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, I’m joined by 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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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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Your Low-Stress, Start-To-Finish Playful Product Launch In 5 Steps
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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
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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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Your Low-Stress, Start-To-Finish Playful Product Launch In 5 Steps
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Are you sleeping on the money-making magic of your email list?

If you've been pouring all your energy into TikToks, Reels, and likes… hold up. Because while social media might be where the buzz is, your email list is where the buying happens. It’s your direct line to superfans, curious retailers, and future customers who actually want to hear from you.

In this episode of Making It In The Toy Industry, I’m breaking the idea that email marketing doesn’t work anymore and showing you exactly why it’s still one of the most powerful ways to grow your toy or game brand when it’s done right.

You’ll hear highlights from a special masterclass I taught on email marketing, where I'm sharing a few of my favorite strategies to help you turn your email list into a sales-driving, brand-building powerhouse. From figuring out what your audience actually wants to hear, to the surprising shift big brands are making in their emails — you’ll walk away with fresh ideas, practical tools, and a whole new outlook on email marketing. Oh, and yes... we’ll talk about subject lines that actually get clicks.

So if you’ve been wondering, “Am I doing enough with my emails?” or “Where do I even start?”, this episode is your ultimate blueprint.

Ready to write better emails, sell more toys, and keep your brand top-of-mind (without relying on social media algorithms)?

👉 Then hit play, take notes, and let’s level up your email marketing game together!

Listen For These Important Moments:

• [00:01:10] – Discover why email marketing continues to outperform social media in ROI, and how relying solely on platforms like Instagram or TikTok puts your business growth at risk
• [00:04:15] – Understand the surprising trend of big brands getting more personal and lifestyle creators getting more professional and how to choose the right tone for your audience.
• [00:07:12] – Learn why consent-based email marketing isn’t optional and how to start (or reset) your list the right way to protect your brand and email reputation.
• [00:24:24] – Get my go-to email strategies—Connection, Promotional, Abandoned Cart, and Re-Engagement—and how to use them without overwhelming your list.
• [00:30:57] – Master my 4 U’s formula (Urgent, Useful, Unique, Ultra-Specific) and see real examples of email hooks that drive opens, clicks, and conversions.

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Your Low-Stress, Start-To-Finish Playful Product Launch In 5 Steps
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What if your toy’s price point was the only thing standing between you and a “yes” from a major retailer? You’ve got the product, the mission, and maybe even a booth at Toy Fair but if buyers are walking by without placing orders, it might not be your toy that’s the problem… it might be the price.

In this episode, you’ll hear how one Toy Creators Academy alum adjusted her pricing to better meet buyer expectations and how that decision opened the door to more retailer interest and shelf space.

I’m sharing a powerful conversation I had at Toy Fair with Samantha Ong, founder of Joey Dolls — the World’s Most Diverse Asian Doll brand. Before launching her toy line, Samantha was a professional photographer, and now she’s built a brand that's not only beautiful, but mission-driven and retail-ready. You’ll hear how she made her debut in the toy space through the Toy Creators Academy Showcase, and how she’s now taking Joey Dolls to a whole new level, earning serious interest from retailers.

You’ll learn how to use trade shows to gather feedback that helps refine your pricing and packaging strategy, the exact price point that helped Samantha grow her product line, and which packaging details buyers actually care about. We’ll also get into how working with reps and consultants can seriously boost your visibility at trade shows and Samantha opens up about the lessons she learned and what she really wishes she knew before setting up her very first Toy Fair booth.

Hit play and find out how a smart pricing pivot and trade show prep made all the difference for this toy creator.

Listen for these Important Moments:

• [00:07:26] - Find out how a $19.99 price point helped Samantha make her dolls more appealing to retailers and budget-conscious families so you can rethink your own pricing.
• [00:08:16] - Learn what buyers said about boxed vs. unboxed toys and how you can choose packaging that fits your audience and your margins.
• [00:13:01] - One buyer needed the product before Q4—proof that not all retailers follow the same calendar. Understanding this could help you close more deals.
• [00:14:03] - Discover how working with reps helped Samantha bring traffic to her booth so you’re not standing there hoping buyers just wander in.
• [00:16:02] - Learn how the right booth location could mean more foot traffic and exposure for you.
  
  

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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 <<