Making It in The Toy Industry
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
I never thought I’d make an episode like this. For years my students asked for a lesson on manifestation, and for years I said no. It felt too woo-woo for a business show. But this past year I learned how much manifestation and hard work go hand in hand. Here are the 3 habits I’d have you practice to turn your toy idea into a real product.
Mentioned in this episode:
You Are a Badass by Jen Sincero: https://lin...
Like any good season finale, I'm putting it all on the table.
Episode 10 marks the END of our season all about the Impact of AI on The Toy Industry. In this week's episode we're revisiting everything we covered this season from the environmental and mental impact of AI usage, to it's organizational benefits and need for a human touch.
Then, I'll be sharing the results from my survey on AI Usage in The Toy Industry. So if you're here ...
I once told CNN that some AI toys feel like a wolf in sheep’s clothing because it can be hard to tell how much privacy you’re giving up. While I'm a fan of AI use in business, I’ve been skeptical of AI toys for a while.
But in today's interview, the Stickerbox genuinely changed my mind. Instead of using AI to keep kids on a screen, or to get them to develop a relationship with a robot, instead, Stickerbox uses AI t...
What if I told you Dan Klitsner discovered AI 30 years ago and used it to invent Bop It?
Well, he didn’t. But I did ask Dan how AI might have influenced the creation of his hit game if it did exist when he was first starting out. Dan’s breakout invention sold over 50 million units, and those numbers put the “song” associated with the game at Diamond status. (Dear music industry, he’s still awaiting his ...
AI is changing fast, but for the first time in a while I'm feeling that we've hit a moment of "stability". That means NOW is the perfect time to learn to apply the latest AI tools to your toy business.
In this mini reset episode, I break down why so many people are getting mediocre results from AI, and announce a free live masterclass where I'll walk you through the three AI tools + new-ish features that every toy company needs to k...
1.5 million people left Chat GPT and went running to Claude for all the wrong reasons. Claude isn’t just the more ethical AI tool. It’s THE tool built for serious businesses.
One of the most popular topics of conversation right now is Claude Code. I myself have been obsessing over it lately, finding myself dreaming of code to the point where I wake up thinking I’ve finished a debug.
The bigger question isn’t j...
My friend (and On Brand with Jimmy Fallon co-star) Pyper Bleu is joining me on the podcast today to share her perspective on the effects of AI and the algorithm on retail.
Our conversation starts with Pyper peeling back the curtain on how she built a platform of 400K subscribers on her YouTube channel Lyfe of Pyper, and why she decided to shift offline and open a retail shop — plus she explains how they're so different.
We also...
So I finally convinced you that you can’t ignore AI… and you’re ready to implement it in your toy business. Go you. Love that for you. 👏🏾
But before you go trying to haphazardly plug AI into every little task, you need to build your AI foundation.
Your AI foundation is a series of files, records, strategy, and frameworks that you as a business use on a day-to-day basis. You may already have it documented somewher...
My new AI agent completed 2 months of research and idea development work in 20 minutes! And the cost? About $5.
If you bumped into me at New York Toy Fair you already know how excited I am about the AI integrated automations I am currently building. The ability to utilize AI reasoning in everyday business tasks will soon be the defining rift between thriving modern businesses and those struggling with ancient processes, over...
Amazon’s new “Buy For Me” button sounds helpful… but is it quietly rerouting your customers and sales without your consent? In this episode, I’m joined by Angie Chua of Bobo Design Studio to break down how this Amazon Buy For Me feature actually works, how it integrated her shop without her opting in. Plus we dive into what every small business, maker, and toy brand needs to watch out for when Amazon ...
With every major advancement in science or technology, there is bound to be pushback. AI is no exception. This season is for toy and game creators navigating AI in the toy industry. In 10 episodes we’ll explore how to use AI while maintaining your taste, trusting your judgement, protecting your IP, and actually saving time.
This first episode is the foundation for the coming weeks. Before you dive any deeper into AI, let&rsquo...
After 299 weeks of toy talk, our 300th episode marks the closing of one chapter and opening another. This little podcast that started as “let’s see what happens” has turned into a full-on resource library for toy inventors, toy entrepreneurs, and creative creatives like you who just can’t shake that pull toward the toy industry.
In this episode, I'm sharing the biggest lessons from 5+ years of episodes: why m...
Before Swift Clicks ever hit the shelves, the team at Make It Real was staring down the brutal math of the craft aisle: rising costs, shrinking margins, and kids who expect faster, cooler results than ever. So how did her team turn that pressure into a Creative Toy of the Year finalist bracelet maker that Swifties can’t stop talking about?
In this episode of Making It in the Toy Industry, I sit down with Gena Lavallee, VP of G...
Can a $5 squishy toy really outsell the competition and take home a Toy of the Year award? Schylling’s CEO Paul Weingard is betting on it and honestly, the numbers are on his side.
The NeeDoh Nice Cube Swirl isn’t just another sensory stress ball. It’s a Specialty Toy of the Year finalist that’s been an Amazon best seller, is selling out in stores, AND building real emotional connection with kids and adults w...
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 Beach Bubbles about the strategy behind their hit product, the Galactic Color Bubble Machine. We cover what it takes to stand out in a saturated market, how packaging and demos drove retail success, an...
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 nominations, and one incredibly ambitious idea. For 2025, Abacus Brands teamed up with ESPN and a roster of elite athletes to create the ESPN Virtual Reality Headset. This toy turns a 148 page sports book...
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 Collectible Toy Of The Year, and if you ask me, they should be the ones taking home the TOTY. (sorry Lego!) Sky Castle built a brand, demand, and a community from scratch, and they’re onl...
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 breaking down exactly how to get nominated, how to time your launch for max award potential, and how a TOTY nod can boost your sales, get you press, and even give your SEO a serious lift.
Yo...
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 the show, what was it really like, and what do I think of Jimmy Fallon?
This week on Making It In The Toy Industry, I’m taking you behind the scenes of my wild ride as a contestant on On B...
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 It in the Toy Industry, I’m coaching Durrat, Toy Creators Academy alum, Accelerator grad, and founder of Dcraftsource, a culturally-inspired craft kit brand built to celeb...
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