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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

59:47

#281: TCA Accelerator Coaching Call with Carrie Shaked

Making It in The Toy Industry ·

2025/08/13

Building forts is a rite of passage for most kids and often the bane of organized parents. I can still picture my mom, coming home late from running her business, to find chairs flipped sideways, blankets draped across them, boxes forming doorways, and my brother and I, tucked away inside playing. It was 100% an eyesore to my parents and 1000% a safety hazard.That universal problem is exactly what architect and TCA Accelerator student Carrie Shaked, founder of Design Laughter, set out to solve. Her

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44:13

#280: TCA Accelerator Coaching Call with Courtney...

Making It in The Toy Industry ·

2025/08/06

Ever wondered why all baby toys are so bright and loud? all primary and neon colors? Aesthetic-focused moms are craving a change. In this episode of Making It in The Toy Industry, I’m bringing you a powerful coaching session that spotlights someone who's filling that market opportunity. Playcor is a brand on a mission to make toys that look as beautiful as the homes they live in.Courtney Smithee, an interior designer turned toy inventor and student of Toy Creators Academy, is the founder of

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52:36

#279: TCA Accelerator Coaching Call with Kieche...

Making It in The Toy Industry ·

2025/07/30

The most innovative toy ideas I’ve ever seen come from people outside the toy industry. When I met Dr. Kieche O’Connell, the creator of Catoms, I was completely blown away. She found a way to merge her love of science and the periodic table into a collectible plush toy line. Kieche’s deep understanding of chemistry and the unique traits of each element gave her the ability to create an expansive world of characters with complex personalities and traits that drive her brand’s storytelling forward.In

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53:25

#278: TCA Accelerator Coaching Call with Manish Punwani

Making It in The Toy Industry ·

2025/07/23

Ever feel like your toy or game idea is too niche or catch yourself wondering if you’ve really got what it takes to break into the industry? Maybe you’ve been sitting on a killer concept, or you’re already knee-deep in prototypes and second guesses.In this episode of Making It in the Toy Industry, I’m chatting with TCA alum and current Accelerator student Manish Punani, who proves that with the right guidance and a whole lot of passion, even the most unexpected game themes can find their place in

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64:42

#277: Game Pitching Tips From a Toy Industry Insider...

Making It in The Toy Industry ·

2025/07/16

Have you ever had a game idea pop into your head and thought, “This could be huge… but how do I even pitch it?” Or maybe you’ve been sitting on a finished prototype, wondering if it’s really “good enough” to get in front of a big toy company. If you’ve been dreaming of turning your game concept into a real product on shelves, this episode is made for you.In this episode of Making It in the Toy Industry, we’re bringing back an oldie but a goodie conversation that I had with Tanya Thompson, the Senior

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43:38

#276: TCA Accelerator Coaching Call with Joanna of...

Making It in The Toy Industry ·

2025/07/09

If you've ever wished you could sit in on a real coaching call inside Toy Creators Academy, today’s your lucky day. This episode is part of a special behind-the-scenes series where I bring you inside the TCA Accelerator for a one-on-one strategy session with Joanna, the creator of Fren Forest.Joanna is a sculptural artist with a love for cozy characters, whimsical storytelling, and dreamy desk décor. She went from quietly crafting mini clay creatures in her studio to fully funding a collectible

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17:35

#275: 3 Unmissable Lessons to Turn Your Hobby Into a...

Making It in The Toy Industry ·

2025/06/25

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

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47:26

#274: Turn Your Hobby Into a Best-Selling Board Game...

Making It in The Toy Industry ·

2025/06/18

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

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27:48

#273: The Tabletop Game Licensing Blueprint that...

Making It in The Toy Industry ·

2025/06/11

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

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36:55

#272: How Labubu Became The Most Wanted Plush in the...

Making It in The Toy Industry ·

2025/06/04

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

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41:26

#271: Email Marketing Rules You Can’t Break

Making It in The Toy Industry ·

2025/05/28

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

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19:53

#270: The Pricing Strategy That’s Getting Buyers to...

Making It in The Toy Industry ·

2025/05/21

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

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16:12

#269: Thinking Differently About Toy Production with...

Making It in The Toy Industry ·

2025/05/14

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

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45:32

#268: The Truth Behind Being a Game Inventor with...

Making It in The Toy Industry ·

2025/04/30

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,

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48:29

#267: Winning a TOTY Award and Scaling a Toy Business...

Making It in The Toy Industry ·

2025/04/23

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

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43:38

#266: NY Toy Fair 2025 Exclusive Interview with...

Making It in The Toy Industry ·

2025/04/16

“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

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63:54

#265: Navigating the Tariff Changes in The Toy...

Making It in The Toy Industry ·

2025/04/09

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

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25:21

#264: NY Toy Fair 2025 Exclusive Interview with...

Making It in The Toy Industry ·

2025/04/02

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

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22:12

#263: NY Toy Fair 2025 Exclusive Interview with...

Making It in The Toy Industry ·

2025/03/25

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

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26:22

#262: NY Toy Fair 2025 Exclusive Interview with...

Making It in The Toy Industry ·

2025/03/19

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

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303 results

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