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

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Q: 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 inspiring. In this episode, he shares a critical lesson on the value of structured learning and mentorship in transforming his toy business concept into a reality, addressing essential aspects like packaging, marketing, and retail placement. He dives into the practical challenges he faced and how enrolling in the Toy Creators Academy reshaped his approach to business, helping him to overcome these hurdles effectively. 

Today's guest host, Virginia Lette brilliantly guides a conversation that is packed with advice for launching and selling your own toy. The lessons from today's guest can change your approach to your toy business or startup. Hit play on this episode if you want to learn from someone who’s experienced both corporate and entrepreneurial paths in the toy industry. Whether you’re a seasoned professional considering a shift to independence or a newcomer trying to get your foot in the door, this episode has something special for you. 

Listen in to this episode and find that spark or solution you’ve been searching for to finally make that toy idea you once had, into a real thing.



Episode Cliff Notes:
Learn how Gerardo transitioned from working in sales at Mattel to launching his own toy brand, Angelitos Magicos. Find out how Toy Creators Academy helped Gerardo move from concept to retail shelves, even with his extensive background in the toy industry.Discover Gerardo's unique toy, Angelitos Magicos, which helps children deal with nightmares through comforting messages and guardian angels. Hear how Gerardo plans to expand his brand beyond Mexico and the challenges he anticipates with language and cultural adaptations.Learn the valuable lessons on packaging and online conversion improvements that Gerardo gained through his one-on-one sessions in Toy Creators Academy. Uncover the steps Gerardo is taking to get his products certified for the U.S. market and his strategy for introducing them to a new audience. Find out how the Toy Creators Academy community helped Gerardo stay motivated and navigate the lows of product development. 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

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Ever wondered if there's a social network tailored just for kids where fun meets learning in a safe environment? Yes, you heard that right, and it's called Zigazoo. 

What if there was a platform where kids could engage, learn, and interact without the usual worries of social media? Or, if there was a social media platform dedicated to connecting your brand directly with its target market? Well if either of those possibilities pique your interest, then our latest podcast episode is a must-listen for you!
In this special episode of "Making it in the Toy Industry," we're joined by Ashley Mady, the President of Zigazoo, the world's largest kid-focused social network. Ashley helps us dissect the innovative core of Zigazoo, where challenge-based learning is leading a new era of social media. As a kickstart, we delve into how Zigazoo revolutionizes the concept of kid-friendly social media by focusing on project-based challenges rather than passive content consumption.  We also unravel surprising aspects of the toy and tech industries and the importance of safe social networking for children. And, if you're curious about getting your kids started on Zigazoo, tune in for a handy walkthrough and engaging discussion about the platform.
Tap that play button and dive into the world of Zigazoo to learn how social media can be a safe and educational place for kids.


Episode Cliff Notes:
Zigazoo has millions and millions of users, Ashley shares the exact number in this episode.Learn how Zigazoo creates a safe environment for kids to engage with social media through moderated interactions and no personal information sharing.Discover the unique learning opportunities Zigazoo offers through project-based challenges designed by kid creators and big brands.Hear how Zigazoo involves parents in the process of creating a safe and educational platform for their children. Find out about Zigazoo’s partnership with major brands like Penguin Publishing and DreamWorks and how that enhances the content and learning experiences available for children. Learn what technology Zigazoo uses to ensure the safety and privacy of its young users. Curious how Zigazoo stands up to TikTok and Instagram? Find out how Zigazoo manages to keep the platform engaging for kids through virtual rewards and recognition. Discover the story behind Zigazoo's founders, former educators Zach and Leah Ringelstein, and what motivated them to start this platform. 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

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In 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 isn't just about making toys that last; it's about crafting experiences that teach the next generation about sustainability through play. Tune in for a no-holds-barred discussion on using business as a force for good and discover actionable strategies that every toy brand can implement today.

Listen in to find out how Sustained Fun is building climate confidence in children, and how thoughtful toy design and how it can lead to a more sustainable world.



Episode Cliff Notes:
Learn the basics of offsetting carbon emissions in the toy industryDiscover how Sustained Fun’s sustainable toy productsHear about the inception of World Sustainable Toy DayExplore the impact of sustainable packaging designLearn about the 2030 calculator for measuring carbon footprint Discover the role of certifications in sustainable manufacturing Understand the significance of World Sustainable Toy Day

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

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Ever 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 consumer engagement through social media platforms.
Learn from Anita Castellar a mastermind with over two decades in the toy and licensing space, and the visionary force behind Fangirl Consulting and Brand Management. Anita doesn't just tell it like it is—she's lived it from the merchandise-lined streets of Disney theme parks to the strategic war rooms of Lucasfilm. In our discussion, she drops a golden nugget of wisdom on the true cost of licensing—think hidden fees, product testing demands, and insurance traps that can trip up the unwary manufacturer. And this is just the tip of the iceberg, as the episode pans out to explore why niche properties struggle in a landscape crowded with giants and how influencers and digital tools can propel a brand from obscurity to household fame. If your curiosity is piqued, lean in, because there’s a whole spectrum of lessons to be gobbled up.
Hit play on episode 216 for wit, wisdom, and a walkthrough of the licensing process that won't just educate but might just motivate the next big wave in the toy industry.


Episode Cliff Notes:
Learn why niche properties and diversity face challenges in the licensing industry and the discrepancy between verbal support and actual opportunities for new brands. Find out how Anita's experiences at Disney, Hasbro, and Lucasfilm shaped her understanding of product life cycles and brand longevity. Discover the key factors that make a brand attractive for licensing from a manufacturer's perspective, including reach and consumer behaviour.Hear about the surprising complexities and potential legal implications of protecting intellectual property in the age of AI-generated content. Learn how small intellectual properties can strategically partner with manufacturers to begin their journey in the licensing world.Find out Anita Castellar's personal frustration with the lack of support for non-major brands and the challenges she faced while negotiating licensing agreements. And finally, discover the growing importance of digital elements, like AR/VR and AI, in the future landscape of toy licensing and what this could mean for the industry. 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

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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

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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