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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
284 episodes
#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
#264: NY Toy Fair 2025 Exclusive Interview with Purryfuls
Have I ever told you that I’m allergic to cats? Well, lucky for me I recently met Katharine Burke, the creator of PurryFuls, a purring plush cat that is designed for on demand comfort that only a purring cat can provide.Katharine left a ...
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Season 5
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Episode 264
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25:21
#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
