Making It in The Toy Industry

After four days of running (literally) from booth to booth, taking meetings, and soaking in the latest trends, I’m here to give you an inside look at what went down at New York Toy Fair 2025. If you missed New York Toy Fair or couldn’t see everything, check out this first episode of NY Toy Fair 2025 Exclusive Interview Series.

Over the next month and a half, I’ll be taking you inside the show floor for exclusive interviews with toy designers, licensors, CEO’s, entrepreneurs and inventors who are Making It In The Toy Industry!

In this episode, Jayson Esterow, President of License 2 Play Toys, shares how he turned a viral trend into a major licensing deal with Jeep. If you’ve ever heard of Jeep Ducking, you know how passionate Jeep owners are about their community. Jayson saw an opportunity to take this organic, fan-driven movement and transform it into an officially licensed toy line.

Gavin Lawler, Creator of Deddy Bears, fresh off his TOTY win for Collectible of the Year, opens up about the challenges of breaking into the toy industry and how he used his F.B.O. (First, Best, Only) formula to develop a product that stands out. Plus, we dive into his major collaboration with Liquid Death and why identifying white space in the market is the key to launching a toy brand that captures attention and drives sales.

Listen now for quick and in depth lessons on toy licensing, product innovation, and winning toy awards.

Listen for these Important Moments:

• [00:00] - My Toy Fair 2025 Experience
• [03:28]  - Was New York Toy Fair 2025 a Hit or Miss?
• [08:47] - Licensing & White Space: The Key to Toy Fair Success
• [12:15] - Jayson Estro & The Jeep Ducking Toy Phenomenon
• [20:58] - Gavin Lawler & The Collectible TOTY Award Winner Deddy Bears
• [32:05] - Key Takeaways

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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

So, you’re going to Toy Fair New York this year, but you aren’t sure you’re making the most of your trip? It’s true, without a solid plan, walking into Toy Fair New York can be completely overwhelming. You can easily get lost in a few friendly conversations, pass too much time playing with toys at welcoming booths, and end up missing opportunities to grow your business, or sell your ideas. Once you walk through the doors of the Javits Center, the impact of the show is bound to hit you. So let’s take a little time to pre-plan and make this show a success for you.

In this episode, we’re going to break down a game plan to navigate New York Toy Fair with a focus on achieving specific goals that will grow your business. Whether you’re an exhibitor, inventor, retailer, or media professional, this episode includes five essential strategies to keep you focused, energized, and hopefully leaving Toy Fair with real opportunities.

Find out how you can get your hands on my Toy Show Planning Assistant GPT, for an AI show planner, packing list, and event research tool.

Listen For These Important Moments

• [01:13] - Why Attend New York Toy Fair 2025
• [07:15] - Top Five Essentials for Toy Fair Success
• [08:05] - Setting Clear and Measurable Goals
• [14:51] - Strategic Scheduling Tips
• [16:58] - Packing Smart for Toy Fair
• [18:37] - Attending Special Events
• [23:27] - Networking Like a Pro
• [26:50] - Introducing the Toy Fair Planning Assistant GPT
• [37:58] - Final Takeaways and Listener Review

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

Let’s be real—Toy Fair is chaotic. Buyers are rushing from booth to booth, seeing hundreds of products. If you want them to stop, pay attention, and actually care about your toy or game, your pitch needs to do more than just explain your product—it needs to demand attention.

In this episode of Making It In The Toy Industry, I’m breaking down 3 simple strategies that will help you:
✨ Grab buyer attention in seconds (without feeling salesy)
🎉 Make your pitch an experience they won’t forget
👀 Spot buyer body cues so you know when to pivot or close the deal

These strategies come straight from industry pros Barry McLaughlin & Jason Lautenschleger—game inventors who turned quirky pitches into real shelf space at major retailers.

If you’re heading to Toy Fair and you’re serious about landing deals, this is the episode that’ll help you do it.

🎧 Tune in now and let’s make your pitch impossible to ignore.


Listen For These Important Moments!

• [00:00:00] – Intro: The Countdown to Toy Fair Begins!
• [00:02:10] – How to Grab a Buyer’s Attention FAST at Toy Fair
• [00:04:47] – Adapting Your Pitch to Fit Toy Fair Trends
• [00:07:13] – The Secret to Engaging Without Being Salesy
• [00:11:17] – Your Pitch is a Performance – Make It FUN!
• [00:14:08] – Reading Buyer Body Language & When to Pivot
• [00:20:34] – Final Recap & Actionable Takeaways
• [00:21:16] – Action Item: Practice Your Pitch!
• [00:20:53] – Pitching is About More Than Just Selling

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

New York Toy Fair is just around the corner and if you’re preparing to launch your toy or game at this event, learn this lesson: it WON’T sell itself! Buyers see hundreds of pitches, and even the best ideas can get lost in the noise.

The real secret? It’s not just what you pitch, but HOW you pitch it. So, how do you make buyers stop, pay attention, and want to play? 

That’s exactly why I’m bringing back an episode with Barry McLaughlin & Jason Lautenschleger, who share how to pitch and stand out at New York Toy Fair.

In this episode of Making It In The Toy Industry, Barry & Jason share their wildest Toy Fair pitch stories, including the time Jason literally proposed with Game Night in a Can—and walked away with a deal! These longtime friends (who have competed on 11 game shows together) have mastered the art of pitching with energy, humor, and theatrics to grab buyers’ attention. From landing deals with Goliath Games and PlayMonster to turning trade show pitches into full-blown entertainment, their unique and fun approach proves that showmanship sells.

Barry & Jason reveal how mini-games during a pitch can instantly engage buyers, and how reading body language cues (like the "surprise inhale" and “writing the nods”) can help you close the deal faster. Plus, they explain why not knowing all the rules of the toy industry actually helped them innovate.

If you’re prepping for Toy Fair or looking to level up your pitch game, this episode is full of must-know strategies. Learn how to grab attention, keep buyers engaged, and turn a pitch into an unforgettable experience. Put on your headphones and get ready to SELL MORE TOYS!

Listen For These Important Moments

• [00:29] - Preparing for New York Toy Fair
• [02:17] - The Journey of Barry and Jason
• [06:03] - Creating Game Night In A Can
• [15:27] - First Toy Fair Experience
• [17:10] - Pitching Tips and Strategies
• [23:51] - Connecting Through Humor
• [24:15] - Adapting Your Pitch Strategy
• [26:25] - Memorable Pitching Anecdotes
• [30:50] - Handling Competition and Doubt
• [31:38] - Keys to Pitching with Pizzazz
• [33:07] - The Importance of Presentation
• [40:46] - Final Advice for Aspiring Game Creators

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

Polarizing topic incoming... DEI. 

When The Toy Coach was picking up steam, many people told me a focus on DEI and being black would be to the benefit of my business. There were so many opportunities to speak on and about diversity and struggle as a person of color that it was hard to feel justified looking the other way at those opportunities.

My instincts told me that the DEI initiatives and opportunities offered, while tempting,  were not solid ground to build a business upon….and unfortunately, I was right.

This episode explores my personal feelings about the DEI initiative rollbacks that started with the US federal government and spilled out into a few corporations, how we feel, what we think, and what we’ll do now. 

Be sure to check the show notes for links to black-owned businesses you may be interested in buying from.

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

Let’s face it: toy brands get almost ALL the glory, but the inventors behind the product—people like you—deserve the spotlight too. In this episode of Making It in the Toy Industry, I’m sharing 5 lessons to take you from hidden genius to rising star, inspired by my own experience and my recent convo with Tim Walsh, inventor of ‘Blurt!’.

We’re talking about why advocating for yourself matters (yes, you can request your name on the box), how to time your ideas to ride the perfect trend wave, and why pitching just one idea is a rookie mistake. (Spoiler: you need a whole pipeline of concepts.)

I’ll also give some insight into how to spot the white space in the market, using data-focused tools and cross-industry trends. 

Hit play if you agree with me and Tim Walsh that toy and game inventors are criminally unrecognized. 🙂


Listen For These Important Moments:

• [00:01:46] - Recognition for Toy Creators
• [00:07:27] - Collaborating with the Industry
• [00:10:55] - Designing for Connection
• [00:12:25] - Playtesting in Real-World Environments
• [00:14:10] - Timing and Persistence
• [00:18:23] - Pitching Multiple Ideas
• [00:20:50] - Finding White Space
• [00:23:28] - Drawing Inspiration from Other Industries

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

What if a simple classroom activity could unite generations across decades? In this episode of Making It in the Toy Industry, we’re celebrating 30 years of Blurt with its inventor, Tim Walsh, and uncovering the incredible story behind the game that connects Boomers to Gen Alpha.

Discover how a third-grade classroom exercise—reading dictionary definitions aloud—sparked the creation of a timeless game that’s built kids’ vocabularies, brought families together, and even supported memory retention for older adults. Tim takes us through the evolution of Blurt, from its humble beginnings as a prototype called DeFUNitions to becoming a household staple.

But this episode isn’t just about one game. It’s about the unsung heroes of the toy industry—inventors who remain “criminally unrecognized” despite shaping cultural phenomena like UNO and LEGO. Tim and I explore why toy creators deserve the same recognition as musicians and authors, how Euro games are leading the way in celebrating designers, and what the industry can learn from them.

Tim also shares invaluable lessons for aspiring toy creators: why resilience and persistence are critical, why timing can make or break a product, and why you should always focus on generating multiple ideas instead of pinning your hopes on just one. You’ll also hear how toys like Operation have inspired careers in fields like healthcare and engineering and how play is essential for creativity, connection, and overcoming life’s challenges.

Whether you’re a toy enthusiast, an entrepreneur, or someone who values the power of play, this episode will leave you inspired to think differently about toys—and the brilliant minds behind them.

Listen for these Important Moments! 

• [01:44] - The Surprising Anonymity of Toy Designers
• [04:16] - The Origin Story of Blurt
• [07:33] - Blurt's Impact and Evolution
• [21:58] - Challenges and Successes in the Toy Industry
• [24:10] - The Power of Play in Creativity and Connection
• [26:17] - Insights from Toyland: Interviews with Legendary Inventors
• [28:33] - The Concept of 'Entreplayneur' and Embracing Playfulness
• [34:31] - Play Throughout Life: Lessons from Blurt and Beyond
• [38:12] - Advice for Aspiring Toy and Game Inventors
• [40:40] - The Influence of Childhood Toys on Future Careers

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 your dream toy business while working a 9-to-5 might be overwhelming, but with the right mindset and a dash of creativity, you can take small, actionable steps to turn your big ideas into reality! It’s all about getting scrappy, seeking unfiltered feedback, and spotting opportunities to stand out from the crowd.

In this episode of Making It in the Toy Industry, host Azhelle Wade shares the four key lessons inspired by her previous interview with Ron Weizman, the co-founder of South Beach Bubbles, that will help you launch and scale your toy business—even if you’re working full-time.

You’ll hear why it’s okay to get scrappy with your first orders, why honest and harsh feedback is the secret weapon for creating products that will strike an impact on your target market, and how to identify “white space” in even the most crowded markets. You’ll also hear why launching your product before it’s perfect is definitely okay and is necessary for your toy or product to thrive.

This episode walks you through practical tips like using local shows to test your product, leveraging unfiltered feedback to improve your designs, and finding opportunities to innovate in competitive categories.

If you’re dreaming of creating your first toy or looking for strategies to grow, this episode gives you the tools to take your toy business to the next level, one small, strategic step at a time!

Listen For These Important Moments:

• [00:00] - Exciting New Podcast Format Unveiled
• [00:47] - Recap of Ron Weizman's Interview
• [02:54] - Key Lesson #1: How To Get Your First Big Order
• [05:48] - Key Lesson #2: The Importance of Honest Feedback
• [13:32] - Key Lesson #3: Finding White Space in the Market
• [19:00] - Key Lesson #4: Just Launch Already
• [23:37] - Wrapping Up with Actionable Next Steps

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

The highest honor your toy can get in this industry is the Toy of the Year® (TOTY®). This award is so coveted, that just a nomination alone has been said to boost sales and recognition of the brands lucky enough to earn one. A TOTY win can trigger a flood of retailers knocking on your door, desperate to get your product on their shelves.

So what does it take to get a TOTY nomination? That’s what we’re breaking down in today’s episode.

In this episode, Ron Weizman, co-founder of South Beach Bubbles shares how a simple idea to get his kids off screens turned into a thriving toy business focused on outdoor play. 

Ron shares how his team turned classic bubble play into the never-before-seen Poppin Colorz line, and how it made its way to be nominated at the 2025 Toy of the Year® (TOTY®) Awards.

Ron opens up about the scientific challenges of making stain-free colored bubbles, how to stand in a crowded toy market, and why waiting for perfection isn’t always the best move for your idea. 

If your eye is on a future TOTY nomination, this episode is one you can’t miss.


Listen For These Important Moments:

• [01:46] - The Importance of Unfiltered Feedback in the Toy Industry
• [04:33] - The Birth of South Beach Bubbles
• [09:17] - What Went Through in Making PoppinColorz Bubbles
• [11:30] - Challenges and Successes that Ron & South Beach Bubbles Experienced
• [17:32] - Balancing Imagination and Practicality in the Toy Industry
• [18:47] - How Embracing Higher Price Points Can Lead To Your Toy’s Success
• [19:20] - PoppinColorz In The Making
• [23:27] - How South Beach Bubbles Creates A Trend Of Their Own
• [27:44] - Why Perfection Isn’t Necessary
• [31:26] - Creating a Lasting Community Impact by Giving Back

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

Struggling to get your toy pitch noticed? 🚀

In this episode of Making It In The Toy Industry, host Azhelle Wade reveals the secrets to crafting email subject lines that grab attention and boost your chances of success. Learn the powerful 'Four U’s' formula—Urgent, Useful, Unique, Ultra-Specific—and discover proven tips to make your emails stand out in crowded inboxes.

From real-life examples of high-converting subject lines to bonus tips on emojis and formatting, this episode is packed with actionable advice to level up your email game. Tune in and learn how to write toy pitch emails that get clicks, opens, and results! 🎯✨

Listen For These Important Moments

• [1:37] - One-on-One Coaching Opportunity
• [02:48] - Email Marketing for Toy Pitches
• [07:53] - The Four U's of Email Subject Lines
• [17:25] - Bonus Tips for Email Subject Lines
• [18:50] - High Converting Email Headlines
• [29:41] - TCA Alumni Shoutout!

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