Azhelle’s been having way too much fun in the toy industry over the past 12+ years working for companies like Toys R Us, Party City, and Madame Alexander, just to name a few! She’s climbed up and across the ladder in the toy world, starting out as a designer, later gaining 3 toy patents, and eventually becoming a VP at a toy company.
But, after building and mentoring a diverse and talented team toward success, she had the vision to do the same with newcomers to the toy industry. With that thought, Azhelle combined her industry knowledge, inspirational mantras, and extra passionate toy talks to create the now highly rated toy podcast, Making It In The Toy Industry.
Today Azhelle is known industry-wide as The Toy Coach. She joyfully works as a consultant for popular IP’s and toy companies of all sizes. Her online course, Toy Creators Academy empowers newbies in the toy industry with step-by-step guidance, downloadable worksheets, and group coaching. Azhelle’s mantra for her followers is, make it toyetic!
If you had told me four years ago that searching for “toy coach” would lead to anything other than miniature buses and cars, I would have raised an eyebrow. But today, that very search leads you straight to me—Azhelle Wade, aka The Toy Coach.
After 10 years in the corporate side of the toy industry, my toypreneurial journey began with a simple idea—to create a space within the toy industry where newcomers and veterans alike could find guidance, inspiration, and insight that is often kept behind closed doors in our industry. And thus, thetoycoach.com was born—a platform dedicated to empowering aspiring toy creators with the knowledge and tools they need to thrive.
At the heart of this platform lies an award winning podcast— Making It In The Toy Industry. From the inception of an idea to the intricacies of manufacturing, each episode serves as a mini masterclass, and each season a roadmap through the complex world of toy development. It’s a weekly labor of love—a way to demystify the industry for those eager to dive in headfirst.
But, as the podcast gained momentum, I realized there was still a gap to be filled—a need for streamlined mentorship, personalized guidance, and community. And so, the Toy Creators Academy was born—an online program where budding creators can refine their toyetic ideas and fine-tune their pitches with support.
In this niche within a niche, I’ve had the privilege of mentoring toy visionaries from all corners of the globe. Every day, I’m dedicated to guiding, inspiring, and connecting the students of Toy Creators Academy with the right manufacturers, factories, or retailers who align best with their unique offerings.
Through the Toy Creators Academy, we’re not just empowering new toy and game creators; we’re also preserving the heart and tradition of the toy industry. Our alumni are equipped with the foundational skills needed to research and design marketable toy products, regardless of their experience level. They’re introduced to the vast landscape of toy companies and trade shows, learning how to leverage each opportunity to their advantage.
A cornerstone of the Toy Creators Academy experience is our unwavering commitment to providing clear information and fostering an engaging community. Within our TCA Community, members find a safe space to ask questions, exchange ideas, and provide constructive feedback. It’s a vibrant ecosystem where collaboration thrives, fueled by a shared passion for innovation and creativity.
As The Toy Coach and Toy Creators Academy gained traction, they became focal points of interest, attracting attention from all corners and earning recognition from influential figures in both the business and media realms.
Toy Creators Academy swiftly became a topic of conversation on esteemed business podcasts, gracing the airwaves of shows like She’s Off Script and Online Marketing Made Easy. Soon after I found myself on national TV to talk about toys on Access Daily and The Toys That Built America. Simultaneously, The Toy Coach brand started winning industry awards including a TAGIE Game Changer of The Year award and the 2022 Digital Storyteller Wonder Woman award.
Amidst this whirlwind of media attention and business growth, I found myself bombarded with well-intentioned advice from every corner of the industry. Some urged me towards sales, others suggested a foray into job placement, and still, more encouraged the path of a toy agent. They’d say, “You’re in the perfect position to do this!” or “You’ve got the perfect personality for this!”. I tried my hand at each, eager to explore every avenue for success. However, in the midst of juggling these various roles, I realized I had inadvertently strayed from my true passion and purpose.
Overcommitted and overwhelmed, I found myself spread thin, dabbling in endeavors that failed to bring me joy. It was a pivotal moment—a moment of clarity amidst my packed schedule. I realized that instead of attempting to scale horizontally, I had a unique opportunity to grow vertically—to dive deeper into the core of my business and nurture it from within.
And so, with renewed focus and determination, I returned to the heart of The Toy Coach. Recognizing that our true strength was in amplifying our core mission—to empower and educate aspiring creators in the industry of play. It was from this realization that the idea to expand The Toy Coach course platform into a centralized hub where the best and brightest from all corners of the industry could teach their expertise and insights.
As I reflect on this journey—from the humble beginnings of a nervous Google search to the bustling hub of information that we’ve become—I’m reminded of the incredible strides we’ve made against all odds. Since opening the doors to Toy Creators Academy in September of 2020, we have welcomed over 200 students into the program and private community.
In this time, we’ve not only provided invaluable guidance and mentorship, but we’ve also facilitated meaningful connections and opportunities. We’ve hosted six virtual pitch events, introducing emerging inventors to industry giants like Hasbro, Mattel, Spinmaster, and Jazwares. We’ve held an in-person product showcase and are eagerly anticipating our first-ever in-person pitch event in June at ASTRA Marketplace & Academy.
The impact of our work extends far beyond the digital realm. TCA alumni now have products in stores all over the world, from specialty boutiques to mass-market chains. And in 2024, several TCA graduates are poised to see their licensed inventions hit store shelves—a testament to their creativity, perseverance, and the support of our vibrant community.
As we continue to chart new territories and push the boundaries of what’s possible, I am reminded of the heart and mission of The Toy Coach—to empower our listeners and course participants with the information, confidence, and clarity they need to take the next big step in their toy journey. Here’s to endless possibilities, unwavering determination, and a community that lifts each other up every step of the way.
