Making It in The Toy Industry | Start A Toy Business

Azhelle Wade | The Toy Coach | Toy Creators Academy
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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!

  1. #298: Why The Nee Doh Cube Nice Cube Is A Finalist For This Major Toy Award with Paul Weingard

    6D AGO

    #298: Why The Nee Doh Cube Nice Cube Is A Finalist For This Major Toy Award with Paul Weingard

    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, therapists, and even college students sharing how this tiny cube helps them relax, reset, and focus. Retailers can’t restock it fast enough and during this interview I’m on a mission to find out why. Join me in the Schylling office where I sit with Paul Weingard to unpack the exact strategies that turned a simple sensory ball into a branded, collectable empire that’s dominating on Amazon, thriving in toy stores, and blowing up organically online. You’ll learn how they scaled sales without leaning on trends, built retail momentum through independent stores, and created a $5 product that buyers and therapists can’t get enough of.  If landing a TOTY nomination is on your vision board, or you're trying to get retailers to reorder faster than you can ship, this episode will show you what it really takes to turn a small idea into a big win. Vote for NeeDoh Nice Cube Swirl in the Specialty Toy of the Year category. Voting is open to Toy Association members AND members of the media. Cast your vote for NeeDoh Nice Cube Swirl in the Specialty Toy of the Year category!  If you're in the media (like an industry influencer) and you aren’t registered to vote, contact the toy association at info@toyassociation.org for details. Listen for these Important Moments: [00:01:30] – Find out how Schylling transformed a simple squishy ball into a multi-million dollar brand with over 50 SKUs.[00:11:30] – Discover how NeeDoh tapped into the specialty retail channel to test and scale — with 10X reorders in 30 days. [00:18:40] – See how organic fan content and surprise use-cases (from therapy to dental offices!) shaped the Nice Cube’s evolution.[00:26:05] – Hear how the team designed packaging that sells itself, with irresistible shelf appeal and built-in trial moments.[00:33:20] – Unpack what a TOTY nomination really does for sales and why Paul says you need to be ready to airfreight inventory if you win.Send The Toy Coach Fan Mail! Support the show Visit for The Toy Coach's toy of the year picks at thetoycoach.com/toty for the link to vote before January 7th.

    38 min
  2. #297: How South Beach Bubbles Became a 2-Time TOTY Finalist with Ron Weizman

    DEC 10

    #297: How South Beach Bubbles Became a 2-Time TOTY Finalist with Ron Weizman

    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 is taking over the bubble aisle and… don’t forget to vote for it in the Outdoor Toy of the Year category! Voting is open to Toy Association members and media. Not registered? Reach out to info@toyassociation.org for access. Listen for these Important Moments: [00:01:30] – Learn how to pitch your toy in 30 seconds or less, as Ron shares the quick-hit sell for a product that became a TOTY nominee two years in a row.[00:03:10] – Thinking of adding tech to your toy? This breakdown of how the Galactic Bubble Machine works will spark ideas for simple, affordable "wow" moments.[00:06:03] – Discover how to make your product stand out in a crowded category  Ron explains the strategy behind going beyond a standard bubble machine.[00:11:04] – Get inspired by the R&D story behind Poppin Colorz, and learn how chemistry, persistence, and a little creative obsession turned into a category-disrupting toy.[00:21:08] – Hear how one toy’s demo power translated into real retail impact including sidewalk traffic, trade show buzz, and in-store conversion. Send The Toy Coach Fan Mail! Support the show Visit for The Toy Coach's toy of the year picks at thetoycoach.com/toty for the link to vote before January 7th.

    30 min
  3. #296: ESPN Virtual Reality Experience Nominated For A Major Toy Award with Steve Rad

    DEC 3

    #296: ESPN Virtual Reality Experience Nominated For A Major Toy Award with Steve Rad

    What does it really take to make an ESPN-licensed toy? Imagine teaching kids about sports from inside SportsCenter. That’s exactly what Abacus Brands pulled off after 27...yes, twenty-seven licensing deals, seven TOTY nominations, and one incredibly ambitious idea. For 2025, Abacus Brands teamed up with ESPN and a roster of elite athletes to create the ESPN Virtual Reality Headset. This toy turns a 148 page sports book into a fully immersive experience so kids can learn rules, history, and the why behind the game from inside SportsCenter alongside anchor Arda Öcal. It took 27 separate licensing deals to pull this off, and in my latest episode of Making It in the Toy Industry I sat down with Abacus CEO Steve Rad to talk about working with Disney and ESPN, the wild cost of big name athletes, why Jordan was the one they could not land, and the prototype moment that stopped him in his tracks. If you are a Toy Association member or in the media, you can (and should) vote for the ESPN VR Headset for Educational Toy of the Year. Send The Toy Coach Fan Mail! Support the show Visit for The Toy Coach's toy of the year picks at thetoycoach.com/toty for the link to vote before January 7th.

    42 min
  4. #295: How Sticki Rolls Went From 1 Billion Views To Toy of the Year Finalist with Lev Nelson

    NOV 26

    #295: How Sticki Rolls Went From 1 Billion Views To Toy of the Year Finalist with Lev Nelson

    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 Sticki rolls brand is one of the few toys that can get kids excited about putting down their phones…even if it’s just to cover them with stickers. 😏 In this episode of Making It In The Toy Industry, co-founder of Sticki rolls, Lev Nelson, reveals how this TOTY-nominated toy went from concept to category disrupter in under two years. Sticki Rolls may look simple: “just stickers on a bracelet” but behind this viral collectible is a smart design, strategic marketing, and a product kids can’t stop sharing and sticking to everything and with everyone. Lev shares how Sticki Rolls launched during the pandemic, innovated manufacturing, survived the shipping crisis, built a global fan base, and YouTube-first marketing engine from scratch. (That now has over a million subscribers, by the way!) If you were considering giving another company your TOTY vote…you might want to think again after hearing this episode. Featured in this episode: The top-secret rarity system built into every Sticki Rolls braceletThe manufacturing challenge that nearly derailed the productHow Sticki Rolls are designed with parents in mind And what I think about this new brand going head-to-head with collectible giants like LEGO, Pokémon, and Magic: The Gathering for their TOTY nomination.Sticki Rolls earned their spot among the greats and now they need your vote to seal the deal. If this episode inspired you, if this product wowed you, cast your vote for Sticki Rolls in the Collectible Toy of the Year category!  Voting is open to Toy Association members AND members of the media. So if you're in the media and you aren’t registered to vote, contact the toy association at info@toyassociation.org for details. Send The Toy Coach Fan Mail! Support the show Visit for The Toy Coach's toy of the year picks at thetoycoach.com/toty for the link to vote before January 7th.

    46 min
  5. #294: Why the TOTY Awards Are the Oscars of the Toy Industry

    NOV 20

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

    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 voting works (yes, there’s a People’s Choice!), and how you can leverage a TOTY finalist spot into a powerful marketing moment. Featured in this episode: How TOTY nominations can increase sales by 30%The step-by-step submission and voting timelineWhat it’s really like attending the black-tie galaPromotional spotlight opportunities for current finalistsIf you’re a TOTY finalist this year (or know someone who is), now’s the time to act. Public voting is open and closes January 7, 2026! Head to this year’s nominee list, find your category, and start rallying your audience.  And if you’re ready to boost your visibility with a TOTY Spotlight feature on the podcast, YouTube channel, and beyond, grab your category-exclusive promo package before it’s gone. Let’s turn that nomination into a win! Listen for these Important Moments!  [00:01:41] – Learn what the TOTY Awards are, who runs them, and why they’re the Oscars of the toy world. [00:02:02] – Find out exactly how to qualify for a nomination: including timing, crowdfunding rules, and product availability. [00:03:09] – Step inside the black-tie TOTY Gala with Azhelle’s firsthand recap from red carpet to Wyclef Jean. [00:04:55] – How a TOTY nomination can lead to a 30% sales bump, more press, better SEO, and even job offers. [00:07:10] – Get details on my exclusive promo packages for 2026 finalists! (only one per category)Send The Toy Coach Fan Mail! Support the show Visit for The Toy Coach's toy of the year picks at thetoycoach.com/toty for the link to vote before January 7th.

    10 min
  6. #293: How I Landed On Brand with Jimmy Fallon and Pitched National Campaigns

    NOV 5

    #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 Visit for The Toy Coach's toy of the year picks at thetoycoach.com/toty for the link to vote before January 7th.

    27 min

  7. OCT 29

    #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 Visit for The Toy Coach's toy of the year picks at thetoycoach.com/toty for the link to vote before January 7th.

    33 min
  8. #291: Toy Creators Academy Coaching Call with Melanie Palmer

    OCT 22

    #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 Visit for The Toy Coach's toy of the year picks at thetoycoach.com/toty for the link to vote before January 7th.

    53 min
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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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