Making It in The Toy Industry | Start A Toy Business

Azhelle Wade | The Toy Coach | Toy Creators Academy
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  • 创业
  • 一周一更

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 developing, presenting, licensing, and producing your next big toy or game idea. Learn how to find the right factory, negotiate manufacturing costs, and use successful sales techniques to get your product noticed by major toy companies.Meet Your HostAzhelle Wade, aka The Toy Coach, has been in the toy industry since 2010. With 3 toy patents, multiple toy awards, and a track record of managing multi-million-dollar toy lines for companies like Toys R Us, Party City, Madame Alexander, and Creative Kids, Azhelle brings passionate and enthusiastic toy industry expertise to every episode. Join thousands of toy creators and entrepreneurs who are making their toy dreams real with Making It In The Toy Industry!

  1. #293: How I Landed On Brand with Jimmy Fallon and Pitched National Campaigns

    11月5日

    #293: How I Landed On Brand with Jimmy Fallon and Pitched National Campaigns

    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 designs, comedic commercials, and drink recipes, then pitched them to CEOs and CMOs of major brands. I was mentored by Bozoma Saint John and Jimmy Fallon, an experience that reshaped how I think about branding, marketing, and product launches. Every week the stakes got higher. One challenge had me mapping an NYC pop-up; another had me writing and singing jingles on a deadline. I was on national TV at 24+ weeks pregnant, keeping my energy high and my creativity flowing while still speaking the language of big corporate brands. It was a branding bootcamp that pushed me past what I thought was possible while I was also building a tiny human and becoming a first time mom. Tune into this podcast if you want all the BTS tea including: The branding moves that helped me get cast (and how you can use them to stand out)What it’s really like working with Jimmy Fallon and Bozoma Saint JohnA new brand strategy I’m calling the Connect & Invest Loop that could change the way you launch and market foreverHow toy creators and creative entrepreneurs can build buzz before a single product hits the shelfIf you are building a toy brand or a creative business, and want to grow your visibility this is your playbook. Listen for these Important Moments: [00:01:25] - Learn how strategic visual branding, owning your lane, and consistent content helped me stand out to casting directors and how you can do the same.[00:08:58] - Get the surprising lessons I learned from Jimmy Fallon and Bozoma Saint John about showing up, shifting gears, and being “too much” in corporate spaces.[00:11:20] - Find out why separating your campaign concept from the activation is crucial and how it could strengthen your creative pitches or product launches.[00:16:17] - This show unintentionally unlocked a brilliant marketing framework, perfect for brands navigating today's trust recession and attention-starved audiences.[00:26:14] - Real-world examples of toy entrepreneurs involving their audience early, creating investment, loyalty, and funding success before the product hits shelves.Send The Toy Coach Fan Mail! Support the show Popular Masterclass! How To Make & Sell Your Toy Ideas Your Low-Stress, Start-To-Finish Playful Product Launch In 5 Steps >> https://learn.thetoycoach.com/masterclass

    27 分钟

  2. 10月29日

    #292: Toy Creators Academy Accelerator Coaching Call with Durratussharaf

    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 now, her card-making craft kits for Eid, Diwali, Christmas, and birthdays are bringing diverse celebrations into homes, classrooms, and (hopefully soon!) retail stores. Here’s what we talked about: The packaging tip that instantly leveled up her productHow crafting can spark deeper cultural connection for kids and familiesHow she turned one niche seasonal kit into a scalable product lineWhat’s stopping her from breaking into retail and how she’s moving past itHow her Amazon launch blew up with no big ad spendIf you're trying to figure out how to go from maker to brand, or you're wondering how to bring more authenticity into your product line, this episode will inspire you to stop waiting and start building. Listen for these Important Moments! [00:04:52] – Durrat reveals how one shift in her packaging design instantly elevated the perceived value of her product.[00:07:18] – Starting with a single Ramadan craft kit, Durrat shares how she built a full product line simply by keeping the structure the same and swapping out the themes.[00:10:34] – We explore how hands-on crafting opens the door to powerful conversations about identity, tradition, and cultural pride for kids and families.[00:21:47] – From hesitation around trade shows to confusion about retail outreach, we uncover what’s been holding Durrat back and how she’s building a smarter path forward.[00:29:13] – Her Christmas kit hit #1 in Amazon’s new releases category and she did it with no paid ads or big campaigns, just smart positioning and great timing. Send The Toy Coach Fan Mail! Support the show Popular Masterclass! How To Make & Sell Your Toy Ideas Your Low-Stress, Start-To-Finish Playful Product Launch In 5 Steps >> https://learn.thetoycoach.com/masterclass

    34 分钟
  3. #291: Toy Creators Academy Coaching Call with Melanie Palmer

    10月22日

    #291: Toy Creators Academy Coaching Call with Melanie Palmer

    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 decade working in emotional education, Melanie had the passion and the credentials. But when it came time to create and launch a physical product? She quickly found herself overwhelmed, overthinking, and stuck in the playtesting loop. Inside Toy Creators Academy, she got the clarity, tools, and support she needed to stop spinning her wheels and finally bring her vision to life. Here’s what we dig into: The perfectionism trap that kept her game in development for over a yearHow her early interviews revealed a huge white space in the marketWhy she’s choosing to not be the face of her brand and what’s taking the spotlight insteadThe heart-melting moment that showed her product really worksIf you're building something with purpose and wondering, "Am I doing this right?", Melanie’s story is proof that you don’t need to rush, and you don’t have to figure it out alone. Enroll today at thetoycoach.com/tca Send The Toy Coach Fan Mail! Support the show Popular Masterclass! How To Make & Sell Your Toy Ideas Your Low-Stress, Start-To-Finish Playful Product Launch In 5 Steps >> https://learn.thetoycoach.com/masterclass

    53 分钟
  4. #290: Toy Creators Academy Coaching Call with Melissa Brody

    10月15日

    #290: Toy Creators Academy Coaching Call with Melissa Brody

    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 play. Inspired by her late father, a pediatric neurologist, and grounded in her own clinical experience, Melissa created Emotipals to give children a tangible way to explore emotions. With 21 mix-and-match Velcro pieces, each Emotipals helps kids learn emotional vocabulary, empathy, and regulation, while bringing laughter and connection to the playroom or the therapy office. You’ll hear Melissa share: Her journey from private practice to product creationHow motherhood reshaped her business mindsetThe honest challenges of balancing life and entrepreneurshipWhy narrowing your niche can open even bigger doorsHow listening to your most passionate customers can shape your next big winWhether you’re in the thick of toy development or dreaming up your very first idea, this episode will remind you that clarity, connection, and community are key ingredients to growing a purpose-driven brand. Feeling inspired to bring your own toy idea to life? Learn more about Toy Creators Academy at www.toycreatorsacademy.com. Send The Toy Coach Fan Mail! Support the show Popular Masterclass! How To Make & Sell Your Toy Ideas Your Low-Stress, Start-To-Finish Playful Product Launch In 5 Steps >> https://learn.thetoycoach.com/masterclass

    55 分钟
  5. #289: The TCA Journey Behind a Toy Empowering Kids to Choose Kindness with Jana Hallam

    10月8日

    #289: The TCA Journey Behind a Toy Empowering Kids to Choose Kindness with Jana Hallam

    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 with a well-known holiday tradition, Jana set out to create something that better reflected the values she wanted to teach her kids: empathy, emotional awareness, and the courage to be kind. Her solution? The Kindness Mouse, the debut product from Wonderwell Toy Company. It’s a magical, story-driven play experience featuring a plush mouse, storybook, and activity cards that inspire kindness in young children through social-emotional learning. You'll hear the origin story of The Kindness Mouse and why kids instantly connect with this unlikely hero. We dive into how empathy, SEL, and the idea of “wiring them young” became the foundation of Wonderwell Toy Co. Jana shares how trusting her gut (and even starting over) was key to moving forward, how Toy Creators Academy helped her navigate product safety, playtesting, and manufacturing, and why community is essential when you're building a brand from scratch. Whether you’re dreaming up your first product or knee-deep in development, this conversation will remind you that a strong why is the most powerful tool a toy creator can have. Send The Toy Coach Fan Mail! Support the show Popular Masterclass! How To Make & Sell Your Toy Ideas Your Low-Stress, Start-To-Finish Playful Product Launch In 5 Steps >> https://learn.thetoycoach.com/masterclass

    24 分钟
  6. #288: How an Industry Veteran Rebuilt His Toy Knowledge Through TCA with Gerardo Davila

    10月1日

    #288: How an Industry Veteran Rebuilt His Toy Knowledge Through TCA with Gerardo Davila

    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 started as a way to comfort his own daughter turned into a product with purpose, backed by positive psychology and wrapped in cultural love. Even though Gerardo spent years in the toy industry, he still joined Toy Creators Academy to learn how to bring his vision to life. In this episode, he shares how the program helped him overcome the challenges of solo creation, especially in areas like packaging, retail strategy, and website optimization. Inside this episode: What sparked the idea for Angelitos Mágicos (hint: it involved childhood nightmares and a clever mom!)Why even toy industry veterans can benefit from structured learning and supportHow small changes to his website and packaging made a big impactWhat it takes to prep a brand for retail shelves, and future global expansionFeeling inspired to bring your own toy idea to life? Learn more about Toy Creators Academy at www.toycreatorsacademy.com. Listen for these Important Moments! [00:04:54] - Learn why even a seasoned Mattel exec realized he needed help navigating solo toy creation and how structured guidance can fast-track your launch.[00:08:03] - Get inspired by how a parenting moment turned into a toy brand that helps children feel safer and more confident.[00:10:56] - Discover how shifting from eCommerce to retail requires a whole new packaging strategy and what details matter most on-shelf.[00:13:41] - See what it really takes to go from selling online to getting your toy into stores.[00:16:47] - Planning to expand beyond your home country? Hear what Gerardo is doing to adapt his toy line for the U.S. and beyond.Send The Toy Coach Fan Mail! Support the show Popular Masterclass! How To Make & Sell Your Toy Ideas Your Low-Stress, Start-To-Finish Playful Product Launch In 5 Steps >> https://learn.thetoycoach.com/masterclass

    28 分钟
  7. #287: Looking Back at a TCA Alum’s Journey as a Game Designer with Chrissy Fagerholt

    9月24日

    #287: Looking Back at a TCA Alum’s Journey as a Game Designer with Chrissy Fagerholt

    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 even deciding to manufacture her own products. You’ll hear snippets from episodes 88, 131, and 239, packed with real-world insights to help you grow from creator to confident toypreneur. Chrissy’s journey is a reminder that growth in this industry doesn’t happen overnight but every pitch, every prototype, and every connection adds up. These highlights will leave you feeling inspired, energized, and ready to take your next step. If this episode sparked something in you, it might be time to explore your own path in the toy industry. Join us inside Toy Creators Academy and start building the skills, confidence, and connections you need to bring your toy ideas to life. Learn more at www.toycreatorsacademy.com  Listen for these Important Moments! [01:49] - Get a behind-the-scenes peek at what real toy pitches look like and how you can gain the confidence to pitch before everything is perfect.[02:34] - Learn what it takes to move from concept to store shelf, and how to prepare your game for big retail opportunities.[11:34] - Discover how to spot weaknesses in your game design before showing it to others, saving time and costly mistakes.[16:03] - Understand the pros and cons of licensing vs. self-publishing so you can make the best decision for your toy business.[17:26] - Learn how to manage burnout and reignite your passion when business tasks start to dim your creative spark.Send The Toy Coach Fan Mail! Support the show Popular Masterclass! How To Make & Sell Your Toy Ideas Your Low-Stress, Start-To-Finish Playful Product Launch In 5 Steps >> https://learn.thetoycoach.com/masterclass

    20 分钟
  8. #286: 3 Surprising Ways To Use AI To Save Money In Your Toy Business

    9月17日

    #286: 3 Surprising Ways To Use AI To Save Money In Your Toy Business

    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 we’ll get into: How I’m using AI chatbots to help toypreneurs boost conversions (without hiring a 24/7 team)Why ChatGPT is officially my new Facebook Ads assistant, and how it cut my ad costs nearly in half The wildest one yet: AI playtesting. Yep. I asked ChatGPT to playtest a game… and what happened next blew my mind This episode will show you how AI can help you work smarter, stretch your dollars further, and keep your momentum going even when resources are tight. The truth is, we can’t afford to ignore these tools, not when costs are rising and expectations are higher than ever. And if you’re ready to bring your toy or game idea to life with the help of AI, join me for my upcoming bootcamp on September 23rd at learn.thetoycoach.com/bootcamp  Listen for these Important Moments! [00:46] - Learn how AI tools can help you save time, reclaim profits, and compete in a rapidly changing industry.[04:43] - Discover how to set up a smart chatbot that handles customer questions 24/7 and recovers missed sales.[11:32] - Hear how I cut my ad costs in half and created better campaigns without hiring a pricey ads manager.[18:09] - Simulate real player feedback with AI and test gameplay changes before you invest in physical prototypes.[27:06] - Get inspired to take action with AI and learn how to validate and pitch your idea with confidence.Send The Toy Coach Fan Mail! Support the show Popular Masterclass! How To Make & Sell Your Toy Ideas Your Low-Stress, Start-To-Finish Playful Product Launch In 5 Steps >> https://learn.thetoycoach.com/masterclass

    32 分钟
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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 developing, presenting, licensing, and producing your next big toy or game idea. Learn how to find the right factory, negotiate manufacturing costs, and use successful sales techniques to get your product noticed by major toy companies.Meet Your HostAzhelle Wade, aka The Toy Coach, has been in the toy industry since 2010. With 3 toy patents, multiple toy awards, and a track record of managing multi-million-dollar toy lines for companies like Toys R Us, Party City, Madame Alexander, and Creative Kids, Azhelle brings passionate and enthusiastic toy industry expertise to every episode. Join thousands of toy creators and entrepreneurs who are making their toy dreams real with Making It In The Toy Industry!

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