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 09, 2024#240: Getting Media Attention For Your Plush Brand with Hugimals Founder Marina Khidekel
Ever wondered how a toy brand can also serve as a wellness tool? In this episode of Making It In The Toy Industry, Azhelle Wade interviews Marina Khidekel, the founder of Hugimals World. Discover how Marina transitioned from a successful health journalist to a toy entrepreneur on a mission to address anxiety and stress with weighted plush toys. Marina shares personal life experiences that inspired the creation of Hugimals, which has been featured in prominent media outlets such as, Time Magazine, Parents Magazine, Good Housekeeping’s Best Toys, and the Today Show’s It List. During this chat you’ll learn a bit about product development and distribution, the brand's marketing strategies (plus how to make them your own), and the power of thoughtful media engagement.
Marina Khidekel details her unexpected journey into the toy industry, highlighting the importance of aesthetic appeal and emotional connectivity in product design. Walk through the challenges and triumphs of launching a plush line, and creating a whole new category in the toy industry.Marina shares her experience working with experts to ensure product efficacy, and how grassroots efforts led to media success. If you are considering launching a toy line in a newish category that may not be getting a lot of love right now, this episode is a must listen.

Listen For These Important Moments
02:51 Marina’s Journey: From Journalism to Toymaking
04:49 Creating a New Toy Category During the Pandemic
05:55 Aesthetic and Design Story of Hugimals
08:12 Hugimal’s Recognition in Big Publications
12:19 Role of Pilot Programs in Product Validation
25:46 Leveraging Media Expertise for Brand Success
29:55 Changes in the Media Industry
35:27 New Products from Hugimals World
38:49 Importance of Experts & Research in Toy Development
49:37 Marina’s Favorite Toy as a Kid

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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
54 min
October 02, 2024#239: Leaving A Career In Flowers For A Career In Toys with Chrissy Fagerholt
Have you ever thought about switching careers and diving into a completely new industry? In this episode of 'Making It in the Toy Industry,' student host Virginia takes the reins to interview Chrissy Fagerholt, a former floral designer turned toy entrepreneur. As one of the first graduates of the Toy Creators Academy (TCA), Chrissy shares her incredible journey, discussing the challenges and triumphs she experienced while getting her products licensed by heavyweights like Mattel and Goliath. From her initial licensed game, Friend or Faux, to her newest hit, Girls in Bar Bathrooms, Chrissy provides a backstage look into what it takes to succeed in the toy industry.
In this episode, listeners will gain valuable insights into the nuances of the toy business including the critical role of industry education, the financial realities of self-funding, and the power of social media marketing. Chrissy also gives an honest account of balancing creativity with business management and what aspiring inventors can expect if they choose to follow in her footsteps. Whether you’re an inventor, entrepreneur, or someone with a keen interest in the toy industry, this episode offers a treasure trove of insider tips and inspirational stories.

Listen For These Important Moments
02:03 Chrissy's Journey to Toy Creation
03:09 The Toy Creators Academy Experience
03:43 From Licensed Products to Self-Publishing
08:52 Chrissy's Success Stories
10:03 The Story Behind 'Girls in Bar Bathrooms'
14:08 Chrissy's Social Media Presence
16:01 Discussing Business Structure and Origins
17:26 Balancing Work and Personal Life
19:15 Financial Realities of Running a Business
21:24 Navigating Business Challenges and Growth
24:10 Inventor vs. Entrepreneur: A Personal Reflection
26:20 Exploring the Game 'Girls in Bar Bathrooms'
30:24 The Joy and Value of 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
34 min
September 25, 2024#238: Starting and Growing An Online Business with Amy Porterfield: Extended Cut
Want to learn secrets to growing your toy brand online? In episode 238 of Making It In The Toy Industry, host Azhelle Wade revisits an extended interview with her mentor, Amy Porterfield, a multi-million dollar online business owner and expert in email marketing. During the podcast, Amy shares her journey from corporate life to becoming an entrepreneur, highlighting the importance of list building and personal storytelling in email marketing. Azhelle and Amy discuss the evolution of Amy's business, the significance of clear partnership expectations, and tips for creating effective lead magnets for building email lists. The conversation offers valuable insights for toy industry entrepreneurs looking to grow their businesses through digital marketing strategies.

Listen For These Important Moments:
00:33 On the Road: Astra Board Meeting
01:04 Introducing Amy Porterfield
04:13 Amy's Journey to Entrepreneurship
17:48 The Value of Partnerships
20:21 The Importance of Affiliate Partnerships
21:08 Lessons from a Business Partnership
25:17 The Power of Email Marketing
33:10 Creating Effective Lead Magnets
38:20 Childhood Inspirations and Final Thoughts
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
42 min
September 19, 2024 #237: Crowdfunding Your Idea Just Got Easier with BackerKit
Ever wondered how to turn your toy idea into a fully-funded product without breaking the bank?

In this episode of Making It in the Toy Industry, Azhelle Wade sits down with two crowdfunding experts from BackerKit, Lafia and Maddie, to spill all the secrets behind running a successful crowdfunding campaign.
They dive into how BackerKit helps creators manage backers, collect pledges, and fulfill rewards (without losing their minds in spreadsheets). You’ll also hear about "Topias"—group launches where multiple creators team up to support each other’s campaigns—and how to build an audience that will help you hit your funding goals in no time. Whether you're just starting out or looking to take your toy product to the next level, Lafia and Maddie share real success stories, smart strategies, and tips for growing your email list and marketing your campaign like a pro.
If you’ve got a big idea and want to learn how to make it happen with crowdfunding, this episode is packed with insights you don’t want to miss!
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
35 min
September 11, 2024#236: The Toy Coach and The Toy Queen Discuss The Best Toys For Early Childhood Development
What Can a Pediatric Occupational Therapist Teach Us About Toys?

In Episode 236 of "Making It in the Toy Industry," host Azhelle Wade chats with pediatric occupational therapist, Keri Wilmot, who has a treasure trove of insights from her nearly 25 years in the field.

Keri uses toys to help children improve fine motor skills, coordination, and overall performance in self-care tasks. Her work with kids facing ADHD, autism, Down syndrome, and cerebral palsy is testament to the transformative power of play.

Want to help your child master the art of tying shoelaces? Kerri’s got a tip for that—use toy tools like tweezers to build up the necessary hand strength. Is your kid's sensory processing a roadblock to engaging in play? Keri’s got that covered too in her book “Wired Differently.” And if you’re worried about how tech has sidelined physical activities, her new book “Fine Motor Foundations” addresses this head-on with practical advice.

Episode Cliff Notes:
Learn the secret to using household items for enhancing your child's fine motor skills. (Timestamp: 10:15)
Find out how AI can creatively assist parents in developing engaging activities for their kids. (Timestamp: 15:45)
Find out the unique toy recommendations Kerri shares for developing fine motor skills, and how you might already have these items in your kitchen. (Timestamp: 18:42)
Hear expert insights on the impact of sensory regulation and how to improve your child's focus through play. (Timestamp: 22:30]
Hear Keri Wilmot’s personal stories about memorable toys from her childhood. (Timestamp: 30:05)

Mentioned In This Episode:
For the links mentioned in this episode visit www.thetoycoach.com/236

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
35 min
September 04, 2024#235: How to Use Consent-Based Email Marketing To Sell More Toys
Is Your Email Marketing Consent-Compliant, or Are You Just Spamming? In digital marketing circles, consent in email marketing has never been a hotter topic. Before the toy industry gets left in the dust on what constitutes as "consent" in email marketing, you NEED this episode.

Today on Making It in the Toy Industry, The Toy Coach shares a conversation with email marketer Tarzan Kay to break down why getting clear, informed, and revocable consent is more important than ever. With the rise of regulations in email marketing it's essential to ensure that your email list is not only compliant, but engaged.

How many times have you come back from a toy show only to be bombarded by random newsletters you never signed up for? Not only is this an annoying reality, but it’s a surefire way to tank your reputation, deliverability, and those all-important open rates.

Tarzan joins the show to get real about to build a valid email list—whether it’s with lead magnets, trade show contacts, or discount codes. In this episode learn tips on how to keep your list engaged, rather than running for the unsubscribe button.

💡 EPISODE CLIFF NOTES:
Want to keep your subscribers happy? Find out how informed consent can transform your email game. [08:23].
Learn the secret to avoiding legal issues and ensuring high email deliverability by understanding the power of genuinely informed consent.
Ever thought a toy company email could be... fun? Tarzan rewrites one with a killer opening line using non-linear storytelling. [15:07].
Azhelle Wade and Tarzan Kay ideate email marketing strategies specific for the toy industry, such as humanized brand representation [18:00].
One simple trick to reduce your unsubscribe rates and improve the subscriber experience—don’t miss it. [23:45].

For the links mentioned in this episode visit: www.thetoycoach.com/235
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
40 min
August 28, 2024#234: Avoid These 3 Common Mistakes When Working with a Toy Factory
Time for a little tough love toy-coaching: If you're struggling to develop a pre-production sample of your toy that you're proud of, the problem might be you! This week on the podcast, you'll learn 3 common mistakes that new toy creators make when working with overseas factories. This episode includes insights from my full time work in the toy industry and my 1:1 client work. When applied correctly, the 3 lessons taught in this episode will save you time and money in the toy development process.

Why You Should Be Pantone Obsessed
Being Pantone-obsessed can make or break your toy design. In this episode, I’ll break down the magic of Pantone color matching and why having a Pantone booklet in your toolkit is non-negotiable.
Get Specific or Get Ready to Pay Another Sample Fee
Vague instructions are the kryptonite of successful toy production. I’m sharing a personal story of how such nonspecific language led to a production disaster.
Slow Down On Pre-Production Approvals
Pre-production samples should be approved SLOWLY and with care. In this episode, I’ll tell you why. This episode will transform your view of pre-production samples to avoid production mistakes.

Episode Cliff Notes:
Discover how a universal color standard can save you time and money in your toy production. [00:01:44]
The major pitfall of using vague language in your product development requests. Learn how to be specific and clear to ensure your toy comes out exactly as you envisioned, without unnecessary delays. [00:14:09]
Why it’s crucial to always review a physical pre-production sample, rather than relying on photos or videos, to catch any overlooked issues and ensure your final product is flawless. [00:21:24]

After this episode you'll be aware of the top 3 mistakes most new creators make when working with a factory and how to avoid them.
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
29 min
August 21, 2024#233: How Plush Toy Brands Are Going Viral with Experiential Glow-Ups
Forget just selling products—it's time to create immersive shopping experiences for your customers, in person and online. The sensory retail revolution is here, driven by consumers who are tightening their purse strings yet still craving a deeper connection with the brands they invest in. In today’s episode, we’ll dive into three powerful ways plush brands—from high-end labels to indie creators—are building these connections and turning them into tens of thousands of social media likes, comments, and shares.
Take a closer look at the strategies behind savvy brands like Jelly Cat, Ragmop and Goose, and Sad Nuggie, and learn how you can put your own unique spin on consumer engagement in the digital age.

Here’s a sneak peek at what you’ll hear:
Pop-Up Perfection: Jelly Cat’s whimsical diner setups and pet-themed series aren’t just Instagrammable—they’re unforgettable.
Unboxing, Reinvented: Ragmop and Goose transform packaging into a share-worthy event, complete with puppets and surprises.
Storytelling FTW: Sad Nugget shows how to weave a compelling narrative around your products, making them feel exclusive without the hefty price tag.
When you’re ready to get creative with your marketing budget, hit play on this episode, grab a notepad, and prepare to change how your customers not only see your brand but how they feel about it.

Episode Cliff Notes:
Combining physical products with emotional and tactile experiences can enhance customer engagement and drive sales, even in a frugal market. Discover how experiential retail is making waves in the plush toy industry and beyond. [00:02:00]
Learn how brands like Jelly Cat and Ragmop & Goose use social media to create unforgettable boxing and storytelling experiences that captivate consumers and generate buzz. These strategies can offer a high return on investment for your brand! [00:02:00]
You don’t need a big budget to create a memorable customer experience. Learn how storytelling through packaging and personalized selection processes can make your product launch unique and engaging without breaking the bank. [00:11:27]

For the links mentioned in this episode visit: www.thetoycoach.com/233
Send The Toy Coach Fan Mail!
Support the show
About My NEW Podcast Art:
The podcast art for Season 6 of Making It In The Toy Industry features product illustrations of toys and games I helped guide in Toy Creators Academy and TCA Accelerator. Tap the brand name below to check them out!
Playcor by Courtney Smithee
9 to 5 Warriors by Brandon Braswell
Catoms by Kieche O'Connell
The Lunch Room by EAP Toys and Games founder, Chrissy Fagerholt
28 min
August 14, 2024 #232: The Underconsumption Core TikTok Trend is Shaping the Future of Toys
What is the "Underconsumption Core" TikTok trend and how might it effect the toy industry? From "Loud Budgeting" to "Underconsumption Core" Gen Z and Millennials are leading an era of saving over spending, and they aren't keeping quiet about it. As the cost of living skyrockets while wages remain stagnant, the U.S. is bracing for a financial downturn. But this time, consumers are anticipating, preparing, and talking about how they're cutting back, all over social media.

If you haven't yet explored the implications of this trend on the toy industry, now is the time. In this episode of the Making It In The Toy Industry Podcast, we dive deep into the potential impact of "Underconsumption Core," drawing parallels to the 2008 recession and its influence on toy sales. We'll examine the toy categories that thrived during that financial crisis and discuss how today's focus on mindful spending might shape the toys we develop and how we market them.

Key Takeaways:
Resilient Categories: Arts and crafts, building sets, and games and puzzles weathered the 2008 financial storm, suggesting these could be strong contenders for future toy releases.

The "Underconsumption Core" Trend: Driven by a focus on budgeting, a desire for lasting value, and the challenges of a high cost of living, this trend may lead to a demand for durable, multi-use toys and an "Underconsumption Core" aesthetic.

Low-Price Novelty Success: During economic downturns, low-price novelty items and arts and crafts products often appeal to both high-income and budget-conscious consumers, offering a potential strategy for future product development.

Tune in to gain valuable insights on how the Underconsumption Core trend may impact the toy industry's pricing strategies, revenue growth, and overall consumer behavior. Don't miss out on the opportunity to adapt your toy business or career to align with the changing consumer landscape.
Send The Toy Coach Fan Mail!
Support the show
About My NEW Podcast Art:
The podcast art for Season 6 of Making It In The Toy Industry features product illustrations of toys and games I helped guide in Toy Creators Academy and TCA Accelerator. Tap the brand name below to check them out!
Playcor by Courtney Smithee
9 to 5 Warriors by Brandon Braswell
Catoms by Kieche O'Connell
The Lunch Room by EAP Toys and Games founder, Chrissy Fagerholt
31 min
August 07, 2024#231: Art Made Easy: How Project Joy Studios Is Breaking Into The Toy Industry
What if I told you that you can easily create museum-quality art? This week, the Making It In The Toy Industry podcast hit the road for an in-person interview with Jessica Joy London at her studio space. Jessica is the founder of Project Joy Studios, and she's on a mission to make art accessible to everyone.
Joy’s story shatters the myth that only a select few are born with artistic talent. She proves that with the right tools, thoughtful techniques, and an open mind, anyone—yes, ANYONE—can create beautiful art.
Throughout this podcast Joy takes us through the evolution of her consumer-facing art kits, from the initial Daily Joy concept to the more affordable and user-friendly Weekend Joy version. She reveals how simplifying the product and reducing the price point led to a surge in sales during the holiday season, cementing her belief in the power of art to bring happiness to people's lives.

As Joy shares her experiences with playtesting and selling her products at local events, she highlights the importance of gathering feedback and understanding your target audience. Her success story is a testament to the value of perseverance and adaptability in the face of challenges, as she navigated the art scenes in Michigan and Philadelphia while juggling motherhood and personal health issues.
Watch this Interview On YouTube: https://youtu.be/o3mwThcFj7w
Key Moments:
Learn how Project Joy Studios is making the creative process accessible to everyone. [13:45]
Discover the inspiration behind Joy London's unique art kit that encourages daily creativity and reduces stress. [7:15]
Find out how a challenging personal experience led Joy London to develop a successful business helping others create joy-filled lives through art. [27:30]
For links mentioned in this episode visit thetoycoach.com/231 and scroll down to the mentioned in this episode section.
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

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?…