Charlotte Healey

I help brands understand why people connect with toys, play and collectibles — and how to turn that connection into growth.

My career spans IKEA, grocery, retail, QSR promotions and loyalty mechanics, always with the same thread: curiosity about people first. What makes someone smile? Collect? Share? Come back again?

Along the way, I realised the work I loved most sat closest to play — consumer promotions, collectible programs, family moments and cultural campaigns that made everyday shopping more joyful.

That curiosity became Charlie Smiles Toys — a platform and consulting lens where I track, analyse and advise on how toys and collectibles are shaping brand experiences, from blind packs in grocery to licensed drops and loyalty-driven programs.

I work with brands and partners on strategy, positioning and activation thinking — turning cultural insight into moments people actually care about.