Case Study: How CJ Charles Makes $50K Selling Dolls Inspired By Her Childhood
If you've wanted to give up at any point in your toy journey, you'll find yourself relating to CJ Charles, a high school Spanish teacher, children's book author, and toy inventor. In 2023, Charles found herself frustrated and disappointed with how her brand was progressing, but through resilience and limitless passion, she successfully made her mark in the toy industry, becoming a beacon of inspiration for those looking to bring joy to kids through toys and stories.
Meet CJ Charles, Creator of The Justine Doll From "My Mother is A Superhero"
CJ Charles, the ingenious writer behind two bilingual children's books, came out with a doll based on her children's book, "My Mother is A Superhero." Through her story and the Justine Doll, CJ hopes to create recognition and appreciation for the everyday superheroes in children's lives, whether it be their parents, teachers, grandparents, or neighbors. This passion comes from her own experience with her mother, her first superhero. CJ realized through her mother's influence and childhood admiration for superheroes like Wonder Woman that her mother possessed all the superhero-esque qualities- incredible strength and intelligence, all without a costume. This realization set off her mission to help the new generation of children look at their families through a new lens, to see how super they are too!
Previous Experience In The Toy Industry
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CJ had been a Spanish teacher for 19 years and had written two bilingual children's books by the time she started her journey into the toy industry. By drawing on her experience in education, Charles was able to craft stories and products that would resonate with children. Today, she's proud to bring happiness to countless little girls with her Justine Doll, a plush companion inspired by the character in her book series. To purchase the Justine Doll today, click here!
Why CJ Created the Justine Doll
"I love toys! I have loved dolls for as long as I can remember" - CJ Charles.
CJ grew up with a deep love for dolls and storytelling. Since she was young, she had been a doll enthusiast, playing with Barbie dolls and cabbage patch dolls. This passion led her to create custom outfits for said dolls by repurposing socks, adding her personal touch to multiple pieces. This creativity and passion showcased her early knack for design and storytelling, something that rolled over into her creation of the Justine Doll.
The idea for the Justine Doll specifically, however, actually came from the enthusiastic feedback she received from families who enjoyed her children's books. They began asking for a tangible version of the story's main character, Justine. CJ saw this as a wonderful opportunity to give children the same experience she had with dolls while also enriching the storytelling experience for her audience. Thus, the Justine Doll was born.
Where You Can Find CJ Charles' Products
CJ’s products are available through:
1) Her own online store, linked here
2) Specialty toy stores across the US.
3) Her Amazon, linked here: https://amzn.to/3Nx5DnF
Her Top Marketing Strategy For Selling Dolls
The magic behind CJ’s marketing lies in personal connections and storytelling. While 0-25% of her sales come from online purchases, her book and doll thrive in settings where she can engage directly with her audience. "The book sells well once I read it aloud, and people meet us in person," she explains. The doll, in particular, gained momentum after CJ began sharing pictures of delighted little girls posing with Justine on social media, a strategy that has helped boost her brand’s visibility and reach.
The Importance of Toy Trade Shows To Sell Dolls
When it comes to her marketing strategy, it's important to include the effect of toy trade shows, specifically the Los Angeles Times Festival of Books. This trade show played a pivotal role in CJ’s business growth. Despite the $1,200 exhibitor fee, these events offer her invaluable opportunities to connect with customers, showcase her products, and receive real-time feedback. There was also the Toy Boat tradeshow in Fort Lauderdale, Florida that helped her get in contact with multiple mom-and-pop toy stores. The personal connections made at these shows often translate into lasting relationships with families who appreciate the stories behind her brand.
How Her Email List Is Growing
With a growing list of 1-500 subscribers, CJ’s email marketing efforts have been modest but focused. She hasn't seen much success with this tactic but continues to use it for sales promotions.
CJ's Favorite Resources
CJ's favorite resource for inspiration and guidance is Toy Creators Academy (TCA), which keeps her informed regarding toy industry-related developments. TCA is focused on helping emerging and existing toy inventors thrive in the competitive toy industry. To learn more about TCA, click here!
CJ's Experience in Toy Creator's Academy
Through the Toy Creators Academy, CJ received personal guidance from Azhelle Wade, a toy inventor with over a decade's experience in the toy industry. CJ states in an interview with The Toy Coach podcast that from their very first meeting, she had the sense that Azhelle knew what she was doing, even when all she had said to her was to stop making new things. Azhelle, through Toy Creators Academy, honed in on CJ's creativity and helped her clear up her brand message, the way she spoke to potential customers, and how to articulate her brand to others, all of which CJ is thankful for in the present as it helped her get her footing in an industry she was new to.
CJ's Challenges and Accomplishments
With regards to creating her brand, CJ had a rough patch in 2023. She was disappointed with the slow progression and wanted to give up. However, once she began to receive email invitations to join podcasts to share her story and pictures from families that had purchased and loved her book, she was able to push through.
Another challenge she faced was not knowing enough about the toy creation process. She had underestimated the nuances and details that went into toy making, specifically making a doll. Despite this, she worked hard and used all her creative experience to make her vision come to life through the Justine Doll.
The creation of her storybooks and dolls helped bring joy into the lives of the families that bought them. Thus, one of her proudest achievements is having been able to bring joy to little girls' lives with the Justine Doll. Each time a parent shares a photo of their child with the doll, she’s reminded of the impact her brand has on young lives.
Lessons Learned
One of the main lessons CJ learned from listening to The Toy Coach podcast and being part of Toy Creators Academy was simple but empowering - the idea that she really could do it. Through these experiences, she learned from different toy inventors, from different parts of the world, all in different stages of their toy development process. Through listening to their experiences and processes, she began to realize and truly believe that she could do it too.
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CJ Charles is a great representation of how hard work, resilience, and limitless passion can blossom into something beautiful, as seen through her children's books and Justine Doll. If you're ready to follow in CJ's footsteps towards making a difference in childrens' lives, check out Toy Creators Academy by clicking here!
