Cheryl Yu

A multidisciplinary designer and product developer with experience spanning merchandise, product development, branding, packaging, marketing, and creative project coordination. With a background in gaming and consumer products, Cheryl enjoys taking ideas from early concepts through production, working across creative teams and external partners to bring thoughtfully designed products to life.

Her work is especially focused on merchandise that feels intentional and connected to the worlds it represents. She has experience developing products from concept and design through prototyping, revisions, production coordination, and launch, with particular attention to colour, materials, construction, visual details, and the overall experience of the finished product.

Outside of her own work, Cheryl loves exploring thoughtfully designed merchandise across a wide range of brands and franchises, from theme parks and collectibles to independent designer toys and beautifully crafted special edition books. She is naturally drawn to products with distinctive craftsmanship and the small design decisions that make them memorable. She believes the best physical products feel like a natural extension of the worlds they represent, giving fans something meaningful to experience long after they've finished playing.