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.

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 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.

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

Before we dive into one of the most creative plush lines I’ve ever seen, we need to talk about something serious—TARIFFS.

In this episode, I’m kicking things off with an urgent update on the U.S.–China tariff situation and sharing what I’d do if I were launching a toy brand today—and why diversifying manufacturing is essential.

Then, I take you inside my exclusive Toy Fair interview with Lisa Doiron, VP of Global Brand Marketing at Basic Fun.

Lisa introduced me to ThreadZ—a limited-edition plush line made with excess fabrics, designed for Gen Alpha’s love of individuality and “get-it-before-it’s-gone” energy.

You’ll hear why now’s the time to rethink manufacturing, how to make your toy line more flexible, what Gen Alpha really wants, and how to apply a big-brand, small-batch strategy to your own biz.

Hit play now and get inspired by a big-brand strategy you can actually use!

“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 Association, shares how she turned around a failing classic brand, and ushered it into a new era of profitability and heart. 

If you’re sitting on a brand that you know has potential but you’ve been feeling stuck on how to help it gain momentum, this episode will certainly give you a new perspective.

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.

In this episode we go into detail about the skills that Katharine had to develop to create her first prototype, and why those skills likely saved her thousands of dollars. If you’re interested in hearing a case study of a fellow startup toy entrepreneur taking a leap of faith on their toy product, give this episode a listen.

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?

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 to absorb these extra costs? Will factories take the hit? Will retailers adjust their pricing? Or will consumers end up paying the price?

Find out:

🔥 Why Chinese factories can’t absorb the tariffs, and what that means for production

🛒 How major retailers are pivoting their strategies to stay competitive

⚖️ If companies should rush their products to market before the tariffs take full effect

🔍 Shifting buyer patterns at Toy Fair 2025