Behind the Scenes of Toy Pitching: Insights from a Former Toys R Us Toy Designer

Have you ever wondered how toy inventors pitch their ideas to executives in major toy companies like Toys R Us? The process might be more personal and varied than you think! This article will give you a deep dive into insights from Azhelle Wade, aka The Toy Coach, who spent almost three years working at Toys R Us as a design manager and a product development manager. Here's a glimpse into her journey at Toys R Us and the key details that could help you get ahead when it comes to pitching your ideas in the toy industry.

A Glimpse into Azhelle's Toys R Us Experience

With over 13 years of experience in the toy industry, Azhelle describes her time at Toys R Us as one of her most beloved jobs. From fun company-wide events to memorable costume competitions, her position led her to have unforgettable moments. 

Azhelle worked at Toys "R" Us during a time she describes as one of her most beloved jobs. From fun company-wide events and memorable costume competitions to meeting celebrities, her time there was filled with unforgettable moments. 

However, the real magic happened in the corporate offices, where she managed the design and development of several popular brands, including Journey Girls, You & Me, Just Like Home, and Totally Me. She also worked as the Product Development manager over the Totally Me brand, which meant that during her time at Toys R Us, she developed all the products that lived under the brand. 

Pitching To An Executive

While Azhelle often came up with new toy ideas for the Totally Me brand herself and developed them with the help of overseas factories, there were times when toy inventors would present toy concepts that truly stood out. Here are some of the ways in which toy inventors would get in touch with her:

By Phone

One of the primary ways inventors got in touch with Azhelle was through direct phone calls. As the product development manager, she often received random calls from old and new toy inventors, eager to pitch their ideas to her. Once she deemed the inventors credible, they would meet at the Toys R Us corporate office, where they would bring boxes full of prototypes and PowerPoint presentations to show her their concepts of inventions. If something caught her eye, she would then ask to take it back to her desk to experiment with it and reach a decision.

Unsolicited Email Submissions (Not Recommended)

The second way in which inventors reached out to Azhelle was through emailed product ideas. Some inventors would just push through and pitch to Azhelle via email, which is something you should never do as your email and contact info may be blacklisted and forwarded to a toy company's legal department. Why? Toy Companies take invention very seriously! The toy industry has a strict stance on intellectual property protection. 

Email Meeting Requests (Recommended)

However, most experienced toy inventors didn't submit their ideas via email, instead they would email to request a meeting or a phone call. To stand out? These inventors might mention previous relationships with former Toys R Us executives to quickly establish credibility. If you decide to do this don't lie about your contacts. Azhelle would always fact-check with her colleagues before communicating with inventors who name-dropped again. 

Toy Trade Shows

The last way toy inventors pitched to Azhelle during her time at Toys R Us was through toy trade shows, an invaluable venue for inventors looking to pitch their ideas. Azhelle would walk the trade show floors, scouting new and existing brands while also visiting old connections. A word of caution to toy inventors: treat everyone you meet at a toy trade show with respect and kindness. Azhelle mentions that attendees often underestimated her position due to her youthful appearance, changing their attitudes once they discovered she worked in product development at Toys R Us.

Once they did learn who she was, inventors would take the opportunity to invite her to their booths and offer samples while showcasing their latest inventions. These interactions often led to fruitful collaborations, as Azhelle would evaluate their products back at the office and sometimes recommend them to product development managers for the other Toys R Us brands if she saw them as fitting.

Follow-Up is Key

The final tip Azhelle offers when it comes to pitching to toy executives at Toys R Us or other toy companies is simple but crucial: follow up! Toy executives have so many products to review and tasks to juggle, so if they have taken your sample to test but haven't gotten back to you, it may mean it has simply slipped their minds. Just give them a little nudge to get the idea back at the top of their mind.

Ready to Pitch Your Toy Idea?

For those of you who are eager to pitch your toy or game ideas to major toy companies, check out Toy Creators Academy, where you can receive monthly coaching, personalized support, and the resources you need to create and perfect your idea and eventually pitch your idea at the next TCA Virtual Pitch Event! To learn more, click here!