When McDonald's brought back McDonaldland for the first time in over 20 years, Pacsun was named the exclusive fashion partner for the relaunch one of the most culturally visible licensing activations of 2025. I led graphic design and product development across the entire collection, building a comprehensive design system of 50+ SKUs spanning apparel, accessories, and lifestyle hardgoods.

The core creative challenge was a severe asset constraint: one legacy PSD file. From that single starting point, I hand-illustrated new landscapes, developed custom typography, and created a souvenir-style graphic language from scratch conceptualizing fictional landmarks like Fry Friends Field and Mt. McDonaldland and translating them into a scalable system that worked across zip-ups, hoodies, denim jackets, corduroy hats, floor rugs, knitted blankets, and more.

The collection launched exclusively at ThriftCon before rolling out to all Pacsun stores nationwide and online. Immediate sellouts on launch day validated the design direction, and the campaign generated widespread organic traction across TikTok. The collaboration was covered by Hypebeast, Parade, Retail TouchPoints, The Pop Insider, PR Newswire, and McDonald's corporate, and was facilitated through IMG Licensing the same licensee infrastructure that drives major IP programs globally.

This project is a direct model for how I approach licensed consumer products work: understand the IP deeply, solve real production constraints without sacrificing creative ambition, build systems that scale, and deliver work that performs at retail.