I worked with Posh Paws over a 2.5 month period to launch the ED by Ellen DeGeneres pet collection where I led the small team in the creative development and merchandising of the collection. I started by analyzing the market and creating a product road map for the entire collection. We designed and prototyped products for each category while securing approval from the ED team. In the important grooming category we launched with over 25 products that resolved specific issues. In a short amount of time we traveled to China to meet with factories, created 80+ prototypes, created a retail rendering and a marketing presentation...landing Posh Paws a 5 year contract with PetSmart. We loved the process of bringing Ellen's signature style and witty sense of humor to each product.