Making It in The Toy Industry | Start A Toy Business

#216: The Hidden Challenges and Opportunities in Toy Licensing with Anita Castellar


Listen Later

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. 

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 <<

...more
View all episodesView all episodes
Download on the App Store

Making It in The Toy Industry | Start A Toy BusinessBy Azhelle Wade | The Toy Coach | Toy Creators Academy

  • 4.9
  • 4.9
  • 4.9
  • 4.9
  • 4.9

4.9

138 ratings


More shows like Making It in The Toy Industry | Start A Toy Business

View all
Wait Wait... Don't Tell Me! by NPR

Wait Wait... Don't Tell Me!

38,649 Listeners

Fresh Air by NPR

Fresh Air

38,189 Listeners

TED Radio Hour by NPR

TED Radio Hour

22,054 Listeners

The Side Hustle Show by Nick Loper of Side Hustle Nation | YAP Media

The Side Hustle Show

1,580 Listeners

The Tim Ferriss Show by Tim Ferriss: Bestselling Author, Human Guinea Pig

The Tim Ferriss Show

16,101 Listeners

The GaryVee Audio Experience by Gary Vaynerchuk

The GaryVee Audio Experience

16,789 Listeners

Pivot by New York Magazine

Pivot

9,140 Listeners

How I Built This with Guy Raz by Guy Raz | Wondery

How I Built This with Guy Raz

30,219 Listeners

Spooked by KQED and Snap Studios

Spooked

16,376 Listeners

The Playground Podcast by Chris Byrne

The Playground Podcast

14 Listeners

My First Million by Hubspot Media

My First Million

2,620 Listeners

Park Predators by audiochuck

Park Predators

17,633 Listeners

The Town with Matthew Belloni by The Ringer

The Town with Matthew Belloni

1,005 Listeners

Toy Business Unboxed by ToyLaunch

Toy Business Unboxed

4 Listeners

Raging Moderates with Scott Galloway and Jessica Tarlov by Vox Media Podcast Network

Raging Moderates with Scott Galloway and Jessica Tarlov

1,097 Listeners