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THE TOY COACH HAS BEEN FEATURED ON
Hi, I’m Azhelle Wade, Founder and CEO of The Toy Coach.
My corporate toy career started with a doll design internship at Madame Alexander, and 10 years later I grew to VP of Brand and Product at Creative Kids before founding The Toy Coach.
In between, I ran a $20 million arts and crafts line at Toys"R"Us and led design for every one of the company's private label girls brands. I earned three U.S. patents while at Horizon Group USA, and a doll set I designed won the 2016 Oppenheim Toy Portfolio Gold Seal. In 2026 I received my 9th toy award, the WIT Wonder Woman Award for Emerging Technology Leader.
As The Toy Coach, I've consulted for National Geographic, NBC, Hasbro, Cas Holman's Rigamajig, and BDA Inc. I also sat on the board of ASTRA a specialty toy non-profit for three and a half years.
Through my 1:1 work, The Toy Coach Showcase, and Toy Creators Academy, I help creators clarify the market opportunity for their idea, manufacture their product, build their network and monetize their ideas.
Whether you're sketching your very first concept or scaling an established toy line, I'm here to help you Make It Toyetic®.
Current & Previous Clients
Courtney Smithee launched the first ever toy line designed to look like home decor. She generated $11K in her first month and was a finalist in the 2026 Wonder Woman awards for her innovation!
Samantha Ong grew Joey Dolls to a multi 6 figure company and pitched for investors on Dragons' Den.
Brandon Braswell founded an action figure line called 9 to 5 Warriors via Kickstarter, and landed in dozens of specialty stores.
Joanna Paul licensed her plush invention, Whatsitsface, and got it into Walmart and Kohls.
Chrissy Fagerholt went from inventing to running her own brand and back again, selling her own game to Target and licensing another with Mattel.
My work has been featured on NBC's Access Daily, On Brand with Jimmy Fallon, and the History Channel's The Toys That Built America, plus Forbes and Essence. As The Toy Coach, I’ve worked with large corporations and emerging inventors launching their own toy brands. Here’s a look at what our startup clients have accomplished with my help:
Season 6 of Making It in the Toy Industry® is available now.
MAKING IT IN THE TOY INDUSTRY® is your secret weapon for showing up like a pro in the toy and game industry.
Season 6 covers AI’s impact on the toy industry. Whether you’ve got an idea for a toy, have a toy job, or are developing your 500th game, this season will help you understand the impact of AI on your role in the toy industry. Learn how to use it, protect your brand, and save more time.
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Learn the Toy Industry From the Inside
I’m all about empowering you to take control of your idea through education. Before you sign away a portion of your idea, or commit to a studio contract, you need to understand the process of getting to market in this industry. It’s complex, challenging, and unique. Mastering it takes time, but it gives you the clarity and confidence to make better decisions at every stage. Ready to Make It Toyetic®?
THE IDEA BOOTCAMP YOU (PROBABLY) NEED
Figure out if your idea has market viability fast with this AI powered bootcamp. In it, you’ll visualize your idea, vett it against your industry competitors and then draft a compelling pitch to sell it.
JOIN THE #1 TOY PROGRAM FOR TOY CREATORS
Get the contacts, templates, insight and support you need to successfully develop and launch your idea.
We don’t say “can’t” here.
My mom always told me, “Never say you can’t.”
That simple phrase carried me through a major car accident, cancer, career pivots, and the leap from corporate VP to entrepreneur. It’s the reason I had the confidence to build The Toy Coach, and it’s the reason I believe so deeply in helping others achieve their dreams.
And because of that mindset, I’ve been able to:
Go from doll design intern to VP in the toy industry
Earn 3 U.S. patents for innovative toys.
📝 Patent #1, Patent #2, Patent #3
Design, manage and grow a $20 million toy line and lead design for a national retailer's private label girls brands
Be honored with awards like:
🏆 2026 WiT Wonder Women Award WINNER, Emerging Technology Leader
🏆 2026 MOJO Nation Design Champion Award
🏆 2022 Women In Toys Wonder Woman Storyteller Award
🏆 2021 TAGIE Game Changer Award
🏆 2021 MOJO Nation Design Champion Award
🏆 2016 Oppenheim Toy Portfolio Gold Seal Award
The work I do as The Toy Coach is designed to make the toy industry more accessible to creative innovators from all walks of life. If you’ve ever felt discouraged about making it in the toy industry, you are in the right place.
With persistence, creativity, and the right support, you 100% can do this. Like my mom always told me, “Never say you can’t.”.
