Pasadena Convention Center
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Eugenia Chen (She/Her)

Concept Artist Environment Artist Character Artist Director Storyboard Artist
Eugenia Chen is a creative director, designer, and storyteller with more than 20 years of experience across location-based entertainment, toys and games, consumer products, and visual arts. Throughout her career, she has collaborated with clients and creative partners including Disney WDI, Universal Creatives, Paramount, Spin Master, Hasbro, LEGO, and many others. Eugenia believes creativity has the power to bring people together and spark joy, imagination, and connection. Through her work and Launchmode Design Co., she collaborates with talented creators, brands, and partners to bring ideas to life through immersive experiences, products, toys, games, art, and storytelling. Outside of her professional work, Eugenia is a painter who finds inspiration in everyday moments and the joy found in the ordinary. She also serves on the board of Ryman Arts, supporting arts education and mentorship for the next generation of creatives. Her philosophy is simple: growing older should never mean growing out of wonder.

PARTICIPANT SCHEDULE

Think Outside the Box with Spin Master and Launchmode Design

Room 207 | Eugenia Chen | Sebastian Cuervo | William Ortiz | Mike Petrosky | Maria Reyes | Gabriel Hernandez

Great packaging does more than sell a product—it tells a story, builds anticipation, and creates an emotional connection before the consumer ever interacts with the toy. Join Launchmode Design Co. and Spin Master for a behind-the-scenes look at the creative process behind toy packaging, from concept to shelf. Discover how storytelling, illustration, branding, and consumer psychology come together to create disruptive designs that capture attention and inspire engagement. Spin Master’s creative team will share insights across different toy categories, what they look for in creative talent, and how to stay on trend in an ever evolving category. Bring your questions for an interactive Q&A. Presenters: Eugenia Chen, Sebastian Cuervo, William Ortiz, Mike Petrosky, Maria Reyes, Gabriel Hernandez

Skill Level: General Audience

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