Shows
Making It in The Toy Industry | Start A Toy Business#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 | Start A Toy Business#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...2025-03-0629 min
Making It in The Toy Industry | Start A Toy Business#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 | Start A Toy Business#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 | Start A Toy Business#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...2024-12-1848 min
Making It in The Toy Industry | Start A Toy Business#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 | Start A Toy Business#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 | Start A Toy Business#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...2024-11-2738 min
Making It in The Toy Industry | Start A Toy Business#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...2024-11-2038 min
Making It in The Toy Industry | Start A Toy Business#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...2024-11-1349 min
Making It in The Toy Industry | Start A Toy Business#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...2024-11-0642 min
Making It in The Toy Industry | Start A Toy Business#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...2024-10-2357 min
Making It in The Toy Industry | Start A Toy Business#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 | Start A Toy Business#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...2024-10-0954 min
Making It in The Toy Industry | Start A Toy Business#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 | Start A Toy Business#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...2024-09-1935 min
Making It in The Toy Industry | Start A Toy Business#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...2024-09-1135 min
Making It in The Toy Industry | Start A Toy Business#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...2024-09-0440 min
Making It in The Toy Industry | Start A Toy Business#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...2024-07-2434 min
Making It in The Toy Industry | Start A Toy Business#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...2024-06-1947 min
Making It in The Toy Industry | Start A Toy Business#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...2024-06-1222 min
Making It in The Toy Industry | Start A Toy Business#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...2024-06-0546 min
Making It in The Toy Industry | Start A Toy Business#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...2024-05-2242 min
Making It in The Toy Industry | Start A Toy Business#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...2024-05-0828 min
Making It in The Toy Industry | Start A Toy Business#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...2024-04-2441 min
Making It in The Toy Industry | Start A Toy Business#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...2024-04-171h 00
Making It in The Toy Industry | Start A Toy Business#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 | Start A Toy Business#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