Making It in The Toy Industry

Big feelings deserve a safe space and sometimes, that space looks like a soft, huggable friend with swappable expressions and a whole lot of heart…eyes!

In this episode of Making It In The Toy Industry, we’re opening up another coaching call episode featuring Toy Creators Academy alum Melissa Brody, a licensed therapist, entrepreneur, and new mom who turned her passion for emotional wellness into Emotipals, a plush toy line designed to help kids understand and express their feelings through play.

Inspired by her late father, a pediatric neurologist, and grounded in her own clinical experience, Melissa created Emotipals to give children a tangible way to explore emotions. With 21 mix-and-match Velcro pieces, each Emotipals helps kids learn emotional vocabulary, empathy, and regulation, while bringing laughter and connection to the playroom or the therapy office.

You’ll hear Melissa share:

• Her journey from private practice to product creation
• How motherhood reshaped her business mindset
• The honest challenges of balancing life and entrepreneurship
• Why narrowing your niche can open even bigger doors
• How listening to your most passionate customers can shape your next big win

Whether you’re in the thick of toy development or dreaming up your very first idea, this episode will remind you that clarity, connection, and community are key ingredients to growing a purpose-driven brand.

Feeling inspired to bring your own toy idea to life? Learn more about Toy Creators Academy at www.toycreatorsacademy.com.

Send The Toy Coach Fan Mail!

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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

A toy doesn’t need to be loud or flashy to leave a lasting impact. The most meaningful ones teach kindness, spark empathy, and build something real in a child’s heart. That belief is what led today’s guest to create a toy that’s about so much more than play.

In this special replay episode, we’re passing the mic to guest host Virginia Lette, who sits down with Jana Hallam, a Toy Creators Academy alum who felt the same way and turned that feeling into a mission-driven brand. After struggling to align with a well-known holiday tradition, Jana set out to create something that better reflected the values she wanted to teach her kids: empathy, emotional awareness, and the courage to be kind.

Her solution? The Kindness Mouse, the debut product from Wonderwell Toy Company. It’s a magical, story-driven play experience featuring a plush mouse, storybook, and activity cards that inspire kindness in young children through social-emotional learning.

You'll hear the origin story of The Kindness Mouse and why kids instantly connect with this unlikely hero. We dive into how empathy, SEL, and the idea of “wiring them young” became the foundation of Wonderwell Toy Co. Jana shares how trusting her gut (and even starting over) was key to moving forward, how Toy Creators Academy helped her navigate product safety, playtesting, and manufacturing, and why community is essential when you're building a brand from scratch.

Whether you’re dreaming up your first product or knee-deep in development, this conversation will remind you that a strong why is the most powerful tool a toy creator can have.

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

Every once in a while, I meet a toypreneur whose journey reminds me why I started this podcast… and today’s guest is one of those people.

In this episode, we’re bringing back the story of a Toy Creators Academy grad who went from leading sales at Mattel to launching a heartfelt plush brand that’s changing bedtime for kids everywhere.

Meet Gerardo Davila, the creator of Angelitos Mágicos, a magical line of plush guardian angels that deliver encouraging messages to children overnight. What started as a way to comfort his own daughter turned into a product with purpose, backed by positive psychology and wrapped in cultural love.

Even though Gerardo spent years in the toy industry, he still joined Toy Creators Academy to learn how to bring his vision to life. In this episode, he shares how the program helped him overcome the challenges of solo creation, especially in areas like packaging, retail strategy, and website optimization.

Inside this episode:

• What sparked the idea for Angelitos Mágicos (hint: it involved childhood nightmares and a clever mom!)
• Why even toy industry veterans can benefit from structured learning and support
• How small changes to his website and packaging made a big impact
• What it takes to prep a brand for retail shelves, and future global expansion

Feeling inspired to bring your own toy idea to life? Learn more about Toy Creators Academy at www.toycreatorsacademy.com.

Listen for these Important Moments!

• [00:04:54] - Learn why even a seasoned Mattel exec realized he needed help navigating solo toy creation and how structured guidance can fast-track your launch.
• [00:08:03] - Get inspired by how a parenting moment turned into a toy brand that helps children feel safer and more confident.
• [00:10:56] - Discover how shifting from eCommerce to retail requires a whole new packaging strategy and what details matter most on-shelf.
• [00:13:41] - See what it really takes to go from selling online to getting your toy into stores.
• [00:16:47] - Planning to expand beyond your home country? Hear what Gerardo is doing to adapt his toy line for the U.S. and beyond.

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

You know I love celebrating a toypreneur's full-circle moment and today’s episode is just that.

We're revisiting the incredible journey of TCA alum Chrissy Fagerholt of EAP Toys and Games, from her very first appearance on this podcast to her latest game launch and ongoing success in self-publishing.

This episode is a special highlight reel of Chrissy’s growth: from pitching her very first ideas at our Toy Creators Academy Virtual Pitch Event, to getting a game into Barnes & Noble, and even deciding to manufacture her own products. You’ll hear snippets from episodes 88, 131, and 239, packed with real-world insights to help you grow from creator to confident toypreneur.

Chrissy’s journey is a reminder that growth in this industry doesn’t happen overnight but every pitch, every prototype, and every connection adds up. These highlights will leave you feeling inspired, energized, and ready to take your next step.

If this episode sparked something in you, it might be time to explore your own path in the toy industry. Join us inside Toy Creators Academy and start building the skills, confidence, and connections you need to bring your toy ideas to life. Learn more at www.toycreatorsacademy.com 

Listen for these Important Moments!

• [01:49] - Get a behind-the-scenes peek at what real toy pitches look like and how you can gain the confidence to pitch before everything is perfect.
• [02:34] - Learn what it takes to move from concept to store shelf, and how to prepare your game for big retail opportunities.
• [11:34] - Discover how to spot weaknesses in your game design before showing it to others, saving time and costly mistakes.
• [16:03] - Understand the pros and cons of licensing vs. self-publishing so you can make the best decision for your toy business.
• [17:26] - Learn how to manage burnout and reignite your passion when business tasks start to dim your creative spark.

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

Toy people, I see you. You’re trying to run your business, deal with tariffs, build your brand, pitch your ideas, and maybe even answer customer questions at 3AM. But what if I told you that AI could actually help you make the most out of your time and money as you build your toy business?

In this episode of Making It in The Toy Industry, I’m breaking down 3 powerful and unexpected ways to use AI tools to save money, reclaim your time, and scale smarter even if you’re just getting started.

Here’s what we’ll get into:

• How I’m using AI chatbots to help toypreneurs boost conversions (without hiring a 24/7 team)
• Why ChatGPT is officially my new Facebook Ads assistant, and how it cut my ad costs nearly in half 
• The wildest one yet: AI playtesting. Yep. I asked ChatGPT to playtest a game… and what happened next blew my mind 

This episode will show you how AI can help you work smarter, stretch your dollars further, and keep your momentum going even when resources are tight. The truth is, we can’t afford to ignore these tools, not when costs are rising and expectations are higher than ever.

And if you’re ready to bring your toy or game idea to life with the help of AI, join me for my upcoming bootcamp on September 23rd at learn.thetoycoach.com/bootcamp 

Listen for these Important Moments!

• [00:46] - Learn how AI tools can help you save time, reclaim profits, and compete in a rapidly changing industry.
• [04:43] - Discover how to set up a smart chatbot that handles customer questions 24/7 and recovers missed sales.
• [11:32] - Hear how I cut my ad costs in half and created better campaigns without hiring a pricey ads manager.
• [18:09] - Simulate real player feedback with AI and test gameplay changes before you invest in physical prototypes.
• [27:06] - Get inspired to take action with AI and learn how to validate and pitch your idea with confidence.

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

Should you launch your toy on Kickstarter? That’s the question that we’re going to explore today. 

TCA alumni Michael Harring, launched Wayward Ghouls and his line of Squeaks toys on Kickstarter as what he says is “just a test.” With the goal of $49,000, Michael’s almost at 50% with a $19,000 pledge but he shared in our interview that for some reason, pledges have stalled. 

In this week’s episode, you’ll hear a real coaching call between Michael and myself, where we dig into what’s actually working, what might be holding things back, and how to make progress when your audience is small and your campaign starts to stall. I’ll share why embracing “done is better than perfect” can move your launch forward, how even a tiny list can lead to big results, and how to tweak your offer without losing your creative vision. Plus, you’ll get tips for building long-term IP loyalty, even on a budget.

If you're planning to launch your toy on Kickstarter or wondering if you should, this is the episode you’ll want to hear before you hit publish.

Learn more at www.toycreatorsacademy.com

Listen for these Important Moments!

• [05:12] -  Why testing your toy idea on Kickstarter is still worth it even with limited reach. 
• [17:35] -  How to assess your offer, pricing, and product mix when momentum slows down. 
• [28:10] -  Why perfection can hurt your progress and how to get feedback that leads to clarity. 
• [41:20] -  Simple strategies that turn tiny lists into powerful backer communities. 
•  [53:45]  -  How to think beyond the campaign and build lasting fan loyalty on any budget. 

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

For years, international toy sellers had a semi-secret shortcut to ship goods under $800 tariff free. That shortcut? Gone. And if you’re not prepared, your business could feel it fast. As of August 29th, the De Minimis Exemption was officially eliminated for many international shipments to the U.S. The change, quietly confirmed by U.S. Customs and Border Protection, caused immediate disruption. Over 25 countries (including the UK, Germany, and Japan) paused shipments to reassess compliance. Platforms like Temu and Wish began overhauling logistics, while DTC creators abroad faced surprise duties, delays, and frustrated customers.

In this episode of Making It in the Toy Industry, I’m breaking down what the end of the De Minimis Exemption actually means for creators like you. This change isn’t just about shipping fees and forms, it’s about who wins, who loses, and how you can thrive in a newly leveled playing field.

Using a mind map, I’ll guide you through the four big areas impacted by this shift: the immediate chaos it’s caused, what strategies and tools are suddenly more valuable, what old tricks are now holding brands back, and who’s rising to the top as this new landscape takes shape.

This episode is a wake-up call and a strategic roadmap, all in one.

Listen for These Important Moments:

• [00:09:12] - Avoid tariffs and delays. Warehousing in the U.S. now gives you speed, savings, and a serious competitive edge.
• [00:11:53] - New customs rules are hitting Temu and Shein hard, giving legit brands room to shine and reclaim their sales.
• [00:21:00] - Stable SKUs and digital add-ons help offset costs and keep products flowing under new import rules.
• [00:25:50] - Solo sellers outside the U.S. now face bigger delays and thinner margins. Without a warehouse, you’re stuck.
• [00:29:54] - U.S.-based creators, brands with warehousing, and fulfillment partners are leading the pack.

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

I’ll never forget the time I asked a factory to “just move the pen and scissors down a little” on a packaging layout. What came back? A sample where the entire arrangement was totally rearranged and the design I’d worked so hard on was completely off. Communicating with factories is one of the most exciting parts of the toy-making journey, but one vague email can lead to total toy-making mayhem.

If you’re not specific, clear, and intentional with your feedback, even tiny comments can snowball into major delays, color mismatches, or products that completely miss the mark.

In this episode of Making It in the Toy Industry, I’m breaking down the three most common mistakes new toy makers make when working with overseas factories and how to avoid them with confidence.

Inside this episode, you’ll learn:

• Why vague feedback like “a little shorter” can lead to big problems (and what to say instead).
• The reason Pantone colors are your best friend in product development.
• How rushing to approve samples from photos or video can completely backfire.
• What a pre-production sample is and why it’s absolutely essential.

If you’ve ever felt unsure about what to say to a factory, how to give feedback, or when to say “go,” this episode is your crash course in clear communication and smart production practices. It’s packed with tips that will save you serious time (and money) as you scale your toy business.

Listen for These Important Moments

• [00:01:05] -  How using Pantone colors protects you from costly color mismatches and miscommunication with your factory.
• [00:09:52] - Discover why vague comments lead to bad samples and how to give clear, factory-friendly directions that save time and money.
• [00:14:37] - Hear my story of how one vague request wrecked an entire product layout and how you can avoid the same frustrating (and expensive) result.
• [00:16:55] - Find out why approving samples from photos or videos is a huge risk and what has to happen before you say “go” to production.
• [00:21:10] - Learn how hands-on sample reviews reveal hidden issues with materials, weight, or function and how this one step can prevent bad reviews, safety issues, and recalls.

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

Even with the recent increased tariffs on India, many of my clients and students have been seeking out new factory partnerships in this country. For decades, China has been the go-to destination for toy production, and they are indisputably the best at producing high quality goods quickly,  but what happens when rising costs, shipping delays, and shifting global policies force toy makers to look elsewhere?

That’s the exact question that international toy expert and Source 4 India co-founder Joshua Punin has been exploring for the past 16+ years. With firsthand experience helping major brands expand across Asia and deep ties to India’s emerging toy manufacturing scene, Joshua has become a powerful voice advocating for alternative sourcing strategies. 

In this episode of Making It in the Toy Industry, Joshua and I cover:

• Why a shift in India’s import tariffs sparked a nationwide manufacturing movement.
• The surprising challenges and advantages of producing toys in India.
• What startup creators need to know before reaching out to Indian factories.
• Why sourcing outside of China isn’t about replacing, it’s about expanding your opportunities.
• How India’s skilled labor force, tax incentives, and infrastructure make it one to watch.

If you’ve been curious about what it would really look like to source outside of China, or you’ve heard whispers about India but didn’t know where to start, this episode is your starting point. Hit play to discover new possibilities and learn what it really takes to make that shift.

Listen For These Important Moments:

• [00:19:12] -  Discover how policy changes and infrastructure improvements are creating real opportunities for both startups and established brands.
• [00:25:10] - Not every toy is a perfect fit, save time and money by understanding what India can (and can’t) do efficiently right now.
• [00:27:46] - Get clarity on production expectations so you can plan your launch and scale strategy with confidence.
• [00:28:44] - Shipping from India could be cheaper and faster than you think, especially if you're selling in Europe or the Middle East.
• [00:31:19] - Hear what Joshua looks for in potential clients and how to position your startup to be taken seriously by manufacturers.

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

Building forts is a rite of passage for most kids and often the bane of organized parents. I can still picture my mom, coming home late from running her business, to find chairs flipped sideways, blankets draped across them, boxes forming doorways, and my brother and I, tucked away inside playing. It was 100% an eyesore to my parents and 1000% a safety hazard.

That universal problem is exactly what architect and TCA Accelerator student Carrie Shaked, founder of Design Laughter, set out to solve. Her buildable fort system transforms messy blanket chaos into stunning, structurally sound cardboard domes that are easy to assemble, customizable, and beautiful enough to live in your living room.

In this episode of Making It in the Toy Industry, you’ll listen in on a real 1:1 coaching call with Carrie. We cover:

• How her architecture background inspired a toy unlike anything else on the market.
• Why families cried (in a good way!) during playtesting.
• Smart email collection strategies and social media tips for camera-shy founders.
• How today’s manufacturing climate might give small startups an edge.

If you’ve ever looked at your child’s chaotic fort and thought, There’s gotta be a better way, this conversation will remind you that there’s room in the toy industry for your vision, too. Hit play on this episode to get inspired, and allow yourself to imagine bringing your unique idea to this industry.

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