Andi Osana: boundlessly inquisitive, whimsical toy designer

Andi Osana, professionally known as &i, is a self-confessed history lover, dinosaur enthusiast and toy designer always driven by curiosity.

“I like to ask questions, especially ones which are a tad sillier than what we’re normally used to. I like to play with possibilities, work through probabilities, and dig into practicalities until I see the bigger picture,” she shared in an exclusive interview with DAILY TRIBUNE.

This inquiring nature eventually led her to excel in two well-earned degrees: a Bachelor of Science in Industrial Design from De La Salle-College of Saint Benilde in Manila and a Bachelor of Fine Arts in Toy Design from the Fashion Institute of Technology in New York.

She sharpened and enhanced her skills through the Offsite Industrial Design Program, where she met eminent and acclaimed designers from various disciplines, who assisted and guided her to explore and discover her playful sketching style, which naturally fit the world of toy design. Once she realized her natural strengths, she simply pursued them!

Her professional journey took a decisive pivot in 2024 during a summer internship with Jazwares, a major American toy manufacturer. Four days each week, she endured a lengthy three-hour train commute between New York City and Bristol, Pennsylvania, often spending the ride sketching Scout the Stegosaurus, one of her storybook characters. At the company, she worked on Avatar: The Last Airbender, several Crunchyroll properties, and even contributed to a major licensing pitch.

Today, Osana is a trend category designer at Relatable, the New York-based company behind the viral card game What Do You Meme? and the Emotional Support Pals plush line. She presently leads the product design of an upcoming plush collection, as she likewise develops new concepts for their corporation’s growing brands.

But one project remains especially close to her heart: Ang Katawan Ko exhibit at the Museo Pambata. Developed with design duo Nazareno/Lichauco — who she continues to collaborate with — it combined her industrial design background with everything she had learned, while creating an engaging learning environment built specifically for children.

While encouraging mentors have challenged and encouraged her to grow, comic books have influenced the way she approaches storytelling and character design. “I think that pop culture has continuously evolved and also is a living, constantly growing library where we can all share stories and have conversations with ourselves and others, and it’s such an important part of how I create,” she confessed.

When she is not busy designing, Osana enjoys reading, loves museum visits, adores sunsets from neighborhood parks and plays video games.

Currently, she earnestly develops her own universe through Rootfall, a cherished personal project centered on an abandoned vending machine where, from forgotten scraps, patched-up robots build new lives. She hopes the story will eventually evolve into a comic series accompanied by its own line of desired toys.

Let us listen to her thoughts on toy creation and design:

On philosophy

“I’m a product of every person I’ve ever encountered, interacted with — and I wouldn’t have gotten this far without them. Due to how much everyone else has shared with me, I truly find it extremely important to do the same for others.”

On hurdles in the field

“Toy design — in the way I wanted to learn and practice it — wasn’t as accessible in Manila. I wished to understand how products were made at scale: mass production, manufacturing constraints, licensing and all the rules and regulations that come with the territory before learning how to break them.

“This specific section of the industry... is largely based in the United States, and breaking into it without going back to school was incredibly difficult... one of the bigger hurdles wasn’t technical skills... it was accessibility.

“That said, design also has another side... the industry runs on relationships. At its core, it’s a network. Opportunities have come from people who you work with and trust you and would love to collaborate with you in the long run.”

On Filipino ‘anik-anik’ culture

“Ultimately, I think the ‘­anik-anik’ culture is sentimental maximalism — a hallmark to Filipino culture.

“I can easily visualize walls and shelves full of memorabilia, like we’re scared of having any space left that can’t tell us a story or about a time that’s meant something to us.

“I also understand the critique of it being consumeristic in nature — but I think anik anik culture in itself is a great way to learn more about yourself... and be able to express our identities and interests in a fun way which also leads to community.”

On her personal toy collection

“I don’t typically buy blind boxes. However, I will not hold back for the Hirono x Le Petit Prince collaboration.

“The Little Prince is my favorite book of all time, while Hirono’s my favorite Pop Mart character... having both exist in one collection was not in my 2025 bingo card.”