayola Scribble Scrubbie Backyard Bungalow Playset
- 2019 “Mom’s Choice Award’ Honoring Excellence: Crayola Scribble Scrubbie Safari Tub Set.
- 2018 “Best Toy Awards” Good Housekeeping, Crayola Scribble Scrubbie Pet Playset
- 2016 “PARENT TESTED, PARENT APPROVED TOP PICK” Toy Fair, Crayola Jewel Maker
- 2015 “PARENT’S CHOICE, FUN STUFF AWARD” Toy Fair, Crayola Thread Wrapper
- 2010 Toy of the Year (T.O.T.Y) Award: Crayola Crayon Town
- 2007 “Honors” Parents’ Choice: Crayola Beginnings TaDoodles First Marks B.U.V.
- 2006 “Seal of Approval” The National Parenting Center: Learn & Groove Musical Table from LeapFrog
- 2006 “Seal of Approval” The National Parenting Center: Learn & Groove Alphabet Drum from LeapFrog
- 2006 “Seal of Approval” The National Parenting Center: LeapStages Learning Piano from LeapFrog
- 2005 "Best Toy" Oppenheim Toy Portfolio Platinum Award: Learn-Around Playground from LeapFrog
- 2005 "Best Toy" Oppenheim Toy Portfolio Gold Award: Learning Connections Train from LeapFrog
- 2004 "Best Toy" Oppenheim Toy Portfolio Gold Award: Fridge Farm Magnetic Animal Set from LeapFrog
- 2004 “Seal of Approval” The National Parenting Center: Baby Counting Pal Plush from LeapFrog
- 2004 “Seal of Approval” The National Parenting Center: Learning Friends Phonics Bus Vehicle from LeapFrog
- 2003 "Best Toy" Oppenheim Toy Portfolio Platinum Award: Roll and Rhyme Melody Block from LeapFrog
- 2000 Designing the Toy of the Year (T.O.T.Y) Award trophy
U.S. Patents
- U.S. PATENT: 2022 Crayola Bead Maker and Decorator Part 2
- U.S. PATENT: 2022 Crayola Bead Maker and Decorator Part 1
- U.S. PATENT: 2020 Crayola Toy Knitting Device
- U.S. PATENT: 2019 Crayola Roller Ball Marker Part 2
- U.S. PATENT: 2018 Crayola Roller Ball Marker Part 1
- U.S. PATENT: 2017 Crayola Threading Apparatus Part 2
- U.S. PATENT: 2016 Crayola Threading Color Apparatus Part 1
- U.S. PATENT: 2010 Crayola Marker
Guest Lecturer Experience
2025 Fall Guest Lecturer for the Introduction to Illustration course at Kutztown University (alongside Dr. Bosler).
- Mentored students in concept development.
- Aided in understanding good layout design.
- Teaching students various illustration techniques, including class demonstrations and one-on-ones.
- Assisted in giving constructive feedback.
- Helped develop Illustration assignments for the class.
2011-2025 Guest Lecturer for the Toy Industry Overiew course at Fashion Institute of Technology.
- Presentation to the Junior Class in F.I.T.'s Toydesign program.
- Providing a history of Crayola and its business objectives.
- Explaining how the the product design dynamics work.
- Discussing how the cross-functional teams work together to actually make product.
- Expectations of the toy industry and how to navigate it.
- Differences between corporate versus freelance work.
References
Denise Bosler, Ed.D, M.F.A.
Assistant Chair, Art & Design
MFA Program Director
Kutztown University
P.O. Box 730
RM 302, Sharadin Arts Building
Kutztown, PA 19530
610-324-6915
bosler@kutztown.edu
Douglas Boehm
Creative Director, Crayola
620 Forrest St.
Fountain Hill, PA 18015
610-216-6927
dboehm@crayola.com
Allie Looney
Product Design Manager, Crayola
12 Lord Court
Easton, PA 18045
302-377-4738
alooney@crayola.com
Timeline
Principal Product Designer/Product Design Manager
Crayola LLC
08.2009 - Current
Senior Product Designer
Crayola LLC
12.2005 - 05.2008
Senior Product Designer
LeapFrog Enterprises
06.2002 - 12.2005
Artist 1
Hallmark Cards, Inc.
06.1996 - 09.1997
Freelance Toy Design & Illustration
Self-employed
01.1994 - 10.2009
Master of Arts - Communication Design
Kutztown University
Bachelor of Arts - Toy Design
Fashion Institute of Technology
Bachelor of Science - Graphic Design With An Emphasis in Illustration
San Jose State University