About
A business built through decades of developing award-winning digital and physical consumer products.
Founded on Creativity
Charlie and Sally in front of Creativity’s “Toy Wall”
Creativity was founded in 1998 by Charlie and Sally Albert. Charlie brought a unique blend of experience in music, technology, and product development, while Sally's expertise in human resources and business operations established the foundation for the company's growth. Together, they built a company dedicated to helping inventors and manufacturers transform ideas into successful products.
What began as a small development studio grew into a multidisciplinary team specializing in play design, engineering, software, content creation, audio, animatronics, and interactive experiences.
A Legacy of Innovation
Since 1998, Creativity has contributed to more than 7,000 products and helped create some of the toy industry's most recognized and successful brands. Our work has been honored with more than 130 Toy of the Year nominations and 35+ Toy of the Year awards.
From traditional toys and games to connected products, apps, voice experiences, and emerging technologies, Creativity has spent more than 25 years helping clients bring ideas to life.
The Next Chapter
Joshua Garrett joined Creativity in 2001 and spent more than 25 years helping grow the company while leading projects for many of the toy industry's most recognized brands.
Working alongside Charlie and the Creativity team, Josh helped expand the company's capabilities beyond traditional toy development into software, connected products, voice experiences, interactive media, and emerging technologies.
When Charlie and Sally retired, Josh took over the company’s leadership — building on the foundation they established while guiding Creativity into its next chapter. Today he serves as CEO, leading a focused, senior team of specialists who bring decades of combined experience to every project.
About Joshua Garrett
Before entering the toy industry, Josh earned a Doctorate from The Juilliard School and enjoyed a career as a professional French horn player, performing around the world with groups such as the San Francisco Symphony, the Israel Philharmonic, the Henry Mancini Orchestra, and Metallica.
In the 25 years since, he has helped create toys, games, apps, connected products, and interactive experiences for many of the world's leading consumer product and entertainment companies. He was recognized as one of Mojo Nation's 100 Most Influential Figures in Toy and Game Design and is a frequent speaker on innovation, technology, and the future of play.
Today, he leads Creativity's team of designers, engineers, artists, writers, and developers as they help clients create the next generation of toys, games, and interactive experiences.
