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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
311 episodes
S6E10 | The AI Toy Sales Tool Smart Toy Companies Are Already Using
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 enviro...
S6E09 | Why Stickerbox Changed My Mind About AI Toys
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 int...
S6E08 | The Inventor of Bop It on AI, Execution, and Creating the Next Classic Toy
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 br...
S6E07 | The Best AI Platforms for Toy Businesses in 2026
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 ...
S6E06 | Should You Learn Claude Code? Build AI Apps for Your Toy Business
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 Cla...
S6E05 | Why Human Touch Still Wins At Retail with Pyper Bleu
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 curta...
S6E04 | 5 Foundations Your Toy Company Needs BEFORE Integrating AI (Custom GPTs, Automations & More)
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 fo...
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S6E03 | The $5 AI Agent That Thinks Like a Toy Expert
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 ...
S6E02 | Is Amazon AI Selling Your Products Without Consent? with Angie Chua
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 actuall...
S6E01 | The Hidden Cost of AI In The Toy Industry
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 y...
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#300: What I’ve Learned, What’s Changing, and What Comes Next
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, a...
#299: How Swift Clicks Heishi Bracelet Maker Became A Creative Toy Of The Year Finalist with Gena Lavallee
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 pressur...
#298: Why The Nee Doh Cube Nice Cube Is A Finalist For This Major Toy Award with Paul Weingard
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 se...
#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...
#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...
#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...
#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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#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...
#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 ...
#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...
#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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#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...
#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 ...
#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...
#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 ...
