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PODCAST

Making It in The Toy Industry

Azhelle Wade | The Toy Coach

How do I bring my toy ideas to life? How can I pitch my toy concept to top toy companies like Hasbro, Mattel, or Goliath Games? What does it cost to make a prototype, and where can I get one made? Are there toy manufacturing options outside of China? These are just a few of the questions that will be answered on this weekly podcast, Making It In The Toy Industry. In addition to mini toy masterclasses, and step-by-step guides, each episode is designed to help you take immediate action toward

business entrepreneurship

All Episodes

30:52

S6E02 | Is Amazon AI Selling Your Products Without...

Making It in The Toy Industry ·

2026/02/11

Amazon’s new “Buy For Me” button sounds helpful… but is it quietly rerouting your customers and sales without your consent? In this episode, I’m joined by Angie Chua of Bobo Design Studio to break down how this Amazon Buy For Me feature actually works, how it integrated her shop without her opting in. Plus we dive into what every small business, maker, and toy brand needs to watch out for when Amazon “digitally dupes” your product.If you sell on your own website, Etsy, Shopify, or anywhere online,

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38:18

S6E01 | The Hidden Cost of AI In The Toy Industry

Making It in The Toy Industry ·

2026/02/04

With every major advancement in science or technology, there is bound to be pushback. AI is no exception. This season is for toy and game creators navigating AI in the toy industry. In 10 episodes we’ll explore how to use AI while maintaining your taste, trusting your judgement, protecting your IP, and actually saving time.This first episode is the foundation for the coming weeks. Before you dive any deeper into AI, let’s get real about the risks of operating it with little to no guardrails.In this

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22:13

#300: What I’ve Learned, What’s Changing, and What...

Making It in The Toy Industry ·

2026/01/07

After 299 weeks of toy talk, our 300th episode marks the closing of one chapter and opening another. This little podcast that started as “let’s see what happens” has turned into a full-on resource library for toy inventors, toy entrepreneurs, and creative creatives like you who just can’t shake that pull toward the toy industry.In this episode, I'm sharing the biggest lessons from 5+ years of episodes: why most toy ideas don’t fail because they’re “bad,” how confidence actually follows clarity,

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33:33

#299: How Swift Clicks Heishi Bracelet Maker Became A...

Making It in The Toy Industry ·

2025/12/31

Before 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 Clic...

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38:07

#298: Why The Nee Doh Cube Nice Cube Is A Finalist...

Making It in The Toy Industry ·

2025/12/17

Can a $5 squishy toy really outsell the competition and take home a Toy of the Year award? Schylling’s CEO Paul Weingard is betting on it and honestly, the numbers are on his side.The NeeDoh Nice Cube Swirl isn’t just another sensory stress ball. It’s a Specialty Toy of the Year finalist that’s been an Amazon best seller, is selling out in stores, AND building real emotional connection with kids and adults worldwide. The CEO shared with me that they’ve gotten handwritten letters from kids,

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29:43

#297: How South Beach Bubbles Became a 2-Time TOTY...

Making It in The Toy Industry ·

2025/12/10

They sold out before summer, got emails from retailers and industry outsiders, and scored a back-to-back TOTY nomination… so how did they do it?In this episode of Making It in the Toy Industry, I talk with Ron Weizman of South Beach Bubbles about the strategy behind their hit product, the Galactic Color Bubble Machine. We cover what it takes to stand out in a saturated market, how packaging and demos drove retail success, and why award wins matter more than you think.Listen in and see why this toy

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41:35

#296: ESPN Virtual Reality Experience Nominated For A...

Making It in The Toy Industry ·

2025/12/03

What if kids could learn about sports, INSIDE SportsCenter? Well 27 licensing deals, 7 TOTY nominations, and 1 incredible host all led to this incredible feat of edutainment.For 2025, Abacus Brands teamed up with ESPN and a roster of elite athletes to create the ESPN Virtual Reality Headset. This fully immersive toy is nominated for Educational Toy of the Year and delivers sports history, rules, trivia, and facts in a way kids have never experienced before.In this episode of Making It in the Toy

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46:18

#295: How Sticki Rolls Went From 1 Billion Views To...

Making It in The Toy Industry ·

2025/11/26

What started as an inventor's pitch, evolved into a collectible phenomenon. Sky Castle Toys is showing us what happens when you combine viral content with collectibility… and it’s Sticki Rolls. Sticki Rolls is nominated for Collectible Toy Of The Year, and if you ask me, they should be the ones taking home the TOTY. (sorry Lego!) Sky Castle built a brand, demand, and a community from scratch, and they’re only continuing to grow. Driven by viral content and partnerships with niche artists, the

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9:59

#294: Why the TOTY Awards Are the Oscars of the Toy...

Making It in The Toy Industry ·

2025/11/20

You’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, how

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26:58

#293: How I Landed On Brand with Jimmy Fallon and...

Making It in The Toy Industry ·

2025/11/05

In spring 2025 I was invited to join On Brand with Jimmy Fallon as 1 of 10 creatives selected to pitch national campaigns to major brands on national TV. Since the episodes aired, my DMs have been full of the same questions: how did I get on the show, what was it really like, and what do I think of Jimmy Fallon?This week on Making It In The Toy Industry, I’m taking you behind the scenes of my wild ride as a contestant on On Brand with Jimmy Fallon. Week after week I dreamed up campaigns, plane wrap

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33:37

#292: Toy Creators Academy Accelerator Coaching Call...

Making It in The Toy Industry ·

2025/10/29

You’ve got a product idea that means the world to you… maybe it’s cultural, personal, or rooted in your own childhood traditions. But making it retail-ready without losing your mission? That’s the challenge.In this episode of Making It in the Toy Industry, I’m coaching Durrat, Toy Creators Academy alum, Accelerator grad, and founder of Dcraftsource, a culturally-inspired craft kit brand built to celebrate every kid and every culture.It all started with one handmade Ramadan kit for her daughter. And

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53:01

#291: Toy Creators Academy Coaching Call with Melanie...

Making It in The Toy Industry ·

2025/10/22

Your toy is 90% done… for the fifth time. You keep playtesting, tweaking, second-guessing, and you’re convinced it’s not ready. But what if all that perfectionism is what’s actually holding you back? In this episode of Making It In The Toy Industry, I’m coaching Melanie Palmer, Toy Creators Academy alum and founder of Emmers, a joyful toy brand designed to help kids build emotional skills through stories, games, and play. With a psychology degree from Duke, an MBA from Harvard, and over a dec...

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54:35

#290: Toy Creators Academy Coaching Call with Melissa...

Making It in The Toy Industry ·

2025/10/15

Big feelings deserve a safe space and sometimes, that space looks like a soft, huggable friend with swappable expressions and a whole lot of heart…eyes!In this episode of Making It In The Toy Industry, we’re opening up another coaching call episode featuring Toy Creators Academy alum Melissa Brody, a licensed therapist, entrepreneur, and new mom who turned her passion for emotional wellness into Emotipals, a plush toy line designed to help kids understand and express their feelings through

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23:38

#289: The TCA Journey Behind a Toy Empowering Kids to...

Making It in The Toy Industry ·

2025/10/08

A toy doesn’t need to be loud or flashy to leave a lasting impact. The most meaningful ones teach kindness, spark empathy, and build something real in a child’s heart. That belief is what led today’s guest to create a toy that’s about so much more than play.In this special replay episode, we’re passing the mic to guest host Virginia Lette, who sits down with Jana Hallam, a Toy Creators Academy alum who felt the same way and turned that feeling into a mission-driven brand. After struggling to align

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27:25

#288: How an Industry Veteran Rebuilt His Toy...

Making It in The Toy Industry ·

2025/10/01

Every 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 star...

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20:00

#287: Looking Back at a TCA Alum’s Journey as a Game...

Making It in The Toy Industry ·

2025/09/24

You know I love celebrating a toypreneur's full-circle moment and today’s episode is just that.We're revisiting the incredible journey of TCA alum Chrissy Fagerholt of EAP Toys and Games, from her very first appearance on this podcast to her latest game launch and ongoing success in self-publishing.This episode is a special highlight reel of Chrissy’s growth: from pitching her very first ideas at our Toy Creators Academy Virtual Pitch Event, to getting a game into Barnes & Noble, and

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32:13

#286: 3 Surprising Ways To Use AI To Save Money In...

Making It in The Toy Industry ·

2025/09/17

Toy people, I see you. You’re trying to run your business, deal with tariffs, build your brand, pitch your ideas, and maybe even answer customer questions at 3AM. But what if I told you that AI could actually help you make the most out of your time and money as you build your toy business?In this episode of Making It in The Toy Industry, I’m breaking down 3 powerful and unexpected ways to use AI tools to save money, reclaim your time, and scale smarter even if you’re just getting started.Here’s what

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63:09

#285: TCA Accelerator Coaching Call with Michael Harring

Making It in The Toy Industry ·

2025/09/10

Should you launch your toy on Kickstarter? That’s the question that we’re going to explore today. TCA alumni Michael Harring, launched Wayward Ghouls and his line of Squeaks toys on Kickstarter as what he says is “just a test.” With the goal of $49,000, Michael’s almost at 50% with a $19,000 pledge but he shared in our interview that for some reason, pledges have stalled. In this week’s episode, you’ll hear a real coaching call between Michael and myself, where we dig into what’s actually working,

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36:00

#284: What the End of De Minimis Means for Toy Creators

Making It in The Toy Industry ·

2025/09/03

For years, international toy sellers had a semi-secret shortcut to ship goods under $800 tariff free. That shortcut? Gone. And if you’re not prepared, your business could feel it fast. As of August 29th, the De Minimis Exemption was officially eliminated for many international shipments to the U.S. The change, quietly confirmed by U.S. Customs and Border Protection, caused immediate disruption. Over 25 countries (including the UK, Germany, and Japan) paused shipments to reassess compliance

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27:35

#283: 3 Costly Mistakes That Toy Creators Make with...

Making It in The Toy Industry ·

2025/08/27

I’ll never forget the time I asked a factory to “just move the pen and scissors down a little” on a packaging layout. What came back? A sample where the entire arrangement was totally rearranged and the design I’d worked so hard on was completely off. Communicating with factories is one of the most exciting parts of the toy-making journey, but one vague email can lead to total toy-making mayhem.If you’re not specific, clear, and intentional with your feedback, even tiny comments can snowball into

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304 results

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