Hasbro has revealed the winners of its 2025 Women Innovators of Play (WIOP) Design Challenge, spotlighting three emerging inventors whose concepts span preschool, collectibles, and family gaming.
Now in its latest iteration, the program continues to support women entering the toy and game industry, offering mentorship, visibility, and financial backing. This year’s winners — Remy Hilpp, Kate Hunt, and Britta Larsen — were selected from more than 130 global submissions, evaluated on criteria including innovation, playability, design, manufacturability, and mass-market potential.
Each winner will receive a $10,000 cash prize and the opportunity to spend a day at Hasbro’s headquarters, where they will meet with internal teams and industry experts to further develop their ideas and gain insight into the product development process.
“Beyond just the great, innovative ideas they brought, the way that they communicated it with their videos and their submission just completely stood out amongst the others,” says Naomi Brugnatelli, Senior Manager of Inventor Relations at Hasbro. Brugnatelli says the number of submissions increases each year. This was the first year the company hosted the process through YouTube. “It was great to see that this new format really delivered and brought in a whole group of innovative women,” she says.
Three Categories, Three Perspectives on Play
Each of this year’s winners represents a distinct category within the toy and game space, reflecting the breadth of ideas coming from the next generation of inventors.
Remy Hilpp, a senior industrial design student at the University of Illinois Urbana-Champaign, was recognized for her preschool-focused concept. Based in Chicago, Hilpp’s work centers on integrating developmental milestones into engaging play experiences. She is also the co-founder of a speech-focused toy startup that supports early language development through interactive design.
Kate Hunt, a published game designer and elementary educator, earned recognition in the collectible category. Drawing on her classroom experience and passion for games, Hunt’s work blends education and play, emphasizing systems that encourage repeat engagement. Outside of design, she brings a range of personal interests — from math to endurance sports — into her creative process. “I was really surprised to see her kind of step away from the gaming design field and put some innovation into toys,” Brugnatelli says.
Britta Larsen, a Reno-based designer, was honored for her family game concept. A senior art manager at Aristocrat Gaming, Larsen brings more than a decade of experience in gaming design. Her recent move into tabletop development has been a family affair, collaborating with her husband and daughter while also building an audience through their YouTube channel KB Kids Corner focused on creativity and family activities. Larsen designed her game with her daughter Katja. “It was really sweet,” Brugnatelli says.
A Pipeline for New Talent
Launched to address the gender gap in the inventor community, Women Innovators of Play has become a key initiative within Hasbro’s broader innovation strategy. The program not only highlights new voices but also provides tangible pathways into an industry that has historically been difficult to break into.
“It’s just such a really wonderful event to bring in new talent to Hasbro, and especially in the inventor community,” Brugnatelli shares. “I had been telling everyone for a really long time that it’s heavily male-dominated, our inventor pool. I think Hasbro’s doing a wonderful job just trying to get more women into the mix.”
Participants benefit from access to Hasbro’s internal teams, feedback on their concepts, and exposure that can lead to licensing or development opportunities. For many, the Design Challenge serves as a first step toward a long-term career in toys and games.
Natalie Cross, Senior Director of Content, adds, “I think another benefit we’ve seen of this is the partnerships that have come out of Women Innovators of Play for Hasbro as well.” Cross notes that Dr. Becky Kennedy was a keynote speaker two years ago. Hasbro has since partnered with Good Inside, Kennedy’s brand, across Play-Doh and Peppa Pig. “It’s been kind of a starting point for other opportunities,” she says.
What’s Next for WIOP
Hasbro confirmed that the Design Challenge will return, with additional details on the 2026 program expected later this year. The company is also continuing to expand the broader Women Innovators of Play platform, including educational content and resources for aspiring inventors.
“We’re looking at ways of changing up the programming, whether it be more in-person and live opportunities,” Brugnatelli says. “We’re definitely continuing the program. We’re going to do the challenge again this year.”
Past programming, including last year’s conference, is available through Hasbro’s digital channels, offering insights into pitching, prototyping, and navigating the toy development process.
As the initiative grows, so does its role in shaping the industry’s future — one that increasingly reflects a wider range of perspectives and experiences. “It’s something that we truly feel passionate about and want to continue,” Brugnatelli adds.
For Hilpp, Hunt, and Larsen, the recognition marks both a milestone and a starting point. With support from one of the industry’s largest players, their ideas now move one step closer to reaching store shelves — and the hands of kids and families.
“We’re just excited to celebrate the winners and make them feel special,” Cross says.
Learn more about the program at spark.hasbro.com/womeninnovators.
