© 2035 by Neodia Moodley
Working with
Park Avenue
Park Avenue is a leading Australian licensing and distribution company specialising in children’s confectionery, seasonal ranges and giftware. The company is renowned for partnering with some of the world’s biggest names, including Mattel, Barbie, Hot Wheels, Fisher-Price, Disney, Peppa Pig, and Elf on the Shelf, bringing these much-loved characters and stories to life through creative packaging, collectible products and festive seasonal lines. With a strong retail presence and a focus on fun, family-driven experiences, Park Avenue has established itself as a trusted name in licensed products that delight both children and adults across Australia.
The work
At Park Avenue I had the opportunity to work across a wide portfolio of household-name brands. My role involved creating seasonal product ranges and confectionery lines designed for major Australian retailers such as Big W, Target and Kmart. This included developing product concepts from the ground up, photographing and editing visual assets, and designing packaging that was both engaging for customers and commercially effective in store.
The role allowed me to balance creativity with strategy, ensuring each product met the standards of globally recognised brand guidelines while still leaving room for unique ideas. I was responsible for designing across a wide variety of formats and materials, from toys and collectibles to Christmas stockings, tins and gift sets. Each project required consideration of scale, cost, functionality and customer appeal, and I worked closely with licensor, suppliers and factories to ensure every item was delivered to the highest quality and ready for national distribution.
Project Shoreline
Shoreline provides senior high school First Nations students with educational and employment pathways.
One of the highlights of my time working with Park Avenue was a collaboration with renowned Tiwi Islands First Nations artist Tictac Purrumpunarli, a Shoreline board member, whose beautiful paintings were at the heart of the project. Because the Tiwi Islands are so remote and internet access is limited, she sent her artwork to us by mail.
I photographed and edited her pieces, and designed a collectible cookie jar packaging that was sold through Big W during the Christmas and Australia Day periods. A portion of the proceeds supported Shoreline’s important work, making it especially meaningful to contribute to such a positive cause.