Industrial Toy Designer

SHIHAO LAI

Bridging Traditional Craftsmanship and Digital Innovation in Toy Design

VIEW MY WORK Download Resume

About Me

I am an industrial designer specializing in toy design, currently pursuing my Master of Design in Designed Objects at the School of the Art Institute of Chicago, with a research focus on Toy Design. I hold a Bachelor of Engineering in Industrial Design from Zhengzhou University, China.

My design process bridges traditional craftsmanship with cutting-edge digital tools. From hand-sculpted clay models to precision 3D modeling in Rhino and Zbrush, I bring concepts to life through an iterative workflow that honors the tactile nature of toy design while leveraging modern technology for refinement and production.

With professional experience at Alpha Group — one of China's leading toy manufacturers — I have hands-on knowledge of product development pipelines, from sample supervision and color scheme development to production-ready three-view technical drawings. My deep passion for the Transformers franchise and character-driven design fuels my commitment to creating toys that inspire imagination and stand as collectible works of art.

Rhino Zbrush Keyshot Adobe Illustrator Procreate Clay Sculpting 3D Printing
Character portrait illustration by Shihao Lai

Character Portrait

Portfolio

From Concept to Creation — A Complete Design Journey

SD Megatron

Super Deformed Character Figure — Full Design Pipeline

A complete design-to-production workflow for a super-deformed (SD) Megatron figure. Starting from concept art, through clay sculpting, 3D scanning, Rhino modeling, Zbrush refinement, and final 3D printing with hand-painted finishing.

SD Megatron concept art

Step 1

Concept Art

SD Megatron clay model

Step 2

Clay Model

SD Megatron 3D scan in Rhino

Step 3

3D Scan + Rhino

SD Megatron Zbrush refinement

Step 4

Zbrush Refinement

SD Megatron finished painted figure

Step 5

3D Print + Paint

The One

Reimagining a 1979 Microman Classic

A reimagination of an unreleased 1979 Microman toy that eventually evolved into the 1980 Diaclone headliner Great Robot Base. The project involved clay modeling using Play-Doh (referencing the WFC Spoiler Pack) and 3D modeling in Rhino. This prototype was first introduced into Transformers in 2016 as a statue of The One.

The One historical reference

Step 1

Reference & Research

The One clay rough model

Step 2

Clay Rough Model

The One three-view line drawing

Step 3

Three-View Drawing

The One Rhino model and 3D print

Step 4

Rhino & Print Out

Engineering Vehicle Transformer

Undergraduate Thesis Project — Real Vehicle Transformation Design

An undergraduate project focused on designing a transformer based on real engineering vehicles. Inspired by designer interviews, this project reimagined the classic G1 toy structure to accommodate realistic vehicle proportions. The complete process spans from initial sketches through clay modeling, structural engineering, 3D printing, articulation testing, detail refinement, rendering, and final hand-painted prototype.

Engineering Vehicle — full project overview from beginning to end

The full journey at a glance — from initial concept through to the finished, hand-painted model.

Clay structural model Clay Structural Model
Clay model detail Clay Model Detail
Additional reference sketch Reference Sketch

Learning from designers' interviews to make a transformer. Since the theme is real engineering vehicles, the structure has been redesigned compared to the G1 toy.

Engineering Vehicle concept art stage — modernizing the design from official references

Combine the details from different official materials, modernize the design.

Structure finalization Structure Finalization
Structure model Structure Model
Clay head sculpt Clay Head Sculpt

It gives me a more intuitive perception of the actual look.

3D printed structure model 3D Printed Prototype
Printed vehicle mode Vehicle Mode

Print the structure model, test the move ability. Make some adjustments according to the test, then add details on it.

Digital rendering in toy colors Digital Rendering
Final hand-painted model Final Painted Model

Rendering according to the toy color. Final model was painted into real vehicle color, I painted it myself.

Illustrations

Character Art & Digital Illustration

Digital illustrations showcasing character design and rendering skills, with a focus on Transformers characters — reinterpreting established designs through original composition, posing, and detailing.

Transformers illustration with gold and black characters Transformers Illustration
Digital illustration Digital Illustration
Character illustration Character Illustration

Design Drawings

Technical & Character Design Sheets

Technical design drawings and character sheets demonstrating precision draftsmanship and attention to mechanical detail.

Design drawing 1 Design Drawing
Design drawing 2 Design Drawing
Design drawing 3 Design Drawing
Design drawing 4 — detailed character sheet Detailed Character Sheet

Sculpture

Physical Sculpting & Model Making

Hand-sculpted models and figures demonstrating traditional sculpting skills — a critical foundation for toy design and prototyping.

Sculpture 1 Sculpture
Sculpture 2 Sculpture
Sculpture 3 Sculpture
Sculpture 4 Sculpture
Sculpture 5 Sculpture

Alpha Group Internship

Product Design — Professional Experience

During a three-month internship at Alpha Group (China), one of the country's leading toy manufacturers, I conducted sample supervision and developed color schemes for multiple product lines. I also drew three-view drawings of characters featured in the product line.

Alpha Group product line work sample Product Line Sample
Alpha Group three-view character drawings Three-View Drawings

Berlin Design Week 2026

Original Design — On International Display, May 2026

Original transforming warrior figures by Shihao Lai, exhibited at Berlin Design Week 2026

A recent original project — an articulated figure that transforms between an armored warrior and a horse form — was on display at Berlin Design Week 2026, shown here in two finishes: a natural sandstone-toned material and a sculpted black colorway.

Berlin Design Week is one of Europe's leading design festivals, held each year in studios, galleries, and universities across the city, with over 100 participants from more than 20 countries. The work was shown as part of the WhatNot Collection from the School of the Art Institute of Chicago's Designed Objects program.

Visit Berlin Design Week →

Storyboard

Original Narrative — A Transformers Story

An original storyboard and script exploring themes of identity, transformation, and survival within the Transformers universe. This narrative demonstrates world-building capability and deep franchise knowledge — essential skills for developing story-driven toy lines and character backstories.

Original Transformers storyboard by Shihao Lai

"I must be cursed. I am just a nobody doing some trivial job."

"When those Somebody wave their hands, they can change the entire structure of the universe."

"Now my spark cannot return to the physical universe."

"I've been here for too long, the Unspace has begun to erode my body."

"To amplify my mental faculty, I have to shrink my body with BrainMaster technology."

"Under its guidance, I found a piece of metal. The composition of this metal... is consistent with Hytherion, the beast that devours time and space!"

"In this metal, there actually exists information about a technology. Genetronic Translink! Utilizing Unspace communication technology to remotely drive a sparkless body — this is exactly what I need."

"It's supposed to be… in my image…"

Resume

Education, Experience & Skills

Education

School of the Art Institute of Chicago, US

Master of Design

July 2025 – Present

  • Major: Designed Objects
  • Research Focus: Toy Design

Zhengzhou University, China

Bachelor of Engineering

September 2020 – June 2024

  • Major: Industrial Design
  • Extracurriculars: Student Union, Propaganda Department Illustrator

Experience

Alpha Group, China

Product Designer Internship

March 2025 – June 2025

  • Conducted sample supervision for multiple product lines
  • Made alternate color schemes for action figures
  • Drew three-view drawings

Zhengzhou University Industrial Design Graduation Exhibition, China

Exhibitor

May 2024

  • Responsible for setting up, maintaining, and dismantling booth at the exhibition

Software Skills

Rhino Keyshot Adobe Illustrator Zbrush Procreate

Languages

  • Chinese (Native)
  • English (Fluent)
  • Japanese (N3)

Hobbies & Additional Skills

  • Illustration
  • Manufacturing plastic kits
  • Clay sculpting
  • Miniature model painting

Awards

  • 11th National College Art & Design Awards — First-class Prize of Henan Division (August 2023)

Get In Touch

Let's Create Something Amazing Together

I am actively seeking opportunities in toy design and product development. Whether you're looking for a designer who can take a concept from clay sketch to production-ready prototype, or someone with deep franchise knowledge and storytelling ability, I'd love to connect.

SEND ME AN EMAIL

References and letters of recommendation available upon request.