In child developmental toys, Sassy Baby leads the industry in texture, colors, and interaction experience from birth to 36 months. A natural progression was to expand this into the bath toy arena. Sassy needed a line of bath toy product to garnish the space for mass retailers. A range of interactive toys were developed for this environment. Utilizing qualitative research to determine the strongest directions, the products were developed with sculpted character forms and functional systems for floating, propelling mechanism, and texture experience.