Case Study: From Flowers to Toys: How Chrissy Fagerholt Blossomed in The Toy Industry
Switching careers isn’t easy, but Chrissy Fagerholt has made it look like a breeze. Coming from a background in floral design, Chrissy has become a recognizable voice in the toy industry. She’s built a reputation for guiding aspiring toy creators through the process of turning their ideas into shelf-ready products—especially when it comes to landing in big-name stores like Barnes & Noble. In this post, we will explore her inspiring career path, the passion that drives her, and the strategies she uses to help others succeed in the toy industry.
Meet Chrissy Fagerholt, Creator of EAP Toys and Games
Chrissy Fagerholt’s journey into the toy and game industry might seem unconventional, but her background makes it clear that she was always meant to be a game designer. She earned her degree in Communications from the University of Northern Colorado, studying there from 1996 to 2000. Her curiosity and love for connecting with others naturally led her to explore new creative fields—eventually finding her way to the world of toys.
Before diving into toy creation, Chrissy spent an impressive 17 years as a floral designer, where she thrived as the owner and co-designer of a business that created stunning floral arrangements for weddings and events. From November 2000 to August 2017, she poured her heart into this work, loving the creativity it allowed and the connections she built with clients. Alongside her floral career, she also explored designing greeting cards and invitations, always drawn to projects that brought people together.
As time went on, Chrissy's passion for creativity evolved and led her to create various hit games, such as Friend or Fauxand The Lunch Room Game. Keep on reading to discover the incredible journey Chrissy went through to become the toy designer she is today!
Corporate Experience
As time went on, Chrissy's passion for creativity evolved and after a night out with her friends, she created Friend or Faux, a party game meant to bring people together and help them get to know each other.
The game achieved this through asking revealing questions and challenges combining humor and honesty in a way that felt natural and fun, something Chrissy emphasizes for toy designers to do to succeed in the toy industry. This initial passion project led Chrissy to become co-owner of Easily Amused Productions in March 2015 with her group of friends, and then eventually the owner and inventor of games at EAP Toys and Games, a homage to her old business, in November 2020.
To further her knowledge in the toy biz, Chrissy joined Toy Creators Academy (TCA), a monthly coaching program designed to help emerging creators invent the next best selling toy. Additionally, other than being co-owner of Easily Amused Productions and EAP Toys and Games, Chrissy also works as a licensed game designer with Goliath and Mattel, presently two of the leading toy companies in the world.
Why She Created EAP Toys and Games
"I create fun board games and party games for kids, teens, and adults because of the power play and laughter has in building connections between people, no matter their age!" - Chrissy Fagerholt, EAP Toys and Games
Chrissy began EAP Toys and Games for various reasons, all boiling down to the fact that she wanted to design games that created experiences through humor that brought people closer together. She has always sought to foster connection, and through EAP Toys and Games, she was able to do just that. She also wanted to be able to create games that are cost-effective, quick to learn, and easy to play, with her ultimate goal being a desire to create good times and great memories across generations. And she was able to achieve just that, by thriving at the two toy paths she learned about in Toy Creators Academy. Chrissy has manufactured and sold her games to retail stores like Target AND has licensed games with Goliath and Mattel, one of the biggest toy companies in the world.
But How Did Chrissy Find Success In The Toy Industry? Here's A Timeline of Chrissy's Toy Story.
2015-2016: Easily Amused Productions (EAP)
Easily Amused Productions (EAP) was in March 2015, co-founded by Chrissy Fagerholt and three friends. The company initially focused on developing creative and engaging party games that would foster connection and fun among players.
2015-2016:
Friend or Faux: This was one of the first games Chrissy and her team developed under the EAP brand. It began as a Kickstarter project, where it gained traction and was later sold in small shops. Eventually, in 2016, the game was licensed with Goliath, a major player in the toy and game industry, which helped bring it to a wider market.
You Who?!: Another early game developed by Chrissy and her team at EAP, You Who?! followed a similar path to Friend or Faux. The game, launched in 2016, was initially sold in small retail outlets and gained a following before being licensed for broader distribution. It focused on playful interactions and quirky questions, adding to the party game genre.
2020-Present: Transition to EAP Toys and Games
EAP Toys and Games was launched by Chrissy in November 2020, a company that paid homage to the original Easily Amused Productions but with a new direction and ownership structure. This company serves as her current platform for creating new games and continuing her journey in the industry.
2020-Present:
You Who?! (self-published): Although initially developed under EAP, Chrissy reintroduced You Who?! through EAP Toys and Games, bringing a fresh version to the market with her vision.
The Lunch Room Game: As part of her new venture, Chrissy developed this game with a focus on family and social dynamics, using the familiar setting of a school lunchroom to create playful and nostalgic scenarios.
Go Big or Go Broke: Another self-published game under EAP Toys and Games, Go Big or Go Broke is designed as a party game where players navigate humorous challenges and take on risks to win, embodying Chrissy’s signature blend of fun and interaction.
Girls in Bar Bathrooms: Chrissy's second licensed game released in 2024, is geared towards adults aged 17 and older and emphasizes social interaction. It serves as a great way to create hilarious memories with friends, whether you're on a night out or having a quiet game night.
Licensed Projects
Throughout her career, Chrissy has licensed a few of her game innovations with Goliath and Mattel, collaborating with these companies to bring her concepts to a broader audience. This partnership with Goliath was instrumental in the distribution success of Friend or Faux/Foe and opened doors for further collaborations in the industry.
Her Marketing Strategy
EAP Toys and Games leverages social media platforms effectively in order to connect with its audience and showcase its wonderful products to the world. One of their most prominent social media strategies, however, is to utilize TikTok through a creative and funny approach in order to engage audiences and follow trends effectively. Chrissy stresses the importance of making content relatable for your audience and keeping up with the various social media trends that occur, as one video could make the difference between whether or not you get your brand to your target audience.
Chrissy also mentions not having a set social media posting schedule but not letting that stress her out. Instead, she posts when possible and has even gotten her family involved! Her kids are featured in some of her videos, adding a personal touch to the brand.
Her Greatest Challenge
While Chrissy managed to conquer the challenge of switching careers incredibly, it doesn't mean she did not face a multitude of challenges on her path to success. She states that some of her greatest challenges were her lack of experience and knowledge of the toy industry, including navigating licensing, self-publishing, and the financial realities of having a business. She also states that she faced challenges in understanding how to effectively market and distribute her game while trying to balance creative ideas with the practicalities of running a business.
But she was able to overcome this, through some of the following strategies:
1) Seeking Education and Mentorship: Chrissy invested time in learning about the toy industry by seeking out mentors and industry experts who could help her navigate the complexities of the industry. This is when she discovered The Toy Coach and joined Toy Creators Academy, TCA, with the idea that she could learn how to design and pitch games more effectively. By the end of her experience, she decided to self-publish her second game and was pitching to distributors.
2) Iterative Feedback Process: Chrissy stresses the importance of feedback in her journey as a toy designer. She states that by sharing ideas and prototypes with potential product users and industry professionals, she was able to gain insights into her different designs and marketing strategies. This allowed her to refine products and ensure they resonated with her target audience.
3) Leveraging Previous Experience: As someone with a background in floral design, Chrissy had the creativity and skills needed to invent new toy projects. Her previous experience also helped her understand the importance of aesthetics and user experience, which are crucial in the toy market.
4) Building a Support Network: By connecting with other entrepreneurs, attending toy trade shows, joining communities that focused on toy design and entrepreneurship, and more, Chrissy was able to successfully network in the industry. This provided her with support and opportunities for collaboration and partnership in the future.
Chrissy's Work Schedule
Chrissy notes that as a relatively new business, the revenues earned by EAP Toys and Games at the moment are all put back into the business. Additionally, as the owner of a company, Chrissy has no set schedule, which sounds like a dream initially, but Chrissy often finds herself immersed in her work, constantly brainstorming new ideas, strategies, and social media posts. This ongoing flow of creativity is both a blessing and a struggle, as she navigates the demands of her business.
Advice for New Entrepreneurs
Entering the world of entrepreneurship can be daunting, but Chrissy Fagerholt has valuable advice for those just starting their journey. Here are some key takeaways based on her experiences:
Shift Your Mindset: One of the most significant lessons Chrissy learned is the importance of maintaining a positive mindset. Instead of viewing setbacks or financial mistakes as failures, she encourages new entrepreneurs to reframe these experiences as valuable lessons. She notes, "I decided to stop looking at things as if they were mistakes and instead thought I just paid for a good lesson." This shift in perspective can be empowering and help you move forward rather than dwell on perceived failures.
Focus on Engaging Design: In her podcast appearance on Episode 131 of The Toy Coach podcast, Chrissy discusses the importance of incorporating a "wow factor" into game design. She highlights that games should not only be visually appealing but also offer engaging gameplay that keeps players interested. For instance, she transitioned from a solid 3D-printed tray to a cost-effective vacuum-formed tray to maintain production quality while keeping costs down. This decision illustrates the balance between aesthetics and practicality that new entrepreneurs should consider in their product designs.
Collaboration and Innovation: Chrissy also reflects on the significance of collaborating with artists to bring her visions to life. These collaborations can spark innovation and lead to unique game designs that resonate with players. Drawing from personal experiences can fuel creativity and make products more relatable and engaging.
Relatable Themes and Simplicity: She believes that games should incorporate relatable themes, humor, and simplicity in their design. By aiming to create experiences that bring people together, new entrepreneurs can tap into what makes their products resonate with audiences. Whether it’s through humor or shared experiences, creating a connection is vital.
Where EAP Toys and Games Products Are Sold
Retail Stores:
Toys "R" Us
Walmart
Barnes & Nobles
Camp Toy Stores
Specialty Toy Stores
Online Retailers:
Amazon: Shop EAP Toys on Amazon
Wholesale on Faire: EAP Toys on Faire
Official Online Presence:
EAP Toys and Games Website: Visit EAP Toys and Games
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