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

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

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

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