Daemen alum and Chair of Daemen’s Alumni Engagement Committee, Andy Lawrence, ‘09 Business Administration, led the development of the Little People Collector Britney Spears Special Edition Set from Fisher-Price to commemorate the 25th anniversary of the global superstar’s debut album. The collector set hit store shelves on December 8, 2024.
Lawrence, an associate marketing manager on the Little People Collector product team, pitched a design concept to Mattel executives and Spears’ licensing team, and partnered with internal product design, packaging, copywriting, licensing, retail, and media teams to bring it to life.
“As a devout Britney Spears fan since her debut, seeing this collector set hit store shelves around the world couldn’t “Gimme More” pride and joy,” said Lawrence. “It’s been a labor of love over twenty months in the making, and now “My Only Wish (This Year)” is for fans and kidults to smile at this set “Everytime” they see it on their
shelf. They, and every one of my teammates—and the legendary Miss Britney Spears—will have my gratitude “Till The World Ends.””
Lawrence, who’s been with Mattel for over eight years, also led the re-launch of the Fisher-Price Kick & Play Piano Gym, a staple in the company’s Baby Gear lineup that is now featured in its John Legend partnership. Since moving to the Little People Collector team, Lawrence has worked with licensors like Disney, Paramount and NBCUniversal to create popular collector sets, including The Nightmare Before Christmas, Mean Girls, Friends, and Schitt’s Creek.