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 everything, check out this first episode of NY Toy Fair 2025 Exclusive Interview Series. Over the next month and a half, I’ll be taking you inside the show floor for exclusive interviews with toy designers, licensors, CEO’s, entrepreneurs and inventors who are...
Mar 05, 2025•29 min•Season 5Ep. 260
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 few friendly conversations, pass too much time playing with toys at welcoming booths, and end up missing opportunities to grow your business, or sell your ideas. Once you walk through the doors of the Javits Center , the impact of the show is bound to hit you. So let’s...
Feb 26, 2025•42 min•Season 5Ep. 259
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 product—it needs to demand attention. In this episode of Making It In The Toy Industry, I’m breaking down 3 simple strategies that will help you: ✨ Grab buyer attention in seconds (without feeling salesy) 🎉 Make your pitch an experience they won’t forget 👀 Spo...
Feb 19, 2025•22 min•Season 5Ep. 258
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 real secret? It’s not just what you pitch, but HOW you pitch it. So, how do you make buyers stop, pay attention, and want to play? That’s exactly why I’m bringing back an episode with Barry McLaughlin & Jason Lautenschleger, who share how to pitch and stand ...
Feb 12, 2025•47 min•Season 5Ep. 257
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 and struggle as a person of color that it was hard to feel justified looking the other way at those opportunities. My instincts told me that the DEI initiatives and opportunities offered, while tempting, were not solid ground to build a business upon….and unfortunately...
Jan 29, 2025•34 min•Season 5Ep. 256
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 star, inspired by my own experience and my recent convo with Tim Walsh, inventor of ‘Blurt!’. We’re talking about why advocating for yourself matters (yes, you can request your name on the box), how to time your ideas to ride the perfect trend wave, and w...
Jan 22, 2025•29 min•Season 5Ep. 255
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 that connects Boomers to Gen Alpha. Discover how a third-grade classroom exercise—reading dictionary definitions aloud—sparked the creation of a timeless game that’s built kids’ vocabularies, brought families together, and even supported memory retention f...
Jan 15, 2025•49 min•Season 5Ep. 254
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, seeking unfiltered feedback, and spotting opportunities to stand out from the crowd. In this episode of Making It in the Toy Industry , host Azhelle Wade shares the four key lessons inspired by her previous interview with Ron Weizman, the co-founder of South Bea...
Jan 08, 2025•26 min•Season 5Ep. 253
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 trigger a flood of retailers knocking on your door, desperate to get your product on their shelves. So what does it take to get a TOTY nomination? That’s what we’re breaking down in today’s episode. In this episode, Ron Weizman, co-founder of South Beach Bubbl...
Jan 01, 2025•37 min•Season 5Ep. 252
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 powerful 'Four U’s' formula—Urgent, Useful, Unique, Ultra-Specific—and discover proven tips to make your emails stand out in crowded inboxes. From real-life examples of high-converting subject lines to bonus tips on emojis and formatting, this episode is pack...
Dec 25, 2024•32 min•Season 5Ep. 251
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 spectacular work with major clients like Marvel, Disney, and Hasbro. Learn how he transitioned from a mundane consumer products career to mastering the niche of toy photography, and get insights on making your own products come alive through powerful visuals. Tune...
Dec 18, 2024•48 min•Season 5Ep. 250
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 the tips you need to nail your next virtual toy pitch. Discover why energy is your secret weapon, how to create an unforgettable sizzle video, and why personalizing your pitch can set you apart. Plus, we’ll discuss common mistakes to avoid, from outdated visuals to...
Dec 11, 2024•46 min•Season 5Ep. 249
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 creative mind behind Boogie Boogie Y’all ! 🎨📚 From dreaming of drawing comics to becoming a HarperCollins author, Charles shares his journey full of ups, downs, and plenty of surprises. He shares how he turned "no" into motivation, why his vibrant oi...
Dec 04, 2024•52 min•Season 5Ep. 248
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 entrepreneur to retail board game powerhouse. When Tyler’s subscription box business skyrocketed during the pandemic, it seemed like a dream come true—until the workload became unsustainable. That’s when he made a bold decision to pivot to selling one-off products, a shi...
Nov 27, 2024•38 min•Season 5Ep. 247
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 Conference and ChiTAG - Toy and Game Fair in Chicago, where she presented her talk on 'How AI is Making Toy Innovation and Pitching Easier Than Ever Before.' You’ll see firsthand how AI can significantly 10x your toy development process with a custom GPT s...
Nov 20, 2024•38 min•Season 5Ep. 246
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. From a child's love for tinkering to creating a renowned brand, Aaron's journey is a testament to innovation, persistence, and passion. He discusses the importance of staying connected to your audience, maintaining product quality, and the c...
Nov 13, 2024•48 min•Season 5Ep. 245
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 strategy involved than we realize. The process requires meticulous planning, audience engagement, and a strong narrative to capture backers' hearts and minds. In this episode of Making It In The Toy Industry , host Azhelle Wade talks with Lisa Ferland, a...
Nov 06, 2024•42 min•Season 5Ep. 244
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 how sales reps and vendors approach things differently, plus the secrets to crafting pitches that go beyond a quick sale and build lasting customer relationships. Discover how storytelling can be the key to success in this highly competitive toy market. Join us in...
Oct 30, 2024•49 min•Season 5Ep. 243
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 determined 19-year-old to a multi-award-winning entrepreneur and the founder of Wow! Stuff. You will learn about his career’s turning points, such as being featured in Channel 4's Secret Millionaire TV Show, including the emotional inspirations behind the creation of Wow! Stuff and groundb...
Oct 23, 2024•57 min•Season 5Ep. 242
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 People of Play . You’ll hear straight from the toy legends — Mary Couzin and Greg Ahearn—as they give us backstage passes on their big plans for events like POP Week and ChiTAG, and how this merger is shaking things up for the toy industry. The guests shared what sparked this merger and t...
Oct 16, 2024•39 min•Season 5Ep. 241
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 journalist to a toy entrepreneur on a mission to address anxiety and stress with weighted plush toys. Marina shares personal life experiences that inspired the creation of Hugimals, which has been featured in prominent media outlets such as, Time Magazine...
Oct 09, 2024•54 min•Season 5Ep. 240
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 toy entrepreneur. As one of the first graduates of the Toy Creators Academy (TCA), Chrissy shares her incredible journey, discussing the challenges and triumphs she experienced while getting her products licensed by heavyweights like Mattel and Go...
Oct 02, 2024•33 min•Season 5Ep. 239
Want to learn secrets to growing your toy brand online? In episode 238 of Making It In The Toy Industry, host Azhelle Wade revisits an extended interview with her mentor, Amy Porterfield, a multi-million dollar online business owner and expert in email marketing. During the podcast, Amy shares her journey from corporate life to becoming an entrepreneur, highlighting the importance of list building and personal storytelling in email marketing. Azhelle and Amy discuss the evolution of Amy's b...
Sep 25, 2024•41 min•Season 5Ep. 238
Ever wondered how to turn your toy idea into a fully-funded product without breaking the bank? In this episode of Making It in the Toy Industry , Azhelle Wade sits down with two crowdfunding experts from BackerKit, Lafia and Maddie, to spill all the secrets behind running a successful crowdfunding campaign. They dive into how BackerKit helps creators manage backers, collect pledges, and fulfill rewards (without losing their minds in spreadsheets). You’ll also hear about "Topias"—group ...
Sep 19, 2024•34 min•Season 5Ep. 237
What Can a Pediatric Occupational Therapist Teach Us About Toys? In Episode 236 of "Making It in the Toy Industry," host Azhelle Wade chats with pediatric occupational therapist, Keri Wilmot, who has a treasure trove of insights from her nearly 25 years in the field. Keri uses toys to help children improve fine motor skills, coordination, and overall performance in self-care tasks. Her work with kids facing ADHD, autism, Down syndrome, and cerebral palsy is testament to the transformat...
Sep 11, 2024•35 min•Season 5Ep. 236
Is Your Email Marketing Consent-Compliant, or Are You Just Spamming? In digital marketing circles, consent in email marketing has never been a hotter topic. Before the toy industry gets left in the dust on what constitutes as "consent" in email marketing, you NEED this episode. Today on Making It in the Toy Industry, The Toy Coach shares a conversation with email marketer Tarzan Kay to break down why getting clear, informed, and revocable consent is more important than ever. With the r...
Sep 04, 2024•40 min•Season 5Ep. 235
Time for a little tough love toy-coaching: If you're struggling to develop a pre-production sample of your toy that you're proud of, the problem might be you! This week on the podcast, you'll learn 3 common mistakes that new toy creators make when working with overseas factories. This episode includes insights from my full time work in the toy industry and my 1:1 client work. When applied correctly, the 3 lessons taught in this episode will save you time and money in the toy devel...
Aug 28, 2024•29 min•Season 5Ep. 234
Forget just selling products—it's time to create immersive shopping experiences for your customers, in person and online. The sensory retail revolution is here, driven by consumers who are tightening their purse strings yet still craving a deeper connection with the brands they invest in. In today’s episode, we’ll dive into three powerful ways plush brands—from high-end labels to indie creators—are building these connections and turning them into tens of thousands of social media likes, com...
Aug 21, 2024•27 min•Season 5Ep. 233
What is the "Underconsumption Core" TikTok trend and how might it effect the toy industry? From "Loud Budgeting" to "Underconsumption Core" Gen Z and Millennials are leading an era of saving over spending, and they aren't keeping quiet about it. As the cost of living skyrockets while wages remain stagnant, the U.S. is bracing for a financial downturn. But this time, consumers are anticipating, preparing, and talking about how they're cutting back, all over...
Aug 14, 2024•30 min•Season 5Ep. 232
What if I told you that you can easily create museum-quality art? This week, the Making It In The Toy Industry podcast hit the road for an in-person interview with Jessica Joy London at her studio space. Jessica is the founder of Project Joy Studios, and she's on a mission to make art accessible to everyone. Joy’s story shatters the myth that only a select few are born with artistic talent. She proves that with the right tools, thoughtful techniques, and an open mind, anyone—yes, ANYONE—can...
Aug 07, 2024•50 min•Season 5Ep. 231
