The most innovative toy ideas I’ve ever seen come from people outside the toy industry. When I met Dr. Kieche O’Connell, the creator of Catoms, I was completely blown away. She found a way to merge her love of science and the periodic table into a collectible plush toy line. Kieche’s deep understanding of chemistry and the unique traits of each element gave her the ability to create an expansive world of characters with complex personalities and traits that drive her brand’s storytelling forward.

In this episode of Making It in the Toy Industry, I’m sitting down with Kieche, a PhD chemist turned toy creator, who reimagined the periodic table as a world of personality-packed cat characters called Catoms, each inspired by the traits of real chemical elements.

During our coaching session, we talk through the highs and lows of product development, how her experience in Toy Creators Academy and in TCA Accelerator Program helped her move from concept to physical toy prototypes, and why Catoms has so much potential in today’s toy market.

You’ll also hear about her Licensing Expo win, the mindset shift that helped her get over her fear of social media, and how authentic storytelling can transform the way you market educational toys to both kids and adults.

Listen for these Important Moments!

• [00:00:30] – Learn how to turn a science or education background into a unique toy concept that stands out in the industry.
• [00:09:25] – Discover how early pitching (and winning at Licensing Expo) can give your toy idea real industry traction.
• [00:20:10] – Get a simple strategy for overcoming fear of social media and sharing your toy brand with confidence.
• [00:31:03] – Understand the full plush toy development process from pivoting your product to communicating with factories.
• [00:41:00] – Learn how to refine your brand, develop packaging, and shift your target audience for long-term growth.

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About My NEW Podcast Art:
The podcast art for Season 6 of Making It In The Toy Industry features product illustrations of toys and games I helped guide in Toy Creators Academy and TCA Accelerator. Tap the brand name below to check them out!

Playcor by Courtney Smithee
9 to 5 Warriors by Brandon Braswell
Catoms by Kieche O'Connell
The Lunch Room by EAP Toys and Games founder, Chrissy Fagerholt