Lite Brite
Hasbro
UI/UX, Merch Design
Lite-Brite: Worlds of Wonder is an immersive, light-filled environment designed to spark nostalgia, play, and creativity. As part of the design team, I contributed to merchandise design, interactive installations, and concept art, helping to bring the iconic Lite-Brite into a tactile, real-world experience.
Summary
This experience reimagines a classic toy as a life-sized, walkable installation — blending storytelling, game stations, and collaborative art. I was responsible for designing playful, accessible user interfaces, creating physical merchandise, and shaping the look and feel of the environment through concept work. I also participated in real-time venue testing to iterate and fine-tune how guests moved and interacted through the space.
Challenge
The experience needed to do more than entertain — it had to emotionally resonate across generations. Our challenge was to reintroduce a timeless classic in a way that captured parents’ nostalgia while also feeling fresh and exciting for their children. Every design choice had to bridge this gap: evoking the magic of the original Lite-Brite while creating a space that invited new memories through intuitive interaction, vibrant visuals, and playful storytelling.
Solutions
We designed a fully immersive environment anchored by light-based games and interactive play areas. I created a simple, icon-driven UI system that invited guests to engage without instructions, developed a merch line that extended the experience beyond the venue, and helped visualize the space through mood-rich concept art.
Process
UI Design & Wireframes: I mapped user flows and created wireframes for interactive elements, focusing on accessibility and ease of use for guests of all ages.
In-Venue Testing: We observed guests interacting with the experience to identify friction points and refined the designs based on real-time feedback.
Merchandise Design: I developed product designs and packaging that felt joyful, collectible, and on-brand with the Lite-Brite world.
Concept Art: I supported the early stages of the project with visuals that helped shape spatial storytelling, lighting, and interaction design.
Results
The experience resonated across demographics, achieving high engagement and delight. The interface designs were easy to use without explanation, and merchandise saw strong post-visit sales. Most importantly, guests described feeling "like kids again," which was exactly the emotional response we aimed to spark.
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