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Making It in The Toy Industry | Start A Toy Business
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? Are there toy manufacturing options outside of China?
These are just a few of the questions that will be answered on this weekly podcast, Making It In The Toy Industry. In addition to mini toy masterclasses, and step-by-step guides, each episode is designed to help you take immediate action toward developing, presenting, licensing, and producing your next big toy or game idea.
Learn how to find the right factory, negotiate manufacturing costs, and use successful sales techniques to get your product noticed by major toy companies.
Meet Your Host
Azhelle Wade, aka The Toy Coach, has been in the toy industry since 2010. With 3 toy patents, multiple toy awards, and a track record of managing multi-million-dollar toy lines for companies like Toys R Us, Party City, Madame Alexander, and Creative Kids, Azhelle brings passionate and enthusiastic toy industry expertise to every episode.
Join thousands of toy creators and entrepreneurs who are making their toy dreams real with Making It In The Toy Industry!
Episodes
290 episodes
#289: The TCA Journey Behind a Toy Empowering Kids to Choose Kindness with Jana Hallam
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 m...
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Episode 289
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23:38
#288: How an Industry Veteran Rebuilt His Toy Knowledge Through TCA with Gerardo Davila
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 ...
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Episode 288
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27:25
#287: Looking Back at a TCA Alum’s Journey as a Game Designer with 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...
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Episode 287
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20:00
#286: 3 Surprising Ways To Use AI To Save Money In Your Toy Business
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 ...
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Episode 286
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32:13
#285: TCA Accelerator Coaching Call with Michael Harring
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 “ju...
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Episode 285
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1:03:09
#284: What the End of De Minimis Means for Toy Creators
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 of...
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Episode 284
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36:00
#283: 3 Costly Mistakes That Toy Creators Make with Factories
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 complete...
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Episode 283
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27:35
#282: Why Toy Companies Are Switching to Manufacturing in India with Joshua Punin
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...
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Episode 282
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49:03
#281: TCA Accelerator Coaching Call with Carrie Shaked
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 doorw...
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Episode 281
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59:47
#280: TCA Accelerator Coaching Call with Courtney Smithee
Ever wondered why all baby toys are so bright and loud? all primary and neon colors? Aesthetic-focused moms are craving a change. In this episode of Making It in The Toy Industry, I’m bringing you a powerful coaching session that spotl...
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Episode 280
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44:13
#279: TCA Accelerator Coaching Call with Kieche O’Connell
The most innovative toy ideas I’ve ever seen come from people outside the toy industry. When I met Dr. Kieche O’Connell, the creator of Catoms, I was completely blown away. She found a way to merge her love of science and the periodic table int...
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Episode 279
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52:36
#278: TCA Accelerator Coaching Call with Manish Punwani
Ever feel like your toy or game idea is too niche or catch yourself wondering if you’ve really got what it takes to break into the industry? Maybe you’ve been sitting on a killer concept, or you’re already knee-deep in prototypes and s...
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Season 5
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Episode 278
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53:25
#277: Game Pitching Tips From a Toy Industry Insider with Tanya Thompson
Have you ever had a game idea pop into your head and thought, “This could be huge… but how do I even pitch it?” Or maybe you’ve been sitting on a finished prototype, wondering if it’s really “good enough” to get in front of a big toy c...
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Season 5
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Episode 277
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1:04:42
#276: TCA Accelerator Coaching Call with Joanna of Fren Forest
If you've ever wished you could sit in on a real coaching call inside Toy Creators Academy, today’s your lucky day. This episode is part of a special behind-the-scenes series where I bring you inside the TCA Accelerator for a one-on-one strateg...
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Season 5
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Episode 276
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43:38
#275: 3 Unmissable Lessons to Turn Your Hobby Into a Hit Game
Can your hobby become the next best selling board game? If you’ve ever wondered how to turn your weekend hobby into something magical and marketable, this episode is your cheat sheet.In this episode of Making It In The Toy Industry, I’m ...
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Season 5
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Episode 275
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17:35
#274: Turn Your Hobby Into a Best-Selling Board Game with Elizabeth Hargrave
What are your hobbies? I personally enjoy dance, specifically latin dance and often I wonder, “What if I could translate salsa dancing into a toy or game?”. Well today, we’re going to explore that possibility. Today my guest shares how she turn...
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Season 5
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Episode 274
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47:26
#273: The Tabletop Game Licensing Blueprint that Closed Major Deals with April Mitchell
Licensing a tabletop game doesn’t require years of experience or a perfectly polished prototype. What it really takes is a strong idea, a strategic approach, and the confidence to put yourself out there.In this episode of Making It In T...
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Season 5
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Episode 273
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27:48
#272: How Labubu Became The Most Wanted Plush in the World
It started with a fuzzy little monster, hiding in the pages of a picture book inspired by Nordic fairy tales. She wasn’t famous. She didn’t have a movie deal. But when one K-pop superstar hugged her on Instagram… everything changed.This ...
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Season 5
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Episode 272
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36:08
#271: Email Marketing Rules You Can’t Break
Are you sleeping on the money-making magic of your email list?If you've been pouring all your energy into TikToks, Reels, and likes… hold up. Because while social media might be where the buzz is, your email list is where the buying<...
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Season 5
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Episode 271
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40:39
#270: The Pricing Strategy That’s Getting Buyers to Say YES
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 m...
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Season 5
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Episode 270
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19:53
#269: Thinking Differently About Toy Production with Lisa Doiron of Basic Fun
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 ...
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Season 5
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Episode 269
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16:12
#268: The Truth Behind Being a Game Inventor with Jeremy Posner
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
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Season 5
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Episode 268
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44:53
#267: Winning a TOTY Award and Scaling a Toy Business Through 3D Printing with Solobo Toys
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...
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Season 5
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Episode 267
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47:50
#266: NY Toy Fair 2025 Exclusive Interview with Sharon Price John
“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?<...
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Season 5
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Episode 266
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43:38
#265: Navigating the Tariff Changes in The Toy Industry | April 2025
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 ...
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Season 5
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Episode 265
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1:03:54
