Welcome! And thank you for joining me for my very first podcast series, "Not Your: China Doll." The purpose of this series is to promote the voices, stories, experiences, and perspectives of Asian-American women within white-America. For too long, mainstream America has depicted us as the model minority (silent, submissive, and conservative) and the perpetual foreigner (asking us, “But where are you really from?” or “What’s your real name?”, assuming we are all Chinese and related, and mocki ...
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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 t ...
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#232: The Underconsumption Core TikTok Trend is Shaping the Future of Toys
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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 downtu…
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#231: Art Made Easy: How Project Joy Studios Is Breaking Into The Toy Industry
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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 …
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#230: How She Invented A Plush Toy and Licensed The Idea For Passive Income
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Have you ever wondered if it were possible to sell your toy idea instead of the finished product? Today’s podcast episode follows one creator, who does just that. Today’s guest Joanna Paul, shares her journey of developing Moodles (formerly known as "What's Its Face?"), a patentable plush invention designed to help children understand and express t…
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#229: How Brand Experiences Can Increase Your Sales and Brand Loyalty
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Branded Giveaways Are Dead! 😵 It's time to ditch the tired swag bags and discover the magic of themed experiences that truly connect with your audience. In this episode, our toy industry insiders reveal how to skyrocket your brand loyalty and sales through unforgettable brand experiences. Branded giveaways at trade shows are passé. Instead, themed …
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#228: Why You're Not Hearing Back from Top Toy Companies and What To Do Instead
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Tired of Toy Companies Ghosting you? You're not alone! You know the toy industry needs fresh ideas, and you're confident you've got the next big thing. But here's the truth: your amazing concept is only as powerful as your network and pitch skills. So in this episode, we're breaking down: The real reasons toy companies might not be responding to yo…
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#227: Kelly’s Journey From Educator to Toy Creator with TCA
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Transforming Math Test Prep With Educational Play Can studying math be as fun as playing a game? In this episode of Making it in the Toy Industry, Kelly Clement shows us that it CAN be. With her innovative product, Watermelon Math, Kelly turns the tedious task of studying into an engaging experience. Her journey from a middle school teacher to a su…
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#226: This Toy Delivers Real Mail Every Week To Kids Across The Globe with Wendy Lattimore
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Can Snail Mail Still Captivate Today's Tech-Savvy Kids? Are today's digital-native children still charmed by the simple pleasure of receiving a physical letter? In Episode 226 of the "Making It in the Toy Industry" podcast, Virginia Lette engages with Wendy Lattimore, a successful graduate of the Toy Creators Academy (TCA), to explore this fascinat…
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#225: The Secrets of A Successful Toy Licensing Deal with Lee Allentuck
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Is Your Pitch Ready For The Toy Industry? Pitching your innovative toy idea to industry giants can be as daunting as a job interview. In this episode of "Making it in the Toy Industry," hosts Azhelle Wade and Lee Allentuck demystify the art and science of pitching, with insider tips that will revolutionize your approach to securing those golden lic…
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#224: This ONE Media Event Could Make Your Toy Brand Go Viral 📈
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Toy trade shows are NOT the only way to get your brand noticed. Your toy brand could go viral after attending a toy industry media event. In this episode of "Making It in the Toy Industry," Azhelle Wade shares the juicy details behind influencer events and media showcases like Sweet Suite and Holiday of Play. These industry gatherings are hidden ge…
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#223: Unlock Your Game Design Potential with April Mitchell
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Have you EVER had an idea for a game? This episode is for you. 🫵 Well, don't miss this Part 2 continuation from episode 221, an interview with April Mitchell! April, a licensed game inventor and co-creator of the Tabletop Game Design Masterclass shares her journey from toy industry newbie to a game design expert. Get ready to giggle along as April …
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#222: Licensing Expo 2024 Recap: Reasons to Mark Your Calendar for Next Year
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Curious about how to make the most out of your trade show experience? In this episode, The Toy Coach shares her experience and reason for attending the Las Vegas Licensing Expo even though she didn’t have anything to license. By the end of this episode, you’ll know if you should attend the Las Vegas Licensing Expo next year, and how you can make th…
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#221: Should You Partner With Another Toy or Game Inventor?
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Are you thinking about teaming up with a partner for your toy or game invention? But what if it isn’t the right move for you? Tune into this episode of "Making it in the Toy Industry," where Azhelle Wade chats with April Mitchell about the ins and outs of partnering up in the world of invention. April is a licensed inventor and the co-creator of th…
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#220: Ensure Your Toys Meet Legal Safety Standards or It Can Cost You
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Did you know that even if you're selling a toy product on Etsy, you are required to have it safety tested and certified? In this episode, dive deep into the crucial topic of toy safety and compliance. The first half of the episode focuses on the legal requirements set by the Consumer Product Safety Commission (CPSC) in the US. Gain an understanding…
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#219: Why He Went From Mattel to TCA and Launched His Plush Toy
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Q: Could TCA be valuable to you if you already have corporate toy industry experience? A: YES! Perhaps you think that having professional toy industry experience guarantees success in your entrepreneurial ventures. But this episode turns that notion on its head, featuring Gerardo, a former toy industry professional turned toy entrepreneur, charting…
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#218: Safe Social Media? The World's Largest Social Network For Kids with Ashley Mady
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Ever wondered if there's a social network tailored just for kids where fun meets learning in a safe environment? Yes, you heard that right, and it's called Zigazoo. What if there was a platform where kids could engage, learn, and interact without the usual worries of social media? Or, if there was a social media platform dedicated to connecting you…
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#217: How To Make Your Toy Brand Climate Friendly with Helen Townsend
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In the face of a looming climate crisis, can the toy industry lead the charge towards a sustainable future? Well today’s interview guest believes the toy industry has a responsibility to address the environmental impact of our industry. Helen Townsend, co-founder of the B Corp certified toy company Sustained Fun, dives into the critical role that t…
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#216: The Hidden Challenges and Opportunities in Toy Licensing with Anita Castellar
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Ever wondered why brands like Barbie have products in unexpected categories? Or, why licensed products often come with a premium price tag? Well, you might just be intrigued by the lesser-known complications and exhilarating opportunities that lie within the licensing labyrinth. In this episode of Making It In The Toy Industry, host Azhelle Wade in…
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#215: How He Launched an Action Figure Line from Ideation, Marketing, to Retail Placement
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Ever wondered how a simple idea can transform into a toy that's flying off the shelves? Perhaps you've been toying around with a concept, but the thought of kickstarting it into production leaves you feeling majorly overwhelmed. Well, then today’s episode is the perfect fit for you. Brandon Braswell, founder of 9 to 5 Warriors is sharing the ups an…
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#214: Everything You Need To Know About MESH Accreditation For Your Toy
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Is your latest toy design capable of teaching kids valuable life skills? Creating a toy that's both a blast to play with and packs a punch in the personal growth department isn't child's play. So, how do you shake things up and make a toy that's not just another shiny object in the toy box but a true game-changer in a kid's development? Get ready t…
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#213: From Empath to Entrepreneur with Jana Hallam of Wonderwell Toy Company
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Kids today are facing a kindness crisis. From the playground to the classroom, loneliness and bullying run rampant. But there's hope on the horizon, thanks to one toy designer's mission to spark empathy through play. Meet Jana Hallam, TCA alumni and the visionary founder of Wonderwell Toy Co. In this inspiring episode, Jana opens up to guest host V…
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#212: Why Your Toy Package Deserves More Than Matte with Anchor Creative
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Are you giving your toy's package the attention and budget it deserves? If your answer isn't an immediate "Heck yes Azhelle, ALWAYS." then it's time to listen to part 2 of of Ivan and Brittany's interview on this podcast. At the top of the episode, Ivan and Brittany share their secret on staying up to date with trends and spotting what's exciting i…
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#211: How To Efficiently Communicate Your Toy's Value Through Packaging with Anchor Creative
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Your toy package should be the 24/7 salesman for your toy product. Is your packaging putting in the work? If you have ever wondered how to make your packaging communicate the value of your product, I’ve got a new episode that you just can't miss. As one of our guests today will attest, often toy packaging is an afterthought, but what if I told you …
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#210: An Insider Look at A National Toy Trade Show in Las Vegas
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Have you heard about the Toy Trade Show that happened in Las Vegas? It’s called Toy Fest and I just dropped an episode all about it in case you missed it! In this episode I’m sharing quotes from the diverse range of attendees, breaking down emerging trends and highlighting innovations showcased on the floor and in the showrooms. Discover why Toy Fe…
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#209: How Women in the Toy Industry Are Building Dreams and Connections with Ehi Oviasu-Kahn
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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-Ka…
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#208: When Motherhood Inspires Toy Invention with Ehi Oviasu-Kahn
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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 h…
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#207: The Secrets To Networking in The Toy Industry
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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 m…
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#206: How “No” Led This Game Creator To Unexpected Opportunity
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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 T…
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#205: Turning Ideas into Top Sellers with Robert Yusim
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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 a…
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#204: Exploring the Secrets, Surprises, and History of Polly Pocket with Maude Campbell
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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 ic…
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#203: How CJ Charles Turned Her Children's Book into a Plush Doll
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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 conversa…
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#202: Gender Neutral Toy Sections Are Now Law In California
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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 i…
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#201: 12 SMART Goals To Launch Your Toy Idea in 2024
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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'l…
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#200: Virginia Lette Interviews Azhelle Wade The Toy Coach
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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 Tasm…
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#199: Speed Up Your Toy or Game Promotion Process With AI
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How is AI reshaping the toy industry? In this eye-opening episode, we delve into the world of AI and its transformative impact on toy design and creation. Discover how tools like Adobe Firefly, Canva, and Amazon are integrating AI to enhance their services and change the game for how consumers experience products and how professional toy creators p…
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#198: Speed Up Your Toy or Game Invention Process With AI
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Have you ever wondered how Artificial Intelligence (AI) is revolutionizing the toy industry? From speeding up the toy invention process to comparing traditional and AI-assisted methods, AI is transforming how we create and innovate. Dive into this engaging exploration of AI’s role in the toy industry. In this episode, join The Toy Coach as she shar…
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#197: How Get Your Products In Stores With A Pitch That Stands Out with Rick Derr
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In Q4 some toy entrepreneurs are feeling FOMO, wishing that they made a bigger push to get into retail for this season. But don’t worry, your next big opportunity for sales is just around the corner. This week's episode is a treasure trove of insights for anyone struggling to get their toy or game products noticed by retailers. If you've been tirel…
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#196: Instant Insights Into The Toy Industry Uncovered at ChiTag Part 2 of 2
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Listen in as The Toy Coach conducts several mini interviews for a deep dive into the heart of toy innovation at CHITAG, part of the People of Play Week and Innovation Conference. Episode 196 offers a unique blend of playful interviews and insightful discussions with industry innovators. In this episode, we feature a dynamic duo, Michael and Melissa…
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#195: Instant Insights Into The Toy Industry Uncovered at ChiTag Part 1 of 2
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Are you passionate about toy design and eager to learn from the best in the toy industry? This episode of Making It In The Toy Industry takes you inside the Chicago Toy and Game Fair (ChiTag), a hub of innovation and creativity in the toy and game industry. Learn tips from show attendees who specialize in toy marketing, toy sales, and game innovati…
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#194: How To Pick A Toy Brand Name That Doesn't Suck with Alexandra C Watkins
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In this episode of Making It In The Toy Industry, you'll hear an insightful conversation with our guest Alexandra C. Watkins, the creative genius behind naming consultancy Eat My Words and the innovator of iconic names like Wendy's Baconator. Watkins shares her expertise on creating memorable and appealing names for toys and toy companies. She's le…
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#193: 3 Last-Minute Black Friday Promo Ideas To Increase Q4 Sales
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It's that time of year again, and Black Friday is just around the corner. If you're still finalizing your Black Friday promotions, or you haven’t even started thinking about them yet, stress less! This podcast episode has got you covered with 3 easy to implement, last-minute ideas to boost your holiday sales at this important time of the year. To k…
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#192: The Secret To Mastering 1:1 Email in Your Toy Business
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Are you drowning in emails, struggling to keep up with crucial communications for your toy business? In this episode of Making It In The Toy Industry, we're about to unveil the secret to conquering your email overload and saving sales and opportunities that are sitting unread in your inbox right now! In this episode, The Toy Coach dives deep into a…
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#191: Game-Changing Connections for Toy Inventors at People of Play Week
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Are you "toying" around with an idea for a toy or game that you want to license? Don’t miss the chance to pitch and playtest that idea in 2023 at POP Week. In this episode of Making It In The Toy Industry, Azhelle Wade aka The Toy Coach, highlights a beloved toy industry event that is designed to create opportunities for toy inventors and entrepren…
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#190: The Best and Worst of Toy Fair and Why You Should Attend The LAST Toy Fair in New York
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Want a play by play of what worked at Toy Fair New York, and what didn’t? In this new podcast episode, The Toy Coach breaks down every day of the trade show, including setup days, and provides tips and insights to make your next show experience better. Also, if you haven’t already read it on The Toy Coach Blog, you’ll hear in this episode that New …
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#189: How To Pitch With Pizzazz at New York Toy Fair with Barry and Jason
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Maya Angelou once said, “At the end of the day people won’t remember what you said or did, they will remember how you made them feel.” So tell me this, at your last pitch meeting, how did you make your guest feel? In today’s podcast episode I sat down for a hilarious and informative chat with Barry and Jason. During this call, Barry and Jason share…
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#188: You're Invited To Hasbro's FIRST Ever Women Innovators of Play Event with Tanya Thompson
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The biggest game company in the world is walking the talk with their first ever Women Innovators of Play Event, and YOU are invited. In this episode of Making It in The Toy Industry, The Toy Coach sit's down to chat with Tanya Thompson, the Senior Director of Inventor Relations and External Innovation for Hasbro Gaming. With over 16 years of experi…
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#187: Making Change Through Play with TOTY Nominated Dr. Zabina Bahsin
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Dr. Zabina Bhasin began her journey of understanding the powerful role toys play in shaping a child's identity. As a child psychiatrist, she used her expertise to observe that children were naturally drawn towards toys, books, and crafts. Yet, as a mother, she noticed a distinct gap in the market - there were no multicultural or ethnic studies toys…
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#186: When A Game You Developed Gets Nominated For a Toy Of The Year Award with Christian Castro
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Calling all game people! In this week’s episode, we delve into the captivating world of game development with Christian Castro, Director of Product Development at Relatable. Christian's conversation highlights the story behind "Search Party Chaos at the Park," a first-of-its-kind 3D board game that's been nominated for the prestigious Toy of the Ye…
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#185: Dolls That Celebrate Asian Diversity with Samantha Ong
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In this episode of the Making It In The Toy Industry, Samantha Ong shares her journey in launching Joeydolls and highlights the importance of representation in the toy industry. Samantha's passion for creating culturally diverse dolls stems from her desire to combat the lack of representation and stereotypes faced by Asian children. By spreading jo…
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#184: From Fandom to Fun: The Power of Collaboration in Funko Games' Development Process with Deirdre Cross
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If you're feeling frustrated and discouraged because your games aren't resonating with fans and delivering the powerful and rewarding experiences you envisioned, then you are not alone! You may be investing countless hours in game development, pouring your creativity into every detail, but still not capturing the essence of the fandom. Instead of t…
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Are you ready to dive into the business of toys? Since 2010, I've been in the thick of the toy industry, and now I'm sharing my wisdom and connections with you, right here on the Making It In The Toy Industry podcast. Every week you'll get a mini masterclass on the world of toys by learning about gameplay, connecting with publishers, building a com…
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