Making It in The Toy Industry

What if your toy’s price point was the only thing standing between you and a “yes” from a major retailer? You’ve got the product, the mission, and maybe even a booth at Toy Fair but if buyers are walking by without placing orders, it might not be your toy that’s the problem… it might be the price.

In this episode, you’ll hear how one Toy Creators Academy alum adjusted her pricing to better meet buyer expectations and how that decision opened the door to more retailer interest and shelf space.

I’m sharing a powerful conversation I had at Toy Fair with Samantha Ong, founder of Joey Dolls — the World’s Most Diverse Asian Doll brand. Before launching her toy line, Samantha was a professional photographer, and now she’s built a brand that's not only beautiful, but mission-driven and retail-ready. You’ll hear how she made her debut in the toy space through the Toy Creators Academy Showcase, and how she’s now taking Joey Dolls to a whole new level, earning serious interest from retailers.

You’ll learn how to use trade shows to gather feedback that helps refine your pricing and packaging strategy, the exact price point that helped Samantha grow her product line, and which packaging details buyers actually care about. We’ll also get into how working with reps and consultants can seriously boost your visibility at trade shows and Samantha opens up about the lessons she learned and what she really wishes she knew before setting up her very first Toy Fair booth.

Hit play and find out how a smart pricing pivot and trade show prep made all the difference for this toy creator.

Listen for these Important Moments:

• [00:07:26] -  Find out how a $19.99 price point helped Samantha make her dolls more appealing to retailers and budget-conscious families so you can rethink your own pricing.
• [00:08:16] - Learn what buyers said about boxed vs. unboxed toys and how you can choose packaging that fits your audience and your margins.
• [00:13:01] - One buyer needed the product before Q4—proof that not all retailers follow the same calendar. Understanding this could help you close more deals.
• [00:14:03] - Discover how working with reps helped Samantha bring traffic to her booth so you’re not standing there hoping buyers just wander in.
• [00:16:02] - Learn how the right booth location could mean more foot traffic and exposure for you.
  
  

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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

Before we dive into one of the most creative plush lines I’ve ever seen, we need to talk about something serious — TARIFFS.

In this episode of Making It in The Toy Industry, I’m kicking things off with an urgent update about the current U.S.–China tariff situation and how it could affect your toy business. I’m sharing what I would do right now if I were launching a toy brand from scratch and why diversifying your manufacturing isn’t optional anymore, it’s essential.

Then, I take you inside my exclusive Toy Fair interview with Lisa Doiron, VP of Global Brand Marketing at Basic Fun. Lisa introduced me to ThreadZ, a limited-edition plush line that taps into Gen Alpha’s love of individuality and that “get-it-before-it’s-gone” energy. ThreadZ is made with excess fabrics, which means each drop is limited-run and totally unique. Designed to feel fashion-forward and one-of-a-kind, this plush line taps perfectly into Gen Alpha’s craving for self-expression. It’s also a brilliant example of how big brands like Basic Fun can rethink traditional production models in smart, sustainable, and trend-savvy ways.

You’ll hear why it’s time to rethink your manufacturing game, how to make your toy line tariff-proof and flexible, what Gen Alpha really wants, and how you can steal a genius small-batch strategy from a big brand and make it your own.

If you’re ready to future-proof your toy biz and get inspired by one of the freshest plush concepts on the market, this episode is for you! 

Hit play now and get inspired by a big-brand strategy you can actually use!

Listen for these Important Moments!

• [00:01:16] -  Tariffs are shifting fast—and they could hit your bottom line hard. I’m breaking down what’s changing and how to protect your business with smart sourcing moves.
• [00:04:52] - Think scrap fabric can’t make magic? Think again. I’m showing you how leftovers can fuel a unique product line—and even lower your costs.
• [00:07:16] - Step inside Toy Fair with me as Lisa Doiron reveals ThreadZ, Basic Fun’s limited-edition plush line built for Gen Alpha’s need for self-expression and FOMO.
• [00:10:39] - This isn’t your average plush. ThreadZ offers exclusive drops, unique personalities, and three price points—showing small-batch vibes can scale.
• [00:13:07] - Lisa shares her toy journey—from Disney hits at Hasbro to launching bold new ideas at Basic Fun—and why making kids smile keeps her going.

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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

Behind every “yes” in the toy industry, there’s a mountain of “no’s,” countless hours of hustle, and more trial and error than most people expect. At one point, he came close to walking away from it all—until a single line from an episode of Bluey reminded him that making games was exactly what he was meant to do.

In this episode Making It In The Toy Industry, I’m joined by the incredibly talented Jeremy Posner, owner of Shenanigans Toys and Games, the inventor behind hit games like Beagle or Bagel, Bears in Barrels, and Piggy Piggy. He’s been named to the Mojo Nation 100 SIX times, won Game Innovator of the Year at the TAGIEs, and has worked with some of the biggest names in the toy industry like Hasbro, Mattel, and Spin Master. But here's the plot twist: it took Jeremy EIGHT years to meet his royalty goals. And that’s after winning major awards and getting meetings with big companies right out the gate.

You’re gonna hear why just licensing a game doesn’t mean you’ve made it, what really makes a game “sellable” to toy companies, and why most ideas just don’t cut it. Jeremy also explained the real deal with royalties or advances, and how long it actually takes to see a check.  He even shared how he trained his brain to be more creative (yes, that’s a thing!).

Dreaming of creating the next game night hit or just curious what it really takes to make it in toys and games?

Hit play and steal a few smart moves for your next big creative leap.

Listen for these Important Moments! 

• [00:03:07] - Despite early wins, including a TAGIE award and a background at Big Monster Toys, Jeremy didn’t hit his financial goals from game licensing until eight years in. 
• [00:11:17] - After Toy Fair, Jeremy reflects on the silence that often follows a pitch. He explains how learning why you’re hearing “no” (and from whom) is key to improving your ideas and not losing steam.
• [00:23:00] - Around year four, Jeremy stopped “just creating” and started strategically designing evergreens. He audited his creative process, studied the brain, and trained himself to boost creative output daily.
• [00:33:04] - Jeremy tests tons of game ideas fast by building quick, minimum viable prototypes. He runs super short playtests to see what’s worth developing and keep his creativity flowing.
• [00:40:35] - Near the end of the episode, Jeremy shares his dream of designing fan experiences for sports teams and creating original game shows, proving he’s still dreaming big, even after major success in toys and games.

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

Can 3D printing really replace traditional toy manufacturing? One founder says “absolutely” and she’s got the award to prove it.

In this episode, I’m chatting with the amazing Courtney Peebles, founder of Solobo Toys, about how she won a TOTY Award for her hit plush toy, Emotional Baggage, and how rising manufacturing challenges pushed her to transform her business using 3D printed toys.

Courtney gets real about the challenges she faced with manufacturing overseas, and how jumping into 3D printed toys helped her reduce costs, improve margins, and take back control of her production. Even better? She did it all while staying true to her brand's mission: creating inclusive toys that help kids express their emotions and feel seen.

We’ll talk about how 3D printing can help small toy brands build profitable direct-to-consumer businesses, the exact steps Courtney took to pass essential safety testing, and why sustainable manufacturing with 3D printers is more accessible than you might think. You’ll also hear how winning a TOTY Award for her plush toy, Emotional Baggage, boosted both her visibility and sales and what it really takes to scale a toy business with limited resources.

If you’ve ever dreamed about taking your toy idea from sketch to shelf without a big factory or warehouse, you need to hear this one! 

Listen now and let Courtney’s story inspire your next step in the toy industry.

Listen for these Imporant Moments! 

• [00:03:27] - Courtney shares the emotional moment her plush toy, Emotional Baggage, won a TOTY Award, beating major brands like Disney and Miss Rachel. She never expected it—and it changed her business overnight.
• [00:07:46] - A simple post about her award win triggered a wave of direct-to-consumer orders. She had to leave Toy Fair early just to keep up with the shipping!
• [00:13:18] - With rising tariffs and time pressure, Courtney stopped manufacturing overseas and leaned into 3D printed toys to take back control of her production process.
• [00:15:32] - Courtney walks us through how she passed all the required safety testing for her 3D printed toys using small-batch manufacturing guidelines—no shortcuts, just smart strategy.
• [00:24:57] - Starting with one $600 printer, Courtney’s now scaling up to 41. She explains how Solobo Toys is growing quickly—without the stress of massive factory MOQs.

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

“There are no tired brands, just tired marketers.” That quote alone has been living rent-free in my head since this interview. It has challenged me to take a look at my own brand and ask, am I doing everything I can to keep it thriving?

In this episode, Sharon Price John, President and CEO of Build-A-Bear Workshop and Chairwoman of the Toy Association, shares how she turned around a failing classic brand, and ushered it into a new era of profitability and heart. 

Sharon walked me through her approach to brand transformation, from how she finds hidden profit in the smallest details to how she leads with data, with a focus on building resilience even through the toughest times. Sharon is a master of reframing for a positive mindset. When the pandemic hit, she renamed her daily team meetings from “COVID calls” to “success calls.” And that mindset shift worked wonders. 2021 became Build-A-Bear’s most profitable year ever.

If you’re sitting on a brand that you know has potential but you’ve been feeling stuck on how to help it gain momentum, this episode will certainly give you a new perspective.

Listen For These Important Moments:

• [04:06] - What do you do when a business is failing, but the brand still has magic? Sharon shares how she approached one of the biggest challenges of her career.
• [08:04] - Could saving a few pennies really turn a business around? This moment will make you rethink how you look at every product detail.
• [18:50] - In the middle of a crisis, Sharon made one simple change that completely shifted her team’s mindset—and it led to record-breaking results.
• [24:58] -  “There are no tired brands, just tired marketers.”— This one quote changed how I see branding forever. If your business feels stuck, this is the wake-up call you need.
• [38:41] -  Think success means climbing a ladder step by step? Sharon has a different take that might just change your entire career outlook.

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

Is it time to stop manufacturing overseas? Or are these tariffs just temporary chaos?

In this episode we're talking about the massive new tariffs shaking up the toy industry and what they mean for your bottom line. With import costs from China jumping up to 54% April 2nd, and a potential 104% threat looming over the horizon, toy creators everywhere are wondering what to do next. Should you absorb the cost? Raise prices? Cancel a launch? Shift production? I’ll walk you through what’s really happening, what’s coming next, and how to make a smart move without panicking.

On April 4th, I held a Tariff Toy Talk for Toy & Game Creators where we could get together and discuss what to do in light of the Trump administration's tariffs that are decimating our economy, and threatening the life of the toy industry. 

Since so many of you reached out wanting to hear the recording, I thought it would be best to make this talk readily available on this podcast.

Tune in to hear from other toy people just like you—creators, inventors, and business owners—who joined me to share their questions, insights, and real-life experiences going through this rollercoaster. From surprise $9K tariff bills to last-minute Kickstarter cancellations and creative shipping workarounds, you’ll get insights from the front lines.

Listen For These Important Moments!

• [00:01:16] — A quick look back at how the 2025 tariff news hit the toy industry starting right after Toy Fair wrapped. 
• [00:04:27] — Several indie toy brands start to feel the heat. From canceled Kickstarters to massive clearance sales, the early ripple effects are real and painful.
• [00:08:11] — A few creators share the gut-punch of getting charged thousands of dollars on orders they thought were already squared away.
• [00:28:03] — Innovative responses begin to surface. 3D printing, fulfillment shifts, and DTC models come up as small brands brainstorm ways to stay afloat.
• [00:43:20] — The big manufacturing question gets unpacked. Can U.S. factories really step up for toy makers or is that just a hopeful dream for now?

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

Have I ever told you that I’m allergic to cats? Well, lucky for me I recently met Katharine Burke, the creator of PurryFuls, a purring plush cat that is designed for on demand comfort that only a purring cat can provide.

Katharine left a high-stress tech job to build Purryfuls, and in today’s episode she shares exactly how she went from zero toy product experience to debuting her brand at New York Toy Fair and getting featured in Forbes!

In this episode we go into detail about the skills that Katharine had to develop to create her first prototype, and why those skills likely saved her thousands of dollars. If you’re interested in hearing a case study of a fellow startup toy entrepreneur taking a leap of faith on their toy product, give this episode a listen.

Listen for These Important Moments:

• [02:23] – Burned out from a high-pressure tech job, Katharine made a bold decision that completely changed her life. She walked away to follow her toy dream.
• [05:21] – When she couldn’t find a plush that mimicked a cat’s purr, she realized something big: this product didn’t exist yet… and she was going to make it.
• [07:02] – No sewing skills? No problem. Katharine taught herself everything from scratch (including coding) to bring her purring plush to life.
• [17:15] – Just one day into Toy Fair, her brand was already featured in Forbes. This unexpected media moment changed everything.
• [22:51] – Instead of diving straight into retail, Katharine took a smarter path that gave her more control, and it's one you might want to follow too.

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

With over 13,000 followers on TikTok and millions of video views, Lost Boy Entertainment is forging a new path for launching a successful game brand. To continue our New York Toy Fair 2025 interview series, I sit down with Cameron Ring, co-founder of Lost Boy Entertainment.

Lost Boy Entertainment is a rising game company that started with just 500 copies of their first game in 2020 and now has products online and in major retailers.

The company is composed of 3 cousins who handle everything from designing games to shipping orders and marketing. In our talk Cameron shares how they started small on Amazon, shipping games from their garage and how they eventually expanded into retail.

This episode is a great 101 on the power of identifying a market gap, filling a need, and self funding your launch. If you’re considering a show like New York Toy Fair might be the best next step for your brand, listen in on why rushing in too soon could actually hurt your business.

My favorite takeaway from this interview with Cameron revolves around distribution channels, but you’ll have to hit play to find out exactly what was so insightful about that conversation.

Listen for These Important Moments!

• [04:40]  - Cameron and his cousins manufactured just 500 copies of their first game Plunder, and after selling out multiple times on Amazon, they realized they had something special on their hands.
• [08:10] - Learn why Cameron says he values selling in multiple channels for different reasons. 
• [14:39] - How did Cameron and the Lost Boy Entertainment team know that they were ready for New York Toy Fair? Well they started building at smaller shows first.
• [20:00] - What has been the biggest secret to the success of Lost Boy Entertainment? Was it TikTok marketing, smart distribution, or steady and slow growth? Perhaps all three…

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

Have you ever wondered what it’s like to run a business with your spouse? Is it all fun and games, or does every dinner conversation turn into a boardroom meeting? Do you get to celebrate the wins together, or do you find yourself debating packaging details at 10 PM on a Friday night?

I was so curious about this dynamic that I sat down with Alex and Whitney Kimerling, the husband-and-wife team behind Hootenanny Games. But instead of just interviewing them together, I decided to interview them separately, asking them the exact same questions!

Alex and Whitney have built a thriving inventor-driven game company, and in this episode, they share what it’s really like to run a business together, how they develop games, and why they love working with inventors.

You’ll get an inside look at both the best and hardest parts of running a toy business with your spouse. You’ll learn why Hootenanny Games exclusively licenses inventor-created products and what they look for in a game pitch—plus how you can pitch to them.

If you’ve ever thought about inventing board games or working in the toy industry, you don’t want to miss this one! And if you’re curious whether Alex and Whitney’s answers matched up… you’ll have to listen and find out. 😉

Listen for These Important Moments!

• [00:02:16] – A unique twist makes this interview extra fun. Alex and Whitney are being asked the same questions separately to see how their answers compare.
• [00:03:12] – Sharing the best parts of working together, they highlight how their strengths complement each other—one handling the business side while the other focuses on creativity.
• [00:08:48] – At the heart of Hootenanny Games is a simple but powerful mission: to bring people together through play and make them smile.
• [00:11:27] – Unlike many game companies, Hootenanny Games doesn’t create their own games—every single one is licensed from independent inventors.
• [00:16:09] – Rough concepts with strong mechanics stand out the most in a pitch. Games that leave room for collaboration and creative development tend to be more appealing than those that feel too locked in.
• [00:21:28] – The best way to pitch? Video calls over emails. A live conversation makes it easier to share excitement and showcase why a game is special.
• [00:22:41] – Playtesting is key! The strongest game pitches come from inventors who have refined their ideas by watching real players react and engage.
• [00:23:12] – Before closing out, a special listener review gets a shoutout, and everyone is encouraged to check out the other interviews in the New York Toy Fair 2025 series.

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

Are tariffs here to stay or not? That was the hot topic at New York Toy Fair 2025, and trust me—it’s still got the toy industry buzzing. In Q1 of 2025, the Trump administration announced a 20% tariff on Chinese imports, and with 80% of all toys made in China, manufacturers, retailers, and consumers are all bracing for impact.

So, who's really going to absorb these extra costs? Will factories take the hit? Will retailers adjust their pricing? Or will consumers end up paying the price?

Inspired by a thought-provoking LinkedIn post from Mike Searls, founder of Thin Air Brands, we sat down for a post-Toy Fair deep dive into how these tariffs will shake up the toy industry. Mike brings over 30 years of experience to the conversation, and he’s seen the industry survive some major shake-ups before. 

In this chat Mike breaks down:

🔥 Why Chinese factories can’t absorb the tariffs, and what that means for production

🛒 How major retailers are pivoting their strategies to stay competitive

⚖️ If companies should rush their products to market before the tariffs take full effect

🔍 Shifting buyer patterns at Toy Fair 2025

This episode is part of our New York Toy Fair Interview Series, our conversation ends with a closer look at the recent show. Find out what might you expect from Toy Fair moving forward, by hitting play on this episode.

Listen For These Important Moments

• [02:31] – Meet my guest, Mike Searls, founder of ThiN AiR Brands. With over 30 years in the toy industry, he’s seen it all and is here to break it down.
• [03:43] – The toy industry isn’t all fun and games. Mike shares what really goes on behind the scenes and why competition is tougher than it looks.
• [09:38] – Mike breaks down how tariffs impact different players—from factories to retailers to consumers—and who’s going to take the biggest hit.
• [16:33] – What happens next? Mike shares his predictions on pricing, supply chains, and how companies can adjust to stay ahead.
• [21:36] – Why can’t we just manufacture toys in the U.S.? Mike explains why it’s not that simple and what businesses should know before considering a move.
• [24:24] – We discuss how toy companies can adapt, rethink pricing, and adjust strategies to survive and thrive.
• [26:12] – Mike shares how he’s handled past crises like COVID and 9/11, and what toy businesses can do to prepare for the unexpected.
• [28:05] – Is New York Toy Fair still worth it? Mike shares how the show is changing, why specialty buyers are taking over, and what that means for exhibitors.
• [33:50] – E-commerce is growing, but brick-and-mortar still matters. We discuss why in-store shopping is key for toy sales and how businesses should balance both.
• [37:03] – Before we wrap, Mike shares his best advice for toy entrepreneurs, including why having a strong product pipeline is a must for long-term success.

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