We caught up with the brilliant and insightful Stefanie Clark Eskander a few weeks ago and have shared our conversation below.

Stefanie Clark, looking forward to hearing all of your stories today. Let’s talk legacy – what sort of legacy do you hope to build?

I’m at the point in my life when I am looking more backward than forward. I’m well past the time when most of my colleagues have retired, but I have not. Why? Because I still have the health and vitality to work in my field of toy design, and because I have other creative goals yet to fulfill! I believe artists never truly retire.

As a children’s product designer and illustrator, I have managed to stay relevant in my field. It’s not the same as it was 20 years ago, or even 10 years ago. But in some ways it’s even better!

An example: my last full-time employment in the toy industry ended abruptly in May 2016, when I was laid off my position as Design Director of play dolls at Madame Alexander Doll Company in Manhattan. At my age, I wasn’t hopeful of finding a comparable position on the East Coast at a toy company, so my husband and I decided to move west. We ended up in Utah, near our daughters, and I began to freelance. But in addition to freelance toy design, I began receiving invitations to attend fan conventions, do presentations at schools, universities, libraries, museums, clubs, etc. These events brought me in direct contact with people who had been impacted by my design work. Adults who had played with my toy designs as children, and youngsters that I could influence in the design field. Through these events, social media, and local arts events, I have found an unbelievable community of “followers” and friends that have enriched my life immeasurably.

Through these opportunities, I have felt my “calling” was to share my experiences, freely discuss my industry and all aspects of the creative process, and to mentor those who aspire to similar careers.

Additionally, I found other creative outlets that have brought much joy. I have written and published a book about my career, designed and illustrated a coloring book, and illustrated two children’s books. I also do my own personal children’s illustration projects, as well as create digital fine art painting and drawing. (Some even on real paper!) I have found a place in our local art community, and regularly submit and exhibit my artwork.
I taught two semesters of drawing recently at the largest university in Utah.

To summarize, my desire for my legacy would be that:
I helped create toys and art that enriched the lives of children
I shared insights into my creative endeavors that inspired others to find their creative outlet
I interacted warmly with those who followed me, or interacted with me
I helped inspire women and young mothers that it’s possible to find a creative career and fulfillment with a family
I continued to grow artistically, even past “retirement” age
I also continued to grow with technology, so that I might reach a wider audience with my art and design.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

I am a toy designer. I started my career as an illustrator, working in advertising in Los Angeles. I always wanted to be a children’s illustrator, but through a convoluted path, I found myself at Mattel in 1985 designing dolls and other toys. My illustration background was invaluable as I spent the next 40+ years creating playthings full-time for such companies as Mattel, Hasbro, Playskool, Tonka, Fisher-Price, Mattel (again), Spin Master, Toys R Us, and Madame Alexander Doll Company. Some of the toy lines I contributed to were: Rainbow Brite, Popples, Lady Lovely Locks, Jem, Maxie, Moondreamers, My Beautiful Doll, Dolly Surprise, Sweetie Pops, Cupcakes, WWF Wrestling Buddies, Puzzle Place, Cabbage Patch Kids, Little Miss, Chatty Cathy, Liv, Victorious, Imaginarium, You & Me, Just Like Home, Journey Girls.

There were long periods during those years where I worked freelance. These were great years, honing my skills, especially my technical skills. I became quite proficient with Photoshop and Illustrator, which meant I continued to be a valuable asset to my clients. I freelanced for many of the above companies, plus many others such as MGA, Playmates, Jakks Pacific, Radica, Moose Toys, Jazwares, and others. I created a variety of products, everything from preliminary concept sketches to production and manufacturing design. Some of the toy lines I contributed to were: Winnie the Pooh, Barbie, Disney Princesses, Polly Pocket, Trolls, Cabbage Patch Kids, Sky Dancers, Holly Hobbie, Strawberry Shortcake, and so many more.

I developed design skills in not only doll design (which was my original focus), to playset design, plush, technical drawing, industrial design, graphic design and so many more aspects of toy design.

The design process involves more than “being able to draw”. Each designer has their own level of drawing ability, but one thing that makes the best toy designer is creative imagination. Coming up with IDEAS that are unique and fun, and to be able to communicate those ideas are at the root of the creative process. I believe I have always had that type of imagination and skill set. My personal standards of hard work and “making my clients look good” by going above and beyond, has always been my goal.

Today, I am still designing toys, although for fewer and smaller clientele. I have focused most of my attention on illustration and fine art projects. I always welcome illustration assignments, particularly those with whimsical and child-like emphasis. Book and magazine work, decorative illustration and design, kid’s products, and of course, toys, remain my focus today.

The best way to see my work and style is on Instagram. I have two accounts, a personal one where I share my personal illustrations, designs, photos, and life. @stefdesigns
My toy design Instagram showcases designs produced and unproduced of over 40 years of work. I post 5-6 times a week, and feature a huge variety of projects from rough sketches, to tight renderings, to produced toys, to interesting tidbits about the toy industry. You can find that at @stefdesignstoys.

I also have a website, it’s not extensive, but shows a variety of styles and projects. https://stefanieeskanderdesign.com/

We’d love to hear the story of how you built up your social media audience?

I wish I could say my design Instagram had hundreds of thousands of followers, but it does not. I don’t even have 15K followers. But I wouldn’t change my approach for anything.

I have a very niche Instagram. Most of my followers are adults who loved the toys of their childhood, and love interacting with someone who created some of their memories. I have followers of all ages… college art students, Millenials who were kids in the 80s & 90s when many of my toys were released, folks who are just interested in the toy industry. I have lovers of Rainbow Brite, My Little Pony, Cabbage Patch Kids, Wrestling toys. So men and women, married and single, gay and straight, conservative and liberal. I NEVER make any of my posts political, or post socially controversial things. That’s a number one rule.

I never post at the same time of day. I’ve heard that it’s wise to do that, but I have an international audience, so I love to post late at night sometimes, so my European followers see the posts early. I vary my timing.

I rarely post reels. I love reels, I love seeing them, I admire the creativity, but I’m not engagement farming. I’m not adept at videos, and when I do post one, it’s usually kinda lame. So I stick to what I do best.

I almost always post multiple photos. My aim isn’t to get more clicks, it’s to get people to spend more time on my posts. I have so much to share, I think more photos gives a clearer “picture” of what I’m sharing.

My posts are LONG! I don’t do click baity things like post series, unless each post in the series is independent in itself. (For example, I might do a series of “Toy History” posts. Each in the series is a complete story.)

The reason for all of these, is because I have stories to tell. And information to share. My most loyal followers love to read my long, informative posts. (I know, I ask)

I vary my posts. I don’t have a consistent “look”, format or style. I try to vary the type of image I’m sharing… a current photo, then a sketch from the 80s, then a magazine article, etc. I want my followers to be engaged, and ask questions. Of course, I ask questions of them from time to time… because I’ve learned it’s a great way to get more back-and-forth.

I try to answer or comment on my follower’s comments. I’m not always 100% successful, but I love the communication.

I use hashtags. These aren’t really for my followers… they are for me, so I can keep track easily of what I have posted and when. There were several years when I never repeated a design post, but now (it’s been almost 7 years) I do have to repeat, so I vary HOW I present my repeat designs and photos.

I love meeting my followers! I have had many occasions to meet them, and I’m so appreciative! I receive gifts from them, and I always acknowledge it with a thank you post.

I hope you’ll check out my toy design Instagram at @stefdesignstoys

Learning and unlearning are both critical parts of growth – can you share a story of a time when you had to unlearn a lesson?

There was a time when I was somewhat an artistic/ design snob. Not that I thought I was such a hot artist, because I didn’t think that. It was that I thought my first idea was the best. Kind of like I was inspired, and I needed to go with my first idea because it was naturally superior to anything I could come up with later.

I unlearned that lesson early in my toy design career, and I’m glad it was sooner than later.

I was working at Mattel, my first year in the toy industry. (But I was 10 years out of college, with the same number of years working as an advertising & children’s illustrator so I wasn’t green). I was assigned to design a playset (play environment like a dollhouse, or castle, or room etc) for the Popples. This was a brand-new line of plush critters we were designing and developing. They hadn’t hit the market yet, but we had to create all the characters, and other toys to go along with them. They didn’t really have a “world” at that time… not like Strawberry Shortcake or Rainbow Brite. So I came up with an idea. I thought it was probably the more brilliant idea on the face of the earth at that time.

So I started sketching. My idea was to put the colorful Mini Popples into a transparent clock! The idea was based on alarm clocks that were popular in the 80s…. old fashioned alarm clocks that were housed in transparent cases, with colorful working gears and other parts, as well as the iconic alarm clock bells on the top. I was so excited! I could envision the little mini Popples climbing on the gears, hiding in the casing, turning around with the hands of the clock. So magical!

As I worked, my manager stopped by my office. She was not quite as enamored with my concept as I was. I pitched my concept to her, but she advised me to think of another idea. She wasn’t on board.

But did I stop? No, I did not. I KNEW my idea was just the best ever, so I kept working! More sketches, more color. The next day she stopped by again. She was a little annoyed with me. Why was I still working on that concept she asked me NOT to continue? So I stopped.

Lessons learned: 1. Your first idea isn’t always the best. It might be, but it often isn’t.
2. There are times to push back when your management disagrees with you, but this wasn’t it. I was a brand-new designer, and needed to learn to respect my manager’s experience and directives.
3. Cheerfully comply with your boss’s requests. No one likes a rebel at work, and no one appreciates public tantrums. (I cheerfully complied, thanks for asking)
4. With experience and time, your ideas and processes will improve, and you’ll earn the right to have your concepts taken seriously.

Contact Info:

• Website: https://stefanieeskanderdesign.com/
• Instagram: @stefdesigns @stefdesignstoys
• Facebook: Stefanie Clark Eskander
• Linkedin: https://www.linkedin.com/in/stefanie-eskander-39806711/
• Youtube: https://www.youtube.com/@Toys4Stef

Image Credits

All artwork by Stefanie Eskander