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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
264 episodes
#263: NY Toy Fair 2025 Exclusive Interview with Cameron Ring
With over 13,000 followers on TikTok and millions of video views, Lost Boy Entertainment is forging a new path for launching a successful game brand. To continue our New York Toy Fair 2025 interview series, I sit down with Cameron Rin...
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Season 5
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Episode 263
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22:12
#262: NY Toy Fair 2025 Exclusive Interview with Hootenanny Games
Have you ever wondered what it’s like to run a business with your spouse? Is it all fun and games, or does every dinner conversation turn into a boardroom meeting? Do you get to celebrate the wins together, or do you find yourself debating pack...
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Season 5
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Episode 262
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26:22
#261: NY Toy Fair 2025 Exclusive Interview with Thin Air Brands
Are tariffs here to stay or not? That was the hot topic at New York Toy Fair 2025, and trust me—it’s still got the toy industry buzzing. In Q1 of 2025, the Trump administration announced a 20% tariff on Chinese imports, and with 80% of all toys...
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Season 5
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Episode 261
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41:08
#260: NY Toy Fair 2025 Exclusive Interview with Jayson Esterow & Gavin Lawler
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 ever...
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Season 5
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Episode 260
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28:51
#259: How to Maximize Your Experience at Toy Fair New York 2025
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...
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Season 5
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Episode 259
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42:18
#258: 3 Ways To Grab Buyer Attention and Land More Deals at Toy Fair
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 produc...
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Season 5
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Episode 258
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21:50
#257: How To Win Over Buyers at Toy Fair with Barry & Jason
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 ...
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Season 5
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Episode 257
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47:16
#256: Why We’re Not Surprised About The DEI Rollbacks
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 a...
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Season 5
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Episode 256
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33:38
#255: 5 Lessons to Take You From Hidden Genius to Rising Star Toy Inventor
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...
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Season 5
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Episode 255
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28:30
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#254: This Game Unites Boomers to Gen Alpha and It All Started in a Third-Grade Classroom with Tim Walsh
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 ...
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Season 5
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Episode 254
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49:13
#253: 4 Key Lessons to Launch and Scale Your Toy Business While Juggling a 9-to-5
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, seekin...
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Season 5
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Episode 253
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26:08
#252: How One Company’s Bubble Toy Got Nominated For A Major Toy Award with Ron Weizman
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 trig...
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Season 5
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Episode 252
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36:49
#251: Write Click-Worthy Email Subject Lines For Your Next Toy Pitch: Extended
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 ...
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Season 5
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Episode 251
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32:06
#250: The Art Of Toy Photography with Mitchel Wu: Extended
Ever wondered how toys come to life through photography? 🎨✨Mitchel Wu, an acclaimed toy photographer known for his brilliant use of motion and emotion in toy imagery, joins Azhelle Wade in this episode to unravel the magic behind his spe...
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Season 5
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Episode 250
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47:45
#249: 7 Tips To Improve Your Virtual Toy Pitch: Extended
Ready to turn your toy ideas into marketable products but feeling lost in the world of virtual pitching? 🚀 Don’t worry, this episode is definitely for you! In this episode of Making It In The Toy Industry, host Azhelle Wade drops all t...
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Season 5
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Episode 249
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46:04
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#248: Breaking Through Barriers in Children’s Book Publishing with Charles George Esperanza: Extended Cut
Ever wonder how a kid from the South Bronx grew up to be a superstar children's book author and illustrator? 🚀In this episode of Making It in The Toy Industry, join host Azhelle Wade as she chats with Charles George Esperanza, the creati...
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Season 5
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Episode 248
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52:14
#247: How to Fix What’s Not Working in Your Toy Business with Tyler Turk
How do you pivot your toy business when your current model isn’t working?In this episode of Making It in the Toy Industry, Azhelle Wade chats with Tyler Turk, founder of Crated with Love, about his journey from subscription box entrepren...
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Season 5
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Episode 247
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37:50
#246: How AI is Making Toy Innovation and Pitching Easier Than Ever Before with Azhelle Wade
Are you skeptical about integrating AI into your toy business?In this episode of Making It In The Toy Industry, host Azhelle Wade, also known as The Toy Coach, shares her AI expertise from this year's People of Play Innovation C...
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Season 5
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Episode 246
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37:59
#245: Crazy Aaron’s Secret Formula for Perfect Putty with Aaron Muderick
Have you ever wondered how a simple office toy evolved into a toy phenomenon? In this episode of 'Making It In The Toy Industry', host Azhelle Wade sits down with Aaron Muderick, the creative mind behind Crazy Aaron's Thinking Putty...
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Season 5
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Episode 245
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48:25
#244: Choosing The Right Crowdfunding Platform For Your Launch with Lisa Ferland
Have you ever wondered what it takes to successfully launch on a crowdfunding platform? Many creators go to the world of crowdfunding believing it's simply about having a great idea and posting it online. However, there's far more s...
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Season 5
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Episode 244
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41:46
#243: Vendors VS Sales Reps: A Storytelling Sales Showdown with Tres Patten and Rachel Jones
Ever wondered how to truly captivate buyers in the toy industry? Or why do some sales pitches fall flat even when the product is amazing?In today’s episode, we will talk about the magic of storytelling in the toy industry! We’ll cover ho...
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Season 5
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Episode 243
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49:08
#242: How Wow Moments Became The Foundation Of This Toy Business with Richard North
Want to know how to ‘wow’ your way into the competitive toy industry? In this episode of Making It In The Toy Industry, host Azhelle Wade looks into Richard North's life, sharing how he went from a de...
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Season 5
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Episode 242
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56:30
#241: What This Bold Merger Means for the People of Play Innovation Conference with Greg Ahearn and Mary Couzin
Curious about what happens when major toy industry players team up?In this episode of Making It In The Toy Industry, host Azhelle Wade cracks open the toy box on the epic merger between The Toy Association and...
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Season 5
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Episode 241
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39:17
#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...
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Season 5
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Episode 240
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53:35
#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 t...
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Season 5
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Episode 239
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33:06
