Have you ever wondered if it were possible to sell your toy idea instead of the finished product? Today’s podcast episode follows one creator, who does just that.

Today’s guest Joanna Paul, shares her journey of developing Moodles (formerly known as "What's Its Face?"), a patentable plush invention designed to help children understand and express their emotions. From the initial concept inspired by her own experiences as a mom to the challenges of patenting and licensing, Joanna's toy story is a testament to the power of persistence and adaptability in the toy industry.

Throughout the episode, Joanna discusses key aspects of her success, including:

1. The importance of understanding your strengths and weaknesses as an inventor and entrepreneur
2. Navigating the complexities of patenting and licensing to protect your intellectual property
3. Adapting your product based on feedback from buyers and embracing changes for marketability
4. The emotional rollercoaster of pitching, rejection, and ultimately seeing your toy on store shelves

Joanna's background in branding and design, combined with her personal experiences as a parent, have shaped her approach to toy invention. Her creation, Moodles, not only serves as a fun and engaging toy but also has the potential to make a fundamental impact on childhood development by promoting emotional learning, imagination, and problem-solving skills.

Hit play on this episode to listen in on Joanna’s early days of prototyping and pitching to the exciting moment of finally seeing Moodles available at major retailers like Walmart, Kohl's, and on Amazon.

Episode Cliff Notes:

• Learn how one mom's experience in the suburbs inspired her to create an emotional learning plush toy. [05:10]
• Discover how a toy with six different facial expressions can help kids learn about emotions and express themselves without electronics. [03:38]
• Find out how persistence and facing legal challenges led to the success of Moodles, a toy that became particularly relevant during the COVID-19 pandemic when childhood mental health problems were on the rise. [09:54]

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.