Let’s Build A Playful Brand They Can’t Ignore
As seen on NBC’s On Brand with Jimmy Fallon, The Toy Coach partners with creators, brands, and innovators to develop meaningful play experiences.
THE TOY COACH HAS BEEN FEATURED ON
Hi, I’m Azhelle Wade, and I’m the founder and Creative Lead of The Toy Coach.
Since 2010, I’ve worked with iconic companies like Toys“R”Us, Party City, Madame Alexander, Creative Kids, and National Geographic. Along the way, I’ve earned three U.S. patents, managed multi-million-dollar toy lines, and received industry honors including the TAGIE Game Changer Award and the WIT Wonder Woman Storyteller Award.
Today, I partner with creators and companies at pivotal moments of ideation, growth, and reinvention.
My role is to help clarify opportunities, shape ideas into the right play-based format, and guide creative work with intention, taste, and real-world toy industry expertise.
Whether you’re sketching your very first idea or scaling an established toy line, I’m here to help you Make It Toyetic®.
Current & Previous Clients
The Toy Coach Podcast: Making It in the Toy Industry®
Hosted by Azhelle Wade, MAKING IT IN THE TOY INDUSTRY® is your secret weapon for showing up like a pro in the toy and game industry. Whether you’ve got an idea for a toy, are starting your first toy job, or developing your 500th game, this award-winning podcast will deliver a new tip, or technique to take your creative ideas and Make It Toyetic®.
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Learn the Toy Industry From the Inside
I’m all about empowering you to take control of your idea through education. Before you sign away a portion of your idea, or commit to a studio contract, you need to understand the process of getting to market in this industry. It’s complex, challenging, and unique. Mastering it takes time, but it gives you the clarity and confidence to make better decisions at every stage. Ready to Make It Toyetic®?
THE IDEA BOOTCAMP YOU (PROBABLY) NEED
Figure out if your idea has market viability fast with this AI powered bootcamp. In it, you’ll visualize your idea, vett it against your industry competitors and then draft a compelling pitch to sell it.
JOIN THE #1 TOY PROGRAM FOR TOY CREATORS
Get the contacts, templates, insight and support you need to successfully develop and launch your idea.
Meet You At An Industry Event?
Toy events are where you need to be to network, sell, and find great ideas. Below is your go-to guide of toy and game trade shows that you need to be at. Maybe I’ll see you at the next one.
We don’t say “can’t” here.
My mom always told me, “Never say you can’t.”
That simple phrase carried me through a major car accident, cancer, career pivots, and the leap from corporate VP to entrepreneur. It’s the reason I had the confidence to build The Toy Coach, and it’s the reason I believe so deeply in helping others achieve their dreams.
And because of that mindset, I’ve been able to:
Earn 3 U.S. patents for innovative toys.
📝 Patent #1, Patent #2, Patent #3
Manage and grow multi-million-dollar toy lines.
Be honored with awards like:
🏆 2022 Women In Toys Wonder Woman Storyteller Award
🏆 2021 TAGIE Game Changer Award
🏆 2021 MOJO Nation Design Champion Award
🏆 2016 Oppenheim Toy Portfolio Gold Seal Award
The work I do as The Toy Coach is designed to make the toy industry more accessible to creative innovators from all walks of life. If you’ve ever felt discouraged about making it in the toy industry, you are in the right place.
With persistence, creativity, and the right support, you 100% can do this. Like my mom always told me, “Never say you can’t.”.
