How CJ Charles Turned Her Children's Book into a Plush Doll
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]
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This episode is brought to you by www.thetoycoach.com
Check out My Mother Is A Superhero on InstagramBuy My Mother Is A Superhero on Amazon
Buy Ms. April is a Superhero
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[00:00:00] CJ Charles: We got on the call. She said, well, show me what you have. And all my different prototypes and all the things, I literally had a table at, well, I made this, I made this, I made this. And she's like, stop making things. She's like, stop, stop making things.
[00:00:12] Azhelle Wade: You are listening to Making It in the Toy Industry, episode number 203.
[00:00:29] Virginia Lette: Well, hey there, toy people. Now, if you're thinking, this doesn't sound like Azhelle le, then you'd be right. My name's Virginia, and this week, I've snuck into Azhelle le's podcasting chair to bring you a special episode of Making It In The Toy Industry. Regular listeners to this podcast will be familiar with Toy Creators Academy, often referred to here as TCA.
[00:00:53] TCA is the premier step by step roadmap for creating, marketing, and selling your own [00:01:00] games and toys. As you might imagine, there have been some extraordinary success stories to come out of Toy Creators Academy. And today we're going to profile one of the course graduates. Yep, I've had the privilege of chatting with a bunch of the TCA alumni.
[00:01:16] To not only find out more about the products and ventures that they've developed since completing the course, but also to pick their brains about such things as what inspired them to enrol in Toy Creators Academy in the first place. And what was their professional background before dipping a toe into the toy industry?
[00:01:37] You see, Perhaps much like you, I stumbled across this podcast myself, and I'd also been considering joining TCA. So, to have the opportunity to quiz some of the previous students on their experiences of doing the course, was enormously valuable to me. And that's why for this week's episode of Making It in the Toy Industry [00:02:00] podcast, we thought that perhaps you might like to hear their story too.
[00:02:04] So, let's dive in.
[00:02:06] CJ Charles: CJ, welcome to the podcast.
[00:02:11] Virginia Lette: This is really exciting for me. Um, I get to talk to a fellow alumni member of Toy Creators Academy. And I feel like listeners to the podcast who listen regularly, probably are already familiar with your name and your product because Azhelle le does talk about you a lot. And now it's my turn.
[00:02:34] So welcome.
[00:02:35] CJ Charles: Thank you so much for having me. I'm so excited. Congratulations on your new podcast series. This is awesome.
[00:02:41] Virginia Lette: Fabulous. And thank you for coming on board as our first guest. Now, CJ, for those that don't know you and your product, can you first of all, tell us what is your product that has come out of Toy Creators Academy?
[00:02:56] CJ Charles: Hey, everybody. My name is CJ Charles and our product [00:03:00] that we have in Toy Creators Academy is our baby doll, Justine. She's our 12 inch plush and she's the main character of our children's book. So this is what we, um, this is what I made during TCA, which I'm really excited about.
[00:03:13] Virginia Lette: She's absolutely beautiful.
[00:03:15] And so I guess what I'm curious to know is what was your knowledge and experience in the toy industry before you came across The podcast and Toy Creators Academy with Azhelle le.
[00:03:28] CJ Charles: So I had zero experience in the toy industry. Zero. Outside of being a consumer, I had absolutely zero experience. I did play around with making some prototypes on my own.
[00:03:38] Um, but in terms of really knowing the ins and outs and the bolts of the business, I didn't have any experience. Like, we had little, huh? Yeah, we had a little bit.
[00:03:47] Virginia Lette: But you just got an idea, essentially. Yes,
[00:03:50] CJ Charles: I had tons of great ideas. Tons of ideas. I did reach out to different manufacturers in China and India and Peru.
[00:03:58] I totally called and sent emails [00:04:00] before, but I got to the point where I can call and I can ask questions, but I don't really know what I'm supposed to be asking. I don't I don't even know this was called a 12 inch plush. I didn't even, I didn't have the vocabulary. So yeah. So yeah. What was
[00:04:16] Virginia Lette: your background before, um, developing your product
[00:04:19] CJ Charles: then?
[00:04:20] Oh, thank you. So I'm an 18 year Spanish teacher here in Southern California in the U S. And so I've been working with children for years and I wrote children's books. So our little doll comes from our book, My Mother's a Superhero. And so I was great at doing this, um, but just trying to get the book to convert into a doll was It was a challenging part, but I'm a teacher by trade and by experience.
[00:04:44] Hmm. And so your
[00:04:46] Virginia Lette: pen, uh, is clearly illustrated you. So would you say then that you already had developed the concept and you, you knew what your toy was going to look like? So in some way you had [00:05:00] already gone down that path of creation and creating the concept and the design.
[00:05:05] CJ Charles: So I did without knowing I did, right?
[00:05:07] So I, when I started the book, I didn't have any idea that, you know, the things that are you putting in place. I didn't have any idea. I didn't know. Um, but it wasn't until I started contacting manufacturers and going through the TCA program. I was like, wait, I have that. I was like, wait, I have that too.
[00:05:22] Yeah, it was. It was really a blessing to have done the book first, because it kind of put me a few steps ahead, um, and then, you know, Agile just takes you the full rest of the way. But yeah, so I had a little bit done, a little bit done.
[00:05:34] Virginia Lette: Got it. And so how did you stumble across Agile to begin with?
[00:05:39] CJ Charles: Um, so I want to say that I saw advertisements.
[00:05:44] At least a year and a half before I joined the program, and I would just kind of watch little snippets ads that she will put out and I think I went to her Instagram page a time or two or three or four. And I think I went to her website a time or two or three or four, and I just kept stalling because I had worked with someone else, and it didn't [00:06:00] turn out very well and I didn't want to, you know, spend money again and have it not.
[00:06:04] Be what I needed it to be. So I kind of really studied her for a good while. At least a year and a half, at least. I studied her. I listened to multiple of her podcasts. And then I just said, okay, I've got as far as I can go. Nobody else had her program because I researched. I looked for toy people, doll people worldwide.
[00:06:22] There was not a toy program, um, at all. And I had to sign up. And I just. I had to do, I feel like,
[00:06:31] Virginia Lette: um, my story of coming across as yellow is quite similar to yours in that I had an idea and I was Googling toy manufacturers, toy designers, toy courses, and I'm based in Sydney, Australia, and I couldn't find anything certainly here domestically.
[00:06:51] Um, but of course, toy creators Academy kept popping up in my Google search. You know, which is really exciting. And I started [00:07:00] listening to the podcast. And initially I very naively, I guess, thought, Oh, maybe I can just, maybe I can just find out everything I need from listening to the podcast, you know, because the podcast making it in the toy industry really is a wealth of information.
[00:07:17] And I have learned. A lot from listening to the podcast, but in the end, I just thought, no, I need to have all of this written down. I need to be part of that Facebook group. I need to have my community. And so I signed up after a year and a half and I haven't looked back either. So, no,
[00:07:37] CJ Charles: it's so good. And it's such a unique, it's unique opportunity because there is so much more to a twig going on the shelf than you ever realized.
[00:07:45] And it's like, how do you learn? When are you going to learn that there's just no, like as a teacher, I'm constantly looking for different avenue, you know, ways to improve what I do in the classroom. Yeah, and that's easy to find but it's not easy to find if you [00:08:00] want to break into a whole new industry and you have no connections, no information, you don't have the vocabulary.
[00:08:05] Yeah, you have to know what to ask for. So, TCA for me is just Oh, it's just changed my life. It really has.
[00:08:11] Virginia Lette: Absolutely. And I heard one, another former student say that it was like doing an MBA or she had done an MBA and then found that there were so many similarities and so many parallels, which is really exciting because it is an extraordinary program.
[00:08:29] That's for sure. Did you have any hesitations? To sign up to TCA? Um, no,
[00:08:39] CJ Charles: I don't think, I think the time that I put in the research and kind of checked her out and, and watched what, watched how she developed over the past year and a half, I was like, okay. It gave. It gave me a sense of, um, just, I don't know, a sense of readiness.
[00:08:55] Like if she can do this, I can do this as long as I have her help. And [00:09:00] she's so hands, she's so hands on. Oh, you know what I did do? I booked a consultation call with her before I signed up for TCA. I booked a call. Yes. I was like, you know, whatever the fee was, I was like, this is a nominal fee to pay, to speak with her because I wanted to see if she's going to get on, actually get on the call with me because some other people I was going to invest in.
[00:09:20] They, they don't get on the phone with you. They send their assistant. And so that was the determining factor for me is if she actually got on the call, then I was like, Oh my goodness. Like, she's okay. She's real. And she's going to do what she says she's going to do.
[00:09:34] Virginia Lette: Right. I'm just, I'm just noting that down because I actually think.
[00:09:38] That is a hot tip. And I wish I'd done that as well. Not, not that I needed to in hindsight, but I think that's a really, really great tip. But if you are considering doing TCA to book that consult call first, absolute idea.
[00:09:52] CJ Charles: Yeah, it really swayed me to, I was already going to do it, but it locked, it really locked me in and it gave me the confidence [00:10:00] that she knew what she was talking about and that she cared about her students.
[00:10:03] Even like prospective students. Like she didn't know me from a can of beans. We got on the call. She said, well, show me what you have. And all my different prototypes and all the things, I literally had a table at, well, I made this, I made this, I made this. And she's like, stop making things. She's like, stop, stop making things.
[00:10:19] And I'm like, she's like, I need you to focus. And I was like, okay, you know, it was. It was fantastic. She won me over. No question.
[00:10:26] Virginia Lette: Gosh. I'm so glad that this camera is not facing the other way around because you would see my desk over there is covered in prototypes. Um, I really take that advice as well.
[00:10:38] Stop making things and she's
[00:10:43] CJ Charles: like, I'm glad you're creative. I need you to stop. And I was like, but she's like, no, no, no, no, but I need you to stop. And I was like, okay.
[00:10:51] Virginia Lette: I love that about her is that she's really direct. Yeah. So tell me then, um, what specifically, what sort of things were you struggling with [00:11:00] before you started TCA and, uh, sort of further on from that, what are some of the obstacles that TCA helped you overcome?
[00:11:09] CJ Charles: Uh, without realizing I was struggling with, um, really honing down the message of my brand. I would speak about my brand and I, it just sounded wordy. I sounded like I wasn't sure I wasn't clear. And Azhelle really helped me to, we were at an event and she's like, I need you to get this together. And I was like, I'm not, I'm well spoken most times.
[00:11:32] Um, but I just couldn't get my brand messaging together. And if, and if you're not clear on your brand message, even though you think you're clear, if it's not, if you're not conveying it in the most articulate manner, then you're going to lose potential customers. And you're just. It's not good. You know, you're just, you're going to lose stuff.
[00:11:48] Virginia Lette: Another tip. I am furiously writing down here because again, um, I think that's a really, really valuable lesson to learn. Um, which [00:12:00] brings me to my next question. Really. One of the things that keeps coming up in. Other podcast episodes that I've listened to of making it in the toy industry. And certainly there's a whole big section in one of the modules in the course is, um, being clear on what's your why.
[00:12:17] Right. So what would you say that is for you?
[00:12:22] CJ Charles: So my why, after figuring out, it really is that I want children to become more grateful and appreciative of the adults in their lives who love them. That is my why. I didn't know that was my why. I thought my why was my mom, mother, all these other things. When I really, even as a teacher, I'm like, I just want them to be more appreciative.
[00:12:41] You'll be happier if you appreciate this. Like, that's it. That's my why is appreciation and gratitude for children.
[00:12:48] Virginia Lette: I love that about it. And I feel like that translates, I mean, just hearing that a few months ago, I find that translates into almost everything I do now. So the woman who said [00:13:00] that, um, it's like, it was like doing a business course for her.
[00:13:04] I said that to all of my friends. I'm like, this podcast, isn't just about. Making it in the toy industry. This is an amazing podcast on how you can be successful in business full stop. And furthermore, the question, what is your, why? I find myself now asking that in almost everything I do on a daily basis.
[00:13:24] Particularly when we're so time poor these days and, you know, we have to prioritize so many things over the, you know, the big things over the little things or the things that don't matter. What is my why? So huge lesson
[00:13:38] CJ Charles: for me too. Absolutely.
[00:13:42] Virginia Lette: What have you done, CJ, since finishing Toy Creators Academy? So you got to the end of, um, TCA, graduated.
[00:13:52] Congratulations. Um, I imagine that you had a toy, your toy up and going by then, [00:14:00] or you were in the throes of Having that manufactured and developed where we're sitting now, like how long has it been since you finished the course and where are you now?
[00:14:10] CJ Charles: I want to say it's maybe been four or five months since we concluded.
[00:14:15] I could be a little bit wrong, but but then. Within four or five months. Um, so since then I released a second book. Um, so now we have Miss April as a superhero. So now her teacher is a superhero instead of her mom. Um, so we're still having her manufactured. She's still on her way to us. And, um, I'm learning.
[00:14:34] This sounds funny, but I'm actually learning about packaging right now. So just learning how to box her and to, and pricing. You just want to get the right pricing so it's attractive. And you're giving value to the customer and all that other kind of stuff. So just stuff that's not really exciting, but, um, working on her.
[00:14:50] Uh, we also have a match game that's still, still working on the match game. I'm just trying to get like a full brand. I need to put her down. Sorry. I just, [00:15:00] you get like a full brand message out there and all the, you know, really good products that I want to see on the shelf. So still working on that. Um, you know, you know, everything's just a constant.
[00:15:12] And nothing, never, nothing's ever done. Everything's alive and living. So, you know, it's just some things that people, when things are exciting, learning how to ship and how to do quality control and, you know, just the behind the scenes stuff that no one will ever know about except, except us, you know, stuff like that.
[00:15:28] Virginia Lette: Tell me, have you ever made any really big mistakes that you're willing to share? So you could learn from other people's mistakes, right?
[00:15:38] CJ Charles: Yes. I wish I would have had the other doll. So I didn't send the Pantone. I didn't send the right colors to the factory in China. So they made, um, we have a different version.
[00:15:47] We have a crocheted baby doll and she's beautiful, but I sent the, I didn't send them the Pantone colors. I sent them a picture of her. I don't know what I was thinking. I don't know what I was thinking. I sent a picture of her. And so they made it. How they [00:16:00] thought she would look and, um, she does not look good.
[00:16:04] And it's my fault because I work on the Pantone colors with the gel. You know, she walks you through how to get the right colors every time. And I guess I just got so excited. I. But I stopped right before I had an order made a 500 of them. Um, that would have been a very expensive mistake. So just not sending the right colors, not knowing the dimensions.
[00:16:23] People ask me, Oh, like what's her measurements? And I'm like, I don't know. And I sound crazy saying, I don't know. I should know that. So now I know every dimension on this little baby's head from her ponytail down to her, you know, I, I know the fabric, I know everything, but it's just, I don't know, I made that mistake.
[00:16:41] Um, and then I made a mistake of going to a trade show without having, um, actual merchandise. That I could ship out right away. So I went to trade show people signed up for, they thought the doll in the book were so cute. They signed up for the book and doll set, but there is no book and doll set.[00:17:00]
[00:17:02] There's I have to
[00:17:06] Virginia Lette: imagine though, that, um, being part of the TCA and the alumni and, you know, having a direct line to a gel, do you have one of those? Cause I don't, she, you know, just having the confidence that you've got that community and that amazing person behind you that can help you work through those issues, right?
[00:17:28] CJ Charles: Yes. She, Azhelle is a gem. She, she really is. My family knows all about her. Um, people, they probably think we have some weird relationship. Um, I still stalk her online. Azhelle l is, so the great thing, so I finished TCA and then I continued working with her, I think another three or four months after our, um, class time had concluded because I just needed, I needed some more.
[00:17:48] I was like, you can't leave me just yet. Like we've come so far. Um, so, you know, I was able to go on the toy boat. And experience what that would feel like at a trade show. That was really cool this [00:18:00] year. Um, Oh, that was just such a great experience. And it was because of her that I was able to participate, but she's, yeah, it was totally because of his job.
[00:18:08] It wasn't, it was totally because of Azhelle . Um, she got me off the boat and I was able to talk to different reads, like just talk to people in a community, community, in a world that. I had no, I was like, God, what, what am I doing here? Like, am I prepared for this? Because she has all this faith in me and I'm over here, blah, blah, blah, like, you know, just nervous.
[00:18:27] Um, Azhelle l is amazing. Those who can do,
[00:18:29] Virginia Lette: right? Those who can't just talk about doing it. No,
[00:18:33] CJ Charles: it's, it's so true, but I'm telling you, if you, you know, as a, as a member of TCA, if you're joining TCA, She's going to take you from concepts and great idea to actual completion. If you are, if you do it with fidelity, if you ask questions, if you're generally involved and engaged, um, just in the community, like I get to meet you, Virginia, I get to meet Brandon.
[00:18:55] There's so many people in TCA who get me right. Cause we are an odd bunch, right? [00:19:00] Everyone's not going to say, what do you do at 44? I like to make toys for children. You like my doll? Like, right. It's a very specific community. It's a. And you, you feel like you find your tribe and a joke. I mean, she has a whole room of toys.
[00:19:13] Like she gets it in the best possible way. Um, One
[00:19:18] Virginia Lette: of the things you just alluded to there was going on the boat to some people might not be familiar with that experience. And I guess, I mean, that's just one of the amazing bonuses to come out of your participation as a podcast listener and a TCA, um, student or alumni.
[00:19:35] There are so many amazing bonuses, right? To being involved in this community, going to the virtual pitch events, um, going to these amazing experiences and just having that person who understands you and your product and how they can connect you, um, to people that might be able to help and grow your business.
[00:19:57] CJ Charles: Absolutely. That's, that's a, that's a bonus that [00:20:00] you don't consider, right? Especially those pitch events, events. I've had the opportunity to speak to major toy companies to pitch the book and the doll. And they moved me in the direction of, of a, um, of a cartoon. And I was like, Oh, I wasn't thinking that I was in there.
[00:20:14] Like, well, why not? So just her, she's in, she's in, she's a door, right? She's that access door to a whole nother industry. That there's no other way you're going to get in you can, you know, for different, um, toy companies, you can always just submit online, but you become one of thousands, if not millions of submissions online.
[00:20:33] No one's going to hold your hand and walk you through the doors of Hasbro walk you into Toys R Us that which is back which I'm so excited. No one's going to do that. If she, you know what I'm saying? Like she's done that for me and she's done it for countless others. And it's like, This, her program is unique.
[00:20:50] It is the only one that I know of, um, worldwide, like you were saying earlier. And she has the experience because she, when she made corrections to my doll or she, you know, [00:21:00] was frank with me about not knowing my colors or how do you not know the dimensions of your doll? Like, come on, she's right. If you want to be a professional in an industry, you need to, you need to, you know, show up that way.
[00:21:10] And I mean, she will help you show up that way.
[00:21:13] Virginia Lette: I say it's, it's not what you know, it's who you know. I think in this case, it's like a double bonus there because going through TCA, it is what you know. Like you're given so much information and so much content. It's all there. But then the golden ticket is also included in that golden ticket is working with a gel, right?
[00:21:33] It is who, you know, and who she knows more specifically.
[00:21:37] CJ Charles: Absolutely. And she knows everyone. She absolutely positively knows everyone. I got to go on the Toy Boat, which was, um, just to really quickly, the Toy Boat is, a trade show on a boat. And it's, you know, it's in Fort Lauderdale, Florida, and it was amazing because it puts you in contact with those mom and pop, um, toy stores.
[00:21:54] So sometimes you have to start with the mom and pop before you ascend to those big retailers and there's nothing [00:22:00] wrong with that because those, those are customers and you know, just as good as anything else. But I wouldn't have known about the toy boat, I wouldn't have gone to Florida and gotten a boat by myself if I didn't have, if I didn't know that Gilles was there, you know, I was looking for her on the boat like a crazy.
[00:22:14] I was like, and I saw her, I was like, hi, it's me from the computer. I'm here. Um, you know, like I totally geeked out when I saw her, but she was. She held me all the
[00:22:23] Virginia Lette: way. I think I'd be totally starstruck if I saw her in real life. It's
[00:22:27] CJ Charles: weird because I was like, I saw, I saw her and her husband,
[00:22:31] I saw her and her husband were checking in to get on the boat. And I was like, what do I say something now? What do you say? I'm not a person, but I was like, I don't want to approach her now. She's wearing shorts. She's relaxed. Like she's not, you know, it was weird to see her in person. Cause I'm tall and she was more petite.
[00:22:44] And I was like, I'm excited. I even changed my tone. Excuse me. Can you tell my autograph book, my doll shoe, right? Yeah. And she just so personable. She's so sweet. And she's so personable. And, [00:23:00] um, she's got a wicked amount of knowledge in that head. That girl is she's a brainiac. She's just comes in a really cute package, but she is a brainiac and she knows her business.
[00:23:10] She knows this industry. She's, she's
[00:23:14] Virginia Lette: a star, man. She is a star. All right. Well, look, before we wrap up, one of the other really important things I'd love to sort of extract from you, I guess, is that I think I'd really love to know what are two or three of your most memorable lessons. And I want a two part answer to this.
[00:23:35] What are the most. Um, memorable things that you've learned from listening to previous podcast episodes and what are some of the key two or three of the key things that you've learned those memorable lessons from being part of the Toy Creators Academy? Well, those are two great
[00:23:53] CJ Charles: questions. Um, so listening from, so listening to the podcast, I would say that I, it's so simple, but I learned that I [00:24:00] really can do it.
[00:24:01] Um, I, I've had the privilege of listening to so many different, uh, toy inventors from different parts of the world, different stages of the toy creation process, right? There's different stages. And just listening to them and their process, I, it just made me feel like I can do it. Like I, I'm, I'm like you guys.
[00:24:19] I have, It sounds so simple, but I just, I really can do it. And there's, and there's an opportunity for me and there's a window for me in this industry and I'm climbing through it because of what other people that I meet, what I hear a gel, like I'm, I'm totally climbing through the window. So for me, I can't make me choked up a little bit.
[00:24:36] Cause I it's interesting.
[00:24:39] Virginia Lette: Just hearing it because I feel that energy and I feel very much the same way I feel, you know, and I can say this. I'm not just hosting this podcast, but I'm also going through the process of doing this myself. And it really is life changing, right? It's life changing to be a part of this amazing program to have stumbled [00:25:00] across the podcast and to be part of this new community.
[00:25:03] You know, it's, it's a whole new career trajectory, you know. It
[00:25:08] CJ Charles: is. It really is. I've been in the classroom for 18 years and so it's um, it's scary but in the best, the best way, like, all I can say is like, if you go through TCA and you meet a Jill and you meet the community, meet you, you really feel like, okay, this is where my creator, my universe, whatever you believe has really wants me to go in and I can do something, some good here.
[00:25:29] Like I really can do good. Um, my most memorable, my most memorable so far, I think, um, I had a really interesting meeting with Hasbro, and I couldn't believe that they were listening to me, and they said that my idea had good legs. I know that probably sounds silly to other people, but I was like, real? So just kind of reaffirming me, and Azhelle was there smiling in the background, and I was just like, yes!
[00:25:55] Um, that, and then being on the toy boat with Azhelle , and selling and pitching my idea to [00:26:00] people in person. Those are two, um, just really, it really made my 2023. It really did.
[00:26:06] Virginia Lette: Can I ask you, I know as y'all's favorite question to ask is, you know, what was your favorite toy as a kid? Um, I think my new favorite question to ask is, and this is of my non toy industry friends as well, who I'm constantly pushing the podcast onto, what is your favorite podcast episode of making it in the toy industry and why?
[00:26:28] Oh, sorry to put you on the spot. No,
[00:26:31] CJ Charles: no, no. This is good. I like it. I like it. Um, so far, I think it was a young lady named Deanna and Deanna. Um, she teaches you how to make it. So it seems so goofy. She teaches you how to take your image, your book, your, your, your doll, whatever your logo is, and to make it trend on Instagram so that when you go to search to do a story, your, um, You're like, so I can, I can have a Justine, I can have the, [00:27:00] you know, the, sorry, I'm stuttering.
[00:27:02] I can have the image. And I can, I can put her, because Deanna showed me how to put her on Instagram, so when you go to do your story, you can put my, like for Mother's Day, I can have something, I can start trending my book characters on Instagram. Sorry, I stumbled that out. Was that a Reading Podcast episode?
[00:27:20] Earlier this year, so that would have been sometime in April, May, June. And she shows you how to like, she goes step by step. And so from listening to her on Azhelle podcast, I went to her page and listened to some more podcasts. And so I was able to do it on Instagram, how to include my Justine in the possible Giphy's and whatnot.
[00:27:41] And it's, yes. Yes. Yes.
[00:27:43] Virginia Lette: I just thought it was so cool. I think I recall that episode as
[00:27:45] CJ Charles: well. Yeah. Now, cause it was something that was completely different as a different way to market. And I was like, who knew I can put my baby doll like that reaches people, you know, way beyond me. So I'm going to really hit that hard in 2024.
[00:27:59] I'm [00:28:00] using it all the time and hopefully it'll, um, that's the one I, that's the one that just stood out to me because it was different. Yeah. And I'm like, Oh, that's smart.
[00:28:11] Virginia Lette: Like there's so many things that pop up that you're like, I hadn't thought of that. Yes. If you're scrolling back through the podcast and you're thinking, Oh, maybe I'll listen to, you know, an older episode that I haven't listened to today.
[00:28:23] What do you look for? Are you looking through the titles or, you know, what sort of thing are you looking for that, you know, might trigger your or pique your interest?
[00:28:34] CJ Charles: It's definitely the titles. I like to fast forward through some of them and just, I don't know, there's a certain, um, key words and things I'm looking for at this stage of, um, the process.
[00:28:46] It's definitely the titles, but I also go by when Azhelle sends out the emails and she gives a little snippet about what it's about. If I think it pertains to me, then I'll listen. But if I think it's something I'm like, eh, then I, then I don't listen. So that helps me too. And she sends a little [00:29:00] summaries, but, um, I'm off on Christmas break right now.
[00:29:03] So now I have time to go back to the ones I missed. But definitely the titles, and sometimes the photos. Yeah,
[00:29:09] Virginia Lette: definitely. Well, and so what's next for you then? What's next? Um, you're, you're maybe thinking
[00:29:15] CJ Charles: about doing the cartoon? Yeah, so I did have a cartoon, like a really basic cartoon made. So definitely want to do a cartoon, I think it'll be great.
[00:29:23] So I'm actually starting to write some episodes for the cartoon. Just, I just want to be ready for when the day comes that someone says Yes, please. I will say thank you Nickelodeon. Thank you Netflix. Thank you. Um, so doing that and then I definitely want to get the doll and the book combo in major retail.
[00:29:39] So learning how to package that properly, how to do all the specs. I want to get it right before I pitch, you know, in front of the big guys. Um, but yeah, those are the
[00:29:49] Virginia Lette: next big things and it's so exciting and like you are totally prepped and ready for that now, you know, you have grounding and you've got your community behind you.
[00:29:59] CJ Charles: In closing, [00:30:00] CJ,
[00:30:01] Virginia Lette: do you have any messages for our listeners
[00:30:04] CJ Charles: today? Well, I just want to thank everybody for listening on. Thank you for this awesome, awesome podcast. Um, and I just want to encourage everybody. If you are a creative person, like we are, if you are, if you've ever thought about creating a doll, uh, action figure, anything, uh, Anything that's hard plastic or plush.
[00:30:21] Um, you definitely need to join TCA. It's going to take you from concept and idea to actually holding your product, your idea in your hand. And it's going to change your life. It's very transformative. It's an, I don't know. I can't, if you can dream it, join TCA and Azhelle will help you achieve it.
[00:30:39] Virginia Lette: And it would be remiss of me to not ask you to share with us your web address where people can find out more about your beautiful toy product.
[00:30:49] CJ Charles: Oh, thank you so much. So our website is www. mymotherisasuperhero. com and it's the same on Instagram and all the other socials. It's the same. My mother is a superhero. [00:31:00] Thank you so much. Thank
[00:31:01] Virginia Lette: you so much for your time today. It's been an absolute joy talking to you. I was so excited coming into this and it's just like, you've just made me feel really happy that we've had this conversation today.
[00:31:13] So thank you.
[00:31:15] CJ Charles: Absolutely.
[00:31:15] Virginia Lette: Well, there you have it, toy people. That was this week's special episode of Making It In The Toy Industry, profiling one of the Toy Creators Academy course graduates, CJ Charles, author of My Mother Is A Superhero, now with a gorgeous accompanying plush doll. If you enjoyed today's episode, you can see more at thetoycoach.
[00:31:38] com forward slash podcast. And if you love this podcast and you haven't already left a review, What are you waiting for? Your reviews are not only greatly appreciated, but they're a great way for other people to know if this podcast is valuable and also worth listening to. Everybody's favourite toy coach, Gishelle Wade, will be back [00:32:00] here behind the podcast mic next week, with another episode of Making It In The Toy Industry.
[00:32:05] But until then, in the words of the great lady herself, see you later toy people.
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