STRETCH ARMSTRONG ACTIOIN FIGURE LINE
As the Lead Toy Designer for Hasbro’s Stretch Armstrong toyline (released alongside the 2017 Netflix series), I was responsible for developing the entire product line, from early concept sketches to finalized design direction. The central idea was to incorporate “stretch-powered” play mechanics, where the figures’ stretchable limbs weren’t just a novelty, but a functional feature that powered vehicles, launched projectiles, and interacted with accessories. The line spanned five price points, balancing accessibility, collectibility, and play value.
Client : Hasbro
Toy Designer : Jeffrey Bounthavong
$3.99 PRICE POINTS - MINI FIGURES WITH SLING SHOT ACCESSORY
This entry-level offering featured fully rubber stretchable mini-figures paired with simple slingshot-style launchers. These were designed for fast, repeatable play, allowing kids to launch their mini Stretch heroes across the room. The compact format made it ideal for impulse purchases, while still delivering on the core stretch-powered play.
$9.99 PRICE POINTS - CORE ACTION FIGURES WITH ACCESSORIES
These figures were the heart of the line. Made from stretchable materials, each character came with an accessory or weapon that was powered by pulling and releasing their limbs, such as a backpack catapult, stretch-launch shield, or grappling device. This price point also included villain figures, which, while not stretchable themselves, featured spring-loaded or tension-based launch mechanisms that mirrored the heroes' stretch-powered play.
$14.99 PRICE POINTS - VEHICLES WITH STRETCH FIGURE INTEGRATION
These mid-tier vehicles were designed to interact directly with the stretch figures. By attaching a character’s limbs to specific parts of the vehicle, kids could activate features like projectile launchers or trap-door mechanisms. We designed one vehicle each for Stretch Armstrong and Omni-Mass, each reinforcing the idea that the figure powers the play.
$19.99 PRICE POINTS - STRETCH ARMSTRONG DELUXE TALKING FIGURE
This larger figure brought back the classic Stretch Armstrong form factor, now updated with voice-activated sound FX. Stretching his limbs triggered sound effects, giving kids responsive feedback while enhancing imaginative play. This version served as the premium character offering and hero anchor for the line.
$29.99 PRICE POINTS - STRETCH HQ TRANSFORMING VEHICLE/PLAYSET
The $29.99 item was the centerpiece of the line, a large vehicle that unfolded into a mini HQ playset. It featured multiple stretch-powered functions, including a disc launcher, roof catapult, and pop-out slingshot, all activated using the figures’ stretchable limbs. Designed for big play moments, it offered both vehicle and environment-based play in one premium package.
SHAPE OF THE LINE
The line was structured across five price points: $3.99 for mini rubber figures with slingshot accessories, $9.99 for core figures with stretch-powered gear, $14.99 for vehicles activated by stretch limbs, $19.99 for a deluxe talking Stretch Armstrong figure, and $29.99 for the transforming HQ vehicle/playset. Each tier offered distinct play value while building a cohesive stretch-powered system.