Making It in The Toy Industry

Can your hobby become the next best selling board game? If you've ever wondered how to turn your weekend hobby into something magical and marketable, this episode is your cheat sheet.In this episode of Making It In The Toy Industry, I'm unpacking the gold that Elizabeth Hargrave, the brilliant mind behind Wingspan, dropped in our conversation from last week's episode so you don't miss a thing.You'll discover why designing around real-life experience is the secret to a standout game, how Elizabeth's deep love for birding led to Wingspan's immersive mechanics, and why tapping into the right creative community can level up your game from legal tips to pitch feedback. Plus, you'll hear the exact strategy Elizabeth used to land her first-ever game deal, including the simple practice method that helped her pitch with confidence and clarity. You'll even hear a little brainstorm from me! Turning my salsa dancing obsession into a hypothetical board game and I promise it'll get your gears turning!Send The Toy Coach Fan Mail!Support the showPopular Masterclass! How To Make & Sell Your Toy IdeasYour Low-Stress, Start-To-Finish Playful Product Launch In 5 Steps >> https://learn.thetoycoach.com/masterclass

What are your hobbies? I personally enjoy dance, specifically latin dance and often I wonder, “What if I could translate salsa dancing into a toy or game?”. Well today, we're going to explore that possibility. Today my guest shares how she turned her hobby into a best selling board game!In this episode of Making It in the Toy Industry, I'm joined by Elizabeth Hargrave, award-winning board game designer and co-founder of the Tabletop Game Designers Association. You might know her from her hit game Wingspan, which turned the world of nature and birdwatching into one of the most beloved engine-building games of all time.Elizabeth shares how she took her passion for the natural world and used it to build a meaningful and immersive game that fully translated the experience of birding. Our conversation today circles around how to accurately translate the “experience” of doing various hobbies to a tabletop play pattern. In my opinion that's the secret sauce of how Elizabeth created such an incredible game on her first try.During this episode, we also talk about her upcoming game Sanibel, inspired by collecting seashells on the beach. A hobby so simple and a game so elegant, that I'm sure you'll find yourself inspired to build a tabletop experience based on your hobbies.Listen For These Important Moments:[00:01:12] - What started as a love for birdwatching became Wingspan, a wildly successful board game that blends strategy with nature through clever engine-building mechanics.[00:04:07] - Elizabeth introduces the Tabletop Game Designers Association, which offers support with contracts, advocacy, and education, perfect for both new and seasoned game designers.[00:10:51] - From butterflies to beachcombing, see how personal passions can evolve into meaningful, immersive game themes that resonate with players.[00:23:07] - Elizabeth's Wingspan pitch journey proves you don't. Learn how smart feedback, persistence, and a strong prototype can open doors for your game invention.[00:34:49] - Even with success, staying grounded in playtesting and peer feedback is key to creating games that last. No shortcuts, just a solid creative process.Send The Toy Coach Fan Mail!Support the showPopular Masterclass! How To Make & Sell Your Toy IdeasYour Low-Stress, Start-To-Finish Playful Product Launch In 5 Steps >> https://learn.thetoycoach.com/masterclass

Licensing a tabletop game doesn't require years of experience or a perfectly polished prototype. What it really takes is a strong idea, a strategic approach, and the confidence to put yourself out there.In this episode of Making It In The Toy Industry, I'm sitting down with April Mitchell, motivational speaker, licensing expert, TCA Alumni, and founder of 4A's Creations, LLC. This past year April licensed 6 tabletop games!How did she do it? April shares the creative system and pitching approach that helped her get those deals signed, all while co-creating a powerful resource for other game inventors , the Tabletop Game Design Masterclass with industry veteran Ed Gartin.You'll hear how a simple name like “Pizza Pie” sparked a full-blown licensing deal, why maintaining a pipeline of game ideas helps you license faster, and the key differences between virtual and in-person pitching that can make or break your chances. You'll also discover what to do when a game isn't clicking with playtesters, how to successfully collaborate with other designers, and why long-term momentum in licensing comes from strategy, not luck.Listen for These Important Moments:[00:03:45] - Hear how a road trip idea became a fully licensed tabletop game and how April co-developed and pitched it with lightning speed.[00:08:34] - Explore the pros and cons of virtual vs. in-person pitching and how choosing the right moment to go live can boost your licensing odds.[00:13:38] - Discover how creative storytelling, educational twists, and everyday life inspired two of the most personal games April has ever made.[00:17:33] - Learn how to juggle multiple game concepts at different stages so you're always prototyping, pitching, or playtesting something.[00:22:51] - The biggest takeaways from April's journey from pitching smarter to building unstoppable momentum with the right system.Send The Toy Coach Fan Mail!Support the showPopular Masterclass! How To Make & Sell Your Toy IdeasYour Low-Stress, Start-To-Finish Playful Product Launch In 5 Steps >> https://learn.thetoycoach.com/masterclass

It started with a fuzzy little monster, hiding in the pages of a picture book inspired by Nordic fairy tales. She wasn't famous. She didn't have a movie deal. But when one K-pop superstar hugged her on Instagram… everything changed.This week on Making It In The Toy Industry, I'm diving into the jaw-dropping rise of Labubu, the “ugly-cute” character from POP MART that took the toy world (and TikTok) by storm. From a picture book to plushies on Birkin bags, this fuzzy fanged friend is a case study in viral success. And today, I'm telling you exactly how it happened.It all started with a single Instagram Story where BLACKPINK's Lisa was hugging a giant Labubu plush. No paid campaign, no official launch. Yet within days, stores were selling out, TikTok was flooded with unboxings, and POP MART was on its way to making $1.6 billion in 24 hours. This episode breaks down exactly how that viral moment spiraled into global demand and what POP MART did next to fuel the frenzy.From city-exclusive blind box drops that had fans lining up before sunrise, to high-fashion collabs that turned this plush into a statement piece, this is a real-world case study in smart scarcity, community-first branding, and emotional design. The Labubu story proves that a toy doesn't need IP power or Hollywood backing to go big, it just needs to tap into the right emotions, channels, and timing. Let's unpack how.Launching your first collectible line or planning your next product drop? This episode is packed with clear, actionable strategies to help you build hype, grow a loyal audience, and get ready in case your brand's viral moment hits next.Don't miss this breakdown of one of the most exciting toy business case studies in recent history.Listen for these Important Moments! [00:02:54] - Discover how economic shifts made affordable luxury toys like Labubu irresistible and how to time your product launches for maximum emotional impact.[00:11:47] - Learn what made one Instagram Story turn into a global frenzy, and how you can be ready to amplify surprise celebrity or influencer moments.[00:16:38] - Unpack the marketing genius behind Labubu's pop culture takeover, plus ideas to help elevate your toy brand into lifestyle territory.[00:23:12] - Understand the mechanics of scarcity marketing and how to use limited drops and regional exclusives to build long-term fan loyalty.[00:31:26] - Walk away with clear, actionable steps for building hype, scaling your community, and preparing for your own viral breakout—even without a big budget.Send The Toy Coach Fan Mail! Find this podcast valuable? Support the show by clicking here: https://www.buzzsprout.com/798845/supportSupport the showPopular Masterclass! How To Make & Sell Your Toy IdeasYour Low-Stress, Start-To-Finish Playful Product Launch In 5 Steps >> https://learn.thetoycoach.com/masterclass

Are you sleeping on the money-making magic of your email list?If you've been pouring all your energy into TikToks, Reels, and likes… hold up. Because while social media might be where the buzz is, your email list is where the buying happens. It's your direct line to superfans, curious retailers, and future customers who actually want to hear from you.In this episode of Making It In The Toy Industry, I'm breaking the idea that email marketing doesn't work anymore and showing you exactly why it's still one of the most powerful ways to grow your toy or game brand when it's done right.You'll hear highlights from a special masterclass I taught on email marketing, where I'm sharing a few of my favorite strategies to help you turn your email list into a sales-driving, brand-building powerhouse. From figuring out what your audience actually wants to hear, to the surprising shift big brands are making in their emails — you'll walk away with fresh ideas, practical tools, and a whole new outlook on email marketing. Oh, and yes... we'll talk about subject lines that actually get clicks.So if you've been wondering, “Am I doing enough with my emails?” or “Where do I even start?”, this episode is your ultimate blueprint.Ready to write better emails, sell more toys, and keep your brand top-of-mind (without relying on social media algorithms)?

What if your toy's price point was the only thing standing between you and a “yes” from a major retailer? You've got the product, the mission, and maybe even a booth at Toy Fair but if buyers are walking by without placing orders, it might not be your toy that's the problem… it might be the price.In this episode, you'll hear how one Toy Creators Academy alum adjusted her pricing to better meet buyer expectations and how that decision opened the door to more retailer interest and shelf space.I'm sharing a powerful conversation I had at Toy Fair with Samantha Ong, founder of Joey Dolls — the World's Most Diverse Asian Doll brand. Before launching her toy line, Samantha was a professional photographer, and now she's built a brand that's not only beautiful, but mission-driven and retail-ready. You'll hear how she made her debut in the toy space through the Toy Creators Academy Showcase, and how she's now taking Joey Dolls to a whole new level, earning serious interest from retailers.You'll learn how to use trade shows to gather feedback that helps refine your pricing and packaging strategy, the exact price point that helped Samantha grow her product line, and which packaging details buyers actually care about. We'll also get into how working with reps and consultants can seriously boost your visibility at trade shows and Samantha opens up about the lessons she learned and what she really wishes she knew before setting up her very first Toy Fair booth.Hit play and find out how a smart pricing pivot and trade show prep made all the difference for this toy creator.Listen for these Important Moments:[00:07:26] -  Find out how a $19.99 price point helped Samantha make her dolls more appealing to retailers and budget-conscious families so you can rethink your own pricing.[00:08:16] - Learn what buyers said about boxed vs. unboxed toys and how you can choose packaging that fits your audience and your margins.[00:13:01] - One buyer needed the product before Q4—proof that not all retailers follow the same calendar. Understanding this could help you close more deals.[00:14:03] - Discover how working with reps helped Samantha bring traffic to her booth so you're not standing there hoping buyers just wander in.[00:16:02] - Learn how the right booth location could mean more foot traffic and exposure for you.Send The Toy Coach Fan Mail!Support the showPopular Masterclass! How To Make & Sell Your Toy IdeasYour Low-Stress, Start-To-Finish Playful Product Launch In 5 Steps >> https://learn.thetoycoach.com/masterclass

Before we dive into one of the most creative plush lines I've ever seen, we need to talk about something serious — TARIFFS.In this episode of Making It in The Toy Industry, I'm kicking things off with an urgent update about the current U.S.–China tariff situation and how it could affect your toy business. I'm sharing what I would do right now if I were launching a toy brand from scratch and why diversifying your manufacturing isn't optional anymore, it's essential.Then, I take you inside my exclusive Toy Fair interview with Lisa Doiron, VP of Global Brand Marketing at Basic Fun. Lisa introduced me to ThreadZ, a limited-edition plush line that taps into Gen Alpha's love of individuality and that “get-it-before-it's-gone” energy. ThreadZ is made with excess fabrics, which means each drop is limited-run and totally unique. Designed to feel fashion-forward and one-of-a-kind, this plush line taps perfectly into Gen Alpha's craving for self-expression. It's also a brilliant example of how big brands like Basic Fun can rethink traditional production models in smart, sustainable, and trend-savvy ways.You'll hear why it's time to rethink your manufacturing game, how to make your toy line tariff-proof and flexible, what Gen Alpha really wants, and how you can steal a genius small-batch strategy from a big brand and make it your own.If you're ready to future-proof your toy biz and get inspired by one of the freshest plush concepts on the market, this episode is for you! Hit play now and get inspired by a big-brand strategy you can actually use!Listen for these Important Moments![00:01:16] -  Tariffs are shifting fast—and they could hit your bottom line hard. I'm breaking down what's changing and how to protect your business with smart sourcing moves.[00:04:52] - Think scrap fabric can't make magic? Think again. I'm showing you how leftovers can fuel a unique product line—and even lower your costs.[00:07:16] - Step inside Toy Fair with me as Lisa Doiron reveals ThreadZ, Basic Fun's limited-edition plush line built for Gen Alpha's need for self-expression and FOMO.[00:10:39] - This isn't your average plush. ThreadZ offers exclusive drops, unique personalities, and three price points—showing small-batch vibes can scale.[00:13:07] - Lisa shares her toy journey—from Disney hits at Hasbro to launching bold new ideas at Basic Fun—and why making kids smile keeps her going.Send The Toy Coach Fan Mail!Support the showPopular Masterclass! How To Make & Sell Your Toy IdeasYour Low-Stress, Start-To-Finish Playful Product Launch In 5 Steps >> https://learn.thetoycoach.com/masterclass

Behind every “yes” in the toy industry, there's a mountain of “no's,” countless hours of hustle, and more trial and error than most people expect. At one point, he came close to walking away from it all—until a single line from an episode of Bluey reminded him that making games was exactly what he was meant to do.In this episode Making It In The Toy Industry, I'm joined by the incredibly talented Jeremy Posner, owner of Shenanigans Toys and Games, the inventor behind hit games like Beagle or Bagel, Bears in Barrels, and Piggy Piggy. He's been named to the Mojo Nation 100 SIX times, won Game Innovator of the Year at the TAGIEs, and has worked with some of the biggest names in the toy industry like Hasbro, Mattel, and Spin Master. But here's the plot twist: it took Jeremy EIGHT years to meet his royalty goals. And that's after winning major awards and getting meetings with big companies right out the gate.You're gonna hear why just licensing a game doesn't mean you've made it, what really makes a game “sellable” to toy companies, and why most ideas just don't cut it. Jeremy also explained the real deal with royalties or advances, and how long it actually takes to see a check.  He even shared how he trained his brain to be more creative (yes, that's a thing!).Dreaming of creating the next game night hit or just curious what it really takes to make it in toys and games?Hit play and steal a few smart moves for your next big creative leap.Listen for these Important Moments! [00:03:07] - Despite early wins, including a TAGIE award and a background at Big Monster Toys, Jeremy didn't hit his financial goals from game licensing until eight years in. [00:11:17] - After Toy Fair, Jeremy reflects on the silence that often follows a pitch. He explains how learning why you're hearing “no” (and from whom) is key to improving your ideas and not losing steam.[00:23:00] - Around year four, Jeremy stopped “just creating” and started strategically designing evergreens. He audited his creative process, studied the brain, and trained himself to boost creative output daily.[00:33:04] - Jeremy tests tons of game ideas fast by building quick, minimum viable prototypes. He runs super short playtests to see what's worth developing and keep his creativity flowing.[00:40:35] - Near the end of the episode, Jeremy shares his dream of designing fan experiences for sports teams and creating original game shows, proving he's still dreaming big, even after major success in toys and games.Send The Toy Coach Fan Mail! Support the showPopular Masterclass! How To Make & Sell Your Toy IdeasYour Low-Stress, Start-To-Finish Playful Product Launch In 5 Steps >> https://learn.thetoycoach.com/masterclass

Can 3D printing really replace traditional toy manufacturing? One founder says “absolutely” and she's got the award to prove it.In this episode, I'm chatting with the amazing Courtney Peebles, founder of Solobo Toys, about how she won a TOTY Award for her hit plush toy, Emotional Baggage, and how rising manufacturing challenges pushed her to transform her business using 3D printed toys.Courtney gets real about the challenges she faced with manufacturing overseas, and how jumping into 3D printed toys helped her reduce costs, improve margins, and take back control of her production. Even better? She did it all while staying true to her brand's mission: creating inclusive toys that help kids express their emotions and feel seen.We'll talk about how 3D printing can help small toy brands build profitable direct-to-consumer businesses, the exact steps Courtney took to pass essential safety testing, and why sustainable manufacturing with 3D printers is more accessible than you might think. You'll also hear how winning a TOTY Award for her plush toy, Emotional Baggage, boosted both her visibility and sales and what it really takes to scale a toy business with limited resources.If you've ever dreamed about taking your toy idea from sketch to shelf without a big factory or warehouse, you need to hear this one! Listen now and let Courtney's story inspire your next step in the toy industry.Listen for these Imporant Moments! [00:03:27] - Courtney shares the emotional moment her plush toy, Emotional Baggage, won a TOTY Award, beating major brands like Disney and Miss Rachel. She never expected it—and it changed her business overnight.[00:07:46] - A simple post about her award win triggered a wave of direct-to-consumer orders. She had to leave Toy Fair early just to keep up with the shipping![00:13:18] - With rising tariffs and time pressure, Courtney stopped manufacturing overseas and leaned into 3D printed toys to take back control of her production process.[00:15:32] - Courtney walks us through how she passed all the required safety testing for her 3D printed toys using small-batch manufacturing guidelines—no shortcuts, just smart strategy.[00:24:57] - Starting with one $600 printer, Courtney's now scaling up to 41. She explains how Solobo Toys is growing quickly—without the stress of massive factory MOQs.Send The Toy Coach Fan Mail! Support the showPopular Masterclass! How To Make & Sell Your Toy IdeasYour Low-Stress, Start-To-Finish Playful Product Launch In 5 Steps >> https://learn.thetoycoach.com/masterclass

“There are no tired brands, just tired marketers.” That quote alone has been living rent-free in my head since this interview. It has challenged me to take a look at my own brand and ask, am I doing everything I can to keep it thriving?In this episode, Sharon Price John, President and CEO of Build-A-Bear Workshop and Chairwoman of the Toy Association, shares how she turned around a failing classic brand, and ushered it into a new era of profitability and heart. Sharon walked me through her approach to brand transformation, from how she finds hidden profit in the smallest details to how she leads with data, with a focus on building resilience even through the toughest times. Sharon is a master of reframing for a positive mindset. When the pandemic hit, she renamed her daily team meetings from “COVID calls” to “success calls.” And that mindset shift worked wonders. 2021 became Build-A-Bear's most profitable year ever.If you're sitting on a brand that you know has potential but you've been feeling stuck on how to help it gain momentum, this episode will certainly give you a new perspective.Listen For These Important Moments:[04:06] - What do you do when a business is failing, but the brand still has magic? Sharon shares how she approached one of the biggest challenges of her career.[08:04] - Could saving a few pennies really turn a business around? This moment will make you rethink how you look at every product detail.[18:50] - In the middle of a crisis, Sharon made one simple change that completely shifted her team's mindset—and it led to record-breaking results.[24:58] -  “There are no tired brands, just tired marketers.”— This one quote changed how I see branding forever. If your business feels stuck, this is the wake-up call you need.[38:41] -  Think success means climbing a ladder step by step? Sharon has a different take that might just change your entire career outlook.Send The Toy Coach Fan Mail!Support the showPopular Masterclass! How To Make & Sell Your Toy IdeasYour Low-Stress, Start-To-Finish Playful Product Launch In 5 Steps >> https://learn.thetoycoach.com/masterclass

Is it time to stop manufacturing overseas? Or are these tariffs just temporary chaos?In this episode we're talking about the massive new tariffs shaking up the toy industry and what they mean for your bottom line. With import costs from China jumping up to 54% April 2nd, and a potential 104% threat looming over the horizon, toy creators everywhere are wondering what to do next. Should you absorb the cost? Raise prices? Cancel a launch? Shift production? I'll walk you through what's really happening, what's coming next, and how to make a smart move without panicking.On April 4th, I held a Tariff Toy Talk for Toy & Game Creators where we could get together and discuss what to do in light of the Trump administration's tariffs that are decimating our economy, and threatening the life of the toy industry. Since so many of you reached out wanting to hear the recording, I thought it would be best to make this talk readily available on this podcast.Tune in to hear from other toy people just like you—creators, inventors, and business owners—who joined me to share their questions, insights, and real-life experiences going through this rollercoaster. From surprise $9K tariff bills to last-minute Kickstarter cancellations and creative shipping workarounds, you'll get insights from the front lines.Listen For These Important Moments![00:01:16] — A quick look back at how the 2025 tariff news hit the toy industry starting right after Toy Fair wrapped. [00:04:27] — Several indie toy brands start to feel the heat. From canceled Kickstarters to massive clearance sales, the early ripple effects are real and painful.[00:08:11] — A few creators share the gut-punch of getting charged thousands of dollars on orders they thought were already squared away.[00:28:03] — Innovative responses begin to surface. 3D printing, fulfillment shifts, and DTC models come up as small brands brainstorm ways to stay afloat.[00:43:20] — The big manufacturing question gets unpacked. Can U.S. factories really step up for toy makers or is that just a hopeful dream for now?Send The Toy Coach Fan Mail!Support the showPopular Masterclass! How To Make & Sell Your Toy IdeasYour Low-Stress, Start-To-Finish Playful Product Launch In 5 Steps >> https://learn.thetoycoach.com/masterclass

Have I ever told you that I'm allergic to cats? Well, lucky for me I recently met Katharine Burke, the creator of PurryFuls, a purring plush cat that is designed for on demand comfort that only a purring cat can provide.Katharine left a high-stress tech job to build Purryfuls, and in today's episode she shares exactly how she went from zero toy product experience to debuting her brand at New York Toy Fair and getting featured in Forbes!In this episode we go into detail about the skills that Katharine had to develop to create her first prototype, and why those skills likely saved her thousands of dollars. If you're interested in hearing a case study of a fellow startup toy entrepreneur taking a leap of faith on their toy product, give this episode a listen.Listen for These Important Moments:[02:23] – Burned out from a high-pressure tech job, Katharine made a bold decision that completely changed her life. She walked away to follow her toy dream.[05:21] – When she couldn't find a plush that mimicked a cat's purr, she realized something big: this product didn't exist yet… and she was going to make it.[07:02] – No sewing skills? No problem. Katharine taught herself everything from scratch (including coding) to bring her purring plush to life.[17:15] – Just one day into Toy Fair, her brand was already featured in Forbes. This unexpected media moment changed everything.[22:51] – Instead of diving straight into retail, Katharine took a smarter path that gave her more control, and it's one you might want to follow too.Send The Toy Coach Fan Mail!Support the showPopular Masterclass! How To Make & Sell Your Toy IdeasYour Low-Stress, Start-To-Finish Playful Product Launch In 5 Steps >> https://learn.thetoycoach.com/masterclass

With over 13,000 followers on TikTok and millions of video views, Lost Boy Entertainment is forging a new path for launching a successful game brand. To continue our New York Toy Fair 2025 interview series, I sit down with Cameron Ring, co-founder of Lost Boy Entertainment.Lost Boy Entertainment is a rising game company that started with just 500 copies of their first game in 2020 and now has products online and in major retailers.The company is composed of 3 cousins who handle everything from designing games to shipping orders and marketing. In our talk Cameron shares how they started small on Amazon, shipping games from their garage and how they eventually expanded into retail.This episode is a great 101 on the power of identifying a market gap, filling a need, and self funding your launch. If you're considering a show like New York Toy Fair might be the best next step for your brand, listen in on why rushing in too soon could actually hurt your business.My favorite takeaway from this interview with Cameron revolves around distribution channels, but you'll have to hit play to find out exactly what was so insightful about that conversation.Listen for These Important Moments![04:40]  - Cameron and his cousins manufactured just 500 copies of their first game Plunder, and after selling out multiple times on Amazon, they realized they had something special on their hands.[08:10] - Learn why Cameron says he values selling in multiple channels for different reasons. [14:39] - How did Cameron and the Lost Boy Entertainment team know that they were ready for New York Toy Fair? Well they started building at smaller shows first.[20:00] - What has been the biggest secret to the success of Lost Boy Entertainment? Was it TikTok marketing, smart distribution, or steady and slow growth? Perhaps all three…Send The Toy Coach Fan Mail!Support the showPopular Masterclass! How To Make & Sell Your Toy IdeasYour Low-Stress, Start-To-Finish Playful Product Launch In 5 Steps >> https://learn.thetoycoach.com/masterclass

Have you ever wondered what it's like to run a business with your spouse? Is it all fun and games, or does every dinner conversation turn into a boardroom meeting? Do you get to celebrate the wins together, or do you find yourself debating packaging details at 10 PM on a Friday night?I was so curious about this dynamic that I sat down with Alex and Whitney Kimerling, the husband-and-wife team behind Hootenanny Games. But instead of just interviewing them together, I decided to interview them separately, asking them the exact same questions!Alex and Whitney have built a thriving inventor-driven game company, and in this episode, they share what it's really like to run a business together, how they develop games, and why they love working with inventors.You'll get an inside look at both the best and hardest parts of running a toy business with your spouse. You'll learn why Hootenanny Games exclusively licenses inventor-created products and what they look for in a game pitch—plus how you can pitch to them.If you've ever thought about inventing board games or working in the toy industry, you don't want to miss this one! And if you're curious whether Alex and Whitney's answers matched up… you'll have to listen and find out.

Are tariffs here to stay or not? That was the hot topic at New York Toy Fair 2025, and trust me—it's still got the toy industry buzzing. In Q1 of 2025, the Trump administration announced a 20% tariff on Chinese imports, and with 80% of all toys made in China, manufacturers, retailers, and consumers are all bracing for impact.So, who's really going to absorb these extra costs? Will factories take the hit? Will retailers adjust their pricing? Or will consumers end up paying the price?Inspired by a thought-provoking LinkedIn post from Mike Searls, founder of Thin Air Brands, we sat down for a post-Toy Fair deep dive into how these tariffs will shake up the toy industry. Mike brings over 30 years of experience to the conversation, and he's seen the industry survive some major shake-ups before. In this chat Mike breaks down:

After four days of running (literally) from booth to booth, taking meetings, and soaking in the latest trends, I'm here to give you an inside look at what went down at New York Toy Fair 2025. If you missed New York Toy Fair or couldn't see everything, check out this first episode of NY Toy Fair 2025 Exclusive Interview Series.Over the next month and a half, I'll be taking you inside the show floor for exclusive interviews with toy designers, licensors, CEO's, entrepreneurs and inventors who are Making It In The Toy Industry!In this episode, Jayson Esterow, President of License 2 Play Toys, shares how he turned a viral trend into a major licensing deal with Jeep. If you've ever heard of Jeep Ducking, you know how passionate Jeep owners are about their community. Jayson saw an opportunity to take this organic, fan-driven movement and transform it into an officially licensed toy line.Gavin Lawler, Creator of Deddy Bears, fresh off his TOTY win for Collectible of the Year, opens up about the challenges of breaking into the toy industry and how he used his F.B.O. (First, Best, Only) formula to develop a product that stands out. Plus, we dive into his major collaboration with Liquid Death and why identifying white space in the market is the key to launching a toy brand that captures attention and drives sales.Listen now for quick and in depth lessons on toy licensing, product innovation, and winning toy awards.Listen for these Important Moments:[00:00] - My Toy Fair 2025 Experience[03:28]  - Was New York Toy Fair 2025 a Hit or Miss?[08:47] - Licensing & White Space: The Key to Toy Fair Success[12:15] - Jayson Estro & The Jeep Ducking Toy Phenomenon[20:58] - Gavin Lawler & The Collectible TOTY Award Winner Deddy Bears[32:05] - Key TakeawaysSend The Toy Coach Fan Mail!Support the showPopular Masterclass! How To Make & Sell Your Toy IdeasYour Low-Stress, Start-To-Finish Playful Product Launch In 5 Steps >> https://learn.thetoycoach.com/masterclass

So, you're going to Toy Fair New York this year, but you aren't sure you're making the most of your trip? It's true, without a solid plan, walking into Toy Fair New York can be completely overwhelming. You can easily get lost in a few friendly conversations, pass too much time playing with toys at welcoming booths, and end up missing opportunities to grow your business, or sell your ideas. Once you walk through the doors of the Javits Center, the impact of the show is bound to hit you. So let's take a little time to pre-plan and make this show a success for you.In this episode, we're going to break down a game plan to navigate New York Toy Fair with a focus on achieving specific goals that will grow your business. Whether you're an exhibitor, inventor, retailer, or media professional, this episode includes five essential strategies to keep you focused, energized, and hopefully leaving Toy Fair with real opportunities.Find out how you can get your hands on my Toy Show Planning Assistant GPT, for an AI show planner, packing list, and event research tool.Listen For These Important Moments[01:13] - Why Attend New York Toy Fair 2025[07:15] - Top Five Essentials for Toy Fair Success[08:05] - Setting Clear and Measurable Goals[14:51] - Strategic Scheduling Tips[16:58] - Packing Smart for Toy Fair[18:37] - Attending Special Events[23:27] - Networking Like a Pro[26:50] - Introducing the Toy Fair Planning Assistant GPT[37:58] - Final Takeaways and Listener ReviewSend The Toy Coach Fan Mail!Support the showPopular Masterclass! How To Make & Sell Your Toy IdeasYour Low-Stress, Start-To-Finish Playful Product Launch In 5 Steps >> https://learn.thetoycoach.com/masterclass

Let's be real—Toy Fair is chaotic. Buyers are rushing from booth to booth, seeing hundreds of products. If you want them to stop, pay attention, and actually care about your toy or game, your pitch needs to do more than just explain your product—it needs to demand attention.In this episode of Making It In The Toy Industry, I'm breaking down 3 simple strategies that will help you:✨ Grab buyer attention in seconds (without feeling salesy)

New York Toy Fair is just around the corner and if you're preparing to launch your toy or game at this event, learn this lesson: it WON'T sell itself! Buyers see hundreds of pitches, and even the best ideas can get lost in the noise.The real secret? It's not just what you pitch, but HOW you pitch it. So, how do you make buyers stop, pay attention, and want to play? That's exactly why I'm bringing back an episode with Barry McLaughlin & Jason Lautenschleger, who share how to pitch and stand out at New York Toy Fair.In this episode of Making It In The Toy Industry, Barry & Jason share their wildest Toy Fair pitch stories, including the time Jason literally proposed with Game Night in a Can—and walked away with a deal! These longtime friends (who have competed on 11 game shows together) have mastered the art of pitching with energy, humor, and theatrics to grab buyers' attention. From landing deals with Goliath Games and PlayMonster to turning trade show pitches into full-blown entertainment, their unique and fun approach proves that showmanship sells.Barry & Jason reveal how mini-games during a pitch can instantly engage buyers, and how reading body language cues (like the "surprise inhale" and “writing the nods”) can help you close the deal faster. Plus, they explain why not knowing all the rules of the toy industry actually helped them innovate.If you're prepping for Toy Fair or looking to level up your pitch game, this episode is full of must-know strategies. Learn how to grab attention, keep buyers engaged, and turn a pitch into an unforgettable experience. Put on your headphones and get ready to SELL MORE TOYS!Listen For These Important Moments[00:29] - Preparing for New York Toy Fair[02:17] - The Journey of Barry and Jason[06:03] - Creating Game Night In A Can[15:27] - First Toy Fair Experience[17:10] - Pitching Tips and Strategies[23:51] - Connecting Through Humor[24:15] - Adapting Your Pitch Strategy[26:25] - Memorable Pitching Anecdotes[30:50] - Handling Competition and Doubt[31:38] - Keys to Pitching with Pizzazz[33:07] - The Importance of Presentation[40:46] - Final Advice for Aspiring Game CreatorsSend The Toy Coach Fan Mail!Support the showPopular Masterclass! How To Make & Sell Your Toy IdeasYour Low-Stress, Start-To-Finish Playful Product Launch In 5 Steps >> https://learn.thetoycoach.com/masterclass

Polarizing topic incoming... DEI. When The Toy Coach was picking up steam, many people told me a focus on DEI and being black would be to the benefit of my business. There were so many opportunities to speak on and about diversity and struggle as a person of color that it was hard to feel justified looking the other way at those opportunities.My instincts told me that the DEI initiatives and opportunities offered, while tempting,  were not solid ground to build a business upon….and unfortunately, I was right.This episode explores my personal feelings about the DEI initiative rollbacks that started with the US federal government and spilled out into a few corporations, how we feel, what we think, and what we'll do now. Be sure to check the show notes for links to black-owned businesses you may be interested in buying from.Send The Toy Coach Fan Mail!Support the showPopular Masterclass! How To Make & Sell Your Toy IdeasYour Low-Stress, Start-To-Finish Playful Product Launch In 5 Steps >> https://learn.thetoycoach.com/masterclass

Let's face it: toy brands get almost ALL the glory, but the inventors behind the product—people like you—deserve the spotlight too. In this episode of Making It in the Toy Industry, I'm sharing 5 lessons to take you from hidden genius to rising star, inspired by my own experience and my recent convo with Tim Walsh, inventor of ‘Blurt!'.We're talking about why advocating for yourself matters (yes, you can request your name on the box), how to time your ideas to ride the perfect trend wave, and why pitching just one idea is a rookie mistake. (Spoiler: you need a whole pipeline of concepts.)I'll also give some insight into how to spot the white space in the market, using data-focused tools and cross-industry trends. Hit play if you agree with me and Tim Walsh that toy and game inventors are criminally unrecognized.

What if a simple classroom activity could unite generations across decades? In this episode of Making It in the Toy Industry, we're celebrating 30 years of Blurt with its inventor, Tim Walsh, and uncovering the incredible story behind the game that connects Boomers to Gen Alpha.Discover how a third-grade classroom exercise—reading dictionary definitions aloud—sparked the creation of a timeless game that's built kids' vocabularies, brought families together, and even supported memory retention for older adults. Tim takes us through the evolution of Blurt, from its humble beginnings as a prototype called DeFUNitions to becoming a household staple.But this episode isn't just about one game. It's about the unsung heroes of the toy industry—inventors who remain “criminally unrecognized” despite shaping cultural phenomena like UNO and LEGO. Tim and I explore why toy creators deserve the same recognition as musicians and authors, how Euro games are leading the way in celebrating designers, and what the industry can learn from them.Tim also shares invaluable lessons for aspiring toy creators: why resilience and persistence are critical, why timing can make or break a product, and why you should always focus on generating multiple ideas instead of pinning your hopes on just one. You'll also hear how toys like Operation have inspired careers in fields like healthcare and engineering and how play is essential for creativity, connection, and overcoming life's challenges.Whether you're a toy enthusiast, an entrepreneur, or someone who values the power of play, this episode will leave you inspired to think differently about toys—and the brilliant minds behind them.Listen for these Important Moments! [01:44] - The Surprising Anonymity of Toy Designers[04:16] - The Origin Story of Blurt[07:33] - Blurt's Impact and Evolution[21:58] - Challenges and Successes in the Toy Industry[24:10] - The Power of Play in Creativity and Connection[26:17] - Insights from Toyland: Interviews with Legendary Inventors[28:33] - The Concept of 'Entreplayneur' and Embracing Playfulness[34:31] - Play Throughout Life: Lessons from Blurt and Beyond[38:12] - Advice for Aspiring Toy and Game Inventors[40:40] - The Influence of Childhood Toys on Future CareersSend The Toy Coach Fan Mail!Support the showPopular Masterclass! How To Make & Sell Your Toy IdeasYour Low-Stress, Start-To-Finish Playful Product Launch In 5 Steps >> https://learn.thetoycoach.com/masterclass

Building your dream toy business while working a 9-to-5 might be overwhelming, but with the right mindset and a dash of creativity, you can take small, actionable steps to turn your big ideas into reality! It's all about getting scrappy, seeking unfiltered feedback, and spotting opportunities to stand out from the crowd.In this episode of Making It in the Toy Industry, host Azhelle Wade shares the four key lessons inspired by her previous interview with Ron Weizman, the co-founder of South Beach Bubbles, that will help you launch and scale your toy business—even if you're working full-time.You'll hear why it's okay to get scrappy with your first orders, why honest and harsh feedback is the secret weapon for creating products that will strike an impact on your target market, and how to identify “white space” in even the most crowded markets. You'll also hear why launching your product before it's perfect is definitely okay and is necessary for your toy or product to thrive.This episode walks you through practical tips like using local shows to test your product, leveraging unfiltered feedback to improve your designs, and finding opportunities to innovate in competitive categories.If you're dreaming of creating your first toy or looking for strategies to grow, this episode gives you the tools to take your toy business to the next level, one small, strategic step at a time!Listen For These Important Moments:[00:00] - Exciting New Podcast Format Unveiled[00:47] - Recap of Ron Weizman's Interview[02:54] - Key Lesson #1: How To Get Your First Big Order[05:48] - Key Lesson #2: The Importance of Honest Feedback[13:32] - Key Lesson #3: Finding White Space in the Market[19:00] - Key Lesson #4: Just Launch Already[23:37] - Wrapping Up with Actionable Next StepsSend The Toy Coach Fan Mail!Support the showPopular Masterclass! How To Make & Sell Your Toy IdeasYour Low-Stress, Start-To-Finish Playful Product Launch In 5 Steps >> https://learn.thetoycoach.com/masterclass

The highest honor your toy can get in this industry is the Toy of the Year® (TOTY®). This award is so coveted, that just a nomination alone has been said to boost sales and recognition of the brands lucky enough to earn one. A TOTY win can trigger a flood of retailers knocking on your door, desperate to get your product on their shelves.So what does it take to get a TOTY nomination? That's what we're breaking down in today's episode.In this episode, Ron Weizman, co-founder of South Beach Bubbles shares how a simple idea to get his kids off screens turned into a thriving toy business focused on outdoor play. Ron shares how his team turned classic bubble play into the never-before-seen Poppin Colorz line, and how it made its way to be nominated at the 2025 Toy of the Year® (TOTY®) Awards.Ron opens up about the scientific challenges of making stain-free colored bubbles, how to stand in a crowded toy market, and why waiting for perfection isn't always the best move for your idea. If your eye is on a future TOTY nomination, this episode is one you can't miss.Listen For These Important Moments:[01:46] - The Importance of Unfiltered Feedback in the Toy Industry[04:33] - The Birth of South Beach Bubbles[09:17] - What Went Through in Making PoppinColorz Bubbles[11:30] - Challenges and Successes that Ron & South Beach Bubbles Experienced[17:32] - Balancing Imagination and Practicality in the Toy Industry[18:47] - How Embracing Higher Price Points Can Lead To Your Toy's Success[19:20] - PoppinColorz In The Making[23:27] - How South Beach Bubbles Creates A Trend Of Their Own[27:44] - Why Perfection Isn't Necessary[31:26] - Creating a Lasting Community Impact by Giving BackSend The Toy Coach Fan Mail!Support the showPopular Masterclass! How To Make & Sell Your Toy IdeasYour Low-Stress, Start-To-Finish Playful Product Launch In 5 Steps >> https://learn.thetoycoach.com/masterclass

Struggling to get your toy pitch noticed?

Ever wondered how toys come to life through photography?

Ready to turn your toy ideas into marketable products but feeling lost in the world of virtual pitching?

Ever wonder how a kid from the South Bronx grew up to be a superstar children's book author and illustrator?

How do you pivot your toy business when your current model isn't working?In this episode of Making It in the Toy Industry, Azhelle Wade chats with Tyler Turk, founder of Crated with Love, about his journey from subscription box entrepreneur to retail board game powerhouse. When Tyler's subscription box business skyrocketed during the pandemic, it seemed like a dream come true—until the workload became unsustainable. That's when he made a bold decision to pivot to selling one-off products, a shift that transformed his business into a retail success story.Tyler shares how he tackled the challenges of transitioning from subscriptions to board games, landed his products in major retailers like Barnes & Noble, and mastered the art of adaptability in a competitive market. Whether you're looking to refine your toy business, connect with retailers, or learn how to pivot your brand to match market needs, this episode offers invaluable insights for creators, entrepreneurs, and industry professionals alike.Learn Tyler's strategies for navigating manufacturing, retail partnerships, and scaling your business without burnout. Don't miss the practical tips and inspiring lessons from this episode!

Are you skeptical about integrating AI into your toy business?In this episode of Making It In The Toy Industry, host Azhelle Wade, also known as The Toy Coach, shares her AI expertise from this year's People of Play Innovation Conference and ChiTAG -  Toy and Game Fair in Chicago, where she presented her talk on 'How AI is Making Toy Innovation and Pitching Easier Than Ever Before.' You'll see firsthand how AI can significantly 10x your toy development process with a custom GPT solution. Azhelle talked about identifying bottlenecks, researching AI tools, and planning, testing, and training your team to implement AI effectively. Take advantage of learning the five-step process to integrate AI seamlessly while preventing the pitfalls. Watch the full episode to understand how to employ AI from idea generation to creating compelling visuals and pitches that can streamline and potentially level up your toy business. Listen For These Important MomentsOverview of AI-Enhanced Workflows – [00:03:13]Integrating AI Without Overload – [00:06:53]Using AI to Refine Business Bottlenecks – [00:08:57]Custom GPT for Idea Refinement – [00:12:37]MakeItToyetic Custom GPT Demo – [00:13:52]Testing AI's Effectiveness – [00:16:20]Enhanced Workflow with Cast Magic – [00:21:21]Addressing AI Concerns and Limitations – [00:25:41]Generating Toy Ideas Using ChatGPT – [00:29:34]Implementing AI in Teams and Processes – [00:33:29]Send The Toy Coach Fan Mail!Support the showPopular Masterclass! How To Make & Sell Your Toy IdeasYour Low-Stress, Start-To-Finish Playful Product Launch In 5 Steps >> https://learn.thetoycoach.com/masterclass

Have you ever wondered how a simple office toy evolved into a toy phenomenon? In this episode of 'Making It In The Toy Industry', host Azhelle Wade sits down with Aaron Muderick, the creative mind behind Crazy Aaron's Thinking Putty. From a child's love for tinkering to creating a renowned brand, Aaron's journey is a testament to innovation, persistence, and passion. He discusses the importance of staying connected to your audience, maintaining product quality, and the critical lessons learned in balancing growth and focus. Learn about the unique steps of toy design, the challenges of innovation, and what it really takes to succeed in the competitive toy industry. Aaron's insights offer a behind-the-scenes look at toy development that every aspiring creator and toy enthusiast will love. From inspiration to production, this is an episode you don't want to miss!Listen For These Important Moments00:36 Aaron's Journey: From Silicon Valley to Putty Innovator02:35 The Slime Craze and Establishing a Permanent Footprint04:02 Developing Thinking Putty for Adults05:13 The Accidental Discovery of Putty07:24 The First Steps to Entrepreneurship09:27 Scaling Up: From Office Pool to Retail Success15:51 The Importance of Focus and Specialization19:41 Sustainability and Local Manufacturing25:01 Navigating the Slime Craze30:48 Quality and Consistency35:19 Innovations and Future TrendsSend The Toy Coach Fan Mail!Support the showPopular Masterclass! How To Make & Sell Your Toy IdeasYour Low-Stress, Start-To-Finish Playful Product Launch In 5 Steps >> https://learn.thetoycoach.com/masterclass

Have you ever wondered what it takes to successfully launch on a crowdfunding platform? Many creators go to the world of crowdfunding believing it's simply about having a great idea and posting it online. However, there's far more strategy involved than we realize. The process requires meticulous planning, audience engagement, and a strong narrative to capture backers' hearts and minds.In this episode of Making It In The Toy Industry, host Azhelle Wade talks with Lisa Ferland, a seasoned crowdfund consultant who has helped raise over $1 million for creators on platforms such as Kickstarter, BackerKit, and Indiegogo. Lisa shares tips on everything from evaluating if crowdfunding is right for you, to understanding the importance of community, and the critical role of storytelling in the toy industry. Discover why the pre-launch phase is crucial and learn specific strategies to keep backers engaged throughout your campaign. Listen to the full episode to absorb these insights and more—perfect for both seasoned and aspiring creators!Listen For These Important Moments05:25 Lisa's Journey: From Editing Stories to Crowdfunding Consulting11:22 The First Steps for a Successful Kickstarter Launch18:47 Indicators That Crowdfunding Might Be Right for You24:30 The Importance of Building an Audience for Crowdfunding Success30:56 Engaging and Maintaining a Community of Backers36:45 The Role of Visuals and Multimedia in Kickstarter Success41:03 The Significance of the Pre-Launch Phase in Crowdfunding49:20 Understanding and Navigating the U-Shaped Curve of Campaigns55:12 Key Elements of Post-Launch Engagement for Repeat BackersSend The Toy Coach Fan Mail!Support the showPopular Masterclass! How To Make & Sell Your Toy IdeasYour Low-Stress, Start-To-Finish Playful Product Launch In 5 Steps >> https://learn.thetoycoach.com/masterclass

Ever wondered how to truly captivate buyers in the toy industry? Or why do some sales pitches fall flat even when the product is amazing?In today's episode, we will talk about the magic of storytelling in the toy industry! We'll cover how sales reps and vendors approach things differently, plus the secrets to crafting pitches that go beyond a quick sale and build lasting customer relationships. Discover how storytelling can be the key to success in this highly competitive toy market. Join us in this storytelling showdown with our guests, Tres Patton and Rachel Jones! Tres reveals techniques for crafting a compelling brand story, while Rachel discusses the importance of seeing through a child's eyes and building long-term relationships. Learn the art of maintaining passion, educating retail partners, and ensuring your product stands out. This episode is a must-listen for anyone in toy sales who's ready to level up through the art of storytelling!Listen For These Important Moments02:26 The Storytelling Face-Off Begins05:49 Defining Storytelling in Sales06:53 Building Trust Through Product Experience14:30 Adapting Storytelling for Tough Sales18:26 Understanding the Roles: Vendor vs. Sales Rep25:38 Rediscovering Passion in Sales26:08 Navigating the Emotional Rollercoaster of Sales26:50 Balancing Work and Personal Life28:42 The Importance of Flexibility in Sales31:32 Building Relationships Through Storytelling36:26 When Storytelling Falls Flat41:32 Favorite Toys of Tres and RachelSend The Toy Coach Fan Mail!Support the showPopular Masterclass! How To Make & Sell Your Toy IdeasYour Low-Stress, Start-To-Finish Playful Product Launch In 5 Steps >> https://learn.thetoycoach.com/masterclass

Want to know how to ‘wow' your way into the competitive toy industry? In this episode of Making It In The Toy Industry, host Azhelle Wade looks into Richard North's life, sharing how he went from a determined 19-year-old to a multi-award-winning entrepreneur and the founder of Wow! Stuff. You will learn about his career's turning points, such as being featured in Channel 4's Secret Millionaire TV Show, including the emotional inspirations behind the creation of Wow! Stuff and groundbreaking ideas that keep the company pushing forward.Find out the importance of mentorship, early business ventures, and how innovation can stem from unexpected places like the novelty 'Butt Face' towel. Get ready to be inspired by Richard's stories from personal heartbreaks to meeting scientists, forging a path toward tech-infused toys and revolutionary 'puppetronics.' Listen to this episode for expert insights and fascinating anecdotes that captivate and educate aspiring toy creators like you! Listen For These Important Moments01:17 Early Challenges in the Toy Industry04:01 Building a Resilient Team07:35 The Importance of Recruitment09:40 Richard's Entrepreneurial Journey21:20 The Psychology of Consumer Behavior27:04 Why Richard Started Wow! Stuff33:53 From Novelties to Toys36:17 Innovating with Wow! Stuff39:36 Collaborations and Future Plans49:20 A Heartfelt Business Story52:44 Childhood Toys and Final ThoughtsSend The Toy Coach Fan Mail!Support the showPopular Masterclass! How To Make & Sell Your Toy IdeasYour Low-Stress, Start-To-Finish Playful Product Launch In 5 Steps >> https://learn.thetoycoach.com/masterclass

Curious about what happens when major toy industry players team up?In this episode of Making It In The Toy Industry, host Azhelle Wade cracks open the toy box on the epic merger between The Toy Association and People of Play. You'll hear straight from the toy legends — Mary Couzin and Greg Ahearn—as they give us backstage passes on their big plans for events like POP Week and ChiTAG, and how this merger is shaking things up for the toy industry. The guests shared what sparked this merger and the opportunities that await toy creators, inventors, and enthusiasts in the long run.You'll also get to hear solid tips on how to make the most of toy fairs and events like pitching, networking, and thriving in an industry that's always leveling up. Whether you're a toy biz vet or just starting to dip your toes in the toy industry, LISTEN to this episode because it is packed with everything you need to level up your toy game!Listen For These Important Moments01:36 The Major Merger: The Toy Association and People of Play08:27 Maintaining the Spirit of POP13:11 Immediate Changes and Future Plans20:00 Nostalgic Toys and Their Comebacks21:35 ChiTAG and POP Week: Coming this November 2024!24:15 Young Inventor Challenge and Industry Opportunities25:57 Networking Tips for New Inventors29:52 How to Make the Most of ChiTAG and POP Week32:55 Encouraging New Toy InventorsSend The Toy Coach Fan Mail!Support the showPopular Masterclass! How To Make & Sell Your Toy IdeasYour Low-Stress, Start-To-Finish Playful Product Launch In 5 Steps >> https://learn.thetoycoach.com/masterclass

Ever wondered how a toy brand can also serve as a wellness tool? In this episode of Making It In The Toy Industry, Azhelle Wade interviews Marina Khidekel, the founder of Hugimals World. Discover how Marina transitioned from a successful health journalist to a toy entrepreneur on a mission to address anxiety and stress with weighted plush toys. Marina shares personal life experiences that inspired the creation of Hugimals, which has been featured in prominent media outlets such as, Time Magazine, Parents Magazine, Good Housekeeping's Best Toys, and the Today Show's It List. During this chat you'll learn a bit about product development and distribution, the brand's marketing strategies (plus how to make them your own), and the power of thoughtful media engagement. Marina Khidekel details her unexpected journey into the toy industry, highlighting the importance of aesthetic appeal and emotional connectivity in product design. Walk through the challenges and triumphs of launching a plush line, and creating a whole new category in the toy industry.Marina shares her experience working with experts to ensure product efficacy, and how grassroots efforts led to media success.  If you are considering launching a toy line in a newish category that may not be getting a lot of love right now, this episode is a must listen.Listen For These Important Moments02:51 Marina's Journey: From Journalism to Toymaking04:49 Creating a New Toy Category During the Pandemic05:55 Aesthetic and Design Story of Hugimals08:12 Hugimal's Recognition in Big Publications12:19 Role of Pilot Programs in Product Validation25:46 Leveraging Media Expertise for Brand Success29:55 Changes in the Media Industry35:27 New Products from Hugimals World38:49 Importance of Experts & Research in Toy Development49:37 Marina's Favorite Toy as a KidSend The Toy Coach Fan Mail!Support the showPopular Masterclass! How To Make & Sell Your Toy IdeasYour Low-Stress, Start-To-Finish Playful Product Launch In 5 Steps >> https://learn.thetoycoach.com/masterclass

Have you ever thought about switching careers and diving into a completely new industry? In this episode of 'Making It in the Toy Industry,' student host Virginia takes the reins to interview Chrissy Fagerholt, a former floral designer turned toy entrepreneur. As one of the first graduates of the Toy Creators Academy (TCA), Chrissy shares her incredible journey, discussing the challenges and triumphs she experienced while getting her products licensed by heavyweights like Mattel and Goliath. From her initial licensed game, Friend or Faux, to her newest hit, Girls in Bar Bathrooms, Chrissy provides a backstage look into what it takes to succeed in the toy industry.In this episode, listeners will gain valuable insights into the nuances of the toy business including the critical role of industry education, the financial realities of self-funding, and the power of social media marketing. Chrissy also gives an honest account of balancing creativity with business management and what aspiring inventors can expect if they choose to follow in her footsteps. Whether you're an inventor, entrepreneur, or someone with a keen interest in the toy industry, this episode offers a treasure trove of insider tips and inspirational stories.Listen For These Important Moments02:03 Chrissy's Journey to Toy Creation03:09 The Toy Creators Academy Experience03:43 From Licensed Products to Self-Publishing08:52 Chrissy's Success Stories10:03 The Story Behind 'Girls in Bar Bathrooms'14:08 Chrissy's Social Media Presence16:01 Discussing Business Structure and Origins17:26 Balancing Work and Personal Life19:15 Financial Realities of Running a Business21:24 Navigating Business Challenges and Growth24:10 Inventor vs. Entrepreneur: A Personal Reflection26:20 Exploring the Game 'Girls in Bar Bathrooms'30:24 The Joy and Value of GamesSend The Toy Coach Fan Mail!Support the showPopular Masterclass! How To Make & Sell Your Toy IdeasYour Low-Stress, Start-To-Finish Playful Product Launch In 5 Steps >> https://learn.thetoycoach.com/masterclass

Want to learn secrets to growing your toy brand online? In episode 238 of Making It In The Toy Industry, host Azhelle Wade revisits an extended interview with her mentor, Amy Porterfield, a multi-million dollar online business owner and expert in email marketing. During the podcast, Amy shares her journey from corporate life to becoming an entrepreneur, highlighting the importance of list building and personal storytelling in email marketing. Azhelle and Amy discuss the evolution of Amy's business, the significance of clear partnership expectations, and tips for creating effective lead magnets for building email lists. The conversation offers valuable insights for toy industry entrepreneurs looking to grow their businesses through digital marketing strategies.Listen For These Important Moments:00:33 On the Road: Astra Board Meeting01:04 Introducing Amy Porterfield04:13 Amy's Journey to Entrepreneurship17:48 The Value of Partnerships20:21 The Importance of Affiliate Partnerships21:08 Lessons from a Business Partnership25:17 The Power of Email Marketing33:10 Creating Effective Lead Magnets38:20 Childhood Inspirations and Final ThoughtsSend The Toy Coach Fan Mail!Support the showPopular Masterclass! How To Make & Sell Your Toy IdeasYour Low-Stress, Start-To-Finish Playful Product Launch In 5 Steps >> https://learn.thetoycoach.com/masterclass

Ever wondered how to turn your toy idea into a fully-funded product without breaking the bank? In this episode of Making It in the Toy Industry, Azhelle Wade sits down with two crowdfunding experts from BackerKit, Lafia and Maddie, to spill all the secrets behind running a successful crowdfunding campaign.They dive into how BackerKit helps creators manage backers, collect pledges, and fulfill rewards (without losing their minds in spreadsheets). You'll also hear about "Topias"—group launches where multiple creators team up to support each other's campaigns—and how to build an audience that will help you hit your funding goals in no time. Whether you're just starting out or looking to take your toy product to the next level, Lafia and Maddie share real success stories, smart strategies, and tips for growing your email list and marketing your campaign like a pro.If you've got a big idea and want to learn how to make it happen with crowdfunding, this episode is packed with insights you don't want to miss!Send The Toy Coach Fan Mail!The Toy Challenge: Idea To Prototype in Just 5 Weeks! Click Here for details and to join. Support the showPopular Masterclass! How To Make & Sell Your Toy IdeasYour Low-Stress, Start-To-Finish Playful Product Launch In 5 Steps >> https://learn.thetoycoach.com/masterclass

What Can a Pediatric Occupational Therapist Teach Us About Toys?In Episode 236 of "Making It in the Toy Industry," host Azhelle Wade chats with pediatric occupational therapist, Kerri Wilmot, who has a treasure trove of insights from her nearly 25 years in the field.Kerri uses toys to help children improve fine motor skills, coordination, and overall performance in self-care tasks. Her work with kids facing ADHD, autism, Down syndrome, and cerebral palsy is testament to the transformative power of play. Want to help your child master the art of tying shoelaces? Kerri's got a tip for that—use toy tools like tweezers to build up the necessary hand strength. Is your kid's sensory processing a roadblock to engaging in play? Kerri's got that covered too in her book “Wired Differently.” And if you're worried about how tech has sidelined physical activities, her new book “Fine Motor Foundations” addresses this head-on with practical advice.Episode Cliff Notes:Learn the secret to using household items for enhancing your child's fine motor skills. (Timestamp: 10:15)Find out how AI can creatively assist parents in developing engaging activities for their kids. (Timestamp: 15:45)Find out the unique toy recommendations Kerri shares for developing fine motor skills, and how you might already have these items in your kitchen. (Timestamp: 18:42)Hear expert insights on the impact of sensory regulation and how to improve your child's focus through play. (Timestamp: 22:30]Hear Kerri Wilmot's personal stories about memorable toys from her childhood. (Timestamp: 30:05)Mentioned In This Episode: For the links mentioned in this episode visit www.thetoycoach.com/236Send The Toy Coach Fan Mail!The Toy Challenge: Idea To Prototype in Just 5 Weeks! Click Here for details and to join. Support the showPopular Masterclass! How To Make & Sell Your Toy IdeasYour Low-Stress, Start-To-Finish Playful Product Launch In 5 Steps >> https://learn.thetoycoach.com/masterclass

Is Your Email Marketing Consent-Compliant, or Are You Just Spamming? In digital marketing circles, consent in email marketing has never been a hotter topic. Before the toy industry gets left in the dust on what constitutes as "consent" in email marketing, you NEED this episode.Today on Making It in the Toy Industry, The Toy Coach shares a conversation with email marketer Tarzan Kay to break down why getting clear, informed, and revocable consent is more important than ever. With the rise of regulations in email marketing it's essential to ensure that your email list is not only compliant, but engaged. How many times have you come back from a toy show only to be bombarded by random newsletters you never signed up for? Not only is this an annoying reality, but it's a surefire way to tank your reputation, deliverability, and those all-important open rates. Tarzan joins the show to get real about to build a valid email list—whether it's with lead magnets, trade show contacts, or discount codes. In this episode learn tips on how to keep your list engaged, rather than running for the unsubscribe button.

Time for a little tough love toy-coaching: If you're struggling to develop a pre-production sample of your toy that you're proud of, the problem might be you!  This week on the podcast, you'll learn 3 common mistakes that new toy creators make when working with overseas factories. This episode includes insights from my full time work in the toy industry and my 1:1 client work. When applied correctly, the 3 lessons taught in this episode will save you time and money in the toy development process.Why You Should Be Pantone ObsessedBeing Pantone-obsessed can make or break your toy design. In this episode, I'll break down the magic of Pantone color matching and why having a Pantone booklet in your toolkit is non-negotiable.Get Specific or Get Ready to Pay Another Sample FeeVague instructions are the kryptonite of successful toy production. I'm sharing a personal story of how such nonspecific language led to a production disaster.Slow Down On Pre-Production ApprovalsPre-production samples should be approved SLOWLY and with care. In this episode, I'll tell you why. This episode will transform your view of pre-production samples to avoid production mistakes.Episode Cliff Notes:Discover how a universal color standard can save you time and money in your toy production. [00:01:44]The major pitfall of using vague language in your product development requests. Learn how to be specific and clear to ensure your toy comes out exactly as you envisioned, without unnecessary delays. [00:14:09]Why it's crucial to always review a physical pre-production sample, rather than relying on photos or videos, to catch any overlooked issues and ensure your final product is flawless. [00:21:24]After this episode you'll be aware of the top 3 mistakes most new creators make when working with a factory and how to avoid them.Send The Toy Coach Fan Mail!The Toy Challenge: Idea To Prototype in Just 5 Weeks! Click Here for details and to join. Support the Show.Popular Masterclass! How To Make & Sell Your Toy IdeasYour Low-Stress, Start-To-Finish Playful Product Launch In 5 Steps >> https://learn.thetoycoach.com/masterclass

Forget just selling products—it's time to create immersive shopping experiences for your customers, in person and online. The sensory retail revolution is here, driven by consumers who are tightening their purse strings yet still craving a deeper connection with the brands they invest in. In today's episode, we'll dive into three powerful ways plush brands—from high-end labels to indie creators—are building these connections and turning them into tens of thousands of social media likes, comments, and shares.Take a closer look at the strategies behind savvy brands like Jelly Cat, Ragmop and Goose, and Sad Nuggie, and learn how you can put your own unique spin on consumer engagement in the digital age. Here's a sneak peek at what you'll hear:Pop-Up Perfection: Jelly Cat's whimsical diner setups and pet-themed series aren't just Instagrammable—they're unforgettable.Unboxing, Reinvented: Ragmop and Goose transform packaging into a share-worthy event, complete with puppets and surprises.Storytelling FTW: Sad Nugget shows how to weave a compelling narrative around your products, making them feel exclusive without the hefty price tag.When you're ready to get creative with your marketing budget, hit play on this episode, grab a notepad, and prepare to change how your customers not only see your brand but how they feel about it.Episode Cliff Notes:Combining physical products with emotional and tactile experiences can enhance customer engagement and drive sales, even in a frugal market. Discover how experiential retail is making waves in the plush toy industry and beyond.  [00:02:00]Learn how brands like Jelly Cat and Ragmop & Goose use social media to create unforgettable boxing and storytelling experiences that captivate consumers and generate buzz. These strategies can offer a high return on investment for your brand! [00:02:00]You don't need a big budget to create a memorable customer experience. Learn how storytelling through packaging and personalized selection processes can make your product launch unique and engaging without breaking the bank. [00:11:27]For the links mentioned in this episode visit: www.thetoycoach.com/233Send The Toy Coach Fan Mail!The Toy Challenge: Idea To Prototype in Just 5 Weeks! Click Here for details and to join. Support the Show.Popular Masterclass! How To Make & Sell Your Toy IdeasYour Low-Stress, Start-To-Finish Playful Product Launch In 5 Steps >> https://learn.thetoycoach.com/masterclass

What is the "Underconsumption Core" TikTok trend and how might it effect the toy industry? From "Loud Budgeting" to "Underconsumption Core" Gen Z and Millennials are leading an era of saving over spending, and they aren't keeping quiet about it. As the cost of living skyrockets while wages remain stagnant, the U.S. is bracing for a financial downturn. But this time, consumers are anticipating, preparing, and talking about how they're cutting back, all over social media.If you haven't yet explored the implications of this trend on the toy industry, now is the time. In this episode of the Making It In The Toy Industry Podcast, we dive deep into the potential impact of "Underconsumption Core," drawing parallels to the 2008 recession and its influence on toy sales. We'll examine the toy categories that thrived during that financial crisis and discuss how today's focus on mindful spending might shape the toys we develop and how we market them.Key Takeaways:Resilient Categories: Arts and crafts, building sets, and games and puzzles weathered the 2008 financial storm, suggesting these could be strong contenders for future toy releases.The "Underconsumption Core" Trend: Driven by a focus on budgeting, a desire for lasting value, and the challenges of a high cost of living, this trend may lead to a demand for durable, multi-use toys and an "Underconsumption Core" aesthetic.Low-Price Novelty Success: During economic downturns, low-price novelty items and arts and crafts products often appeal to both high-income and budget-conscious consumers, offering a potential strategy for future product development.Tune in to gain valuable insights on how the Underconsumption Core trend may impact the toy industry's pricing strategies, revenue growth, and overall consumer behavior. Don't miss out on the opportunity to adapt your toy business or career to align with the changing consumer landscape.Send The Toy Coach Fan Mail!Support the Show.Popular Masterclass! 5 Foolish Mistakes

What if I told you that you can easily create museum-quality art? This week, the Making It In The Toy Industry podcast hit the road for an in-person interview with Jessica Joy London at her studio space. Jessica is the founder of Project Joy Studios, and she's on a mission to make art accessible to everyone.Joy's story shatters the myth that only a select few are born with artistic talent. She proves that with the right tools, thoughtful techniques, and an open mind, anyone—yes, ANYONE—can create beautiful art.Throughout this podcast Joy takes us through the evolution of her consumer-facing art kits, from the initial Daily Joy concept to the more affordable and user-friendly Weekend Joy version. She reveals how simplifying the product and reducing the price point led to a surge in sales during the holiday season, cementing her belief in the power of art to bring happiness to people's lives.As Joy shares her experiences with playtesting and selling her products at local events, she highlights the importance of gathering feedback and understanding your target audience. Her success story is a testament to the value of perseverance and adaptability in the face of challenges, as she navigated the art scenes in Michigan and Philadelphia while juggling motherhood and personal health issues.Watch this Interview On YouTube: https://youtu.be/o3mwThcFj7wKey Moments:Learn how Project Joy Studios is making the creative process accessible to everyone. [13:45]Discover the inspiration behind Joy London's unique art kit that encourages daily creativity and reduces stress. [7:15]Find out how a challenging personal experience led Joy London to develop a successful business helping others create joy-filled lives through art. [27:30]For links mentioned in this episode visit thetoycoach.com/231 and scroll down to the mentioned in this episode section.Send The Toy Coach Fan Mail!Support the Show.Popular Masterclass! 5 Foolish Mistakes

Have you ever wondered if it were possible to sell your toy idea instead of the finished product? Today's podcast episode follows one creator, who does just that.Today's guest Joanna Paul, shares her journey of developing Moodles (formerly known as "What's Its Face?"), a patentable plush invention designed to help children understand and express their emotions. From the initial concept inspired by her own experiences as a mom to the challenges of patenting and licensing, Joanna's toy story is a testament to the power of persistence and adaptability in the toy industry.Throughout the episode, Joanna discusses key aspects of her success, including:The importance of understanding your strengths and weaknesses as an inventor and entrepreneurNavigating the complexities of patenting and licensing to protect your intellectual propertyAdapting your product based on feedback from buyers and embracing changes for marketabilityThe emotional rollercoaster of pitching, rejection, and ultimately seeing your toy on store shelvesJoanna's background in branding and design, combined with her personal experiences as a parent, have shaped her approach to toy invention. Her creation, Moodles, not only serves as a fun and engaging toy but also has the potential to make a fundamental impact on childhood development by promoting emotional learning, imagination, and problem-solving skills.Hit play on this episode to listen in on Joanna's early days of prototyping and pitching to the exciting moment of finally seeing Moodles available at major retailers like Walmart, Kohl's, and on Amazon. Episode Cliff Notes:Learn how one mom's experience in the suburbs inspired her to create an emotional learning plush toy. [05:10]Discover how a toy with six different facial expressions can help kids learn about emotions and express themselves without electronics. [03:38]Find out how persistence and facing legal challenges led to the success of Moodles, a toy that became particularly relevant during the COVID-19 pandemic when childhood mental health problems were on the rise. [09:54]Send The Toy Coach Fan Mail!Support the Show.Popular Masterclass! 5 Foolish Mistakes

Branded Giveaways Are Dead!

In this week's episode of Making It In The Toy Industry, we're taking a brief pause from our regular programming. Our host, recently out of the hospital after a minor procedure, needs a bit of recovery time to ensure the quality of future episodes.But don't worry, your toy education and inspiration fix isn't far away. Head over to learn.thetoycoach.com/playlist to download a comprehensive guide featuring the top 10 things you need to know before developing your toy or game idea. This guide includes a specially curated playlist of 10 essential podcast episodes that delve into these key topics.Take this opportunity to catch up on these crucial insights, and we'll be back next week with more invaluable content. Thank you for your understanding and continued support, Toy People!Send The Toy Coach Fan Mail!Support the Show.Popular Masterclass! 5 Foolish Mistakes

Tired of Toy Companies Ghosting you? You're not alone! You know the toy industry needs fresh ideas, and you're confident you've got the next big thing. But here's the truth: your amazing concept is only as powerful as your network and pitch skills.So in this episode, we're breaking down:The real reasons toy companies might not be responding to your submissions (and it's not what you think!)Step-by-step strategies to finally get noticed and get a responseHow to access toy company wish lists (yes, they exist, and they're game-changers!)But that's not all! I'm also sharing:The different submission methods toy inventors can use (because options are power, right?)A serious backup plan for when you're ready to take control of your journey as a toy inventorHere's the thing: becoming a successful toy inventor isn't just about having great ideas. It's about knowing how to navigate the industry, and that's exactly what we're covering today.Stop waiting for toy companies to discover you in a pile of submissions—hit play and learn how to stand out.Cliff Notes:[00:04:01]: Discover the various submission methods toy companies use to review inventor ideas. From email etiquette to online portals, learn practical tips to get your foot in the door and present your innovative concepts effectively.[00:11:22]: Are you targeting the right companies with your invention? Learn how crucial market research can elevate your pitch and improve your chances of getting noticed by aligning your ideas with the right companies' product offerings. [00:24:32]: If traditional approaches aren't yielding results, it might be time to consider entrepreneurship. Learn about effective crowdfunding strategies and how launching your toy idea independently could turn your dream into reality, even attracting attention from larger companies down the line.Send The Toy Coach Fan Mail!Support the Show.Popular Masterclass! 5 Foolish Mistakes

Transforming Math Test Prep With Educational PlayCan studying math be as fun as playing a game? In this episode of Making it in the Toy Industry, Kelly Clement shows us that it CAN be. With her innovative product, Watermelon Math, Kelly turns the tedious task of studying into an engaging experience. Her journey from a middle school teacher to a successful toy creator offers an inspiring look into the world of educational toys.Kelly Clement, the creator of Watermelon Math, shares her unique journey into the toy industry. Combining her background in education with her passion for making learning enjoyable, Kelly designed a set of flashcards that make math study surprisingly sweet. This episode dives deep into her process, challenges, and successes, providing invaluable lessons for anyone aiming to make it in the toy business.Revolutionizing Test PrepKelly Clement, founder of Watermelon Math, takes us through her career transformation and the inception of her innovative educational product. Using her extensive background as an educator, Kelly designed cheerful and effective flashcards to help children prepare for standardized tests. Her journey offers invaluable insights for educators and toy creators alike.Key Points Covered In This Episode:From Educator to Toy Creator: Discover how Kelly transitioned from teaching middle school to developing a product that's winning awards and kids' hearts alike.The Concept of Watermelon Math: Learn why Kelly chose the theme of Watermelon Math and how it helps make studying less intimidating for children.Challenges in Product Development: Kelly discusses the hurdles she faced in developing a high-quality product, from finding the right illustrator to ensuring the tactile and visual appeal of the flashcards.Achieving Recognition: Hear about the process Kelly followed to enter and win industry awards, and how these recognitions have bolstered the credibility of Watermelon Math.Expanding a Business: Understand Kelly's approach to growing her offerings while managing her educational services and her strategies for distributing her product effectively.For the links mentioned in today's episode, visit thetoycoach.com/227Send The Toy Coach Fan Mail!Find this podcast valuable? Support the show by clicking here: https://www.buzzsprout.com/798845/support Support the Show.

Can Snail Mail Still Captivate Today's Tech-Savvy Kids? Are today's digital-native children still charmed by the simple pleasure of receiving a physical letter? In Episode 226 of the "Making It in the Toy Industry" podcast, Virginia Lette engages with Wendy Lattimore, a successful graduate of the Toy Creators Academy (TCA), to explore this fascinating topic. Wendy's inspiring journey from traditional mail to innovative toy creation will challenge your perceptions of outdated communication methods.From Executive Assistant to Innovative Toy Creator Meet Wendy Lattimore,  an executive assistant and innovative toy entrepreneur. Her journey began with her son's reluctance to engage in reading, which sparked the innovative idea of mailed letters from his beloved stuffed animals. This led to the creation of "Sunny the Mail Snail" and "Mailbox Mutts," engaging children with weekly personalized letters that spark joy and imagination.Key Insights for Aspiring Toy Entrepreneurs This episode dives into Wendy's transition into entrepreneurship, detailing her initial challenges and creative breakthroughs. Listen to her firsthand experiences and learn how she balanced a full-time job with her startup aspirations, leveraging her TCA education to navigate the complexities of the toy industry. Wendy's story is a blueprint for anyone dreaming of turning a simple idea into a thriving business in today's competitive toy market.3 Key Takeaways From This Episode:Necessity is the Mother of Invention: Wendy creatively used letters to engage her son, proving that necessity can drive the most innovative solutions.Validation through Community: Wendy stresses the significance of mentorship and peer validation for bolstering confidence and refining one's product.Slow and Steady Wins the Race: Her mantra, inspired by her character Sunny, is all about focusing on quality and taking thoughtful steps rather than rushing to the market.For the links mentioned in today's episode, visit thetoycoach.com/226Send The Toy Coach Fan Mail!Find this podcast valuable? Support the show by clicking here: https://www.buzzsprout.com/798845/support Support the Show.