Making It in The Toy Industry

By Azhelle Wade | The Toy CoachSociety & Culture Business Entrepreneurship Education How To

Making It in The Toy Industry episodes

January 03, 2024#201: 12 SMART Goals To Launch Your Toy Idea in 2024
Are you ready to transform your toy idea into a market-ready product by the end of 2024 but unsure where to start? Then you’ve chosen the perfect episode to dive into! In just 26 minutes, get a month-by-month blueprint, detailing 12 SMART goals to lead you into a soft launch of your toy or game by Q4 of 2024. With guidance from The Toy Coach, you'll discover the critical importance of understanding the toy market and setting specific, achievable goals.
Learn the acronym for SMART goals and how to directly apply them to your toy development process. This episode is packed with insightful tips, from identifying potential buyers to developing a brand identity and finalizing your toy prototype. Plus, get a sneak peek into the Toy Creators Academy and learn how it could be pivotal in your journey.

Episode Cliff Notes:
Learn about SMART goals in the toy industry [00:01:13]
Find out how to set achievable, month-by-month objectives [00:00:48]
Discover the importance of trend research in toy development [00:06:35]
Understand how to choose the right factory partner [00:16:01]
Get tips on developing a strong marketing strategy for your toy [00:19:04]
Explore the benefits of attending toy trade shows [00:08:16]
Uncover the secrets to a successful product pitch [00:21:52]
Learn how to build a customer list and grow your network [00:23:57]
Discover the process of turning a concept sketch into a production design [00:12:43]
Find out how to plan your business year effectively [00:24:48]

Mentioned In This Episode:
For the links and resources mentioned in this episode, head over to the episode page at https://www.thetoycoach.com/201
Send The Toy Coach Fan Mail!
Support the show
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
27 min
December 20, 2023#200: Virginia Lette Interviews Azhelle Wade The Toy Coach
To celebrate Episode 200 of Making It in The Toy Industry, something special is underway. Joining The Toy Coach, also known as Azhelle Wade, is Virginia Lette, an accomplished Australian radio and television presenter. She is renowned for co-hosting Eclipse Music TV for three years and serving as a Weekend News and Sport Presenter for WIN News Tasmania. Virginia has also hosted over 500 episodes of the Morning Kids Podcast. Beyond her professional achievements, she is a dedicated mother, entrepreneur, and an aspiring toy creator.
Azhelle Wade is thrilled to have her on the show, picking up where the 100th episode left off. They discuss Azhelle's background with Sesame Street and in the toy industry and delve into her motivations for starting the podcast. Azhelle shares her enthusiasm for assisting creators in transforming their ideas into finished products. Virginia poses several unexpected questions, ranging from Azhelle's thoughts on imposter syndrome to addressing sustainability challenges in the industry. This behind-the-scenes glimpse into The Toy Coach's journey offers valuable insights and inspiration.

EPISODE CLIFF NOTES:
[03:18] Virginia has interviewed many people in her career, but she's a little nervous in this interview.
[05:49] When does Azhelle sleep? She gets a lot done using tools and repurposing content.
[10:26] We talk about Episode 100 and Azhelle being a child actress on Sesame Street. She's also always been an entrepreneur. She loves potatoes, is allergic to cats and dogs, and was diagnosed with cancer in her late 20s while working at Toys R Us.
[13:29] While working, Azhelle discovered that there was a need for information on helping people get started with their toy products.
[14:01] Azhelle realized that she should do a business around her toy knowledge, and she started her podcast about the toy industry.
[18:02] If you feel insecure, remind yourself that it will pass.
[28:02] Azhelle is the most proud of her podcast and the community that it has created.
[32:07] We talk about the importance of focusing on what works as opposed to moving to the next thing.
[33:32] Azhelle has always dreamed of being a CEO of a toy company. She now has her own business and has discovered the value of living in truth and honesty and being herself.
[39:17] Being stuck on growth and revenue over innovation can be frustrating. Profit over quality can be frustrating.
[40:48] Is there room for innovation? At the end of the day, profits need to be made. It's like a revenue hamster wheel that can stifle creativity.
[41:57] We talk about AI and generating concepts.
[45:23] We talk about my 200th Episode wish. Join Toy Creators Academy!

MENTIONED IN THIS EPISODE:
For the links and resources mentioned in this episode, head over to the episode page at https://www.thetoycoach.com/200

Send The Toy Coach Fan Mail!
Support the show
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
50 min
December 13, 2023#199: Speed Up Your Toy or Game Promotion Process With AI
How is AI reshaping the toy industry? In this eye-opening episode, we delve into the world of AI and its transformative impact on toy design and creation. Discover how tools like Adobe Firefly, Canva, and Amazon are integrating AI to enhance their services and change the game for how consumers experience products and how professional toy creators promote them.
In episode 199, The Toy Coach explores the practical applications of AI in the toy industry, from speeding up the toy invention process to navigating legal considerations. Learn about Adobe Firefly's approach to copyright issues and get tips on effectively using AI tools for generating compelling content and designs.

Episode Cliff Notes:
Introduction to AI in toy creation [00:00:39]
Exploring Adobe Firefly and its commercial use [00:00:00]
The evolution of Amazon's customer review summaries [00:03:28]
Canva's AI-driven design advancements [00:06:17]
Using AI for social media planning and captions [00:08:12]
Zapier's AI automation for streamlined processes [00:10:59]
Legalities of AI-generated content [00:12:41]
Tips for effective AI prompting [00:15:58]

This episode is brought to you by www.thetoycoach.com

🔗 Resources:
For additional resources, links, and a visual experience of the interviews, visit thetoycoach.com/199.
Send The Toy Coach Fan Mail!
Support the show
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
28 min
December 06, 2023#198: Speed Up Your Toy or Game Invention Process With AI
Have you ever wondered how Artificial Intelligence (AI) is revolutionizing the toy industry? From speeding up the toy invention process to comparing traditional and AI-assisted methods, AI is transforming how we create and innovate. Dive into this engaging exploration of AI’s role in the toy industry.
In this episode, join The Toy Coach as she shares insights from her talk at the People of Play Innovation Conference. Discover how AI can enhance market research, ideation, product visualization, and even prepare you for your next big pitch. Get ready to be amazed by practical AI applications that are reshaping the toy development landscape.

Episode Cliff Notes:
Introduction to AI in Toy Industry [00:01:00]
AI’s Impact on Market Research [00:07:00]
Ideation and AI: Generating New Toy Concepts [00:15:32]
Visualizing Toy Designs with AI [00:22:27]
Preparing for Pitches Using AI [00:26:21]
AI in Email Communication [00:28:24]
The Future of AI in Toy Development [00:29:00]

Mentioned In This Episode:
This episode is brought to you by Publisher Services, Inc. (https
://www.pubserviceinc.com)
Listen and Learn more about AI in the toy industry with The Toy Coach (https://www.thetoycoach.com/ai)
Send The Toy Coach Fan Mail!
Support the show
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
31 min
November 29, 2023#197: How Get Your Products In Stores With A Pitch That Stands Out with Rick Derr
In Q4 some toy entrepreneurs are feeling FOMO, wishing that they made a bigger push to get into retail for this season. But don’t worry, your next big opportunity for sales is just around the corner. This week's episode is a treasure trove of insights for anyone struggling to get their toy or game products noticed by retailers. If you've been tirelessly pitching with little to no response, this episode is a turning point.

Discover the secrets of creating a standout pitch that captures the attention of toy store owners. This episode is especially timely as we explore the prime opportunity that lies in Q1 for pitching to specialty stores. Azhelle interviews Rick Derr, owner of Learning Express Lake Zurich, to dissect actual wholesale and retail email campaigns from toy companies and provide a laser-focused critique on improving pitches. Together, they delve into the critical elements of a successful pitch, from leveraging sales data to crafting a clear, compelling call to action.

This episode isn't just theory; it's loaded with practical, actionable advice. Learn how to reduce friction in the transaction process, the importance of prior sales data, and the art of building a strong, authentic voice. Whether you're a Toy Creators Academy member with full access to our comprehensive lessons or a toy entrepreneur looking for breakthrough strategies, this episode is an invaluable resource in your journey. However, if you ARE a Toy Creators Academy student, head over to courses.thethetoycoach.com and login to your student platform and click into Module 9 to access the full conversation and a 8 phase pitch plan.

🔍 Key Takeaways:
A Great Time to Pitch is Around The Corner: Understand why Q1 is a golden window for pitching to specialty retailers.
Crafting Effective Pitches: Learn from a toy store owner, Rick Derr about creating pitches with a strong call to action, ease of access, and focused messaging.
Utilizing Sales Data: Discover how to use sales data effectively to make your pitch more compelling.
Building Relationships: Uncover the importance of relationships in the toy industry and how to nurture them for business success.
Email Marketing Insights: Gain valuable tips on segmenting your email list and creating impactful email marketing campaigns.

🔗 Resources:
For additional resources, links, and a visual experience of the interviews, visit thetoycoach.com/197 and join Toy Creators Academy to unlock the full interview and 8 phase step by step guide by visiting https://www.toycreatorsacademy.com.
Send The Toy Coach Fan Mail!
Support the show
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
25 min
November 22, 2023#196: Instant Insights Into The Toy Industry Uncovered at ChiTag Part 2 of 2
Listen in as The Toy Coach conducts several mini interviews for a deep dive into the heart of toy innovation at CHITAG, part of the People of Play Week and Innovation Conference. Episode 196 offers a unique blend of playful interviews and insightful discussions with industry innovators.

In this episode, we feature a dynamic duo, Michael and Melissa Giles, founders of Chiki Chaka, who reveal the secrets behind creating a game that's as simple as it is engaging, proving that the essence of play lies in joy, not complexity. They share their journey of starting a toy business, offering invaluable lessons for aspiring creators. But that's just the beginning! We also converse with Noel from Cut.com, exploring how a media company successfully ventured into game development by listening to their audience. And don't miss insights from Julian from Asmodee, who sheds light on the intricacies of marketing and distribution in the toy world.

🎲 Featured Interviews:
Michael and Melissa Giles: Discover the story behind Chiki Chaka, a dynamic open play game that's revolutionizing kids' playtime. With their game just three months into the market, the Giles share their fresh experiences in the toy industry, offering valuable insights for new and aspiring toy creators.
Noel from Cut.com: Dive into the intersection of media and toy invention with Noel from the acclaimed media company, Cut. Explore how they're transforming viewer demands into engaging games, and learn about their successful journey from YouTube to retail shelves.
Julian from Asmodee: Get an in-depth look at marketing strategies in the toy and game industry with Julian. His journey from cruise director to head of US distribution for Asmodee offers a unique perspective on game marketing, sales, and the importance of customer engagement.
🏗️ Interactive Format:
Engaging in a creative challenge, Azhelle and her guests build towers while discussing the ins and outs of toy invention, making for a playful and informative listening experience.
🔍 Key Takeaways:
The importance of play and movement in children's toys.
Strategies for marketing in the toy industry, even with limited resources.
Insights into retail strategies for toy and game manufacturers.
🔗 Resources:
For additional resources, links, and a visual experience of the interviews, visit thetoycoach.com/196 and check out our YouTube channel for the full video at youtube.com/TheToyCoach.
Tune in to this episode for a playful yet profound look at toy and game invention, and join our community of toy enthusiasts and creators. Don't forget to leave a review and share your thoughts with us!
Send The Toy Coach Fan Mail!
Support the show
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
38 min
November 16, 2023#195: Instant Insights Into The Toy Industry Uncovered at ChiTag Part 1 of 2
Are you passionate about toy design and eager to learn from the best in the toy industry? This episode of Making It In The Toy Industry takes you inside the Chicago Toy and Game Fair (ChiTag), a hub of innovation and creativity in the toy and game industry. Learn tips from show attendees who specialize in toy marketing, toy sales, and game innovation. Whether you're an aspiring toy inventor, a game design enthusiast, or simply fascinated by the world of toys, this episode includes 3 mini and action packed interviews.

Listen in as Azhelle challenges her guests to a game of Buildzi while interviewing them about their areas of expertise. Learn tips from Tami of Tamic Strategies, Monica of Boogie Board, and Keegan, inventor of the game Endless. Each guest shares their unique perspective on the industry – Tami discusses strategic approaches to managing overstock and market fluctuations, Monica showcases the cutting-edge, sustainable technology behind Boogie Boards, and Keegan illustrates the process of inventing and testing his award-winning game "Endless." These conversations not only shed light on the nuances of toy and game development but also offer practical advice for how to make and sell your own toys and games.

EPISODE CLIFF NOTES:
Navigating Overstock in Toy Industry with Tami
Boogie Board's Innovation in Toys Explained by Monica
Keegan Shares His Award-Winning Game Design Journey
Networking and Collaboration in the Toy Sector
Effective Marketing Strategies in Toy Industry with Monica
Licensing and Commercializing Toy Inventions
Tackling the Challenge of Product Imitation
Essential Advice for Aspiring Toy Inventors from Keegan
Growth and Adaptation in the Toy Business with Tami

EPISODE SPONSOR:
This episode is brought to you by People of Play and CHITAG. Thank you for being a sponsor!
Learn more about CHITAG by visiting chitag.com
Learn more about People of Play by visiting peopleofplay.com
Watch these interviews on The Toy Coach's YouTube Channel.
For resources cited and links mentioned in this episode visit https://www.thetoycoach.com/195
Send The Toy Coach Fan Mail!
Support the show
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
33 min
November 08, 2023#194: How To Pick A Toy Brand Name That Doesn't Suck with Alexandra C Watkins
In this episode of Making It In The Toy Industry, you'll hear an insightful conversation with our guest Alexandra C. Watkins, the creative genius behind naming consultancy Eat My Words and the innovator of iconic names like Wendy's Baconator.
Watkins shares her expertise on creating memorable and appealing names for toys and toy companies. She's learned firsthand how the power of a catchy name can drive your sales, save you money, and even turn your customers into ambassadors for your products and discusses the importance of familiarity and imagery in making a name memorable, as well as the concept of "legs" for expanding a toy's theme.
We also dive into the emotional connection that a well-crafted name can create with customers and emphasize the significance of avoiding easily misspelled names, not to mention, sharing our own experiences with memorable business names that we feel just got it right!
If you're a toy industry professional looking to create names that resonate with your target audience, this episode is a must-listen. Let's dive into the world of toy naming!
EPISODE CLIFF NOTES:
Listen to Alexandra speak on the importance of a name [00:03:06]
Understand trademarking and protecting a Name [00:06:02]
Learn about Alexandra’s moment in creating the Baconator name [00:07:43]
Discover some great naming success stories [00:09:23]
Listen to the importance of memorable names [00:14:21]
Find out about the power of imagery [00:15:08]
What Alexandra means by names with legs [00:17:36]
Listen to the emotional connection names can have [00:20:39]
Hear Alexandra’s advice on avoiding misspellings [00:22:50]
Discover the limitations of restrictive names [00:28:01]
Understand what expanding beyond the initial product means [00:29:36]
More phenomenal advice on avoiding annoying names [00:31:38]
Learn about the curse of knowledge and hard-to-pronounce names [00:33:59]
Find out why not all good names are taken [00:36:30]
Listen on how to create a coherent theme [00:43:07]
Discover engaging language and fan identity [00:43:31]
Listen to both Azhelle and Alexandra’s worst and best names [00:44:14]
Listen to the importance of clear product messaging [00:45:34]
Childhood favorites and services offered [00:48:23]
For resources cited and links mentioned in this episode visit https://www.thetoycoach.com/194
Send The Toy Coach Fan Mail!
Support the show
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
52 min
November 01, 2023#193: 3 Last-Minute Black Friday Promo Ideas To Increase Q4 Sales
It's that time of year again, and Black Friday is just around the corner. If you're still finalizing your Black Friday promotions, or you haven’t even started thinking about them yet, stress less! This podcast episode has got you covered with 3 easy to implement, last-minute ideas to boost your holiday sales at this important time of the year.
To kick off this episode you’ll get an overview of a 2022 holiday sales report provided by Adobe Analytics and compare and contrast that report to projected consumer spend in 2023. From there we'll dive into these strategies to help you make the most out of Black Friday while taking into consideration your unique customers. From descending discounts to offering MORE instead of LESS, we'll explore creative ways to attract customers and enhance their shopping experience.
Make sure that you have important elements like abandoned cart campaigns and SMS texting setup to reach customers in unique ways. Press play, listen, learn and then take action on these last-minute promo ideas to make this holiday season a successful one for your toy brand.

EPISODE CLIFF NOTES:
Discover the Power of Descending Discounts to keep customers engaged over the entire holiday weekend.
Add Value with Holiday-Specific Freebies when deep discounts aren't feasible for your profit margin. Learn ideas for freebies that can enhance the customer experience.
Surprise Your VIP Customers and stand out from the competition by doing this one thing before Black Friday even begins.
Don’t stop at Cyber Monday, embrace Give Back Tuesday and plan your give back campaign and the promotion of it.
For resources cited and links mentioned in this episode visit https://www.thetoycoach.com/193

Send The Toy Coach Fan Mail!
Support the show
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
37 min
October 25, 2023 #192: The Secret To Mastering 1:1 Email in Your Toy Business
Are you drowning in emails, struggling to keep up with crucial communications for your toy business? In this episode of Making It In The Toy Industry, we're about to unveil the secret to conquering your email overload and saving sales and opportunities that are sitting unread in your inbox right now! In this episode, The Toy Coach dives deep into a game-changing tool that will revolutionize the way you handle your inbox.

Get an in depth introduction to the must-have email plugin designed to save you thousands in sales by streamlining your email management. Learn how the unique features of this tool can transform your email game. In this episode you’ll learn how to schedule emails for optimal timing, set intelligent email reminders, and improve your email response rate with the help of AI. And that's just the beginning – hit play on this episode to learn more.

For the links mentioned in today's episode, visit: https://thetoycoach.com/192
Send The Toy Coach Fan Mail!
Support the show
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
30 min

About Making It in The Toy Industry

From the publisher's feed

How do I bring my toy ideas to life? How can I pitch my toy concept to top toy companies like Hasbro, Mattel, or Goliath Games? What does it cost to make a prototype, and where can I get one made?…