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 bracelet
• The manufacturing challenge that nearly derailed the product
• How 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 [email protected] for details.

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