willful...
For more than 30 years, we've designed top selling toys and candies that have delighted children throughout the world. From the Super Soaker to Stretch Armstrong, from Chupa Surprise to VIP Pets, and a whole lot more, our creations have sold more than 3 billion units worldwide.
The Willful team has the experience to see projects go from a glimmer of an idea to a successful global brand. Our expertise encompasses strategic conceptualization, design, imaging, 3d modeling, on-site tooling, budgeting, scripting and producing. Our entertainment properties blend toys, games, candy, books, TV, film, and merch.
With a delicate hand, our fresh content creatively tackles social issues including racism, pollution, animal cruelty, bullying and more.
our team
Will Raucci
When kids learn that Will designed the very first Super Soaker with inventor Lonnie Johnson, their eyes light up in amazement. Adults too! "The Super Soaker made Mr. Raucci a star in the toy business," says John Osher, retired president of Laramie Toys, "He's still one of the leading guys in the country in toy design."
Will also designed Stretch Armstrong (ask him where that line was manufactured!), the successful Chupa candy lines and toys that are loved throughout the world.
Will works with a staff of artists, designers and product engineers, in addition to manufacturers throughout the world, to ensure product line innovation, quality and profitability.
Will's ultimate aim is to dream up content that make kids say: "Cool!"
Laurie Edwards
Laurie is an award-winning consumer brand marketer and theatre producer. She has been responsible for building some of the world's most well-known brands including Century 21 Real Estate and Sheraton Hotels. In addition, she has a tremendous amount of experience launching children's education technologies.
Blending both marketing and theatre, Laurie acts as the company's creative director and also oversees our film, theatre and book concepts.
