What started as an inventor's pitch, evolved into a collectible phenomenon. Sky Castle Toys is showing us what happens when you combine viral content with collectibility…and it’s Sticki Rolls. 

Sticki Rolls is nominated for Collectible Toy Of The Year, and if you ask me, they should be the ones taking home the TOTY (sorry Lego!) Sky Castle built a brand, demand, and a community from scratch, and they’re only continuing to grow. Driven by viral content and partnerships with niche artists, the Sticki rolls brand is one of the few toys that can get kids excited about putting down their phones…even if it’s just to cover them with stickers. 😏

You’ve heard of the Oscars and Emmys… but have you heard of the TOTYs? In this episode, we’re breaking down why the Toy of the Year Awards are such a big deal, how to get nominated, and how a TOTY nod can boost your sales, press, and SEO. Plus, I’m sharing what really goes down at the black-tie gala and how finalists can turn their moment into a marketing win. If you're a 2026 finalist, check the nominees here and claim your promo spot before your category sells out!

In spring 2025 I was invited to join On Brand with Jimmy Fallon as 1 of 10 creatives selected to pitch national campaigns to major brands on national TV. Since the episodes aired, my DMs have been full of the same questions: how did I get on the show, what was it really like, and what do I think of Jimmy Fallon?