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#299: How Swift Clicks Heishi Bracelet Maker Became A Creative Toy Of The Year Finalist with Gena Lavallee
Before Swift Clicks ever hit the shelves, the team at Make It Real was staring down the brutal math of the craft aisle: rising costs, shrinking margins, and kids who expect faster, cooler results than ever. So how did her team turn that pressure into a Creative Toy of the Year finalist bracelet maker that Swifties can’t stop talking about?
In this episode of Making It in the Toy Industry, I sit down with Gena Lavallee, VP of Global Brands at Make It Real, to reveal the story behind Swift Clicks, the Make It Real Heishi Bracelet Maker. From the “clicky pen” inspiration to the clever refill system, hidden funnel, built-in storage, lefty/righty-friendly design, and even how to actually tie a jeweler’s knot, you’ll hear how Gena’s team transformed a slow, fiddly craft into a fast, inclusive, and insanely satisfying play experience.
#298: Why The Nee Doh Cube Nice Cube Is A Finalist For This Major Toy Award with Paul Weingard
Can a $5 squishy toy really outsell the competition and take home a Toy of the Year award? Schylling’s CEO Paul Weingard is betting on it and honestly, the numbers are on his side.
Join me in the Schylling office where I sit with Paul Weingard to unpack the exact strategies that turned a simple sensory ball into a branded, collectable empire that’s dominating on Amazon, thriving in toy stores, and blowing up organically online.
Cast your vote for NeeDoh Nice Cube Swirl in the Specialty Toy of the Year category! Open to Toy Association members and media.
#297: How South Beach Bubbles Became a 2-Time TOTY Finalist with Ron Weizman
What does it take to turn a bubble toy into a sellout success and a two-time TOTY nominee? In this episode, we dive into the award-winning retail and demo strategy behind Poppin Colorz’ Galactic Color Bubble Machine.
From open-box packaging to live demos that pulled shoppers off the sidewalk, Ron Weizman of South Beach Bubbles shares how they turned a classic play pattern into a shelf-stealing hit.
Cast your vote for the Poppin Colorz Galactic Bubble Machine, nominated for Outdoor Toy of the Year! Open to Toy Association members and media.
#296: ESPN Virtual Reality Experience Nominated For A Major Toy Award with Steve Rad
What if kids could learn about sports, INSIDE SportsCenter? Well 27 licensing deals, 7 TOTY nominations, and 1 incredible host all led to this incredible feat of edutainment.
For 2025, Abacus Brands teamed up with ESPN and a roster of elite athletes to create the ESPN Virtual Reality Headset. This fully immersive toy is nominated for Educational Toy of the Year and delivers sports history, rules, trivia, and facts in a way kids have never experienced before.