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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
298 episodes
#297: How South Beach Bubbles Became a 2-Time TOTY Finalist with Ron Weizman
They sold out before summer, got emails from retailers and industry outsiders, and scored a back-to-back TOTY nomination… so how did they do it?In this episode of Making It in the Toy Industry, I talk with Ron Weizman of South B...
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Episode 297
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29:43
#296: ESPN Virtual Reality Experience Nominated For A Major Toy Award with Steve Rad
What does it really take to make an ESPN-licensed toy? Imagine teaching kids about sports from inside SportsCenter.That’s exactly what Abacus Brands pulled off after 27...yes, twenty-seven licensing deals, seven TOTY n...
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Episode 296
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41:35
#295: How Sticki Rolls Went From 1 Billion Views To Toy of the Year Finalist with Lev Nelson
What started as an inventor's pitch, evolved into a collectible phenomenon. Sky Castle Toys is showing us what happens when you combine viral content with collectibility… and it’s Sticki Rolls. Sticki Rolls is nominated for Collecti...
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Episode 295
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46:10
#294: Why the TOTY Awards Are the Oscars of the Toy Industry
You’ve heard of the Emmys, the Oscars, and the Grammys... but what about the TOTYs?In this episode, we’re going to dive into the TOTY (Toy of the Year) Awards and why they’re a huge deal if you're in the toy industry. I’m breaki...
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Episode 294
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10:14
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#293: How I Landed On Brand with Jimmy Fallon and Pitched National Campaigns
In spring 2025 I was invited to join On Brand with Jimmy Fallon as 1 of 10 creatives selected to pitch national campaigns to major brands on national TV. Since the episodes aired, my DMs have been full of the same questions: how did I get on th...
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Episode 293
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26:51
#292: Toy Creators Academy Accelerator Coaching Call with Durratussharaf
You’ve got a product idea that means the world to you… maybe it’s cultural, personal, or rooted in your own childhood traditions. But making it retail-ready without losing your mission? That’s the challenge.In this episode of Making ...
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Episode 292
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33:29
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#291: Toy Creators Academy Coaching Call with Melanie Palmer
Your toy is 90% done… for the fifth time. You keep playtesting, tweaking, second-guessing, and you’re convinced it’s not ready. But what if all that perfectionism is what’s actually holding you back?In this episode of Making It In Th...
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Episode 291
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52:54
#290: Toy Creators Academy Coaching Call with Melissa Brody
Big feelings deserve a safe space and sometimes, that space looks like a soft, huggable friend with swappable expressions and a whole lot of heart…eyes!In this episode of Making It In The Toy Industry, we’re opening up another coachi...
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Episode 290
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54:35
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#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
