Shows
Making It in The Toy Industry#299: How Swift Clicks Heishi Bracelet Maker Became A Creative Toy Of The Year Finalist with Gena LavalleeBefore Swift Clicks ever hit the shelves, the team at Make It Real was staring down the brutal math of the craft aisle: rising costs, shrinking margins, and kids who expect faster, cooler results than ever. So how did her team turn that pressure into a Creative Toy of the Year finalist bracelet maker that Swifties can’t stop talking about?In this episode of Making It in the Toy Industry, I sit down with Gena Lavallee, VP of Global Brands at Make It Real, to reveal the story behind Swift Clicks, the Make It Real Heishi Br...
2025-12-3133 min
Making It in The Toy Industry#294: Why the TOTY Awards Are the Oscars of the Toy IndustryYou’ve heard of the Emmys, the Oscars, and the Grammys... but what about the TOTYs?In this episode, we’re going to dive into the TOTY (Toy of the Year) Awards and why they’re a huge deal if you're in the toy industry. I’m breaking down exactly how to get nominated, how to time your launch for max award potential, and how a TOTY nod can boost your sales, get you press, and even give your SEO a serious lift.You'll also hear about the glamorous TOTY Gala held during New York Toy Fair...
2025-11-2010 min
Making It in The Toy Industry#288: How an Industry Veteran Rebuilt His Toy Knowledge Through TCA with Gerardo DavilaEvery once in a while, I meet a toypreneur whose journey reminds me why I started this podcast… and today’s guest is one of those people.In this episode, we’re bringing back the story of a Toy Creators Academy grad who went from leading sales at Mattel to launching a heartfelt plush brand that’s changing bedtime for kids everywhere.Meet Gerardo Davila, the creator of Angelitos Mágicos, a magical line of plush guardian angels that deliver encouraging messages to children overnight. What started as a way to comfort his own daughter turned in...
2025-10-0227 min
Making It in The Toy Industry#265: Navigating the Tariff Changes in The Toy Industry | April 2025Is 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 panick...
2025-04-091h 03
Making It in The Toy Industry#261: NY Toy Fair 2025 Exclusive Interview with Thin Air BrandsAre 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...
2025-03-1241 min
Making It in The Toy Industry#260: NY Toy Fair 2025 Exclusive Interview with Jayson Esterow & Gavin LawlerAfter 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 thi...
2025-03-0628 min
Making It in The Toy Industry#253: 4 Key Lessons to Launch and Scale Your Toy Business While Juggling a 9-to-5Building 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’...
2025-01-0826 min
Making It in The Toy Industry#251: Write Click-Worthy Email Subject Lines For Your Next Toy Pitch: ExtendedStruggling to get your toy pitch noticed? 🚀In this episode of Making It In The Toy Industry, host Azhelle Wade reveals the secrets to crafting email subject lines that grab attention and boost your chances of success. Learn the powerful 'Four U’s' formula—Urgent, Useful, Unique, Ultra-Specific—and discover proven tips to make your emails stand out in crowded inboxes.From real-life examples of high-converting subject lines to bonus tips on emojis and formatting, this episode is packed with actionable advice to level up your email game. Tune in and learn how to write toy pitch...
2024-12-2532 min
Making It in The Toy Industry#250: The Art Of Toy Photography with Mitchel Wu: ExtendedEver wondered how toys come to life through photography? 🎨✨Mitchel Wu, an acclaimed toy photographer known for his brilliant use of motion and emotion in toy imagery, joins Azhelle Wade in this episode to unravel the magic behind his spectacular work with major clients like Marvel, Disney, and Hasbro. Learn how he transitioned from a mundane consumer products career to mastering the niche of toy photography, and get insights on making your own products come alive through powerful visuals. Tune in to hear Mitchel’s tips on creating engaging toy stories, using practical effects, and carving...
2024-12-1847 min
Making It in The Toy Industry#249: 7 Tips To Improve Your Virtual Toy Pitch: ExtendedReady to turn your toy ideas into marketable products but feeling lost in the world of virtual pitching? 🚀 Don’t worry, this episode is definitely for you! In this episode of Making It In The Toy Industry, host Azhelle Wade drops all the tips you need to nail your next virtual toy pitch.Discover why energy is your secret weapon, how to create an unforgettable sizzle video, and why personalizing your pitch can set you apart. Plus, we’ll discuss common mistakes to avoid, from outdated visuals to poor storytelling, and show you how to create a polishe...
2024-12-1146 min
Making It in The Toy Industry#248: Breaking Through Barriers in Children’s Book Publishing with Charles George Esperanza: Extended CutEver wonder how a kid from the South Bronx grew up to be a superstar children's book author and illustrator? 🚀In this episode of Making It in The Toy Industry, join host Azhelle Wade as she chats with Charles George Esperanza, the creative mind behind Boogie Boogie Y’all! 🎨📚 From dreaming of drawing comics to becoming a HarperCollins author, Charles shares his journey full of ups, downs, and plenty of surprises.He shares how he turned "no" into motivation, why his vibrant oil-painted illustrations are changing how we see graffiti, and his creative tricks for making big...
2024-12-0452 min
Making It in The Toy Industry#247: How to Fix What’s Not Working in Your Toy Business with Tyler TurkHow 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 h...
2024-11-2737 min
Making It in The Toy Industry#246: How AI is Making Toy Innovation and Pitching Easier Than Ever Before with Azhelle WadeAre 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...
2024-11-2037 min
Making It in The Toy Industry#245: Crazy Aaron’s Secret Formula for Perfect Putty with Aaron MuderickHave 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 in...
2024-11-1348 min
Making It in The Toy Industry#244: Choosing The Right Crowdfunding Platform For Your Launch with Lisa FerlandHave 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, a...
2024-11-0641 min
Making It in The Toy Industry#242: How Wow Moments Became The Foundation Of This Toy Business with Richard NorthWant 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 busine...
2024-10-2356 min
Making It in The Toy Industry#241: What This Bold Merger Means for the People of Play Innovation Conference with Greg Ahearn and Mary CouzinCurious 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, invent...
2024-10-1639 min
Making It in The Toy Industry#240: Getting Media Attention For Your Plush Brand with Hugimals Founder Marina KhidekelEver 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 lea...
2024-10-0953 min
Making It in The Toy Industry#238: Starting and Growing An Online Business with Amy Porterfield: Extended CutWant 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...
2024-09-2541 min
Making It in The Toy Industry#237: Crowdfunding Your Idea Just Got Easier with BackerKitEver 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 audie...
2024-09-1934 min
Making It in The Toy Industry#236: The Toy Coach and The Toy Queen Discuss The Best Toys For Early Childhood DevelopmentWhat 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, Keri Wilmot, who has a treasure trove of insights from her nearly 25 years in the field.Keri 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 go...
2024-09-1134 min
Making It in The Toy Industry#235: How to Use Consent-Based Email Marketing To Sell More ToysIs 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...
2024-09-0439 min
Making It in The Toy Industry#229: How Brand Experiences Can Increase Your Sales and Brand LoyaltyBranded Giveaways Are Dead! 😵 It's time to ditch the tired swag bags and discover the magic of themed experiences that truly connect with your audience. In this episode, our toy industry insiders reveal how to skyrocket your brand loyalty and sales through unforgettable brand experiences.Branded giveaways at trade shows are passé. Instead, themed giveaways tailored to your brand’s identity or your consumer’s persona create a more lasting impression. In this week’s podcast, The Toy Coach explores why this shift is crucial and how you can transform your approach.Diving into the specifics...
2024-07-2433 min
Making It in The Toy Industry#228: Why You're Not Hearing Back from Top Toy Companies and What To Do InsteadTired 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 a...
2024-07-1028 min
Making It in The Toy Industry#225: The Secrets of A Successful Toy Licensing Deal with Lee AllentuckIs Your Pitch Ready For The Toy Industry? Pitching your innovative toy idea to industry giants can be as daunting as a job interview. In this episode of "Making it in the Toy Industry," hosts Azhelle Wade and Lee Allentuck demystify the art and science of pitching, with insider tips that will revolutionize your approach to securing those golden licensing deals. Whether you're a seasoned inventor or a newbie in the toy world, there's a nugget of wisdom here for everyone.What are the secrets to a successful toy pitch?Episode 225 zeroes in on the nuanced...
2024-06-1946 min
Making It in The Toy Industry#224: This ONE Media Event Could Make Your Toy Brand Go Viral 📈Toy trade shows are NOT the only way to get your brand noticed. Your toy brand could go viral after attending a toy industry media event. In this episode of "Making It in the Toy Industry," Azhelle Wade shares the juicy details behind influencer events and media showcases like Sweet Suite and Holiday of Play. These industry gatherings are hidden gems for toy and game creators looking to snag media attention and make lasting impressions without the hustle and bustle of traditional trade shows. Already planning to attend Sweet Suite? Hit play on this episode to learn how to...
2024-06-1221 min
Making It in The Toy Industry#223: Unlock Your Game Design Potential with April MitchellHave you EVER had an idea for a game? This episode is for you. 🫵 Well, don't miss this Part 2 continuation from episode 221, an interview with April Mitchell! April, a licensed game inventor and co-creator of the Tabletop Game Design Masterclass shares her journey from toy industry newbie to a game design expert. Get ready to giggle along as April shares the story of finding her pitch theme song and why she plays that song before every pitch to this day.April dives into the game design process, emphasizing the importance of having a minimum viable pla...
2024-06-0545 min
Making It in The Toy Industry#221: Should You Partner With Another Toy or Game Inventor?Are you thinking about teaming up with a partner for your toy or game invention? But what if it isn’t the right move for you? Tune into this episode of "Making it in the Toy Industry," where Azhelle Wade chats with April Mitchell about the ins and outs of partnering up in the world of invention. April is a licensed inventor and the co-creator of the Tabletop Game Design Masterclass. In this episode, she shares key considerations you should keep in mind when choosing a partner for your next big idea.April Mitchell, an experienced inventor an...
2024-05-2241 min
Making It in The Toy Industry#219: Why He Went From Mattel to TCA and Launched His Plush ToyQ: Could TCA be valuable to you if you already have corporate toy industry experience? A: YES! Perhaps you think that having professional toy industry experience guarantees success in your entrepreneurial ventures. But this episode turns that notion on its head, featuring Gerardo, a former toy industry professional turned toy entrepreneur, charting his own course through the toy market with a little help from the Toy Creators Academy.From his previous role managing commercial operations in Latin America for Mattel to launching his own line of guardian angel plush dolls, Gerardo’s journey is nothing short of in...
2024-05-0827 min
Making It in The Toy Industry#217: How To Make Your Toy Brand Climate Friendly with Helen TownsendIn the face of a looming climate crisis, can the toy industry lead the charge towards a sustainable future? Well today’s interview guest believes the toy industry has a responsibility to address the environmental impact of our industry. Helen Townsend, co-founder of the B Corp certified toy company Sustained Fun, dives into the critical role that toy companies can play in reducing emissions and increasing environmental education.Even if your toy company isn’t an eco-first brand, this episode provides a step by step explanation on how you can start calculating and offsetting your carbon emissions. This i...
2024-04-2440 min
Making It in The Toy Industry#216: The Hidden Challenges and Opportunities in Toy Licensing with Anita CastellarEver wondered why brands like Barbie have products in unexpected categories? Or, why licensed products often come with a premium price tag? Well, you might just be intrigued by the lesser-known complications and exhilarating opportunities that lie within the licensing labyrinth. In this episode of Making It In The Toy Industry, host Azhelle Wade interviews Anita Castellar to unveil the complex dance of toy licensing, where every step—from initial outreach to the final signature—matters immensely. More often than not, it's not just about the big names or flashy trademarks, but also about sustainable strategies and the ever-evolving consu...
2024-04-1759 min
Making It in The Toy Industry#213: From Empath to Entrepreneur with Jana Hallam of Wonderwell Toy CompanyKids today are facing a kindness crisis. From the playground to the classroom, loneliness and bullying run rampant. But there's hope on the horizon, thanks to one toy designer's mission to spark empathy through play. Meet Jana Hallam, TCA alumni and the visionary founder of Wonderwell Toy Co.In this inspiring episode, Jana opens up to guest host Virginia Lette, about her journey from an emotionally attuned child to a kindness crusader for the modern age. You'll discover how a frustrating Christmas tradition kickstarted her quest to create The Kindness Mouse - an engaging plush toy, storybook...
2024-03-2727 min
Making It in The Toy Industry#212: Why Your Toy Package Deserves More Than Matte with Anchor CreativeAre you giving your toy's package the attention and budget it deserves? If your answer isn't an immediate "Heck yes Azhelle, ALWAYS." then it's time to listen to part 2 of of Ivan and Brittany's interview on this podcast.At the top of the episode, Ivan and Brittany share their secret on staying up to date with trends and spotting what's exciting in packaging. They remind us to step out of our comfort zones and to explore everything from boutique shelves to big-box stores to uncover what really makes packaging pop.In the second...
2024-03-2020 min
Making It in The Toy Industry#211: How To Efficiently Communicate Your Toy's Value Through Packaging with Anchor CreativeYour toy package should be the 24/7 salesman for your toy product. Is your packaging putting in the work? If you have ever wondered how to make your packaging communicate the value of your product, I’ve got a new episode that you just can't miss. As one of our guests today will attest, often toy packaging is an afterthought, but what if I told you it's one of your most powerful communication tools?In this episode, I had the privilege of diving deep into the art of communication in packaging design with Brittany and Ivan Wesley, the ma...
2024-03-1329 min
Making It in The Toy Industry#210: An Insider Look at A National Toy Trade Show in Las VegasHave you heard about the Toy Trade Show that happened in Las Vegas? It’s called Toy Fest and I just dropped an episode all about it in case you missed it! In this episode I’m sharing quotes from the diverse range of attendees, breaking down emerging trends and highlighting innovations showcased on the floor and in the showrooms.Discover why Toy Fest should be at the top of your list if you're considering bringing a new toy line to market. With insights from exhibitors, buyers, and seasoned toy veterans, you'll gain invaluable knowledge about what's hot...
2024-03-0625 min
Making It in The Toy Industry#209: How Women in the Toy Industry Are Building Dreams and Connections with Ehi Oviasu-KahnRight now you might feel like an outsider in the toy industry. But it’s important to remember that we ALL started out that way. The goal of today’s podcast episode is to show you how you can go from zero connections in the world of toys, to thousands! Yep, thousands.To teach that lesson, I’m bringing you part two of my interview with Ehi Oviasu-Kahn, where you’ll hear how she went from the spark of an idea in her kitchen, to becoming a pivotal figure at Women in Toys, Licensing, and Entertainment (WiT). Ehi's na...
2024-02-2818 minMaking It in The Toy Industry#207: The Secrets To Networking in The Toy IndustryAre you struggling to crack the networking code in the toy industry? Tune in to episode #207 of The Toy Coach Podcast: Making It In The Toy Industry as Azhelle Wade, unveils the secrets behind successful networking. Spoiler? It's easier than you think. The host debunks myths surrounding industry connections and shares invaluable tips for building meaningful relationships that drive professional growth.When you listen to this episode, you'll discover how genuine connections can open doors to unexpected opportunities. Azhelle shares firsthand experiences and insights gleaned from her three-year journey in The Toy Coach. Learn the importance of authenticity...
2024-02-1533 minMaking It in The Toy Industry#202: Gender Neutral Toy Sections Are Now Law In CaliforniaHow does the recent California law mandating gender-neutral toy sections in large retail stores impact the toy industry? This episode takes a deep dive into the nuances of this legislative change and its potential ripple effects on manufacturers, retailers, and consumers.The episode revisits a critical discussion from October 2021, examining the intricate details and recent amendments of the bill turned into law. We explore the initial intentions of the bill, which aimed to encompass childcare items, children's clothing, and toys, and discuss the significant changes it underwent before becoming law. One of the notable alterations...
2024-01-1040 minMaking It in The Toy Industry#201: 12 SMART Goals To Launch Your Toy Idea in 2024Are you ready to transform your toy idea into a market-ready product by the end of 2024 but unsure where to start? Then you’ve chosen the perfect episode to dive into! In just 26 minutes, get a month-by-month blueprint, detailing 12 SMART goals to lead you into a soft launch of your toy or game by Q4 of 2024. With guidance from The Toy Coach, you'll discover the critical importance of understanding the toy market and setting specific, achievable goals. Learn the acronym for SMART goals and how to directly apply them to your toy development process. This episode is pac...
2024-01-0326 minMaking It in The Toy Industry#200: Virginia Lette Interviews Azhelle Wade The Toy CoachTo celebrate Episode 200 of Making It in The Toy Industry, something special is underway. Joining The Toy Coach, also known as Azhelle Wade, is Virginia Lette, an accomplished Australian radio and television presenter. She is renowned for co-hosting Eclipse Music TV for three years and serving as a Weekend News and Sport Presenter for WIN News Tasmania. Virginia has also hosted over 500 episodes of the Morning Kids Podcast. Beyond her professional achievements, she is a dedicated mother, entrepreneur, and an aspiring toy creator.Azhelle Wade is thrilled to have her on the show, picking up where the 100...
2023-12-2049 minMaking It in The Toy Industry#198: Speed Up Your Toy or Game Invention Process With AIHave you ever wondered how Artificial Intelligence (AI) is revolutionizing the toy industry? From speeding up the toy invention process to comparing traditional and AI-assisted methods, AI is transforming how we create and innovate. Dive into this engaging exploration of AI’s role in the toy industry.In this episode, join The Toy Coach as she shares insights from her talk at the People of Play Innovation Conference. Discover how AI can enhance market research, ideation, product visualization, and even prepare you for your next big pitch. Get ready to be amazed by practical AI applications that ar...
2023-12-0630 minMaking It in The Toy Industry#196: Instant Insights Into The Toy Industry Uncovered at ChiTag Part 2 of 2Listen in as The Toy Coach conducts several mini interviews for a deep dive into the heart of toy innovation at CHITAG, part of the People of Play Week and Innovation Conference. Episode 196 offers a unique blend of playful interviews and insightful discussions with industry innovators.In this episode, we feature a dynamic duo, Michael and Melissa Giles, founders of Chiki Chaka, who reveal the secrets behind creating a game that's as simple as it is engaging, proving that the essence of play lies in joy, not complexity. They share their journey of starting a t...
2023-11-2237 minMaking It in The Toy Industry#195: Instant Insights Into The Toy Industry Uncovered at ChiTag Part 1 of 2Are you passionate about toy design and eager to learn from the best in the toy industry? This episode of Making It In The Toy Industry takes you inside the Chicago Toy and Game Fair (ChiTag), a hub of innovation and creativity in the toy and game industry. Learn tips from show attendees who specialize in toy marketing, toy sales, and game innovation. Whether you're an aspiring toy inventor, a game design enthusiast, or simply fascinated by the world of toys, this episode includes 3 mini and action packed interviews.Listen in as Azhelle challenges her guests to...
2023-11-1632 minMaking It in The Toy Industry#194: How To Pick A Toy Brand Name That Doesn't Suck with Alexandra C WatkinsIn this episode of Making It In The Toy Industry, you'll hear an insightful conversation with our guest Alexandra C. Watkins, the creative genius behind naming consultancy Eat My Words and the innovator of iconic names like Wendy's Baconator.Watkins shares her expertise on creating memorable and appealing names for toys and toy companies. She's learned firsthand how the power of a catchy name can drive your sales, save you money, and even turn your customers into ambassadors for your products and discusses the importance of familiarity and imagery in making a name memorable, as well as...
2023-11-0851 minMaking It in The Toy Industry#191: Game-Changing Connections for Toy Inventors at People of Play WeekAre you "toying" around with an idea for a toy or game that you want to license? Don’t miss the chance to pitch and playtest that idea in 2023 at POP Week. In this episode of Making It In The Toy Industry, Azhelle Wade aka The Toy Coach, highlights a beloved toy industry event that is designed to create opportunities for toy inventors and entrepreneurs like you. Act fast because registration for this once a year in-person event is STILL OPEN.Pop in your earbuds and listen as Azhelle explains what to expect from the 2023 People of Pl...
2023-10-1824 minMaking It in The Toy Industry#190: The Best and Worst of Toy Fair and Why You Should Attend The LAST Toy Fair in New YorkWant a play by play of what worked at Toy Fair New York, and what didn’t? In this new podcast episode, The Toy Coach breaks down every day of the trade show, including setup days, and provides tips and insights to make your next show experience better. Also, if you haven’t already read it on The Toy Coach Blog, you’ll hear in this episode that New York Toy Fair is relocating to New Orleans! Dive deep into the whirlwind experience of Toy Fair, its changes and evolution. If you’re planning to launch your toy or game ide...
2023-10-1145 minMaking It in The Toy Industry#181: Unveiling the Ultimate Barbie Movie Marketing Tactics: Unique Strategies for Viral Success!Are you dreaming about Barbie yet? This week we do a deep dive into the marketing that has continually been going viral since April of this year. We explore how the iconic doll brand also became a digital marketing icon by creating trends and making marketing moves that will go down in toy history. Get ready to dive into the world of Barbie and her groundbreaking marketing team for the highly anticipated live-action film, releasing on July 21st, 2023.Over the past five years, marketing strategies across all industries have shifted to social media platforms, leading big brands...
2023-07-1935 minMaking It in The Toy Industry#176: How To Prepare For Your Next Specialty Toy Trade ShowIf you want to get your toy or game product into toy stores, have you considered starting with specialty stores first? In this episode of Making It In The Toy Industry, learn how you can start selling your toys in specialty retailers. If you don’t know what a specialty toy retailer is, don’t worry! This episode has got you covered. You’ll learn what specialty toy retailers are, how to connect with owners of specialty toy stores, and why you might want to start your journey as a toy entrepreneur in the specialty market. This episode...
2023-05-2429 minMaking It in The Toy Industry#175: The Impact of Toy Guns: A Tough ConversationIn this thought-provoking episode of Making It in The Toy Industry, host Azhelle Wade and returning guest Marjorie Spitalnik dive into a sensitive but crucial topic - the impact of toy guns on children and the potential connection to real-life gun violence. Given the alarming statistics of gun violence in the U.S., they explore the responsibility of toy makers and the toy industry as a whole in shaping children's perceptions of violence and gun use.Marjorie, founder of Little Rebels, shares compelling anecdotes from parents about the positive influence of her Plush Doll Line. Yet, this...
2023-05-1739 minMaking It in The Toy Industry#174: Market Research Strategies for Developing Good Toys Kids Will Love with Dr. Amanda GummerIn this episode, Azhelle Wade aka The Toy Coach interviews Dr. Amanda Gummer, psychologist and founder of Good Play Guide, a service that provides independent evaluations and accreditations for children's toys and games. Dr. Gummer talks about the importance of evaluating toys for children's development and shares details about Good Play Guide's accreditation program. She also discusses recent winners of the Good Play Guide and how they help the industry create better products for children.The conversation talks about the Toy Associations new STEAM accreditation, established in 2021 and details how it follows the same principles...
2023-05-0341 minMaking It in The Toy Industry#172: AI-Powered Toy Design [Part 1 of 2] Building a Million-Dollar Toy Line with the Help of AIAre you curious about how AI can revolutionize the toy industry? Do you want to know how AI can help in designing and marketing a toy product? If so, then this podcast episode is for you. Join The Toy Coach in this insightful episode as she explores the potential of AI in toy design and marketing.In this episode of the Making It In The Toy Industry Podcast, The Toy Coach shares her experience in using an AI language model called Agent GPT to generate ideas for a toy product. From creating a unique toy name to...
2023-04-1937 minMaking It in The Toy Industry#171: Toy Path QUIZ: Are You a Toy Inventor, Entrepreneur, or Executive?There are many paths you can take in the toy industry, but the 3 most common paths that most new creators fall into are Inventor, Entrepreneur, and Executive! In today's episode, The Toy Coach is back to explain the differences between the two and point out why you might be both. Azhelle walks you through the meaning of each toy path, what you can expect, and how you could benefit from even switching your toy path.In today’s toy podcast, you will learn what aspects of being a Toy Entrepreneur, Toy Inventor, and Toy Executive are the sa...
2023-04-1223 minMaking It in The Toy Industry#162: The Remarkable Journey of David Vonner: From Marvel Dreamer to Toy LegendHow do you go from a dreamer with comic book aspirations to a toy industry legend and award-winning toy designer? Today’s guest shares his incredible journey as an artist, parent, and toy designer from the 1990s until now. His toy journey will inspire you to take a risk, put in your all, and go that extra mile.David Vonner’s original dream was to be an illustrator for Marvel Comics. However, his family and those surrounding him encouraged him to go down a path that would ensure a good career. After attending the Art Institute of Phil...
2023-02-011h 25
Making It in The Toy Industry#160: Top Tips for Creating a Neighborhood Toy Store with Theresa DuncanHave you ever dreamed of creating your own neighborhood toy store? Even if that’s not your toy industry dream, today’s episode is full of valuable tips for any toy industry entrepreneur. Today’s guest started a toy store in her local community with her dad, and turned into a successful family business over the eight years it has been open. Listen to the episode to find out about the differences between starting a digital business and a brick-and-mortar business and how a business plan can give you a solid framework for success.Today’s guest, Theresa...
2023-01-181h 05Making It in The Toy Industry#155: In-Person Interviews with Entrepreneurs At Chicago Toy and Game Week [1 of 3]In December of 2022, The Toy Coach Team ventured out to the windy city to set up a live podcast recording booth at Chicago Toy and Game Week, also known as CHITAG by Mary Couzin and People of Play. This annual, public toy and game fair is where toy and game brands connect with the consumers who love their products, debut new lines, and marketing activations.During this 2 day fair, I interviewed 10 toy and game creators during this fair to learn about their toy journeys and ask them to share any toy biz wisdom they’d gathered along th...
2022-12-141h 07Making It in The Toy Industry#151: Dealing With Mental Health As A Toy Entrepreneur With Marjorie SpitalnikToday’s episode is special for two reasons. First, it is the first-ever live broadcast of an episode of Making it In the Toy Industry. Second, today’s guest gives a raw view into all the ups and downs of being a toy industry entrepreneur, how it can affect your mental health, and how to keep going with your ideas even when it seems like things haven’t gone your way. Marjorie Spitalnik is the founder and CEO of Little Rebels, a popular plush doll collection that seeks to educate kids about historical female figures like Amelia Earhart...
2022-11-161h 08