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

October 18, 2023 #191: Game-Changing Connections for Toy Inventors at People of Play Week
Are you "toying" around with an idea for a toy or game that you want to license? Don’t miss the chance to pitch and playtest that idea in 2023 at POP Week. In this episode of Making It In The Toy Industry, Azhelle Wade aka The Toy Coach, highlights a beloved toy industry event that is designed to create opportunities for toy inventors and entrepreneurs like you. Act fast because registration for this once a year in-person event is STILL OPEN.

Pop in your earbuds and listen as Azhelle explains what to expect from the 2023 People of Play Innovation Conference in Chicago, and why you need to be there. Founded by the Toy Hall of Fame inductee Mary Cousin, Pop Week is a week-long innovation extravaganza that has been connecting the toy inventor community for 21 years.

Your conference pass includes mentorship opportunities with industry professionals, a ticket to the prestigious TAGIE Awards, the Young Inventors Challenge, and the CHITAG public toy fair. What makes Pop Week stand out is its inclusive focus on the public, making it the perfect opportunity to create instagrammable moments and playtest your latest products. If you’ve been holding back on hitting the RSVP button for POP Week, after this episode that will all change.

Reach out to [email protected] if you are on the fence, and we can decide which portion of POP Week is best for you to attend.
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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
25 min
October 11, 2023 #190: The Best and Worst of Toy Fair and Why You Should Attend The LAST Toy Fair in New York
Want a play by play of what worked at Toy Fair New York, and what didn’t? In this new podcast episode, The Toy Coach breaks down every day of the trade show, including setup days, and provides tips and insights to make your next show experience better. Also, if you haven’t already read it on The Toy Coach Blog, you’ll hear in this episode that New York Toy Fair is relocating to New Orleans! Dive deep into the whirlwind experience of Toy Fair, its changes and evolution. If you’re planning to launch your toy or game idea to retail soon, this episode is a must listen.

In this episode we recap the recent Toy Fair New York which concluded October 3rd 2023. Uncover the best and worst parts of each day of Toy Fair and learn insightful tips and tricks to navigate Toy Fair like a pro. Tune in for a behind-the-scenes look at one of the toy industry's biggest events!

Thank you to our sponsor Hasbro for being a sponsor and participant of the TCA Virtual Pitch Event! Check out Hasbro's Women Innovators Of Play Challenge by clicking here or visiting spark.hasbro.com/womeninnovators. Submissions CLOSE October 12, 2023.

For the links mentioned in today's episode, visit: https://thetoycoach.com/190
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
46 min
September 20, 2023#189: How To Pitch With Pizzazz at New York Toy Fair with Barry and Jason
Maya Angelou once said, “At the end of the day people won’t remember what you said or did, they will remember how you made them feel.” So tell me this, at your last pitch meeting, how did you make your guest feel?

In today’s podcast episode I sat down for a hilarious and informative chat with Barry and Jason. During this call, Barry and Jason share their journey inventing and ultimately licensing the TOTY nominated, Game Night In A Can. In between jokes and chuckles you’ll get invaluable tid-bits on pitching with pizzazz, reading body language of those you’re pitching to, and where this duo finds their inspiration.

A strong takeaway in this episode is the lesson to focus on the experience of the end user before you focus on the marketability of a product. Wondering why you should do that? Well, you’ll have to dive into today’s episode to find out.

EPISODE CLIFF NOTES:
Find out why your ignorance of the toy industry and your knowledge from outside of the toy industry is actually your superpower. [10:44]
You won't believe what surprised Barry and Jason most about the toy industry.[12:20]
For first time visitors to New York Toy Fair, listen in to Barry & Jason’s story of their first experience at New York Toy Fair where they pitched and placed Game Night in a Can. [14:145]
Learn why it may be beneficial to practice your pitch but not script it. [16:59]
The facial cues and body language that are key indicators that your pitch is going incredibly well! [22:16]
Hear the story of Barry & Jason’s most memorable pitch. It involves underpants, Snickers, a glass wall pitch room, and an apocalypse. [29:55]

For the links mentioned in today's episode, visit: https://thetoycoach.com/189
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
September 06, 2023#188: You're Invited To Hasbro's FIRST Ever Women Innovators of Play Event with Tanya Thompson
The biggest game company in the world is walking the talk with their first ever Women Innovators of Play Event, and YOU are invited. In this episode of Making It in The Toy Industry, The Toy Coach sit's down to chat with Tanya Thompson, the Senior Director of Inventor Relations and External Innovation for Hasbro Gaming. With over 16 years of experience in the toy and game industry, Tanya is a true luminary, having received the prestigious 2023 IDIOT (International Designer and Inventor of Toys) award and numerous other major awards and nominations.

This episode focuses on an upcoming Hasbro event designed to educate, celebrate and support Women Innovators in the toy industry. Tanya's dedication to supporting inventors shines through as she talks about her involvement in the Hasbro Women's Innovators of Play Event—an initiative aimed at bringing more women innovators into the industry. Hit play on this podcast and you'll quickly discover why this live event is more than just a webinar; it's a virtual experience offering a deep dive into the toy industry's inner workings. We'lll go over the run of show, the impressive lineup of speakers, and offer advice on how to prepare.

Whether you're an aspiring toy inventor or a seasoned industry professional, this episode is a must-listen, and the Hasbro Women Innovators of Play Event is a MUST attend. Join us on September 12th, 2023, to embark on a unique journey into the heart of toy innovation and creativity.

Episode Cliff Notes:
This event is happening LIVE September 12th at 10am EST, block your calendar now.
If you're thinking you'll catch the replay....don't! We aren't sure one is coming, plus you don't want to miss the key announcement during the event's closing remarks.
Registration details and links mentioned in the podcast episode can be found at https://thetoycoach.com/188
All listeners of this podcast can email a screenshot of their registration confirmation to [email protected] for a free digital gift. **This email screenshot must be received by September 12th, 2023 at 12:00am to qualify.
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
August 30, 2023#187: Making Change Through Play with TOTY Nominated Dr. Zabina Bahsin
Dr. Zabina Bhasin began her journey of understanding the powerful role toys play in shaping a child's identity. As a child psychiatrist, she used her expertise to observe that children were naturally drawn towards toys, books, and crafts. Yet, as a mother, she noticed a distinct gap in the market - there were no multicultural or ethnic studies toys. This realization sparked an idea, a vision to create a space where children could learn about various cultures and traditions, and feel a sense of belonging. This was the birth of In KidZ, a company that was much more than just a toy manufacturer. It was a creator of connections, a builder of bridges between cultures, and a purveyor of inclusivity. No longer would children ask insensitive questions about one another's backgrounds. Instead, through play, they would learn to appreciate and respect the beautiful diversity of the world around them.

Awards and nominations not only serve as a form of recognition but also validation of an entrepreneur's efforts. They can be instrumental in boosting morale and signaling excellence within the industry. Acknowledgment of one's work can also raise public awareness about the mission or cause the entrepreneur is passionate about. Reflecting on her own nomination for the TOTY awards, Dr. Zabina Bhasin expresses her gratitude and sense of validation. It's evident that these recognitions mean the world to her as they support her aim to make an impact in the lives of children through her culturally diverse and inclusive toys. This testament reassures listeners about the commitment and dedication behind her work.

This award-nominated change maker will be at New York Toy Fair at booth #4821. Please reach out to [email protected] if you want to stop by and few the latest in In KidZ product!

Episode Cliff Notes:
Listen to Dr. Zee getting started in the toy industry [00:02:08]
Learn about recognition in the toy industry [00:05:37]
Discover Dr. Zee’s journey in finding cultural ambassadors [00:09:11]
Learn about her nominations and awards [00:12:24]
Understand the importance of diversity and inclusion in toys [00:15:26]
Learn about the description of In KidZ large kits [00:16:34]
Find out where to find In KidZ products [00:19:10]
Discover Dr. Zee’s overcoming struggles in entrepreneurship [00:21:41]
Listen to what Dr. Zee considers the most meaningful win [00:25:06]
Learn about seeking mentors in the toy industry [00:29:03]
Dr. Zee’s childhood toys and games [00:30:01]
Find out how to connect with Dr. Zabina Bhasin [00:31:25]
Listen to her nominations and congratulations [00:32:12]

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
34 min
August 23, 2023#186: When A Game You Developed Gets Nominated For a Toy Of The Year Award with Christian Castro
Calling all game people! In this week’s episode, we delve into the captivating world of game development with Christian Castro, Director of Product Development at Relatable. Christian's conversation highlights the story behind "Search Party Chaos at the Park," a first-of-its-kind 3D board game that's been nominated for the prestigious Toy of the Year Award.

The game, a family-friendly cooperative experience, introduces a unique blend of storytelling, search-and-find gameplay, and stunning three-dimensional pop-up structures. As we explore the development process from ideation to TOTY nomination, Christian unveils the challenges faced, the creative collaborations undertaken, and the milestones achieved. The undertaking of this complex project was well worth it in Christian’s eyes, as the result was a game-changing (hopefully award winning) board game experience that bridges the gap between flat board games and immersive three-dimensional play.

EPISODE CLIFF NOTES:
TOTY Award Overview: What are the TOTY awards and what are the benefits of a nomination or a win?
Dimensional Gameplay: "Search Party: Chaos at the Park" stands out for its fusion of search-and-find challenges and cooperative gameplay, as well as a 2D and 3D board game experience, giving the game major replayability.
Search Party Unboxing: Christian walks us through the moment of unboxing, where the three-dimensional paper amusement park pops to life, creating an exciting and captivating initial impression. If you’re listening to the podcast, be sure to check out the YouTube video to watch the unboxing in real time.
Importance of Audience: When asked to share a word of wisdom Christian shares this – understanding your audience is vital when developing toys or games, ensuring the final product resonates with its intended users first and foremost.
Meticulous Development: Christian details the intricate process of creating a Search Party: Chaos at the Park, a game that marries storytelling, illustration, and engineering, highlighting the challenges and triumphs along the way.
A Proud Moment For Relatable: Our guest Christian, shares his pride that Relatable is being recognized for a family-friendly game like Search Party: Chaos at the Park. The company, formerly known as What Do You Meme? Has primarily been known for their adult party games...until now! This TOTY nomination for a family game product is an exciting and proud moment for the entire team!

If you plan to submit your own game for a TOTY nomination, this is an episode you should dive right into. We kick off with an overview about the award itself, and share where you can find more information on how to apply. Our guest provides insights on what it takes to actually BE nominated, encouraging you to push the envelope on your next toy or game creation to snag a future TOTY nomination for yourself!
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
20 min
August 16, 2023#185: Dolls That Celebrate Asian Diversity with Samantha Ong
In this episode of the Making It In The Toy Industry, Samantha Ong shares her journey in launching Joeydolls and highlights the importance of representation in the toy industry. Samantha's passion for creating culturally diverse dolls stems from her desire to combat the lack of representation and stereotypes faced by Asian children. By spreading joy and empowering children to feel proud of their heritage, Samantha aims to make a meaningful impact. Listeners will gain valuable insights into Samantha's strategies for building a following on Instagram, her decision to do a pre-order campaign instead of using Kickstarter, and the challenges she faced during the production process.

This episode serves as a reminder of the significance toys have in shaping children's perceptions of themselves and the world around them. Parents and toy industry professionals alike will be inspired to take action towards creating more diverse and culturally representative toys.

Samantha's mission to create culturally diverse dolls highlights the significance of representation in the toy industry. By sharing her authentic journey of building a loyal following on Instagram and launching a successful pre-order campaign, Samantha provides valuable insights for parents and toy industry professionals. Listeners will discover the importance of involving the community in the product development process, providing value to subscribers through educational materials and discounts, and overcoming challenges in the production process. Samantha's story is an inspiration that resonates with anyone passionate about inclusivity and celebrating the beauty of different cultures. Tune in to gain insights into the power of toys in shaping children's perceptions and learn how to make a meaningful impact in the toy industry.

EPISODE CLIFF NOTES:
Discover the surprising length of the prototyping phase [00:06:45]
Learn about switching factories and overcoming challenges [00:08:28]
Listen to the benefits of switching factories [00:10:22]
See Samantha’s progress with the new factory [00:13:23]
Find out Samantha’s unintentional two-year journey [00:15:32]
Discover a strategy building an engaged community [00:18:03]
Understand the importance of cultural authenticity [00:20:29]
Learn about Samantha overcoming challenges and doubts [00:23:06]
Samantha’s early days of instagram [00:25:34]
Listen to the decision on using kickstarter or Samantha’s website [00:31:33 ]
Discover the challenges with kickstarter and profit margin [00:34:58]
Learn about Samantha’s struggles and failure moments [00:37:13]
Find out about the successful preorder launch [00:40:51]
Understanding the value in celebrating and promoting cultural diversity in toys [00:46:48]
Listen to Samantha’s advice for launching a product [00:47:27]
See Samantha’s childhood toys and role-playing [00:49:19]
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
August 09, 2023#184: From Fandom to Fun: The Power of Collaboration in Funko Games' Development Process with Deirdre Cross
If you're feeling frustrated and discouraged because your games aren't resonating with fans and delivering the powerful and rewarding experiences you envisioned, then you are not alone! You may be investing countless hours in game development, pouring your creativity into every detail, but still not capturing the essence of the fandom. Instead of the desired result, you might be facing lukewarm reactions from players who fail to connect deeply with your games.
We are delighted to introduce Deirdre Cross, an esteemed veteran in the toy and game industry since 2007. Her impressive career began at Forrest-Pruzan Creative, where she swiftly moved up the ranks from production manager to an influential partner. Deirdre has actively participated in the creative development of over 500 products across varied game publishers, solidifying her presence in the industry. Now, she serves as the general manager of emerging brands for Funko, heading both Funko Games and Mondo. Her recent masterpiece, Disney Villainous The Game, won Game of the Year at the 2019 TOTY Awards.
In a world where game development meets fandom, Funko Games has mastered the art of creating immersive gameplay experiences. Join Deirdre Cross as she reveals their secret sauce: understanding the essence of a brand and collaborating with a passionate team.

EPISODE CLIFF NOTES:
Learn about licensing in the Toy Industry [00:07:54]
Discover what goes into creating games for specific IP [00:09:47]
Find out what happened when Funko acquired Forest-Pruzan Creative [00:13:40]
Understand the struggle of coming out from under the shadow [00:16:52]
Discover the size of the games division [00:18:27]
Learn the path to growth and diversification [00:19:52]
See what it’s like creating immersive gameplay experiences [00:21:21]
Learn the process on designing for preschoolers [00:26:11]
Discover Funko's unique approach to game development [00:32:34]
Find out if there are any job opportunities at Funko [00:33:53]
Gain deep and insightful advice for success in the toy industry [00:36:37]
Learn about Deirdre's childhood game [00:37:39]
Discover all the ways to connect with Funko games [00:38:45]
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
41 min
August 07, 2023 START HERE: Welcome Future Toy Person!
Are you ready to dive into the business of toys? Since 2010, I've been in the thick of the toy industry, and now I'm sharing my wisdom and connections with you, right here on the Making It In The Toy Industry podcast. Every week you'll get a mini masterclass on the world of toys by learning about gameplay, connecting with publishers, building a community, and so much more. So, if you've got an idea that you want to bring to life or need a helping hand to find the right manufacturer or industry partner, let this podcast be your guiding star. Welcome to the toy industry, we're going to have a lot of fun here.
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
3 min
August 02, 2023 #183: How To Pitch A Show Idea To Hasbro in 2023 with Brandon Braswell
9 to 5 Warriors, and it's a nineties-inspired toy line that aims to recapture the magic of the Saturday morning cartoon era. The founder o 9 to 5 Warriors, Brandon Braswell, is sharing his experience pitching a show idea and toy line at the TCA Virtual Pitch Event, we'll discuss what he's done with the brand so far, he'll share his pitch video, and share tips for making your best IP pitch yet. Have you ever dreamed of seeing your show idea turned into a hit animated series or action figure line by the iconic toy company, Hasbro? Well, that’s a dream you share with the guest of today’s podcast episode, Brandon Braswell! Lucky for you, Brandon sat down with The Toy Coach to share his experience of building his toy brand and TV show, and ultimately pitching it to Hasbro at the TCA Virtual Pitch Event.

Follow along Brandon's toy journey, including his early ideas, the mistakes he made along the way, and why he wishes he’d found Toy Creators Academy sooner! During this episode, The Toy Coach asks Brandon questions that YOU want to hear the answers to, including how he found funding to develop his first production run, how his show pitch was received, and how he built his following online. But that’s not all! You’ll also get to hear the exact tv show pitch that Brandon presented to Hasbro, featuring his brand 9 To 5 Warriors. If you’re a visual person, head over to youtube.com/thetoycoach to watch the entire pitch.

Don’t forget to SUPPORT 9 To 5 Warriors! >> Learn more about 9 To 5 Warriors by visiting www.9to5warriors.com and pre-ordering the action figures at Big Bad Toy Store.

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
1 hr

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?…