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!

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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

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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

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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.

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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

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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.

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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.

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Have you ever wondered if it were possible to sell your toy idea instead of the finished product? Today’s podcast episode follows one creator, who does just that.

Today’s guest Joanna Paul, shares her journey of developing Moodles (formerly known as "What's Its Face?"), a patentable plush invention designed to help children understand and express their emotions. From the initial concept inspired by her own experiences as a mom to the challenges of patenting and licensing, Joanna's toy story is a testament to the power of persistence and adaptability in the toy industry.

Throughout the episode, Joanna discusses key aspects of her success, including:

1. The importance of understanding your strengths and weaknesses as an inventor and entrepreneur
2. Navigating the complexities of patenting and licensing to protect your intellectual property
3. Adapting your product based on feedback from buyers and embracing changes for marketability
4. The emotional rollercoaster of pitching, rejection, and ultimately seeing your toy on store shelves

Joanna's background in branding and design, combined with her personal experiences as a parent, have shaped her approach to toy invention. Her creation, Moodles, not only serves as a fun and engaging toy but also has the potential to make a fundamental impact on childhood development by promoting emotional learning, imagination, and problem-solving skills.

Hit play on this episode to listen in on Joanna’s early days of prototyping and pitching to the exciting moment of finally seeing Moodles available at major retailers like Walmart, Kohl's, and on Amazon.

Episode Cliff Notes:

• Learn how one mom's experience in the suburbs inspired her to create an emotional learning plush toy. [05:10]
• Discover how a toy with six different facial expressions can help kids learn about emotions and express themselves without electronics. [03:38]
• Find out how persistence and facing legal challenges led to the success of Moodles, a toy that became particularly relevant during the COVID-19 pandemic when childhood mental health problems were on the rise. [09:54]

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Branded Giveaways Are Dead! 😵  It's time to ditch the tired swag bags and discover the magic of themed experiences that truly connect with your audience. In this episode, our toy industry insiders reveal how to skyrocket your brand loyalty and sales through unforgettable brand experiences.

Branded giveaways at trade shows are passé. Instead, themed giveaways tailored to your brand’s identity or your consumer’s persona create a more lasting impression. In this week’s podcast, The Toy Coach explores why this shift is crucial and how you can transform your approach.

Diving into the specifics, Azhelle takes you on a journey through her experience at the Hasbro Game Room in New Jersey—a spectacular activation reimagining classic games like Connect Four and Twister at an oversized scale. This isn’t just about big games; it’s about big emotions and deeper connections to unforgettable brand experiences. 

To bring these insights down to earth, the episode breaks down actionable steps, from visiting dynamic pop-up museums to meticulously planning trade show experiences that resonate emotionally with consumers. You’ll learn how swapping outdated photo ops for video moments can amplify your reach.

By the end of this episode, you’ll be ready to rethink how you use trade shows and events to create more compelling, emotionally resonant brand experiences.

Episode Cliff Notes:
[Timestamp: 5:24] Learn how to make your brand giveaways unforgettable! Find out why Azhelle Wade considers traditional branded giveaways at trade shows dead and discover her strategy for turning themed giveaways into memorable brand experiences.

[Timestamp: 15:47] Find out what makes a video op more engaging than a photo op! Azhelle Wade breaks down why video opportunities are now the go-to for social media engagement and how to use them to your brand’s advantage.*

[Timestamp: 22:13] Discover the secret to successful brand tagging on social media! Learn why Azhelle Wade believes asking people to tag your brand is ineffective and how inviting them as a collaborator on your next IG Reel can 5x the results on your trade show marketing strategy.

For episode links, visit thetoycoach.com/229

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In this week's episode of Making It In The Toy Industry, we're taking a brief pause from our regular programming. Our host, recently out of the hospital after a minor procedure, needs a bit of recovery time to ensure the quality of future episodes.

But don't worry, your toy education and inspiration fix isn't far away. Head over to learn.thetoycoach.com/playlist to download a comprehensive guide featuring the top 10 things you need to know before developing your toy or game idea. This guide includes a specially curated playlist of 10 essential podcast episodes that delve into these key topics.

Take this opportunity to catch up on these crucial insights, and we'll be back next week with more invaluable content. Thank you for your understanding and continued support, Toy People!

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