[Joyce Sprau of Batavia is the toy designer behind the Peter Rabbit and Flower Fairies Secret Garden children's lines for CreataDream.]
BATAVIA – Joyce Sprau, a Batavia toy designer, opens new realms to children with Peter Rabbit and Flower Fairies collectibles inspired by the illustrated characters in classic early 20th century books.
"I just saw in miniature gardening a growing trend," said Sprau, who grew up in St. Charles. "A lot of the product out there was really designed out of fragile materials and adult focused. I really wanted to do something new and innovative, something that kids would be attracted to and could play with."
She said she has been in product design for 20 years, starting her toy career by managing design and development of Happy Meal toys for McDonald's, where she worked with top toy and entertainment licensees.
She now is vice president of design and development for Creata in Oakbrook Terrace, leading the team that develops the full product array. At November's Chicago Toy and Game industry event, Sprau won the award of Rising Star of the Year for her Flower Fairies Secret Garden collection.