Inside Disney's Toy Factory

Chris Heatherly and Len Mazzocco use systematic brainstorming and prototyping for the innovation to overhaul the lineup every six months

BusinessWeek, July 1, 2009 — Imagine a small girl holding a brand new toy for the first time. The colors and contours light up her eyes; her mental gears crank as she examines the product, figuring out its purpose. Then, she smiles as she happily joins the new, imaginary world from which the toy was originally born.

Chris Heatherly, 34, and Len Mazzocco, 53, design toys that inspire such scenes on a daily basis for hundreds of thousands of children around the world. Together, the two help run Walt Disney's (DIS) toy division, under the Disney Consumer Products banner.

Sorcerers' apprentices concoct new adventures

Disney interns peek behind the magic and help brainstorm

Los Angeles Times, September 26, 2008 — Every childhood visit to Disneyland provoked the same argument between Patricia L. Caplette and her brother over which ride to hit first. He wanted to head straight for the Haunted Mansion; she insisted on Pirates of the Caribbean. So they bargained: If she could start the day with her favorite scurvy crew, he could end it getting spooked.

Productive Brainstorms Take the Right Mix of Elements†

Wall Street Journal, July 24, 2008 — Most people know what brainstorming means, but few are ever taught how to do it effectively.

Matt Bowen, president and chief executive of Aloft Group Inc., a 28-employee marketing firm in Newburyport, Mass., devotes much time to teaching his employees the ropes of effective brainstorming.