Making It in The Toy Industry with The Toy Coach
Making It in The Toy Industry with The Toy Coach
Azhelle Wade
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How do I bring my great toy ideas to life? How do I get my concepts in front of BIG toy companies like Hasbro, Mattel, and Goliath Games? Where should I go to create my own prototypes and how much should they cost? Is my only manufacturing option in 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 idea. Learn the invaluable how-to’s like, finding a factory for production, negotiating costs, and industry-proven sales techniques so that you can turn your toy dreams into a reality. | Brought to you by thetoycoach.com |
#209: How Women in the Toy Industry Are Building Dreams and Connections with Ehi Oviasu-Kahn
Right now you might feel like an outsider in the toy industry. But it’s important to remember that we ALL started out that way. The goal of today’s podcast episode is to show you how you can go from zero connections in the world of toys, to thousands! Yep, thousands.To teach that lesson, I’m bringing you part two of my interview with Ehi Oviasu-Kahn, where you’ll hear how she went from the spark of an idea in her kitchen, to becoming a pivotal figure at Women in Toys, Licensing, and Entertainment (WiT). Ehi's narrative is one of discovery, highlighting how warmth, mentorship, and collaboration fuel success in the toy industry. In this episode you'll learn about the transformative power of networking and the essential role of communities like WiT and of course Toy Creators Academy but we’ll also tease why 2024 is an exciting season of change and what you can expect.Episode Cliff Notes:Find out what Surprised Ehi most about the toy industry. [02:46]Discover how Ehi first discovered and became a part of WiT? [03:47]How your WiT Membership compliments your experience in Toy Creators Academy, listen to find out the latest included in your WiT Membership! []Already a WiT Member? Ehi shares how to make the most of your membership. [05:43]Find out how to join the 5,000 WiT Community Today Hot tip: check with your HR manager to find out if your company already has a membership available to you! [07:31]Hear The Toy Coach share HER favorite part of Women In Toys [9:24]2024 will be the first ever Wonder Women Everywhere event, find out what that is by skipping ahead to…[10:13]Find out why Ehi and Azhelle agree that 2024 if the year of change, and what that means for WiT [12:02]Find out what Ehi is manifesting for 1 year from now. [12:46]Are you an inventor relations manager at a toy company looking for a doll or construction toy innovation? Jump to [ ] to find out what Ehi is working on and how you can get in touch. [13:36]Curious what toy or game blew Ehi’s mind as a kid? [15:00]Support the show🎓 5 Streamlined Steps To Your Next Playful Product Launch in 1 Interactive Masterclass: learn.thetoycoach.com/masterclass💡 The Great Toy and Game Idea Bootcamp: Visualize, Validate, and Vow to make your toy or game idea real in just 5 days. Register here: learn.thetoycoach.com/bootcamp
Feb 28
18 min
#208: When Motherhood Inspires Toy Invention with Ehi Oviasu-Kahn
Have you ever wondered what drives the passion behind toy inventors? In this compelling episode of Making It in the Toy Industry, we dive deep with Ehi Oviasu-Kahn, the dynamic chairwoman of the Board of Directors of Women in Toys Licensing and Entertainment, and the creative mind behind Little Art. Discover how the quest to entertain and educate her daughter during the pandemic led to the birth of a new toy company. Ehi shares her journey from attorney to toy inventor, driven by the desire to merge art, play, and developmental learning into unique toys for children.Ehi shares the challenges and triumphs of entering the toy industry with no business background, leveraging her artistic talent, and motherly intuition to invent toys that are not only fun but also foster development. She also reveals how staying informed on market trends and backing pitches with solid data can make all the difference in getting your ideas noticed.Episode Cliff Notes:Ehi shares two unexpected fields she worked in prior to the toy industry [00:01:30]Learn about the inception of Little Art and the mission behind the brand [00:03:35]Ehi shares how she stays up to date with social trends that influence the types of products that the toy industry wants to see. [00:07:25]Ehi shares her best experience pitching her ideas and what she learned from it. [00:10:37]Get a peek into the creative process behind Ehi's art and toy designs [00:15:52]Gain insight on how to leverage personal experiences to inspire toy concepts [00:18:22]Find out where to connect with Ehi. [00:20:46]Mentioned In This Episode:This episode is brought to you by www.thetoycoach.comVisit thetoycoach.com/208 for the links mentioned in today's episode.Support the show🎓 5 Streamlined Steps To Your Next Playful Product Launch in 1 Interactive Masterclass: learn.thetoycoach.com/masterclass💡 The Great Toy and Game Idea Bootcamp: Visualize, Validate, and Vow to make your toy or game idea real in just 5 days. Register here: learn.thetoycoach.com/bootcamp
Feb 21
25 min
#207: The Secrets To Networking in The Toy Industry
Are you struggling to crack the networking code in the toy industry? Tune in to episode #207 of The Toy Coach Podcast: Making It In The Toy Industry as Azhelle Wade, unveils the secrets behind successful networking. Spoiler? It's easier than you think. The host debunks myths surrounding industry connections and shares invaluable tips for building meaningful relationships that drive professional growth.When you listen to this episode, you'll discover how genuine connections can open doors to unexpected opportunities. Azhelle shares firsthand experiences and insights gleaned from her three-year journey in The Toy Coach. Learn the importance of authenticity in networking and how it can lead to fruitful collaborations and partnerships. If you've ever wondered exactly how deals and partnerships came to be, then you can't miss this episode,Episode Cliff Notes:The surprising truth about networking myths and how they might be holding you back in the toy industry.Ever wondered how professional friendships can evolve into game-changing opportunities? Listen in to hear how it happened for Azhelle.Discover Azhelle Wade's personal journey through the toy industry and the invaluable lessons she learned along the way.Learn the one networking mistake most professionals make and how to avoid it to accelerate your career growth.Dive deep into the importance of authenticity in building genuine connections that can supercharge your success.Find out the one thing that you need to have in place before you start networking.Mentioned In This Episode:This episode is brought to you by www.thetoycoach.comVisit thetoycoach.com/207 for the links mentioned in today's episode.Support the show🎓 5 Streamlined Steps To Your Next Playful Product Launch in 1 Interactive Masterclass: learn.thetoycoach.com/masterclass💡 The Great Toy and Game Idea Bootcamp: Visualize, Validate, and Vow to make your toy or game idea real in just 5 days. Register here: learn.thetoycoach.com/bootcamp
Feb 15
33 min
#206: How “No” Led This Game Creator To Unexpected Opportunity
In this special edition of "Making It In The Toy Industry," we follow the journey of Catherine Tenaglia, co-founder of Race to Stupid, as she shares insights into her entrepreneurial venture and the impact of TCA on her business strategy.Catherine reflects on her TCA experience, highlighting the invaluable guidance provided by the founder of The Toy Coach. She emphasizes how Azhelle’s expertise and structured approach helped her navigate the complexities of the toy industry with confidence. Throughout the interview, Catherine discusses the transformative impact of TCA on her understanding of industry terminology and essential business practices. From mastering concepts like RFQs (Request for Quotes) to gaining clarity on pitching techniques and licensing opportunities, TCA equipped Catherine with practical skills essential for success.Moreover, Catherine underscores the importance of the TCA community, where she found camaraderie, support, and a wealth of shared experiences. Through interactions with fellow entrepreneurs and access to expert advice, she not only expanded her network but also accelerated her business growth.Looking ahead, Catherine shares her plans for Race to Stupid, including the development of new game concepts and strategic rebranding efforts. She credits TCA for empowering her to pursue ambitious goals and adapt to market demands effectively.⭐️  Special thanks to our TCA Alumni Series host, Virginia Lette for capturing these raw conversations. ⭐️ Tune in next week where we will dive back into the tools, strategies, and lessons that you need to know to help you Make It In The Toy Industry.Episode Cliff Notes:Catherine highlights the effectiveness of Toy Creators Academy (TCA) in providing a comprehensive understanding of the toy industry, preventing individuals from feeling overwhelmed by information available online.The importance of learning industry-specific terminology such as RFQ (Request for Quote), and how it significantly impacts one's ability to navigate the industry professionally.Catherine completed the TCA course in 12 weeks, finding it challenging to balance with her existing career and would have preferred the go at your own pace version that’s available today.The benefits of TCA's self-paced learning and on-demand support allows for flexibility and continued interaction with the community.The TCA virtual pitch event played a critical role in connecting entrepreneurs with industry professionals, boosting confidence and providing valuable pitching experience. TCA offered comprehensive lessons on entrepreneurship, pitching, and licensing, providing valuable insights and skills crucial for success in the toy industry.Mentioned In This Episode:This episode is brought to you by www.thetoycoach.comVisit thetoycoach.com/206 for the links mentioned in today's episode.Support the show🎓 5 Streamlined Steps To Your Next Playful Product Launch in 1 Interactive Masterclass: learn.thetoycoach.com/masterclass💡 The Great Toy and Game Idea Bootcamp: Visualize, Validate, and Vow to make your toy or game idea real in just 5 days. Register here: learn.thetoycoach.com/bootcamp
Feb 6
29 min
#205: Turning Ideas into Top Sellers with Robert Yusim
In this episode of Making It in The Toy Industry, we delve into the world of consumer product marketing and licensing with special guest Robert Yusim. We open with a captivating discussion on the value of ideas versus inventions and the crucial steps needed to turn an idea into a marketable product. Robert shares his journey into the toy industry and how he's helped launch numerous successful consumer products, including the iconic Thighmaster, Pixicade, and more.Discover the magic behind making products licensable even when they're not patentable, and how adding value to your invention can significantly impact your licensing deals. Robert sheds light on the ever-evolving nature of the toy industry, where staying on trend and refreshing your products are essential for success.Join us as we explore Robert's impressive career, from his early days working with Spin Master to his role in the rocket fishing rod's massive success. Whether you're an aspiring toy inventor or a product marketer, Robert's experiences and advice in this episode are invaluable.Episode Cliff Notes:[00:00:00] Discover the essence of adding value to an idea beyond its conception.[00:01:13] Meet Robert Yusim, an accomplished consumer products marketer.[00:10:25] Learn about the significance of mentors, networking, and building valuable connections.[00:12:00] Distinguish between an idea and an invention and why substance is crucial.[00:14:00] What makes non-patentable inventions licensable? Discover the key factors.[00:18:00] A compelling success story involving Pixicade and the strategies behind its growth.[00:22:08] Valuable advice for aspiring entrepreneurs starting their own business ventures.[00:22:51] Find out what toy blew Robert Yusim's mind as a kid.Mentioned In This Episode:This episode is brought to you by www.thetoycoach.comVisit thetoycoach.com/205 for the links mentioned in today's episode.Support the show🎓 5 Streamlined Steps To Your Next Playful Product Launch in 1 Interactive Masterclass: learn.thetoycoach.com/masterclass💡 The Great Toy and Game Idea Bootcamp: Visualize, Validate, and Vow to make your toy or game idea real in just 5 days. Register here: learn.thetoycoach.com/bootcamp
Jan 31
26 min
#204: Exploring the Secrets, Surprises, and History of Polly Pocket with Maude Campbell
Do you remember the original tiny world of Polly Pocket? In this week’s episode, we dive deep into the history, secrets, and surprises behind this iconic toy with Maude Campbell, author of the upcoming book The Legacy of Polly Pocket: Mattel's Micro Moneymaker. Join us as we explore how a simple button inspired inventor Chris Wiggs to fashion an iconic toy out of a makeup compact. Learn about the transition from Bluebird to Mattel, the ups and downs of Polly's size changes, and the enduring love fans have for this miniature wonder.It all began with a simple idea – the concept of a miniature world that could fit in the palm of your hand. This idea, however, was far from simple in its execution. Polly Pocket owes its creation to the ingenious mind of Chris Wiggs, an inventor who found inspiration in an unlikely place – a makeup compact.Join us in this episode of Making It In The Toy Industry as we meet a fellow Polly Fan who felt inspired by her collection to research and write a story of Polly Pocket. In this episode we celebrate the enduring charm of Polly Pocket and all of her secrets and surprises.Episode Cliff Notes:Learn the heartwarming story behind Polly Pocket's creation and the special father-daughter relationship that inspired it. Discover why Polly's transition from Bluebird to Mattel had fans divided and how she managed to maintain her charm. Hear the most surprising and moving fan stories that Maude encountered in her research for the upcoming book.Learn the importance of the phrase “secrets and surprises” to the Mattel team.Get an exclusive peek into Maude Campbell's upcoming book, and hear a clip you won’t find anywhere else!Mentioned In This Episode:This episode is brought to you by www.thetoycoach.comVisit thetoycoach.com/204 for the links mentioned in today's episode.Support the show🎓 5 Streamlined Steps To Your Next Playful Product Launch in 1 Interactive Masterclass: learn.thetoycoach.com/masterclass💡 The Great Toy and Game Idea Bootcamp: Visualize, Validate, and Vow to make your toy or game idea real in just 5 days. Register here: learn.thetoycoach.com/bootcamp
Jan 24
28 min
#203: How CJ Charles Turned Her Children's Book into a Plush Doll
Ever wondered how a beloved character from a children's book can leap off the pages and become a real toy? This episode of "Making It in the Toy Industry" reveals the transformative journey of a TCA Alumni who turned a character from their storybook into a cherished 12-inch plush toy.Join Virginia Lette as the host of this new series in a conversation with CJ Charles, the author and toy creator behind My Mother Is A Superhero. Hear the story of how CJ successfully turned her book's protagonist, 'Justine', into a tangible plush doll. Discover the creative and strategic steps involved in developing a clear brand mission, Pantone selection, and expert vetting that helped CJ bring her toy concept to life. From initial design challenges to effective brand messaging and beyond, this episode is a deep dive into the art of turning a literary character into a marketable toy brand.Episode Cliff Notes:Discover the journey of turning a book character into a plush doll [00:02:56]Find out what toy CJ Created in Toy Creators Academy [00:03:00]Insights into overcoming toy industry challenges [00:10:26]The importance of clear brand messaging for toy inventors [00:11:09]A peek into CJ's process of prototype development and refinement [00:15:38]The role of networking in the toy business [00:18:27]Impact of Toy Creators Academy on aspiring toy inventors [00:23:35]Pitching ideas to major toy companies [00:20:14]The importance of having a supportive community on your journey [00:19:00]CJ's future plans and aspirations in the toy industry [00:29:15Mentioned In This Episode:This episode is brought to you by www.thetoycoach.com Visit thetoycoach.com/203 for the links mentioned in today's episode.Support the show🎓 5 Streamlined Steps To Your Next Playful Product Launch in 1 Interactive Masterclass: learn.thetoycoach.com/masterclass💡 The Great Toy and Game Idea Bootcamp: Visualize, Validate, and Vow to make your toy or game idea real in just 5 days. Register here: learn.thetoycoach.com/bootcamp
Jan 17
32 min
#202: Gender Neutral Toy Sections Are Now Law In California
How does the recent California law mandating gender-neutral toy sections in large retail stores impact the toy industry? This episode takes a deep dive into the nuances of this legislative change and its potential ripple effects on manufacturers, retailers, and consumers.The episode revisits a critical discussion from October 2021, examining the intricate details and recent amendments of the bill turned into law. We explore the initial intentions of the bill, which aimed to encompass childcare items, children's clothing, and toys, and discuss the significant changes it underwent before becoming law. One of the notable alterations includes the exclusion of children's clothing from the bill and the refined definition of 'childcare items,' emphasizing products designed for sleep, relaxation, feeding, sucking, or teething.The Toy Coach sheds light on the financial implications of non-compliance with the new law, analyzing the fines and penalties associated with failing to adhere to the new regulations. The episode also covers consumer reactions and sentiments, highlighting how the law is perceived as both a progressive step and a performative act by different segments of the population.The episode explores the opportunities and challenges this law presents for toy manufacturers, including the need for rapid adaptation and the possibility of developing new gender-neutral product lines.This episode is a must-listen for anyone interested in understanding the complexities of the California gender-neutral toy law, its implications for the toy industry, retail strategies, gender norms in toy marketing, and the broader societal implications of such legislative changes. It's an essential resource for toy industry professionals, retailers, manufacturers, marketers, and consumers looking to stay informed about the latest trends and regulations in the toy industry.EPISODE CLIFF NOTES:Learn about the origins and updates of California's gender-neutral toy law [00:00:30]Find out how Assembly Bill 1084 has evolved since its introduction [00:01:02]Discover the implications for childcare items and toy categories [00:02:21]Understand the changes in retail space and consumer attitudes [00:04:06]Explore the financial implications of non-compliance with the law [00:03:36]Delve into retail strategies for implementing gender-neutral sections [00:05:01]Analyze the potential impact on toy manufacturers [00:24:12]Examine the creative opportunities arising from these changes [00:34:23]Discuss the broader implications for toy retailing and gender norms [00:37:27]Recap of the episode with key takeaways [00:38:00]MENTIONED IN THIS EPISODE:For the links and resources mentioned in this episode, head over to the episode page at https://www.thetoycoach.com/202Support the show🎓 5 Streamlined Steps To Your Next Playful Product Launch in 1 Interactive Masterclass: learn.thetoycoach.com/masterclass💡 The Great Toy and Game Idea Bootcamp: Visualize, Validate, and Vow to make your toy or game idea real in just 5 days. Register here: learn.thetoycoach.com/bootcamp
Jan 10
40 min
#201: 12 SMART Goals To Launch Your Toy Idea in 2024
Are you ready to transform your toy idea into a market-ready product by the end of 2024 but unsure where to start? Then you’ve chosen the perfect episode to dive into! In just 26 minutes, get a month-by-month blueprint, detailing 12 SMART goals to lead you into a soft launch of your toy or game by Q4 of 2024. With guidance from The Toy Coach, you'll discover the critical importance of understanding the toy market and setting specific, achievable goals. Learn the acronym for SMART goals and how to directly apply them to your toy development process. This episode is packed with insightful tips, from identifying potential buyers to developing a brand identity and finalizing your toy prototype. Plus, get a sneak peek into the Toy Creators Academy and learn how it could be pivotal in your journey.Episode Cliff Notes:Learn about SMART goals in the toy industry [00:01:13]Find out how to set achievable, month-by-month objectives [00:00:48]Discover the importance of trend research in toy development [00:06:35]Understand how to choose the right factory partner [00:16:01]Get tips on developing a strong marketing strategy for your toy [00:19:04]Explore the benefits of attending toy trade shows [00:08:16]Uncover the secrets to a successful product pitch [00:21:52]Learn how to build a customer list and grow your network [00:23:57]Discover the process of turning a concept sketch into a production design [00:12:43]Find out how to plan your business year effectively [00:24:48]Mentioned In This Episode:For the links and resources mentioned in this episode, head over to the episode page at https://www.thetoycoach.com/201Support the show🎓 5 Streamlined Steps To Your Next Playful Product Launch in 1 Interactive Masterclass: learn.thetoycoach.com/masterclass💡 The Great Toy and Game Idea Bootcamp: Visualize, Validate, and Vow to make your toy or game idea real in just 5 days. Register here: learn.thetoycoach.com/bootcamp
Jan 3
26 min
#200: Virginia Lette Interviews Azhelle Wade The Toy Coach
To celebrate Episode 200 of Making It in The Toy Industry, something special is underway. Joining The Toy Coach, also known as Azhelle Wade, is Virginia Lette, an accomplished Australian radio and television presenter. She is renowned for co-hosting Eclipse Music TV for three years and serving as a Weekend News and Sport Presenter for WIN News Tasmania. Virginia has also hosted over 500 episodes of the Morning Kids Podcast. Beyond her professional achievements, she is a dedicated mother, entrepreneur, and an aspiring toy creator.Azhelle Wade is thrilled to have her on the show, picking up where the 100th episode left off. They discuss Azhelle's background with Sesame Street and in the toy industry and delve into her motivations for starting the podcast. Azhelle shares her enthusiasm for assisting creators in transforming their ideas into finished products. Virginia poses several unexpected questions, ranging from Azhelle's thoughts on imposter syndrome to addressing sustainability challenges in the industry. This behind-the-scenes glimpse into The Toy Coach's journey offers valuable insights and inspiration.EPISODE CLIFF NOTES:[03:18] Virginia has interviewed many people in her career, but she's a little nervous in this interview. [05:49] When does Azhelle sleep? She gets a lot done using tools and repurposing content. [10:26] We talk about Episode 100 and Azhelle being a child actress on Sesame Street. She's also always been an entrepreneur. She loves potatoes, is allergic to cats and dogs, and was diagnosed with cancer in her late 20s while working at Toys R Us. [13:29] While working, Azhelle discovered that there was a need for information on helping people get started with their toy products. [14:01] Azhelle realized that she should do a business around her toy knowledge, and she started her podcast about the toy industry.  [18:02] If you feel insecure, remind yourself that it will pass. [28:02] Azhelle is the most proud of her podcast and the community that it has created. [32:07] We talk about the importance of focusing on what works as opposed to moving to the next thing. [33:32] Azhelle has always dreamed of being a CEO of a toy company. She now has her own business and has discovered the value of living in truth and honesty and being herself.[39:17] Being stuck on growth and revenue over innovation can be frustrating. Profit over quality can be frustrating. [40:48] Is there room for innovation? At the end of the day, profits need to be made. It's like a revenue hamster wheel that can stifle creativity. [41:57] We talk about AI and generating concepts. [45:23] We talk about my 200th Episode wish. Join Toy Creators Academy!MENTIONED IN THIS EPISODE:For the links and resources mentioned in this episode, head over to the episode page at https://www.thetoycoach.com/200Support the show🎓 5 Streamlined Steps To Your Next Playful Product Launch in 1 Interactive Masterclass: learn.thetoycoach.com/masterclass💡 The Great Toy and Game Idea Bootcamp: Visualize, Validate, and Vow to make your toy or game idea real in just 5 days. Register here: learn.thetoycoach.com/bootcamp
Dec 20, 2023
49 min
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