Making It in The Toy Industry with The Toy Coach Azhelle Wade

Ever wondered how a simple idea can transform into a toy that's flying off the shelves? Perhaps you've been toying around with a concept, but the thought of kickstarting it into production leaves you feeling majorly overwhelmed. Well, then today’s episode is the perfect fit for you. Brandon Braswell, founder of 9 to 5 Warriors is sharing the ups and downs of developing and producing his own action figure line.
In this episode, our guest host Virginia Lette welcomes back Brandon on his second time around on the "Making it in the Toy Industry” podcast where he unpacks what he wish he knew before launching his action figure line. From just starting out with zero connections, to pitching to giants like Hasbro, Brandon reveals one priceless lesson: the importance of storytelling. But that's just the tip of this toy story! Brandon discusses the power of entrepreneurial drive, how to navigate unpredictable trends in marketing, and how to successfully partner with fulfillment centers. 
Brandon's journey from a toy enthusiast to having his own action figures grace store shelves is nothing short of inspirational. His narrative reinstates the belief that with passion and the right guidance—like that from the Toy Creators Academy (TCA)—even the most ambitious of dreams are within your grasp. And if you have already started making moves with your toy idea, but want to avoid the siren calls of business pitfalls, this episode can’t be missed.


Episode Cliff Notes:
Learn what inspired the concept of 'Nine to Five Warriors' and how this uniquely '90s-nostalgic line of action figures is looking to rekindle the magic of Saturday morning cartoons.Hear about Brandon's journey and the key reasons he enrolled in the Toy Creators Academy, even with significant progress made prior to joining.Continue to learn how Brandon is handling the balance between his full-time job and his growing toy business, Nine to Five Warriors, and the strategies he uses to manage both.Get insights into Brandon’s approach to selling and marketing his products, and how he’s making use of social media and customer engagement to grow his retail presence.Find out which of his Nine to Five Warrior characters Brandon reflects on with fondness and why some characters cost significantly more to produce. And finally, learn how you can connect with Brandon and check out the Nine to Five Warriors product line for potential pre-orders or collaborations.
Mentioned In This Episode:
Visit thetoycoach.com/215 for the links mentioned in today's episode.
Support the show
🎓 5 Streamlined Steps To Your Next Playful Product Launch in 1 Interactive Masterclass: learn.thetoycoach.com/masterclass

💡 The Great Toy and Game Idea Bootcamp: Visualize, Validate, and Vow to make your toy or game idea real in just 5 days. Register here: learn.thetoycoach.com/bootcamp

Is your latest toy design capable of teaching kids valuable life skills? Creating a toy that's both a blast to play with and packs a punch in the personal growth department isn't child's play. So, how do you shake things up and make a toy that's not just another shiny object in the toy box but a true game-changer in a kid's development? Get ready to level up your toy-creating game with some insider knowledge from this must-listen episode.
Welcome Rachele Harmuth, Head of ThinkFun who is back on the podcast to highlight her latest work in the toy industry. Rachele's got the lowdown on something called "MESH" - think emotional veggies for your kid's growing mind - and she's here to spill the beans on why it's cool (and crucial) to weave problem-solving and emotional smarts into playtime. She's not just talking the talk; she'll guide you through what it really means to create a toy that earns the MESH stamp of approval.

If you're ready to toss the old playbook and craft toys that'll stand out in a heart-and-brain-healthy way, plug into this episode and learn all you can about the new MESH Accreditation program. Oh, and once you're all fired up, don't forget to bounce over to thetoycoach.com for links from today's episode.


📝 Episode Cliff Notes:
Learn about the birth of MESH [02:30]Find out how the MESH accreditation process came to be and its crucial role in identifying skill-building in children's products. [06:45]Find out how the Mesh platform is responding to the increased mental distress in children exacerbated by the pandemic, beyond what comfort toys can offer. [09:55]Discover the long-term vision of the MESH accreditation, including how it plans to encompass digital products and create a library of skills-enhancing toys and games. [18:20]Dive into the nuanced differences between standard and enhanced accreditation levels and the unique insights each level offers. [25:10]Learn how the industry is reacting to the mesh movement and the key players getting on board from retail to children's entertainment. [21:40]Discover the advantageous pre-sale pricing tiers for Mesh accreditation reviews and the deadline you don't want to miss. [33:30]Gain insight into ThinkFun's considerations when selecting which products to submit for Mesh accreditation and the advice for creators eyeing the accreditation. [37:45] 
Mentioned In This Episode:
Visit thetoycoach.com/164 for the links mentioned in today's episode.
Support the show
🎓 5 Streamlined Steps To Your Next Playful Product Launch in 1 Interactive Masterclass: learn.thetoycoach.com/masterclass

💡 The Great Toy and Game Idea Bootcamp: Visualize, Validate, and Vow to make your toy or game idea real in just 5 days. Register here: learn.thetoycoach.com/bootcamp

Kids 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, and activity set that's captivating kids' hearts. Jana has created a play product with impact, one that actively empowers the next generation to embrace compassion. Throughout this conversation Jana and Virginia explore Jana’s sources of inspiration as well as her first-hand experience with Toy Creators Academy. Find out why Jana called the TCA Community a crucial piece to her toy journey. Hit play to listen to the full episode right now.


Can't Miss Moments:
Find out how long Jana Hallam has been in the toy industry.Learn what inspired Jana to start her toy company, Wonderwell Toy CompanyFind out the stat for bullying amongst children that will shock you.Jana and Virginia discuss weather kindness is taught or innateLearn how Jana discovered Toy Creators Academy and she ultimately chose Azhelle and the TCA community to go on her toy journey with.Hear the pivotal advice from a Toy Creators Academy community member that helped Jana find the right manufacturing partner after a year of struggle.Discover what 2024 has in store for Wonderwell Toy Co!And finally learn how to get in contact with Wonderwell and purchase the Kindness Mouse, currently available for retail and wholesale!
Mentioned In This Episode:
This episode is brought to you by The Toy Coach.

Visit thetoycoach.com/213 for the links mentioned in today's episode.
Support the show
🎓 5 Streamlined Steps To Your Next Playful Product Launch in 1 Interactive Masterclass: learn.thetoycoach.com/masterclass

💡 The Great Toy and Game Idea Bootcamp: Visualize, Validate, and Vow to make your toy or game idea real in just 5 days. Register here: learn.thetoycoach.com/bootcamp

Are 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 half our our chat, this creative duo shares the packaging effects they feel are most overused and the packaging effects they feel are most underused in the toy market. Find out what your packaging might be saying about you and your brand, simply by the finish you choose.  Today, more than ever, it’s crucial to balance what looks good, what’s good for our planet, and what fits the budget. This chat with Anchor Creative isn’t just technical; it’s a call to think bigger and bolder about how we package our toys and games.

Finally once you're inspired to think bigger when it comes to packaging, this episode closes out with a clear walkthrough of what it's like to work with Anchor Creative and how you can get started today.


Can't Miss Moments:
Retail Reconnaissance: Learning from Kids and Stores [00:01:00] - Find out how Ivan and Brittany use their family trips to stores as a real-time market research tool.The Eco-Friendly Packaging Conundrum [00:02:43] - Explore the complex world of sustainable packaging solutions and why eco-friendly packaging materials aren't your only options to reduce your carbon footprint.Gloss vs. Matte: A Packaging Debate [00:05:30] - What gloss and matte finishes say about your brand, and why one may be better than the other. The Power of Pantone [00:06:30] - Uncover the potential and cost of using unique Pantone colors to make your packaging pop off the shelves. 
Mentioned In This Episode:
This episode is brought to you by Anchor Creative.

Visit thetoycoach.com/212 for the links mentioned in today's episode.
Support the show
🎓 5 Streamlined Steps To Your Next Playful Product Launch in 1 Interactive Masterclass: learn.thetoycoach.com/masterclass

💡 The Great Toy and Game Idea Bootcamp: Visualize, Validate, and Vow to make your toy or game idea real in just 5 days. Register here: learn.thetoycoach.com/bootcamp

Your 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 masterminds behind Anchor Creative. With over two decades of experience in branding and packaging, they've turned the concept of packaging into a storytelling art form, with bits of “magic” worked in here and there. One fascinating insight they shared was the strategic use of awards and accreditations on packaging—how to showcase them effectively without overwhelming your audience. But that's just the tip of the iceberg; we also explored the nuances of communicating a toy's digital features and the secrets behind packaging that sells.

Brittany and Ivan opened up about their journey from the food and beverage industry to the vibrant world of toys, revealing surprising lessons about the underrated role of packaging in the toy industry. They walked us through their approach to a few key projects, demonstrating how packaging can communicate your toy's value, intrigue potential buyers, and convey the essence of your brand—all before the box is even opened.

Can't Miss Moments:
The Art of Showcasing Awards [00:12:39] Discover how to elegantly highlight awards and accreditations on your toy packaging without cluttering the design. Brittany and Ivan share some clever strategies that intrigue rather than overwhelm the buyer.From Food to Toys [00:01:33] A Packaging Design Journey: Hear the surprising insights Brittany and Ivan gained by transitioning from the food and beverage industry to the toy sector. Their experiences shed light on the untapped potential within toy packaging design.Highlighting Digital Features with Flair [00:07:18]  How do you communicate a toy's digital components on its packaging effectively? The episode teases some innovative methods that go beyond traditional design approaches, making your product stand out on the shelves.Packaging as a Potent Marketing Tool [00:18:36] This conversation dives into the strategic use of packaging as a powerful marketing ally. Discover how the right design elements can transform your packaging into a silent salesman that draws consumers in and drives sales.
Mentioned In This Episode:
This episode is brought to you by www.thetoycoach.com

Visit thetoycoach.com/211 for the links mentioned in today's episode.
Support the show
🎓 5 Streamlined Steps To Your Next Playful Product Launch in 1 Interactive Masterclass: learn.thetoycoach.com/masterclass

💡 The Great Toy and Game Idea Bootcamp: Visualize, Validate, and Vow to make your toy or game idea real in just 5 days. Register here: learn.thetoycoach.com/bootcamp

Have 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 in the toy and game space right now. From plush toys to fashion and tween products, arts and crafts to building kits, you'll learn about the top-selling categories and the latest innovations driving the industry forward.

But Toy Fest isn't just about products—it's also a hub for networking and collaboration. In this short podcast episode hear stories of connections made, advice exchanged, and opportunities locked in during the event. Whether you're a newcomer seeking to make your mark or a seasoned professional looking to expand your network, Toy Fest offers a relaxed and friendly environment where industry experts come together to share successes and learn from each other.

Don't miss this insider's look at Toy Fest 2024 and the valuable insights it offers for anyone making their way in the toy industry.

Episode Cliff Notes:
Learn why Toy Fest should be at the top of your list for bringing a new toy line to market.Discover the top-selling categories and emerging trends showcased at Toy Fest 2024.Gain insights into the power of networking and collaboration in the toy industry.Hear stories from exhibitors, buyers, and seasoned veterans about their experiences at Toy Fest.Find out how to make the most of your time at industry trade shows and build valuable connections.Explore innovative products and exciting developments shaping the future of the toy industry.Uncover the secrets to success in the competitive world of toy manufacturing and retail.Get inspired to take your toy business to new heights with the knowledge gained from Toy Fest 2024.Learn about the importance of staying ahead of trends and adapting to changing consumer preferences.Discover how Toy Fest offers a unique opportunity to connect with industry experts and stay informed about the latest 
Mentioned In This Episode:
This episode is brought to you by www.thetoycoach.com

Visit thetoycoach.com/210 for the links mentioned in today's episode.


Support the show
🎓 5 Streamlined Steps To Your Next Playful Product Launch in 1 Interactive Masterclass: learn.thetoycoach.com/masterclass

💡 The Great Toy and Game Idea Bootcamp: Visualize, Validate, and Vow to make your toy or game idea real in just 5 days. Register here: learn.thetoycoach.com/bootcamp