Tim Effler has been in the creative development business for over 40 years. As Director of Advanced Concepts at Hasbro he contributed to many of their most successful lines including Star Wars, Batman, Ghost Busters and the Jurassic Park toy lines.

For 13 years, Tim was also a partner of SOEDA Inc., a creative consulting company. Clients included Hasbro, Mattel, Fisher-Price, DreamWorks, Universal Studios, Fox Entertainment and Sony Pictures. His company’s work on Zizzle’s Pirates of the Caribbean toy line won a T.O.T.Y award in 2007.

Tim moved to Atlanta in in 2007 as V.P. of Concept Development at Digital Blue, a youth electronics company. While at Digital Blue, he identified the potential of the LEGO license and developed a line of products that won a LIMA Licensing Excellence Award. In July of 2010 he joined Kids II as Sr. Principal Designer and for 9 years created some of their most successful infant toys.

​Tim has a BS in Industrial Design from the University of Cincinnati, where he also taught an Introduction to Design class. And he did post graduate study in Illustration at Art Center College of Design in Pasadena CA.

At home in Atlanta, Tim continues to consult for a select group of clients, speaks regularly at schools and conventions about toy design and is currently writing a book about his contribution to Kenner’s Star Wars toy line.