#57: Building Your Brand Identity with Albert Lawrence

Your toy package should be the 24/7 salesman for your toy product. Is your packaging putting in the work? If you have ever wondered how to make your packaging communicate the value of your product, I’ve got a new episode that you just can't miss. As one of our guests today will attest, often toy packaging is an afterthought, but what if I told you it's one of your most powerful communication tools?

In this episode, I had the privilege of diving deep into the art of communication in packaging design with Brittany and Ivan Wesley, the masterminds behind Anchor Creative. With over two decades of experience in branding and packaging, they've turned the concept of packaging into a storytelling art form, with bits of “magic” worked in here and there. One fascinating insight they shared was the strategic use of awards and accreditations on packaging—how to showcase them effectively without overwhelming your audience. But that's just the tip of the iceberg; we also explored the nuances of communicating a toy's digital features and the secrets behind packaging that sells.

Brittany and Ivan opened up about their journey from the food and beverage industry to the vibrant world of toys, revealing surprising lessons about the underrated role of packaging in the toy industry. They walked us through their approach to a few key projects, demonstrating how packaging can communicate your toy's value, intrigue potential buyers, and convey the essence of your brand—all before the box is even opened.

Can't Miss Moments:

• The Art of Showcasing Awards [00:12:39] Discover how to elegantly highlight awards and accreditations on your toy packaging without cluttering the design. Brittany and Ivan share some clever strategies that intrigue rather than overwhelm the buyer.
• From Food to Toys [00:01:33] A Packaging Design Journey: Hear the surprising insights Brittany and Ivan gained by transitioning from the food and beverage industry to the toy sector. Their experiences shed light on the untapped potential within toy packaging design.
• Highlighting Digital Features with Flair [00:07:18]  How do you communicate a toy's digital components on its packaging effectively? The episode teases some innovative methods that go beyond traditional design approaches, making your product stand out on the shelves.
• Packaging as a Potent Marketing Tool [00:18:36] This conversation dives into the strategic use of packaging as a powerful marketing ally. Discover how the right design elements can transform your packaging into a silent salesman that draws consumers in and drives sales.

Mentioned In This Episode:
This episode is brought to you by www.thetoycoach.com

Visit thetoycoach.com/211 for the links mentioned in today's episode.

🎓 5 Streamlined Steps To Your Next Playful Product Launch in 1 Interactive Masterclass: learn.thetoycoach.com/masterclass

💡 The Great Toy and Game Idea Bootcamp: Visualize, Validate, and Vow to make your toy or game idea real in just 5 days. Register here: learn.thetoycoach.com/bootcamp

Have you heard about the Toy Trade Show that happened in Las Vegas? It’s called Toy Fest and I just dropped an episode all about it in case you missed it! In this episode I’m sharing quotes from the diverse range of attendees, breaking down emerging trends and highlighting innovations showcased on the floor and in the showrooms.

Discover why Toy Fest should be at the top of your list if you're considering bringing a new toy line to market. With insights from exhibitors, buyers, and seasoned toy veterans, you'll gain invaluable knowledge about what's hot in the toy and game space right now. From plush toys to fashion and tween products, arts and crafts to building kits, you'll learn about the top-selling categories and the latest innovations driving the industry forward.

But Toy Fest isn't just about products—it's also a hub for networking and collaboration. In this short podcast episode hear stories of connections made, advice exchanged, and opportunities locked in during the event. Whether you're a newcomer seeking to make your mark or a seasoned professional looking to expand your network, Toy Fest offers a relaxed and friendly environment where industry experts come together to share successes and learn from each other.

Don't miss this insider's look at Toy Fest 2024 and the valuable insights it offers for anyone making their way in the toy industry.

Episode Cliff Notes:

• Learn why Toy Fest should be at the top of your list for bringing a new toy line to market.
• Discover the top-selling categories and emerging trends showcased at Toy Fest 2024.
• Gain insights into the power of networking and collaboration in the toy industry.
• Hear stories from exhibitors, buyers, and seasoned veterans about their experiences at Toy Fest.
• Find out how to make the most of your time at industry trade shows and build valuable connections.
• Explore innovative products and exciting developments shaping the future of the toy industry.
• Uncover the secrets to success in the competitive world of toy manufacturing and retail.
• Get inspired to take your toy business to new heights with the knowledge gained from Toy Fest 2024.
• Learn about the importance of staying ahead of trends and adapting to changing consumer preferences.
• Discover how Toy Fest offers a unique opportunity to connect with industry experts and stay informed about the latest 

Mentioned In This Episode:
This episode is brought to you by www.thetoycoach.com

Visit thetoycoach.com/210 for the links mentioned in today's episode.

🎓 5 Streamlined Steps To Your Next Playful Product Launch in 1 Interactive Masterclass: learn.thetoycoach.com/masterclass

💡 The Great Toy and Game Idea Bootcamp: Visualize, Validate, and Vow to make your toy or game idea real in just 5 days. Register here: learn.thetoycoach.com/bootcamp

Right now you might feel like an outsider in the toy industry. But it’s important to remember that we ALL started out that way. The goal of today’s podcast episode is to show you how you can go from zero connections in the world of toys, to thousands! Yep, thousands.

To teach that lesson, I’m bringing you part two of my interview with Ehi Oviasu-Kahn, where you’ll hear how she went from the spark of an idea in her kitchen, to becoming a pivotal figure at Women in Toys, Licensing, and Entertainment (WiT). Ehi's narrative is one of discovery, highlighting how warmth, mentorship, and collaboration fuel success in the toy industry. 

In this episode you'll learn about the transformative power of networking and the essential role of communities like WiT and of course Toy Creators Academy but we’ll also tease why 2024 is an exciting season of change and what you can expect.

Episode Cliff Notes:

• Find out what Surprised Ehi most about the toy industry. [02:46]
• Discover how Ehi first discovered and became a part of WiT? [03:47]
• How your WiT Membership compliments your experience in Toy Creators Academy, listen to find out the latest included in your WiT Membership! []
• Already a WiT Member? Ehi shares how to make the most of your membership. [05:43]
• Find out how to join the 5,000 WiT Community Today Hot tip: check with your HR manager to find out if your company already has a membership available to you! [07:31]
• Hear The Toy Coach share HER favorite part of Women In Toys [9:24]
• 2024 will be the first ever Wonder Women Everywhere event, find out what that is by skipping ahead to…[10:13]
• Find out why Ehi and Azhelle agree that 2024 if the year of change, and what that means for WiT [12:02]
• Find out what Ehi is manifesting for 1 year from now. [12:46]
• Are you an inventor relations manager at a toy company looking for a doll or construction toy innovation? Jump to [ ] to find out what Ehi is working on and how you can get in touch. [13:36]
• Curious what toy or game blew Ehi’s mind as a kid? [15:00]

Mentioned In This Episode:
This episode is brought to you by www.thetoycoach.com

Visit thetoycoach.com/209 for the links mentioned in today's episode.

🎓 5 Streamlined Steps To Your Next Playful Product Launch in 1 Interactive Masterclass: learn.thetoycoach.com/masterclass

💡 The Great Toy and Game Idea Bootcamp: Visualize, Validate, and Vow to make your toy or game idea real in just 5 days. Register here: learn.thetoycoach.com/bootcamp

Have you ever wondered what drives the passion behind toy inventors? In this compelling episode of Making It in the Toy Industry, we dive deep with Ehi Oviasu-Kahn, the dynamic chairwoman of the Board of Directors of Women in Toys Licensing and Entertainment, and the creative mind behind Little Art. Discover how the quest to entertain and educate her daughter during the pandemic led to the birth of a new toy company. Ehi shares her journey from attorney to toy inventor, driven by the desire to merge art, play, and developmental learning into unique toys for children.

Ehi shares the challenges and triumphs of entering the toy industry with no business background, leveraging her artistic talent, and motherly intuition to invent toys that are not only fun but also foster development. She also reveals how staying informed on market trends and backing pitches with solid data can make all the difference in getting your ideas noticed.

Episode Cliff Notes:

• Ehi shares two unexpected fields she worked in prior to the toy industry [00:01:30]
• Learn about the inception of Little Art and the mission behind the brand [00:03:35]
• Ehi shares how she stays up to date with social trends that influence the types of products that the toy industry wants to see. [00:07:25]
• Ehi shares her best experience pitching her ideas and what she learned from it. [00:10:37]
• Get a peek into the creative process behind Ehi's art and toy designs [00:15:52]
• Gain insight on how to leverage personal experiences to inspire toy concepts [00:18:22]
• Find out where to connect with Ehi. [00:20:46]

Mentioned In This Episode:
This episode is brought to you by www.thetoycoach.com

Visit thetoycoach.com/208 for the links mentioned in today's episode.

🎓 5 Streamlined Steps To Your Next Playful Product Launch in 1 Interactive Masterclass: learn.thetoycoach.com/masterclass

💡 The Great Toy and Game Idea Bootcamp: Visualize, Validate, and Vow to make your toy or game idea real in just 5 days. Register here: learn.thetoycoach.com/bootcamp

• The surprising truth about networking myths and how they might be holding you back in the toy industry.
• Ever wondered how professional friendships can evolve into game-changing opportunities? Listen in to hear how it happened for Azhelle.
• Discover Azhelle Wade's personal journey through the toy industry and the invaluable lessons she learned along the way.
• Learn the one networking mistake most professionals make and how to avoid it to accelerate your career growth.
• Dive deep into the importance of authenticity in building genuine connections that can supercharge your success.
• Find out the one thing that you need to have in place before you start networking.

Mentioned In This Episode:
This episode is brought to you by www.thetoycoach.com

Visit thetoycoach.com/207 for the links mentioned in today's episode.

🎓 5 Streamlined Steps To Your Next Playful Product Launch in 1 Interactive Masterclass: learn.thetoycoach.com/masterclass

💡 The Great Toy and Game Idea Bootcamp: Visualize, Validate, and Vow to make your toy or game idea real in just 5 days. Register here: learn.thetoycoach.com/bootcamp

• Catherine highlights the effectiveness of Toy Creators Academy (TCA) in providing a comprehensive understanding of the toy industry, preventing individuals from feeling overwhelmed by information available online.
• The importance of learning industry-specific terminology such as RFQ (Request for Quote), and how it significantly impacts one's ability to navigate the industry professionally.
• Catherine completed the TCA course in 12 weeks, finding it challenging to balance with her existing career and would have preferred the go at your own pace version that’s available today.
• The benefits of TCA's self-paced learning and on-demand support allows for flexibility and continued interaction with the community.
• The TCA virtual pitch event played a critical role in connecting entrepreneurs with industry professionals, boosting confidence and providing valuable pitching experience.
•  TCA offered comprehensive lessons on entrepreneurship, pitching, and licensing, providing valuable insights and skills crucial for success in the toy industry.

Mentioned In This Episode:
This episode is brought to you by www.thetoycoach.com

Visit thetoycoach.com/206 for the links mentioned in today's episode.

🎓 5 Streamlined Steps To Your Next Playful Product Launch in 1 Interactive Masterclass: learn.thetoycoach.com/masterclass

💡 The Great Toy and Game Idea Bootcamp: Visualize, Validate, and Vow to make your toy or game idea real in just 5 days. Register here: learn.thetoycoach.com/bootcamp

• [00:00:00] Discover the essence of adding value to an idea beyond its conception.
• [00:01:13] Meet Robert Yusim, an accomplished consumer products marketer.
• [00:10:25] Learn about the significance of mentors, networking, and building valuable connections.
• [00:12:00] Distinguish between an idea and an invention and why substance is crucial.
• [00:14:00] What makes non-patentable inventions licensable? Discover the key factors.
• [00:18:00] A compelling success story involving Pixicade and the strategies behind its growth.
• [00:22:08] Valuable advice for aspiring entrepreneurs starting their own business ventures.
• [00:22:51] Find out what toy blew Robert Yusim's mind as a kid.

Mentioned In This Episode:
This episode is brought to you by www.thetoycoach.com

Visit thetoycoach.com/205 for the links mentioned in today's episode.

🎓 5 Streamlined Steps To Your Next Playful Product Launch in 1 Interactive Masterclass: learn.thetoycoach.com/masterclass

💡 The Great Toy and Game Idea Bootcamp: Visualize, Validate, and Vow to make your toy or game idea real in just 5 days. Register here: learn.thetoycoach.com/bootcamp

Do you remember the original tiny world of Polly Pocket? In this week’s episode, we dive deep into the history, secrets, and surprises behind this iconic toy with Maude Campbell, author of the upcoming book The Legacy of Polly Pocket: Mattel's Micro Moneymaker. Join us as we explore how a simple button inspired inventor Chris Wiggs to fashion an iconic toy out of a makeup compact. Learn about the transition from Bluebird to Mattel, the ups and downs of Polly's size changes, and the enduring love fans have for this miniature wonder.

It all began with a simple idea – the concept of a miniature world that could fit in the palm of your hand. This idea, however, was far from simple in its execution. Polly Pocket owes its creation to the ingenious mind of Chris Wiggs, an inventor who found inspiration in an unlikely place – a makeup compact.

Join us in this episode of Making It In The Toy Industry as we meet a fellow Polly Fan who felt inspired by her collection to research and write a story of Polly Pocket. In this episode we celebrate the enduring charm of Polly Pocket and all of her secrets and surprises.

Episode Cliff Notes:

• Learn the heartwarming story behind Polly Pocket's creation and the special father-daughter relationship that inspired it. 
• Discover why Polly's transition from Bluebird to Mattel had fans divided and how she managed to maintain her charm. 
• Hear the most surprising and moving fan stories that Maude encountered in her research for the upcoming book.
• Learn the importance of the phrase “secrets and surprises” to the Mattel team.
• Get an exclusive peek into Maude Campbell's upcoming book, and hear a clip you won’t find anywhere else!

Mentioned In This Episode:
This episode is brought to you by www.thetoycoach.com

Visit thetoycoach.com/204 for the links mentioned in today's episode.

🎓 5 Streamlined Steps To Your Next Playful Product Launch in 1 Interactive Masterclass: learn.thetoycoach.com/masterclass

💡 The Great Toy and Game Idea Bootcamp: Visualize, Validate, and Vow to make your toy or game idea real in just 5 days. Register here: learn.thetoycoach.com/bootcamp

Ever wondered how a beloved character from a children's book can leap off the pages and become a real toy? This episode of "Making It in the Toy Industry" reveals the transformative journey of a TCA Alumni who turned a character from their storybook into a cherished 12-inch plush toy.

Join Virginia Lette as the host of this new series in a conversation with CJ Charles, the author and toy creator behind My Mother Is A Superhero. Hear the story of how CJ successfully turned her book's protagonist, 'Justine', into a tangible plush doll. Discover the creative and strategic steps involved in developing a clear brand mission, Pantone selection, and expert vetting that helped CJ bring her toy concept to life. From initial design challenges to effective brand messaging and beyond, this episode is a deep dive into the art of turning a literary character into a marketable toy brand.


Episode Cliff Notes:

• Discover the journey of turning a book character into a plush doll [00:02:56]
• Find out what toy CJ Created in Toy Creators Academy [00:03:00]
• Insights into overcoming toy industry challenges [00:10:26]
• The importance of clear brand messaging for toy inventors [00:11:09]
• A peek into CJ's process of prototype development and refinement [00:15:38]
• The role of networking in the toy business [00:18:27]
• Impact of Toy Creators Academy on aspiring toy inventors [00:23:35]
• Pitching ideas to major toy companies [00:20:14]
• The importance of having a supportive community on your journey [00:19:00]
• CJ's future plans and aspirations in the toy industry [00:29:15
  
  

Mentioned In This Episode:
This episode is brought to you by www.thetoycoach.com

Visit thetoycoach.com/203 for the links mentioned in today's episode.

🎓 5 Streamlined Steps To Your Next Playful Product Launch in 1 Interactive Masterclass: learn.thetoycoach.com/masterclass

💡 The Great Toy and Game Idea Bootcamp: Visualize, Validate, and Vow to make your toy or game idea real in just 5 days. Register here: learn.thetoycoach.com/bootcamp

How does the recent California law mandating gender-neutral toy sections in large retail stores impact the toy industry? This episode takes a deep dive into the nuances of this legislative change and its potential ripple effects on manufacturers, retailers, and consumers.

The episode revisits a critical discussion from October 2021, examining the intricate details and recent amendments of the bill turned into law. We explore the initial intentions of the bill, which aimed to encompass childcare items, children's clothing, and toys, and discuss the significant changes it underwent before becoming law. One of the notable alterations includes the exclusion of children's clothing from the bill and the refined definition of 'childcare items,' emphasizing products designed for sleep, relaxation, feeding, sucking, or teething.

The Toy Coach sheds light on the financial implications of non-compliance with the new law, analyzing the fines and penalties associated with failing to adhere to the new regulations. The episode also covers consumer reactions and sentiments, highlighting how the law is perceived as both a progressive step and a performative act by different segments of the population.

The episode explores the opportunities and challenges this law presents for toy manufacturers, including the need for rapid adaptation and the possibility of developing new gender-neutral product lines.

This episode is a must-listen for anyone interested in understanding the complexities of the California gender-neutral toy law, its implications for the toy industry, retail strategies, gender norms in toy marketing, and the broader societal implications of such legislative changes. It's an essential resource for toy industry professionals, retailers, manufacturers, marketers, and consumers looking to stay informed about the latest trends and regulations in the toy industry.


EPISODE CLIFF NOTES:

• Learn about the origins and updates of California's gender-neutral toy law [00:00:30]
• Find out how Assembly Bill 1084 has evolved since its introduction [00:01:02]
• Discover the implications for childcare items and toy categories [00:02:21]
• Understand the changes in retail space and consumer attitudes [00:04:06]
• Explore the financial implications of non-compliance with the law [00:03:36]
• Delve into retail strategies for implementing gender-neutral sections [00:05:01]
• Analyze the potential impact on toy manufacturers [00:24:12]
• Examine the creative opportunities arising from these changes [00:34:23]
• Discuss the broader implications for toy retailing and gender norms [00:37:27]
• Recap of the episode with key takeaways [00:38:00]

MENTIONED IN THIS EPISODE:

For the links and resources mentioned in this episode, head over to the episode page at https://www.thetoycoach.com/202

🎓 5 Streamlined Steps To Your Next Playful Product Launch in 1 Interactive Masterclass: learn.thetoycoach.com/masterclass

💡 The Great Toy and Game Idea Bootcamp: Visualize, Validate, and Vow to make your toy or game idea real in just 5 days. Register here: learn.thetoycoach.com/bootcamp