Sarah Terry

"Wow, she's worked on a lot of cool stuff."
Creative copy for brands with character.
I'm a creative writer and storyteller with a passion for adding fierce style and outrageous personality to every brand I touch. Writing for toys and kids has given me a wealth of experience developing fun, exciting campaigns and bringing life to every product. I have worked in almost every medium including film, television (narrative and commercials), comedy, magazines, digital, music, video games, social media and more, so I can write and craft stories to fit any medium and brand goal.
   
See below for a few more specifics about my work experience and make sure to browse through my portfolio for samples of my work. 

Experience

WowWee

2022 - 2024

Copywriting and Creative Marketing Director

Brands: Fingerlings, Dog-E, NERF Super Soaker, Hasbro Splash Games, Baby Shark, My Avastars 
Creative lead for a portfolio of interactive toys and games, including talking monkeys and robot dogs. With a focus on brand voice, product storytelling, and marketing communication, I develop multi-pronged campaigns that ignite imagination.
  • Building creative brands from inception through launch to create a 360º brand experience.
  • Developing concepts for product storytelling, marketing campaigns, and content to present to key stakeholders.
  • Partnering with outside agencies as well as internal teams to develop standout content for TV, CTV, YouTube, Meta and more.
  • Infusing personality into every aspect of a product and brand – creating talking monkeys that are dreamers, jokesters or pop stars; giving unique voices to a robot dog; developing UX storytelling for apps that enrich and expand a toy’s play.
  • Leading our team into the creative abyss of brainstorming as we blue sky new brands and marketing strategies; diving into new concepts with a blend of data-driven research and out-of-the-box ideas.
  • Collaborating with social media lead to brainstorm concepts; building an organic following with repeatable, viral content.
  • Writing press releases, marketing communications, web copy, video content, product descriptions, and more for all brands.  

MGA Entertainment

2018 - Present

Copywriting and Marketing Manager

  • Brands: L.O.L. Surprise!, L.O.L. Surprise! O.M.G., Rainbow High, New Girls Brands
  • Developing story-driven doll brands and campaigns that inspire kids around the world, including global phenomenon – L.O.L. Surprise! collectible dolls and their big sisters, O.M.G. fashion dolls. 
  • Leading as chief brand storyteller and growing the role of storytelling across the company.
  • Managing copywriting creative team of 2 copywriters (Brand Copywriter and Senior Copywriter).
  • Presenting creative concepts and product storytelling to CEO, C-Suite stakeholders, external partners and key buyers including Target and Walmart. 
  • Launching brands like Rainbow High (Fall 2020) with a story-first approach to copy. Building it to the #1 fashion doll in its first year with personality-infused ads, colorful web content and YouTube series.
  • Marrying product storytelling with content to create a fierce, surprising and consistent narrative for L.O.L. Surprise! Movie Magic product line and L.O.L. Surprise! The Movie on Netflix.
  • Collaborating with social media team to create the toy industry’s first hologram TikTok influencer, Royal Bee.
  • Writing copy and managing voice across channels including video content (YouTube, Netflix), TV, radio, packaging, live events, experiences, social media (TikTok, Instagram), music (Sony), e-commerce, retail, influencer campaigns and more.
  • Overseeing brand voice with partners including Sony Music, Roblox, SuperAwesome, Nintendo and more.

Copywriter, Girls Brands

  • Brands: L.O.L. Surprise!, L.O.L. Surprise! O.M.G., Rainbow High, Poopsie Slime Surprise, Na! Na! Na! Surprise, Baby Born 
  • Copywriter and Brand Voice Lead conceptualizing and creating communication for no. 1 toy property L.O.L. Surprise! and entire Girls Toys portfolio.
  • Lead creative developing unique brand storytelling and brand voice that consistently stands out and grabs consumers’ attention in the crowded landscape of toys & games.
  • Crafting brand stories and taglines like “Chill out & boogie down!” for L.O.L. Surprise! Winter Disco that add branded personality to 360º campaigns, including holiday retail activations, billboards, Spotify ads and product. 
  • Crafting copy for marketing strategies across channels including packaging, e-commerce, retail, entertainment, social media, integrated marketing and licensing.
  • Leveraging storytelling and communication skills to develop proactive ideas and innovative solutions to brand challenges. Balancing the needs of product design and creative teams with strategic marketing objectives.
  • Coordinating with a multifaceted creative team that includes marketing, product design, graphic design, entertainment, integrated marketing .

Cuteness

2017 - 2019

Writer & Content Creator

  • Brands: Barkbox, Healthy Paws
  • Writing heartwarming and informative organic content for pet lovers.
  • SEO optimized. Millennial audience.
  • Synthesizing science-heavy pet research into a clear, engaging narrative.  
  • Graphics work creating custom images with Photoshop and custom GIFs with GIF Brewery

Patient Pop

2017 - 2018
  • Growing brand awareness and establishing subject authority for 10+ healthcare and wellness brands on social media by writing curated, shareable posts for Facebook and Twitter.  

HelloGiggles

2016 - 2018
  • Pitching concepts and writing content for female, millennial audience. 700+ total articles.
  • Clickable, shareable topics included health, wellness, beauty, style, news, travel and lifestyle.

Disney Channel

2013 - 2017

Writer & Script Coordinator

  • Credited writer on 4 episodes of kids’ comedy TV show featuring a talking dog, a spaceship and time travel. 
  • Coordinating and collaborating on scripts, outlines and story ideas as a member of a comedy writers room.
  • Contributing jokes, story ideas, and dialogue.
  • Taking notes, formatting constantly changing scripts, tracking and managing all changes for cross-functional production teams.
  • Working on set with writers, producers and directors.
  • Shows: Bunk’d, Dog with a Blog, Mighty Med, Best Friends Whenever, Pair of Kings 

Education

Loyola Marymount University

Screenwriting, Bachelor of Arts
English & Philosophy Minors

  • Trustee Scholar
  • Honors Program
  • Summa Cum Laude
  • Study Abroad: Bolivia, London

SkillS

WRITING
DIGITAL MEDIA
BRAND VOICE
COLLABORATION

Whenever I'm free

READING
SOCIALIZING
travel
FITNESS
GAMES

FEELIN' ANALOG

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