Sergio Paolantonio, Director of Design and Development for Hasbro, is an Experienced innovator, HCI Specialist, Experience Designer.

As part of the Spark Labs innovation group, Sergio leads the creation of technology-infused experiences for Hasbro’s brands such as Disney’s Star Wars, Marvel, Transformers, Nerf, My Little Pony, Monopoly.

With his team, Sergio develops new and exciting ways to play by fusing physical and digital and give life to products such as Marvel Avengers Iron Man AR, Transformers AR Bee Vision and the Alexa “Clue” board game.

Before joining Hasbro, Sergio led UX teams in Microsoft for the Xbox One, Cortana, HoloLens, and consumer products for Panasonic and Hitachi.