Let’s Build A Playful Brand They Can’t Ignore
As seen on NBC’s On Brand with Jimmy Fallon, The Toy Coach helps creators build and grow unforgettable toy brands.
THE TOY COACH HAS BEEN FEATURED ON
Hey there, toy person!
My name is Azhelle Wade, and I’m the founder of The Toy Coach.
After more than a decade developing award-winning toys and leading global brands, I set out to make the toy industry more accessible, more consumer-led, and more fun. Since 2010, I’ve worked with iconic companies like Toys“R”Us, Party City, Madame Alexander, and Creative Kids. 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.
What truly lights me up? Helping brands reach their full toyetic potential.
Through Toy Creators Academy®, I guide new inventors through the entire toy development process.
With the TCA Accelerator, I support toypreneurs ready to scale with advanced strategy and accountability.
And with my VIP Toy Concierge service, I curate unforgettable play experiences for high-profile clients and organizations.
Whether you’re sketching your very first idea, scaling an established toy line, or seeking premium concierge-level support, I’m here to help.
Current & Previous Clients
Not sure how to launch or grow your toy brand?
⬇️ Start Here ⬇️
Step #1: Perfect Your Idea
Ever wondered if your idea was good enough? Let me show you how to use AI tools to improve your idea and render stunning in store displays.
Start Now: The Make It Toyetic Bootcamp
Idea💡To Market-Ready Pitch in 3 Days
Step #2: Build Your Product
Already have the perfect idea? It’s time to make it.
WATCH THE MASTERCLASS
Get a complete overview of the 5 steps to launch your toy idea so it has the best chance of success.
JOIN THE #1 TOY PROGRAM FOR TOY CREATORS
Get the contacts, templates, insight and support you need to successfully develop and launch your idea.
Step #3: Start Going To Industry Events
Already have inventory or a working prototype? It’s time to pitch. 👇🏾
Popular Download: The Toy Trade Show Handbook For Toy People
There are DOZENS of toy and game trade shows. but which is the right show for YOU?
Keep Learning With The Award Winning Podcast
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 podcast will deliver a new strategy, tip, or technique to improve your toy journey.
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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.”.
