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.

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.

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.

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.

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?

You’ve got a product idea that means the world to you… maybe it’s cultural, personal, or rooted in your own childhood traditions. But making it retail-ready without losing your mission? That’s the challenge. In this episode of Making It in the Toy Industry, I’m coaching Durratussharaf, Toy Creators Academy alum, Accelerator grad, and founder of Dcraftsource, a culturally-inspired craft kit brand built to celebrate every kid and every culture. If you're trying to figure out how to go from maker to brand, or you're wondering how to bring more authenticity into your product line, this episode will inspire you to stop waiting and start building.

Your toy is 90% done… again. In this episode, Toy Creators Academy alum Melanie Palmer shares how perfectionism stalled her launch, what finally helped her move forward, and why she's building a purpose-driven toy brand without being the face of it. If you're building something with purpose and wondering, "Am I doing this right?", Melanie’s story is proof that you don’t need to rush, and you don’t have to figure it out alone. Enroll today at thetoycoach.com/tca