New Product Development Manager

About PlayShifu:

PlayShifu is one of the fastest-growing technology startups that creates AR-powered educational toys. “I wish I had them in my childhood” is the most common thought when one comes across our award-winning products. We have expanded our distribution worldwide to more than 35 countries and still counting. We are looking for an experienced NPD leader to take our products from concept to mass production, built right, on time and at the right cost, for kids across the globe. If you are passionate about the consumer goods industry and have the growth mindset to take up a new challenge every day, read on!

About the Role:

We are looking for an experienced New Product Development (NPD) Engineer to own the journey of our products from concept to mass production. You will lead the development of physical-digital play products, working closely with Design, Electronics, Software, Quality, Supply Chain and Marketing, and with our manufacturing partners. You will mentor junior engineers and be accountable for delivering products that are safe, manufacturable, delightful for kids, and on time and on budget.

What You’ll Be Doing:

Product development and launch:

• Own end-to-end product development cycles, from concept, feasibility and prototyping through EVT/DVT/PVT, tooling, pilot runs and mass production ramp-up.
• Translate product vision, child development goals and user needs into clear technical requirements, specifications and project plans. Drive decisions on architecture, materials, mechanisms, age grading and cost targets.
• Run market research and competitive benchmarking across features, play value, technology, build quality, pricing, customer ratings and reviews to shape differentiated products.
• Work with Design and Content teams to run play-testing with children and parents, and feed the learnings back into the design.
• Build and maintain the product roadmap and a launch calendar aligned with seasonal retail and gifting peaks.Engineering and quality:
• Lead DFM/DFA reviews, tolerance stack-ups (GD&T), DFMEAs and design validation to reduce risk before tooling release.
• Manage tooling development with vendors, including mold design reviews, T0/T1 trials, defect resolution and tool sign-off for injection molded, assembled and electro-mechanical components.
• Drive multiple sample iterations through to golden sample approval, and run pre-production and pilot builds with clear quality checkpoints.
• Design child-safety into the product from day one: small parts, sharp edges and points, battery compartment security, magnets, cords, choking and strangulation hazards, and safe use of plastics and finishes.
• Plan and drive reliability, drop, durability, battery and functional testing, including use and abuse testing as per children’s product norms.
• Create and maintain technical documentation: design specifications, BOMs, drawings, test plans, validation reports and engineering change requests (ECR/ECN).Compliance and certification
• Own toy safety and regulatory compliance for every market we sell in. This includes BIS/ISI certification under the Toys QCO (IS 9873, IS 15644 for electric toys), EN71, ASTM F963, CPSIA, CE and other country requirements.
• Work with testing labs and our compliance team on test plans, samples, reports and certification timelines. Keep up with changes such as the new EU Toy Safety Regulation and the Digital Product Passport.
• Ensure labeling, age grading, warnings, instruction manuals and packaging meet regulatory requirements in each market.
• Work with the Software and Legal teams so that app-connected and camera-based products meet privacy, child data protection and cybersecurity expectations.Vendors, cost and supply chain:
• Select, qualify and manage suppliers, OEMs and contract manufacturers for components, tooling and assembly, including audits on capability, quality and capacity.
• Own BOM costing, tooling and mold costs, MOQs, lead times and negotiations with the supply chain team to meet cost and margin targets.
• Collaborate with Packaging and Brand teams so that packaging protects the product, communicates clearly, and keeps cost and volumetric weight in check.Post-launch and leadership:
• Track early performance after launch: defects, reviews, returns, warranty claims and customer care feedback. Lead root cause analysis and corrective and preventive actions with vendors to reduce returns.
• Manage timelines, budgets, risks and dependencies across multiple projects, and give regular updates to leadership.
• Mentor and guide junior engineers and interns, and help improve NPD processes and best practices.

What We’re Looking For:

• Bachelor’s degree in Mechanical, Electronics, Mechatronics, Product Design or a related engineering field. A Master’s degree is a plus.
• 5 to 10 years of experience in NPD, product design or manufacturing, ideally in toys, consumer electronics or other children’s or consumer products, with at least 2 to 3 products taken from concept to mass production.
• Strong hands-on expertise in 3D CAD (SolidWorks, Creo, Fusion 360 or CATIA) and 2D drawings with GD&T.
• Deep working knowledge of DFM/DFA, tolerance stack-up and design for injection molding, along with plastics, materials and finishing processes.
• Proven experience with tooling development, vendor management and factory trials, including managing builds at OEMs or contract manufacturers.
• Good understanding of electro-mechanical products (PCBA, batteries, sensors, cameras, speakers, etc.) and how to work with electronics and firmware teams.
• Hands-on experience getting products through toy or consumer product certification (BIS/ISI, EN71, ASTM F963, CPSIA, CE), including working with test labs and resolving test failures.
• Working knowledge of children’s product safety: age grading, small parts, battery and magnet safety, restricted chemicals and material safety.
• Experience with prototyping methods (3D printing, CNC, fabrication) and with test and validation planning.
• Working knowledge of quality tools and processes such as DFMEA, PFMEA, 8D, APQP and change management.
• Experience with costing, BOM optimization and value engineering without compromising safety or play experience.
• Strong project management, documentation, communication and stakeholder management skills, with the ability to run several projects at once and a high sense of ownership.

What We Offer:

• Innovative Products: Work on award-winning consumer products made in India for the world
• Talented & Motivated Team: Join a passionate crew of builders, learners, and dreamers
• Growth Opportunities: Learn from global markets, challenging projects, and hands-on mentorship
• Employee Discounts on our products
• Comprehensive health insurance for you and your dependents
• Central office location, a fully stocked kitchen, endless snacks, team lunch, fun events, etc.