The most innovative toy ideas I’ve ever seen come from people outside the toy industry. When I met Dr. Kieche O’Connell, the creator of Catoms, I was completely blown away. She found a way to merge her love of science and the periodic table into a collectible plush toy line. Kieche’s deep understanding of chemistry and the unique traits of each element gave her the ability to create an expansive world of characters with complex personalities and traits that drive her brand’s storytelling forward.

In this episode of Making It in the Toy Industry, I’m sitting down with Kieche, a PhD chemist turned toy creator, who reimagined the periodic table as a world of personality-packed cat characters called Catoms, each inspired by the traits of real chemical elements.

During our coaching session, we talk through the highs and lows of product development, how her experience in Toy Creators Academy and in TCA Accelerator Program helped her move from concept to physical toy prototypes, and why Catoms has so much potential in today’s toy market.

You’ll also hear about her Licensing Expo win, the mindset shift that helped her get over her fear of social media, and how authentic storytelling can transform the way you market educational toys to both kids and adults.

Listen for these Important Moments!

• [00:00:30] – Learn how to turn a science or education background into a unique toy concept that stands out in the industry.
• [00:09:25] – Discover how early pitching (and winning at Licensing Expo) can give your toy idea real industry traction.
• [00:20:10] – Get a simple strategy for overcoming fear of social media and sharing your toy brand with confidence.
• [00:31:03] – Understand the full plush toy development process from pivoting your product to communicating with factories.
• [00:41:00] – Learn how to refine your brand, develop packaging, and shift your target audience for long-term growth.

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Your Low-Stress, Start-To-Finish Playful Product Launch In 5 Steps
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Ever feel like your toy or game idea is too niche or catch yourself wondering if you’ve really got what it takes to break into the industry? Maybe you’ve been sitting on a killer concept, or you’re already knee-deep in prototypes and second guesses.

In this episode of Making It in the Toy Industry, I’m chatting with TCA alum and current Accelerator student Manish Punwani, who proves that with the right guidance and a whole lot of passion, even the most unexpected game themes can find their place in the market. Manish shares his journey from working in merchandising to launching Cricket or Nothing, a suspense-filled, strategy card game that turns the classic sport of cricket into a brainy, poker-like duel.

You’ll hear why he walked away from his first concept and instead went all in on cricket. We talk about what it really takes to prepare for a Kickstarter campaign and how you can start laying the groundwork now. You’ll also hear why tapping into passionate cultural communities is a genius launch, and how TCA coaching helped Manish see both his idea and his audience in a brand new light.

This episode gives you a glimpse of what it really looks like to build a game from the ground up while learning, pivoting, and connecting with the right people along the way.

If you want to be a part of Toy Creators Academy and get the opportunity to join the Accelerator as a graduate, visit toycreatorsacademy.com today.

Listen for these Important Moments!

• [00:06:08] - Find out why Manish scrapped his original game concept and how trusting feedback can lead to a better product fit.
• [00:11:11] - Discover how this game turns cricket into a mind-game-packed, poker-style showdown that grabs attention even from non-cricket fans.
• [00:09:19] - Hear how Manish realized licensing wasn’t the only option and why launching it himself became the smarter move.
• [00:20:19] - Learn why marketing to fans who already love your theme (like cricket) is the fastest way to build a loyal audience.
• [00:27:06] - Get practical tips on how to use low-cost ads and landing pages to grow a ready-to-buy audience for your launch.

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

Have you ever had a game idea pop into your head and thought, “This could be huge… but how do I even pitch it?” Or maybe you’ve been sitting on a finished prototype, wondering if it’s really “good enough” to get in front of a big toy company. If you’ve been dreaming of turning your game concept into a real product on shelves, this episode is made for you.

In this episode of Making It in the Toy Industry, we’re bringing back an oldie but a goodie conversation that I had with Tanya Thompson, the Senior Director Inventor Relations and Innovation for Hasbro Gaming. With over 15 years of experience in the industry, Tanya started out as a math teacher before making the leap into the toy biz, and now she’s the go-to gatekeeper for inventor-submitted game ideas at a major toy company.

During our chat, Tanya breaks down exactly what it takes to pitch a winning game idea including what not to do. She shares what she looks for in a prototype, what your sizzle video must include, and how long it actually takes to get feedback once you pitch. You’ll also learn why being first matters, how many ideas they see each year (spoiler: it's a lot), and the number one mistake new inventors make when pitching.

So if you’ve ever dreamed of getting your game licensed or just want to level up your pitch game, grab a notebook and hit play. This episode is packed with the kind of insider knowledge that could turn your idea into the next family game night hit!

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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 <<

If you've ever wished you could sit in on a real coaching call inside Toy Creators Academy, today’s your lucky day. This episode is part of a special behind-the-scenes series where I bring you inside the TCA Accelerator for a one-on-one strategy session with Joanna, the creator of Fren Forest.

Joanna is a sculptural artist with a love for cozy characters, whimsical storytelling, and dreamy desk décor. She went from quietly crafting mini clay creatures in her studio to fully funding a collectible toy on Kickstarter and this episode walks you through exactly how she made that leap.

You’ll hear how Joanna turned her hand-sculpted characters into a collectible toy brand without a business degree or a marketing team. We’ll break down the smart moves that helped her hit 50% of her Kickstarter goal on day one, why she scrapped flocking to stay lean, and the tiny design detail she refused to give up (toe beans!). Plus, we’ll chat about balancing creativity with business, exploring licensing, and using small media wins to build big brand momentum.

Joanna’s journey is going to light a fire under your dreams and if you’ve been wondering whether Toy Creators Academy (or its Accelerator program!) can really help someone go from concept to collectible, this episode proves that with the right tools, guidance, and grit… your toy dream is possible.

Listen for these Important Moments:

• [00:03:50] - Learn what it really takes to go from selling handmade art online to launching a mass-produced collectible toy without wasting years (or your savings) on trial and error.
• [00:08:30] - Got creative constraints? Hear how this artist built a clay-to-digital production workflow that worked with her medical needs and preserved the authenticity of her characters.
• [00:10:04] - Discover how cutting one costly feature saved her budget and timeline plus the one tiny detail she refused to compromise on because her fans adored it.
• [00:18:04] - Tired of juggling all the hats? This part of the episode explores how to shift from doing it all yourself to building a brand that licensing partners actually want.
• [00:37:17] - Joanna plans to open pre-orders after Kickstarter fulfillment. Azhelle shares how many artists sell in focused bursts to protect their energy and keep creativity flowing.

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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 <<

Can your hobby become the next best selling board game? If you’ve ever wondered how to turn your weekend hobby into something magical and marketable, this episode is your cheat sheet.

In this episode of Making It In The Toy Industry, I’m unpacking the gold that Elizabeth Hargrave, the brilliant mind behind Wingspan, dropped in our conversation from last week’s episode so you don’t miss a thing.

You’ll discover why designing around real-life experience is the secret to a standout game, how Elizabeth’s deep love for birding led to Wingspan’s immersive mechanics, and why tapping into the right creative community can level up your game from legal tips to pitch feedback.

Plus, you’ll hear the exact strategy Elizabeth used to land her first-ever game deal, including the simple practice method that helped her pitch with confidence and clarity. You’ll even hear a little brainstorm from me! Turning my salsa dancing obsession into a hypothetical board game and I promise it’ll get your gears turning!

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Your Low-Stress, Start-To-Finish Playful Product Launch In 5 Steps
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What are your hobbies? I personally enjoy dance, specifically latin dance and often I wonder, “What if I could translate salsa dancing into a toy or game?”. Well today, we’re going to explore that possibility. Today my guest shares how she turned her hobby into a best selling board game!

In this episode of Making It in the Toy Industry, I’m joined by Elizabeth Hargrave, award-winning board game designer and co-founder of the Tabletop Game Designers Association. You might know her from her hit game Wingspan, which turned the world of nature and birdwatching into one of the most beloved engine-building games of all time.

Elizabeth shares how she took her passion for the natural world and used it to build a meaningful and immersive game that fully translated the experience of birding. Our conversation today circles around how to accurately translate the “experience” of doing various hobbies to a tabletop play pattern. In my opinion that’s the secret sauce of how Elizabeth created such an incredible game on her first try.

During this episode, we also talk about her upcoming game Sanibel, inspired by collecting seashells on the beach. A hobby so simple and a game so elegant, that I’m sure you’ll find yourself inspired to build a tabletop experience based on your hobbies.

Listen For These Important Moments:

• [00:01:12] - What started as a love for birdwatching became Wingspan, a wildly successful board game that blends strategy with nature through clever engine-building mechanics.
• [00:04:07] - Elizabeth introduces the Tabletop Game Designers Association, which offers support with contracts, advocacy, and education, perfect for both new and seasoned game designers.
• [00:10:51] - From butterflies to beachcombing, see how personal passions can evolve into meaningful, immersive game themes that resonate with players.
• [00:23:07] - Elizabeth’s Wingspan pitch journey proves you don’t. Learn how smart feedback, persistence, and a strong prototype can open doors for your game invention.
• [00:34:49] - Even with success, staying grounded in playtesting and peer feedback is key to creating games that last. No shortcuts, just a solid creative process.

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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 <<

Licensing a tabletop game doesn’t require years of experience or a perfectly polished prototype. What it really takes is a strong idea, a strategic approach, and the confidence to put yourself out there.

In this episode of Making It In The Toy Industry, I’m sitting down with April Mitchell, motivational speaker, licensing expert, TCA Alumni, and founder of 4A’s Creations, LLC. This past year April licensed 6 tabletop games!

How did she do it? April shares the creative system and pitching approach that helped her get those deals signed, all while co-creating a powerful resource for other game inventors , the Tabletop Game Design Masterclass with industry veteran Ed Gartin.

You’ll hear how a simple name like “Pizza Pie” sparked a full-blown licensing deal, why maintaining a pipeline of game ideas helps you license faster, and the key differences between virtual and in-person pitching that can make or break your chances. You’ll also discover what to do when a game isn’t clicking with playtesters, how to successfully collaborate with other designers, and why long-term momentum in licensing comes from strategy, not luck.

Listen for These Important Moments:

• [00:03:45] - Hear how a road trip idea became a fully licensed tabletop game and how April co-developed and pitched it with lightning speed.
• [00:08:34] - Explore the pros and cons of virtual vs. in-person pitching and how choosing the right moment to go live can boost your licensing odds.
• [00:13:38] - Discover how creative storytelling, educational twists, and everyday life inspired two of the most personal games April has ever made.
• [00:17:33] - Learn how to juggle multiple game concepts at different stages so you’re always prototyping, pitching, or playtesting something.
• [00:22:51] - The biggest takeaways from April’s journey from pitching smarter to building unstoppable momentum with the right system.

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Your Low-Stress, Start-To-Finish Playful Product Launch In 5 Steps
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It started with a fuzzy little monster, hiding in the pages of a picture book inspired by Nordic fairy tales. She wasn’t famous. She didn’t have a movie deal. But when one K-pop superstar hugged her on Instagram… everything changed.

This week on Making It In The Toy Industry, I’m diving into the jaw-dropping rise of Labubu, the “ugly-cute” character from POP MART that took the toy world (and TikTok) by storm. From a picture book to plushies on Birkin bags, this fuzzy fanged friend is a case study in viral success. And today, I’m telling you exactly how it happened.

It all started with a single Instagram Story where BLACKPINK’s Lisa was hugging a giant Labubu plush. No paid campaign, no official launch. Yet within days, stores were selling out, TikTok was flooded with unboxings, and POP MART was on its way to making $1.6 billion in 24 hours. This episode breaks down exactly how that viral moment spiraled into global demand and what POP MART did next to fuel the frenzy.

From city-exclusive blind box drops that had fans lining up before sunrise, to high-fashion collabs that turned this plush into a statement piece, this is a real-world case study in smart scarcity, community-first branding, and emotional design. The Labubu story proves that a toy doesn’t need IP power or Hollywood backing to go big, it just needs to tap into the right emotions, channels, and timing. Let’s unpack how.

Launching your first collectible line or planning your next product drop? This episode is packed with clear, actionable strategies to help you build hype, grow a loyal audience, and get ready in case your brand's viral moment hits next.

Don’t miss this breakdown of one of the most exciting toy business case studies in recent history.

Listen for these Important Moments!

• [00:02:54] - Discover how economic shifts made affordable luxury toys like Labubu irresistible and how to time your product launches for maximum emotional impact.
• [00:11:47] - Learn what made one Instagram Story turn into a global frenzy, and how you can be ready to amplify surprise celebrity or influencer moments.
• [00:16:38] - Unpack the marketing genius behind Labubu’s pop culture takeover, plus ideas to help elevate your toy brand into lifestyle territory.
• [00:23:12] - Understand the mechanics of scarcity marketing and how to use limited drops and regional exclusives to build long-term fan loyalty.
• [00:31:26] - Walk away with clear, actionable steps for building hype, scaling your community, and preparing for your own viral breakout—even without a big budget.

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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 <<