Ready to Turn Your BIG Idea into a Profitable Brand?
Get the strategy and industry connections you need to develop your idea, prototype it, make a profit, and win awards while protecting your IP.
THE TOY COACH HAS BEEN FEATURED ON
Hi, I’m Azhelle Wade, Founder and CEO of The Toy Coach.
Since 2010, I've designed and managed multi-million-dollar toy lines for companies like Toys"R"Us, Party City, Madame Alexander, and Creative Kids — earning three U.S. patents along the way. As The Toy Coach, I've consulted for many big brands including National Geographic, NBC, Hasbro, Cas Holman’s Rigamajig, and BDA Inc.
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. I've been honored with the TAGIE Game Changer Award and the WIT Wonder Woman Storyteller Award, but the recognition I care about most are my client wins!
I brag about them constantly:
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 Khols.
Chrissy Fagerholt went from inventing to running her own brand and back again, selling her own game to Target and licensing another with Mattel.
…and those are just a few.
Through The Toy Coach, I help creators clarify the market opportunity for their idea, develop their pitch materials or manufacturing, and built their network to sell or license their ideas for a profit.
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
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.
Meet You At An Industry Event?
Toy events are where you need to be to network, sell, and find great ideas. Below is your go-to guide of toy and game trade shows that you need to be at. Maybe I’ll see you at the next one.
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:
Earn 3 U.S. patents for innovative toys.
📝 Patent #1, Patent #2, Patent #3
Manage and grow multi-million-dollar toy lines.
Be honored with awards like:
🏆 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.”.
