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 this storytelling showdown with our guests, Tres Patton and Rachel Jones! Tres reveals techniques for crafting a compelling brand story, while Rachel discusses the importance of seeing through a child's eyes and building long-term relationships. Learn the art of maintaining passion, educating retail partners, and ensuring your product stands out. This episode is a must-listen for anyone in toy sales who’s ready to level up through the art of storytelling!

Listen For These Important Moments

• 02:26 The Storytelling Face-Off Begins
• 05:49 Defining Storytelling in Sales
• 06:53 Building Trust Through Product Experience
• 14:30 Adapting Storytelling for Tough Sales
• 18:26 Understanding the Roles: Vendor vs. Sales Rep
• 25:38 Rediscovering Passion in Sales
• 26:08 Navigating the Emotional Rollercoaster of Sales
• 26:50 Balancing Work and Personal Life
• 28:42 The Importance of Flexibility in Sales
• 31:32 Building Relationships Through Storytelling
• 36:26 When Storytelling Falls Flat
• 41:32 Favorite Toys of Tres and Rachel

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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 groundbreaking ideas that keep the company pushing forward.

Find out the importance of mentorship, early business ventures, and how innovation can stem from unexpected places like the novelty 'Butt Face' towel. Get ready to be inspired by Richard’s stories from personal heartbreaks to meeting scientists, forging a path toward tech-infused toys and revolutionary 'puppetronics.' Listen to this episode for expert insights and fascinating anecdotes that captivate and educate aspiring toy creators like you!

Listen For These Important Moments

• 01:17 Early Challenges in the Toy Industry
• 04:01 Building a Resilient Team
• 07:35 The Importance of Recruitment
• 09:40 Richard's Entrepreneurial Journey
• 21:20 The Psychology of Consumer Behavior
• 27:04 Why Richard Started Wow! Stuff
• 33:53 From Novelties to Toys
• 36:17 Innovating with Wow! Stuff
• 39:36 Collaborations and Future Plans
• 49:20 A Heartfelt Business Story
• 52:44 Childhood Toys and Final Thoughts

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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 the opportunities that await toy creators, inventors, and enthusiasts in the long run.

You’ll also get to hear solid tips on how to make the most of toy fairs and events like pitching, networking, and thriving in an industry that's always leveling up. Whether you're a toy biz vet or just starting to dip your toes in the toy industry, LISTEN to this episode because it is packed with everything you need to level up your toy game!

Listen For These Important Moments

• 01:36 The Major Merger: The Toy Association and People of Play
• 08:27 Maintaining the Spirit of POP
• 13:11 Immediate Changes and Future Plans
• 20:00 Nostalgic Toys and Their Comebacks
• 21:35 ChiTAG and POP Week: Coming this November 2024!
• 24:15 Young Inventor Challenge and Industry Opportunities
• 25:57 Networking Tips for New Inventors
• 29:52 How to Make the Most of ChiTAG and POP Week
• 32:55 Encouraging New Toy Inventors

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Your Low-Stress, Start-To-Finish Playful Product Launch In 5 Steps
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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, Parents Magazine, Good Housekeeping’s Best Toys, and the Today Show’s It List. During this chat you’ll learn a bit about product development and distribution, the brand's marketing strategies (plus how to make them your own), and the power of thoughtful media engagement.

Marina Khidekel details her unexpected journey into the toy industry, highlighting the importance of aesthetic appeal and emotional connectivity in product design. Walk through the challenges and triumphs of launching a plush line, and creating a whole new category in the toy industry.Marina shares her experience working with experts to ensure product efficacy, and how grassroots efforts led to media success. If you are considering launching a toy line in a newish category that may not be getting a lot of love right now, this episode is a must listen.

Listen For These Important Moments

• 02:51 Marina’s Journey: From Journalism to Toymaking
• 04:49 Creating a New Toy Category During the Pandemic
• 05:55 Aesthetic and Design Story of Hugimals
• 08:12 Hugimal’s Recognition in Big Publications
• 12:19 Role of Pilot Programs in Product Validation
• 25:46 Leveraging Media Expertise for Brand Success
• 29:55 Changes in the Media Industry
• 35:27 New Products from Hugimals World
• 38:49 Importance of Experts & Research in Toy Development
• 49:37 Marina’s Favorite Toy as a Kid

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Your Low-Stress, Start-To-Finish Playful Product Launch In 5 Steps
>> https://learn.thetoycoach.com/masterclass <<

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 Goliath. From her initial licensed game, Friend or Faux, to her newest hit, Girls in Bar Bathrooms, Chrissy provides a backstage look into what it takes to succeed in the toy industry.

In this episode, listeners will gain valuable insights into the nuances of the toy business including the critical role of industry education, the financial realities of self-funding, and the power of social media marketing. Chrissy also gives an honest account of balancing creativity with business management and what aspiring inventors can expect if they choose to follow in her footsteps. Whether you’re an inventor, entrepreneur, or someone with a keen interest in the toy industry, this episode offers a treasure trove of insider tips and inspirational stories.

Listen For These Important Moments

• 02:03 Chrissy's Journey to Toy Creation
• 03:09 The Toy Creators Academy Experience
• 03:43 From Licensed Products to Self-Publishing
• 08:52 Chrissy's Success Stories
• 10:03 The Story Behind 'Girls in Bar Bathrooms'
• 14:08 Chrissy's Social Media Presence
• 16:01 Discussing Business Structure and Origins
• 17:26 Balancing Work and Personal Life
• 19:15 Financial Realities of Running a Business
• 21:24 Navigating Business Challenges and Growth
• 24:10 Inventor vs. Entrepreneur: A Personal Reflection
• 26:20 Exploring the Game 'Girls in Bar Bathrooms'
• 30:24 The Joy and Value of Games

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Your Low-Stress, Start-To-Finish Playful Product Launch In 5 Steps
>> https://learn.thetoycoach.com/masterclass <<

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 business, the significance of clear partnership expectations, and tips for creating effective lead magnets for building email lists. The conversation offers valuable insights for toy industry entrepreneurs looking to grow their businesses through digital marketing strategies.

Listen For These Important Moments:

• 00:33 On the Road: Astra Board Meeting
• 01:04 Introducing Amy Porterfield
• 04:13 Amy's Journey to Entrepreneurship
• 17:48 The Value of Partnerships
• 20:21 The Importance of Affiliate Partnerships
• 21:08 Lessons from a Business Partnership
• 25:17 The Power of Email Marketing
• 33:10 Creating Effective Lead Magnets
• 38:20 Childhood Inspirations and Final Thoughts

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Popular Masterclass! How To Make & Sell Your Toy Ideas
Your Low-Stress, Start-To-Finish Playful Product Launch In 5 Steps
>> https://learn.thetoycoach.com/masterclass <<

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 launches where multiple creators team up to support each other’s campaigns—and how to build an audience that will help you hit your funding goals in no time. Whether you're just starting out or looking to take your toy product to the next level, Lafia and Maddie share real success stories, smart strategies, and tips for growing your email list and marketing your campaign like a pro.

If you’ve got a big idea and want to learn how to make it happen with crowdfunding, this episode is packed with insights you don’t want to miss!

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Your Low-Stress, Start-To-Finish Playful Product Launch In 5 Steps
>> https://learn.thetoycoach.com/masterclass <<

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 transformative power of play.

Want to help your child master the art of tying shoelaces? Kerri’s got a tip for that—use toy tools like tweezers to build up the necessary hand strength. Is your kid's sensory processing a roadblock to engaging in play? Keri’s got that covered too in her book “Wired Differently.” And if you’re worried about how tech has sidelined physical activities, her new book “Fine Motor Foundations” addresses this head-on with practical advice.


Episode Cliff Notes:

• Learn the secret to using household items for enhancing your child's fine motor skills. (Timestamp: 10:15)
• Find out how AI can creatively assist parents in developing engaging activities for their kids. (Timestamp: 15:45)
• Find out the unique toy recommendations Kerri shares for developing fine motor skills, and how you might already have these items in your kitchen. (Timestamp: 18:42)
• Hear expert insights on the impact of sensory regulation and how to improve your child's focus through play. (Timestamp: 22:30]
• Hear Keri Wilmot’s personal stories about memorable toys from her childhood. (Timestamp: 30:05)

Mentioned In This Episode:

For the links mentioned in this episode visit www.thetoycoach.com/236

Send The Toy Coach Fan Mail!

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Popular Masterclass! How To Make & Sell Your Toy Ideas
Your Low-Stress, Start-To-Finish Playful Product Launch In 5 Steps
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