Best Azhelle Wade | The Toy Coach Podcasts (2025)

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#268: The Truth Behind Being a Game Inventor with Jeremy Posner 45:32

2d ago45:32

45:32

Behind every “yes” in the toy industry, there’s a mountain of “no’s,” countless hours of hustle, and more trial and error than most people expect. At one point, he came close to walking away from it all—until a single line from an episode of Bluey reminded him that making games was exactly what he was meant to do. In this episode Making It In The T…

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#267: Winning a TOTY Award and Scaling a Toy Business Through 3D Printing with Solobo Toys 48:29

9d ago48:29

48:29

Can 3D printing really replace traditional toy manufacturing? One founder says “absolutely” and she’s got the award to prove it. In this episode, I’m chatting with the amazing Courtney Peebles, founder of Solobo Toys, about how she won a TOTY Award for her hit plush toy, Emotional Baggage, and how rising manufacturing challenges pushed her to trans…

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#266: NY Toy Fair 2025 Exclusive Interview with Sharon Price John 44:18

17d ago44:18

44:18

“There are no tired brands, just tired marketers.” That quote alone has been living rent-free in my head since this interview. It has challenged me to take a look at my own brand and ask, am I doing everything I can to keep it thriving? In this episode, Sharon Price John, President and CEO of Build-A-Bear Workshop and Chairwoman of the Toy Associat…

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#265: Navigating the Tariff Changes in The Toy Industry | April 2025 1:04:33

24d ago1:04:33

1:04:33

Is it time to stop manufacturing overseas? Or are these tariffs just temporary chaos? In this episode we're talking about the massive new tariffs shaking up the toy industry and what they mean for your bottom line. With import costs from China jumping up to 54% April 2nd, and a potential 104% threat looming over the horizon, toy creators everywhere…

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#264: NY Toy Fair 2025 Exclusive Interview with Purryfuls 26:00

1M ago26:00

26:00

Have I ever told you that I’m allergic to cats? Well, lucky for me I recently met Katharine Burke, the creator of PurryFuls, a purring plush cat that is designed for on demand comfort that only a purring cat can provide. Katharine left a high-stress tech job to build Purryfuls, and in today’s episode she shares exactly how she went from zero toy pr…

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#263: NY Toy Fair 2025 Exclusive Interview with Cameron Ring 22:51

1M ago22:51

22:51

With over 13,000 followers on TikTok and millions of video views, Lost Boy Entertainment is forging a new path for launching a successful game brand. To continue our New York Toy Fair 2025 interview series, I sit down with Cameron Ring, co-founder of Lost Boy Entertainment. Lost Boy Entertainment is a rising game company that started with just 500 …

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#262: NY Toy Fair 2025 Exclusive Interview with Hootenanny Games 27:01

1M ago27:01

27:01

Have you ever wondered what it’s like to run a business with your spouse? Is it all fun and games, or does every dinner conversation turn into a boardroom meeting? Do you get to celebrate the wins together, or do you find yourself debating packaging details at 10 PM on a Friday night? I was so curious about this dynamic that I sat down with Alex an…

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#261: NY Toy Fair 2025 Exclusive Interview with Thin Air Brands 41:47

2M ago41:47

41:47

Are tariffs here to stay or not? That was the hot topic at New York Toy Fair 2025, and trust me—it’s still got the toy industry buzzing. In Q1 of 2025, the Trump administration announced a 20% tariff on Chinese imports, and with 80% of all toys made in China, manufacturers, retailers, and consumers are all bracing for impact. So, who's really going…

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#260: NY Toy Fair 2025 Exclusive Interview with Jayson Esterow & Gavin Lawler 29:30

2M ago29:30

29:30

After four days of running (literally) from booth to booth, taking meetings, and soaking in the latest trends, I’m here to give you an inside look at what went down at New York Toy Fair 2025. If you missed New York Toy Fair or couldn’t see everything, check out this first episode of NY Toy Fair 2025 Exclusive Interview Series. Over the next month a…

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#259: How to Maximize Your Experience at Toy Fair New York 2025 42:57

2M ago42:57

42:57

So, you’re going to Toy Fair New York this year, but you aren’t sure you’re making the most of your trip? It’s true, without a solid plan, walking into Toy Fair New York can be completely overwhelming. You can easily get lost in a few friendly conversations, pass too much time playing with toys at welcoming booths, and end up missing opportunities …

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#258: 3 Ways To Grab Buyer Attention and Land More Deals at Toy Fair 22:30

2M ago22:30

22:30

Let’s be real—Toy Fair is chaotic. Buyers are rushing from booth to booth, seeing hundreds of products. If you want them to stop, pay attention, and actually care about your toy or game, your pitch needs to do more than just explain your product—it needs to demand attention. In this episode of Making It In The Toy Industry, I’m breaking down 3 simp…

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#257: How To Win Over Buyers at Toy Fair with Barry & Jason 47:56

3M ago47:56

47:56

New York Toy Fair is just around the corner and if you’re preparing to launch your toy or game at this event, learn this lesson: it WON’T sell itself! Buyers see hundreds of pitches, and even the best ideas can get lost in the noise. The real secret? It’s not just what you pitch, but HOW you pitch it. So, how do you make buyers stop, pay attention,…

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#256: Why We’re Not Surprised About The DEI Rollbacks 34:17

3M ago34:17

34:17

Polarizing topic incoming... DEI. When The Toy Coach was picking up steam, many people told me a focus on DEI and being black would be to the benefit of my business. There were so many opportunities to speak on and about diversity and struggle as a person of color that it was hard to feel justified looking the other way at those opportunities. My i…

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#255: 5 Lessons to Take You From Hidden Genius to Rising Star Toy Inventor 29:10

3M ago29:10

29:10

Let’s face it: toy brands get almost ALL the glory, but the inventors behind the product—people like you—deserve the spotlight too. In this episode of Making It in the Toy Industry, I’m sharing 5 lessons to take you from hidden genius to rising star, inspired by my own experience and my recent convo with Tim Walsh, inventor of ‘Blurt!’. We’re talki…

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#254: This Game Unites Boomers to Gen Alpha and It All Started in a Third-Grade Classroom with Tim Walsh 49:52

4M ago49:52

49:52

What if a simple classroom activity could unite generations across decades? In this episode of Making It in the Toy Industry, we’re celebrating 30 years of Blurt with its inventor, Tim Walsh, and uncovering the incredible story behind the game that connects Boomers to Gen Alpha. Discover how a third-grade classroom exercise—reading dictionary defin…

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#253: 4 Key Lessons to Launch and Scale Your Toy Business While Juggling a 9-to-5 26:47

4M ago26:47

26:47

Building your dream toy business while working a 9-to-5 might be overwhelming, but with the right mindset and a dash of creativity, you can take small, actionable steps to turn your big ideas into reality! It’s all about getting scrappy, seeking unfiltered feedback, and spotting opportunities to stand out from the crowd. In this episode of Making I…

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#252: How One Company’s Bubble Toy Got Nominated For A Major Toy Award with Ron Weizman 37:28

4M ago37:28

37:28

The highest honor your toy can get in this industry is the Toy of the Year® (TOTY®). This award is so coveted, that just a nomination alone has been said to boost sales and recognition of the brands lucky enough to earn one. A TOTY win can trigger a flood of retailers knocking on your door, desperate to get your product on their shelves. So what do…

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#251: Write Click-Worthy Email Subject Lines For Your Next Toy Pitch: Extended 32:45

4M ago32:45

32:45

Struggling to get your toy pitch noticed? 🚀 In this episode of Making It In The Toy Industry, host Azhelle Wade reveals the secrets to crafting email subject lines that grab attention and boost your chances of success. Learn the powerful 'Four U’s' formula—Urgent, Useful, Unique, Ultra-Specific—and discover proven tips to make your emails stand out…

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#250: The Art Of Toy Photography with Mitchel Wu: Extended 48:25

5M ago48:25

48:25

Ever wondered how toys come to life through photography? 🎨✨ Mitchel Wu, an acclaimed toy photographer known for his brilliant use of motion and emotion in toy imagery, joins Azhelle Wade in this episode to unravel the magic behind his spectacular work with major clients like Marvel, Disney, and Hasbro. Learn how he transitioned from a mundane consu…

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#249: 7 Tips To Improve Your Virtual Toy Pitch: Extended 46:43

5M ago46:43

46:43

Ready to turn your toy ideas into marketable products but feeling lost in the world of virtual pitching? 🚀 Don’t worry, this episode is definitely for you! In this episode of Making It In The Toy Industry, host Azhelle Wade drops all the tips you need to nail your next virtual toy pitch. Discover why energy is your secret weapon, how to create an u…

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#248: Breaking Through Barriers in Children’s Book Publishing with Charles George Esperanza: Extended Cut 52:53

5M ago52:53

52:53

Ever wonder how a kid from the South Bronx grew up to be a superstar children's book author and illustrator? 🚀 In this episode of Making It in The Toy Industry, join host Azhelle Wade as she chats with Charles George Esperanza, the creative mind behind Boogie Boogie Y’all! 🎨📚 From dreaming of drawing comics to becoming a HarperCollins author, Charl…

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#247: How to Fix What’s Not Working in Your Toy Business with Tyler Turk 38:30

5M ago38:30

38:30

How do you pivot your toy business when your current model isn’t working? In this episode of Making It in the Toy Industry, Azhelle Wade chats with Tyler Turk, founder of Crated with Love, about his journey from subscription box entrepreneur to retail board game powerhouse. When Tyler’s subscription box business skyrocketed during the pandemic, it …

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#246: How AI is Making Toy Innovation and Pitching Easier Than Ever Before with Azhelle Wade 38:39

5M ago38:39

38:39

Are you skeptical about integrating AI into your toy business? In this episode of Making It In The Toy Industry, host Azhelle Wade, also known as The Toy Coach, shares her AI expertise from this year's People of Play Innovation Conference and ChiTAG - Toy and Game Fair in Chicago, where she presented her talk on 'How AI is Making Toy Innovation and…

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#245: Crazy Aaron’s Secret Formula for Perfect Putty with Aaron Muderick 49:04

6M ago49:04

49:04

Have you ever wondered how a simple office toy evolved into a toy phenomenon? In this episode of 'Making It In The Toy Industry', host Azhelle Wade sits down with Aaron Muderick, the creative mind behind Crazy Aaron's Thinking Putty. From a child's love for tinkering to creating a renowned brand, Aaron's journey is a testament to innovation, persis…

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#244: Choosing The Right Crowdfunding Platform For Your Launch with Lisa Ferland 42:25

6M ago42:25

42:25

Have you ever wondered what it takes to successfully launch on a crowdfunding platform? Many creators go to the world of crowdfunding believing it's simply about having a great idea and posting it online. However, there's far more strategy involved than we realize. The process requires meticulous planning, audience engagement, and a strong narrativ…

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#243: Vendors VS Sales Reps: A Storytelling Sales Showdown with Tres Patten and Rachel Jones 49:47

6M ago49:47

49:47

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 quic…

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#242: How Wow Moments Became The Foundation Of This Toy Business with Richard North 57:09

6M ago57:09

57:09

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 be…

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#241: What This Bold Merger Means for the People of Play Innovation Conference with Greg Ahearn and Mary Couzin 39:57

7M ago39:57

39:57

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…

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#240: Getting Media Attention For Your Plush Brand with Hugimals Founder Marina Khidekel 54:14

7M ago54:14

54:14

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. Mar…

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#239: Leaving A Career In Flowers For A Career In Toys with Chrissy Fagerholt 33:45

7M ago33:45

33:45

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 incre…

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#238: Starting and Growing An Online Business with Amy Porterfield: Extended Cut 41:49

7M ago41:49

41:49

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 entrepre…

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#237: Crowdfunding Your Idea Just Got Easier with BackerKit 35:05

8M ago35:05

35:05

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 creator…

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#236: The Toy Coach and The Toy Queen Discuss The Best Toys For Early Childhood Development 35:10

8M ago35:10

35:10

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 overa…

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#235: How to Use Consent-Based Email Marketing To Sell More Toys 40:38

8M ago40:38

40:38

Is Your Email Marketing Consent-Compliant, or Are You Just Spamming? In digital marketing circles, consent in email marketing has never been a hotter topic. Before the toy industry gets left in the dust on what constitutes as "consent" in email marketing, you NEED this episode. Today on Making It in the Toy Industry, The Toy Coach shares a conversa…

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#234: Avoid These 3 Common Mistakes When Working with a Toy Factory 29:23

8M ago29:23

29:23

Time for a little tough love toy-coaching: If you're struggling to develop a pre-production sample of your toy that you're proud of, the problem might be you! This week on the podcast, you'll learn 3 common mistakes that new toy creators make when working with overseas factories. This episode includes insights from my full time work in the toy indu…

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#233: How Plush Toy Brands Are Going Viral with Experiential Glow-Ups 28:00

8M ago28:00

28:00

Forget just selling products—it's time to create immersive shopping experiences for your customers, in person and online. The sensory retail revolution is here, driven by consumers who are tightening their purse strings yet still craving a deeper connection with the brands they invest in. In today’s episode, we’ll dive into three powerful ways plus…

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#232: The Underconsumption Core TikTok Trend is Shaping the Future of Toys 30:53

9M ago30:53

30:53

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 50:15

9M ago50:15

50:15

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 44:33

9M ago44:33

44:33

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 34:22

9M ago34:22

34:22

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 29:20

10M ago29:20

29:20

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 29:18

10M ago29:18

29:18

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 25:44

10M ago25:44

25:44

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 47:25

11M ago47:25

47:25

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 📈 22:15

11M ago22:15

22:15

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 46:00

11M ago46:00

46:00

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 39:32

11M ago39:32

39:32

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? 42:03

12M ago42:03

42:03

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 31:16

12M ago31:16

31:16

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 28:24

12M ago28:24

28:24

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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Azhelle Wade | The Toy Coach Podcasts

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