#213: From Empath to Entrepreneur with Jana Hallam of Wonderwell Toy Company
Kids today are facing a kindness crisis. From the playground to the classroom, loneliness and bullying run rampant. But there's hope on the horizon, thanks to one toy designer's mission to spark empathy through play. Meet Jana Hallam, TCA alumni and the visionary founder of Wonderwell Toy Co.
In this inspiring episode, Jana opens up to guest host Virginia Lette, about her journey from an emotionally attuned child to a kindness crusader for the modern age. You'll discover how a frustrating Christmas tradition kickstarted her quest to create The Kindness Mouse - an engaging plush toy, storybook, and activity set that's captivating kids' hearts. Jana has created a play product with impact, one that actively empowers the next generation to embrace compassion. Throughout this conversation Jana and Virginia explore Jana’s sources of inspiration as well as her first-hand experience with Toy Creators Academy. Find out why Jana called the TCA Community a crucial piece to her toy journey. Hit play to listen to the full episode right now.
Episode Cliff Notes
Find out how long Jana Hallam has been in the toy industry.
Learn what inspired Jana to start her toy company, Wonderwell Toy Co
Find out the stat for bullying amongst children that will shock you.
Jana and Virginia discuss weather kindness is taught or innate
Learn how Jana discovered Toy Creators Academy and she ultimately chose Azhelle and the TCA community to go on her toy journey with.
Hear the pivotal advice from a Toy Creators Academy community member that helped Jana find the right manufacturing partner after a year of struggle.
Discover what 2024 has in store for Wonderwell Toy Co!
And finally learn how to get in contact with Wonderwell and purchase the Kindness Mouse, currently available for retail and wholesale!
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This episode is brought to you by www.thetoycoach.com
Learn more about Wonderwell Toy Co here.
Buy The Kindness Mouse™ by Wonderwell Toy Co. by clicking here. -
[00:00:00] Azhelle Wade: You are listening to Making It in the Toy Industry, episode number 213.
[00:00:05] Virginia Lette: That's an incredible why, which is something that we learn about in Toy Creators Academy to find our North Star, to drive us when we get a little bit lost. And it sounds like yours was fairly well honed before you even started. Absolutely.
[00:00:19] Jana Hallam: And you know, the goal really is if there's one less child alone on the playground, if there's one less child bullied, that's the kind of impact we're trying to make.
[00:00:28] Virginia Lette: Well, hey there, toy people! If you're thinking, [00:01:00] this doesn't sound like Azhelle, you'd be right! It's Virginia, and once again I've managed to sneak into Aijel's podcasting chair to bring you another special episode of Making It In The Toy Industry. This week, I had the privilege of interviewing yet another Toy Creators Academy course graduate.
[00:01:17] Which, as an aspiring toy creator myself, was both fascinating and enthralling. I got to ask them questions like, What was their professional background before they dipped a toe into the toy industry? What was the product or brand that they developed along the way? And also, I quizzed them on what's next for them in their Toy Creators journey, now that they've finished the course.
[00:01:42] So join us as we showcase yet another Toy Creators Academy success story. I'm so excited to share this one with you, because I learnt so much from this inspiring TCA alumni member, and I've got no doubt that you will too.
[00:01:57] Janna, welcome to [00:02:00] our special alumni podcast series of making it in the toy industry. It's a huge thrill for me to be able to talk to you today. Thank you so much for your time. Thank you
[00:02:08] Jana Hallam: for having me.
[00:02:10] Virginia Lette: We are going to be talking today a little bit about your experience and your journey with Toy Creators Academy, but also I want to find out all about Wonder World Toy Co.
[00:02:21] How long have you been in the toy industry now?
[00:02:24] Jana Hallam: So I started Wonder Well about three years ago, and it started as a whisper, and it actually started as my frustration grew with this popular children's Christmas tradition that didn't align with me, and I was thinking, how can I, you know, how can I create this play experience to inspire good values?
[00:02:46] And so it really started there as a whisper, and And grew into the very first product that we actually just launched last month. And that is the Kindness Mouse. And so that is Wonder Whale in a nutshell.
[00:02:58] Virginia Lette: Part of the reason I'm so excited to [00:03:00] be talking to you today is because clearly our values align very strongly as a matter of fact.
[00:03:06] When I first heard about the Kindness Mouse, I Needed to know more we are all about kindness in my home here with my kids i try and drill it into them and i have a friend who's working in that space as well here in australia so i think what you're doing is so important so was it just that christmas thing that you're alluding to that sparked this or whether something else has this been a long held.
[00:03:35] thing for you in your mind?
[00:03:36] Jana Hallam: Yeah, that's a great question. I think there's a few things. Uh, you know, about three years ago, when COVID was top of mind, kindness couldn't be more timely. And I think back to who I was as this little girl, this empath, this little girl who honestly could not be more shy and just very sensitive to.
[00:03:58] different things around me. [00:04:00] And I consider myself an empath. And so as an empath, you have this heightened ability to understand and share feelings and emotions of others. And you have this deep intuitive extent that comes with that. And so you're really tuned into how you make others feel or how others make you feel.
[00:04:17] And so I've always been a kindness advocate. It's been something that I've tried really hard as a parent to, to do. And still in my kids, and it's just something that I feel so strongly about. And again, it's something that could not be more timely. We know that there is one in every seven minutes, there's a kid bullied on the playground.
[00:04:37] And that hurts, you know, that breaks my heart. And so I think it's really, really important that we put a very big effort into trying to. Why are them young? You know, these kids are so impressionable when they're young. So how can we teach them these good values in unique ways?
[00:04:57] Virginia Lette: This interview could go long.
[00:04:59] I just love this [00:05:00] so much. We'll try and keep it 30 minutes. Gosh, where to start with all of that? I guess some people think that kindness is an innate trait or quality to have. And yet what you're saying is we really need to find that kindness in people and bring it out. Do you think it's a taught thing, kindness, or is it?
[00:05:24] You
[00:05:26] Jana Hallam: know, I think that's an interesting question. I, I truly believe that kids have something good inside. And sometimes we need reminders to see what that looks like. And what does that feel like? And so I think our kids want to be good. You know, they want their parents to be proud of them. They want to do good things.
[00:05:46] And, you know, there's things like impulse or peer pressure, or sometimes that empathy muscle isn't developed yet. So how do we allow them to practice those things, especially when they don't quite understand? And [00:06:00] so one of the things with the kindness mouse is where, you know, we're using this Playful experience at their level.
[00:06:07] And so the goal is that through this experience, which is this plush mouse character, this storybook and these activity cards, the goal is that the children see themselves in this mouse. And so this mouse essentially shows up on the doorstep of a family's home. And it's looking for something really important.
[00:06:23] And this mouse is used to being shooed away. And it's actually looking for a family to invite it to stay because who wants a mouse in their house? Nobody wants a mouse in their house. And so this mouse convinces this family to let this mouse in and this mouse inspires them to go on this adventure. And so what the mouse is looking for is kindness.
[00:06:43] And so hopefully the child is looking at that story and saying, well, there's been a time when I felt alone, or maybe I haven't. like I'm enough or things like that. Which is things that we all go through. And so the goal is that they see themselves in this character and it's [00:07:00] an experience that allows them to really embrace these things.
[00:07:03] Not just for the mouse, but for themselves and for others.
[00:07:06] Virginia Lette: That's an incredible why, which is something that we learn about in Toy Creators Academy to find our North Star, I guess, to drive us when we get a little bit lost. And it sounds like yours was fairly well honed before you even started. Absolutely.
[00:07:20] Jana Hallam: And you know, the goal really is if there's one less child alone on the playground, if there's one less child bullied, that's the kind of impact we're trying to make. And so I think back to, you know, Hearing from the teachers, you know, if one of my twins was alone on the playground, it just triggers this feeling of how do we change this?
[00:07:41] How do we? Allow these kids to embrace kindness in different ways and we hear about it in movies. We hear it about it in, in storybooks and things like that. But I really wanted to create this play experience that inspires this in just a different way.
[00:07:58] Virginia Lette: It's such a beautiful [00:08:00] mission to set up for you to do.
[00:08:01] I'm curious to know, what did you do before you set up Wonder Whale Toy Co?
[00:08:06] Jana Hallam: So, the first part of my career was actually in multimedia, so doing video production, and I love to tell stories and document, and through that career, actually, I had the privilege of traveling to different areas to document different things happening, and a lot of that was through medical missions, and actually through that, that time, um, There was such a perspective I gained from being in developing countries, documenting some of the work that was being done in the perspective you gain from different people.
[00:08:38] And I think kindness, you know, really, there's a lot of that, that happened in those years where you learn about giving of your time, because these were all, you know, volunteer missions. And so I went through video production for several years, and then the girls were born and I decided to go back to school for marketing.
[00:08:58] Because it was a natural tie [00:09:00] into what I was doing. And then there was this whisper, I knew I wanted to create something. It was just something that I felt so strongly about and I just couldn't quite put a finger on it. And this tradition that is very well known was the popular conversation piece, um, around Christmas.
[00:09:20] And I just, I couldn't align with it. And so I thought, you know what, there's gotta be a better way. There's gotta be a way to use play to, Drive important learning and to contribute to children's social emotional learning and you know, I know as y'all has talked about the mesh Idea where we're trying to use the toy industry to really contribute to the children's mental emotional and social health And that could not be more important and that is something that really aligns with everything that we're trying to do at wonder well
[00:09:51] Virginia Lette: So at what point did you, well, how did you stumble across Toy Creators Academy?
[00:09:57] And where were you in your Toy Creators journey [00:10:00] before you found Agile?
[00:10:01] Jana Hallam: I was very early on in my journey. And, um, when I did the Toy Creators Academy, it was almost three years ago. So it was right along the line of, of starting out. And I think Agile had just started, it was just a few months into her starting that.
[00:10:19] And I remember Coming across, I think it was maybe a Facebook ad, and I just remember thinking, wow, there's this woman who left corporate to help others in the toy industry, and I had to learn more about her. And so, jumped into the Academy, and it was just the perfect timing, really, because it was really defining your why, looking at your, your target audience, how will you find the people that will resonate with what you're doing?
[00:10:47] Is it something that people want, you know, and there's a lot of different things that she covered that is still so valuable to me today.
[00:10:57] Virginia Lette: It's nice to find somebody, I guess, [00:11:00] initially, who you felt your values also aligned with, who could help you on your journey to help others. What was the prompt? At what point did you think, yeah, I need to invest in this course?
[00:11:12] Because, you know, for some people, particularly when you're not making any money, I was one of those people. I sort of. Balked at the cost of the course to begin with thinking, Oh, I don't even know if I'm going to make that kind of money back doing this. Is it going to be worth my investment? So I guess the question I'm asking is how did you reconcile that in your mind?
[00:11:32] Jana Hallam: You know, I think there's something about a gel that resonates with me, her charisma, the authority that she's built with her brand and everything that she's done. And you listen to her podcast, which you don't have to be in the course to listen to those. And. There's just so much value that she provides.
[00:11:50] And I think her approach is different. And I think, you know, aside from that, the toy industry can be very niche, you know, you can find courses on so [00:12:00] many things, but I feel like she is a prominent voice in that community and such a valuable one. And so I recognize that in, in her and I, the founder and me recognize the founder and her and what she was trying to do and her why.
[00:12:14] And so I really connected with that. And I knew that. She would be somebody that I would welcome into my toy journey and I knew that it would be a worthwhile journey as well
[00:12:25] Virginia Lette: when you started toy creators academy where you starting from scratch then you're really literally starting at module one. And you're filling out your workbook and doing all the lessons.
[00:12:36] And you were really starting to build the business up from
[00:12:39] Jana Hallam: there. Kind of, so it wasn't completely linear. I did bounce around a bit, which probably isn't recommended, but I looked at each module and looked at where I was kind of at, I would say monthly, I would pop in there and I would look at the resources and.
[00:12:55] Things like play testing. I didn't even know what that was. And so things to look for, how [00:13:00] to, how to design your play testing. So you get the most out of it and maximize that opportunity. Things like, are you an inventor or are you an entrepreneur? Right. And not even knowing what path I was on, I had this idea and a lot of those things, things like safety, safety is such a huge thing when it comes to toys, as we know, and you can drown in all of the information online.
[00:13:24] And so there was a lot of support there. And just when you think of a play pattern, that's something I had also never heard of and how to design that into the toy. So there was an element where I was already down a certain path with the product, but I think there's different points in your journey that you could be where you could jump into the course and really get a lot of value.
[00:13:46] Because even if you've come past a certain point, just revisiting it, there's something that you can gain. And a lot of her material. Is it's very much summarized. So she's pulling in the most important [00:14:00] things to know, because there are, it is very overwhelming to create a product from scratch. Nobody told me how hard it would be three years ago and you need the support.
[00:14:12] And the other thing about her program is the community that you're part of. And I have another story on that, but the community is crucial. So that you feel like you're not alone and you can talk to other founders and relate to one another, which is so, so, so important and gain insights from them. And so it's the community.
[00:14:32] It's a gel's expertise. It's how she communicates it. It has, it's how she brings it all together. That really is so valuable. Do
[00:14:40] Virginia Lette: you think it's important for those that aren't familiar with the course in the structure of the modules that you do do the modules in the order that they are? So from one, two, three, four, like how important do you think that that is?
[00:14:55] Or do you think it's possible to skip modules along the way? Asking for a friend. [00:15:00]
[00:15:01] Jana Hallam: I think every story is different, you know, and everybody comes from a different place in the journey. And I think depending on, I think the founder strengths and maybe weaknesses might dictate what you might gravitate towards first in terms of the modules.
[00:15:16] But I don't feel in it, you know, as y'all probably has a different mindset around that obviously she's done designed it in a way to get the most value, but I think you just have to look at it as a founder when your time is limited, you need to maximize your resources. So when you log on and you can see those modules.
[00:15:36] Go to the one that you gravitate to first and go from there.
[00:15:40] Virginia Lette: I can hear a girl sitting on my shoulder screaming in my ear. No, no, don't suggest that you've got to do from what? And I think actually, as a new course participant, you do have to do each module before the next one unlocks now anyway, which in hindsight is the right way to do it.
[00:15:56] You know, you can't start building a house halfway through. [00:16:00] You've got to put down the foundations and learn it that way. So it makes sense to do it that way. Yeah. What do you think was some of the key takeaways for you in bringing your product to fruition by doing the Toy Creators Academy?
[00:16:14] Jana Hallam: Well, I think, as I mentioned, learning about what a play pattern even is, you know, and how to really think about.
[00:16:19] Think about that process and how it relates to the toy that, that I built. Um, safety again was such a huge thing, not even knowing what I needed. And things like production files and tech packs, what do you send to a factory? You know, when you're starting from scratch, there's so many different things to know.
[00:16:38] Are you designing a plush? Are you building a toy that is made of plastic? Does it need a mold? There's so many different aspects to it. Play testing, what to look for, how to facilitate it. Things like legal documents that are needed, especially when you're working with an overseas company, this is something that I actually overlooked and [00:17:00] that could cost quite a bit.
[00:17:02] Right, if you miss certain things. And so there's things that she ensures that you're aware of, again, as it relates to the toy industry. And then one of the biggest for me was her help with the resources provided to find a manufacturing partner. And so, To rewind for a moment on that I had the privilege of connecting with another founder who is Samantha from Joey Dolls, uh, who is also in the Academy and in the community and she posted one day on the, the Insider Group and I commented and we started chatting and she lives four hours away from me.
[00:17:41] She also has two girls. There were some really fun commonalities that we had and she's also. Working on a, an amazing doll brand. And so she's a little bit more ahead of me in terms of where she's at in her entrepreneurial journey, but there's a lot of things we could connect on. But one of the [00:18:00] things that was a complete pivotal point for me, Was she said, you have to go back to a gels resources, check out the manufacturing contacts because I was, I was hitting a roadblock with my manufacturing partner.
[00:18:15] It was almost a year into working with them and I just wasn't getting the sample that I wanted. There was something that I just didn't feel right. My intuition said, no, this isn't it. I can't, I can't ship this. I can't launch this. And so I was really frustrated. I was And she said, And honestly, it was some of the best advice, because I ended up going back to the resources, finding some contacts in the lists that were provided, and Knowing the trust in this list that was put together, I reached out to another partner and within 60 days I had samples done and I had started production.
[00:18:59] And [00:19:00] so a year in I started over, but that's what I had to do. And that's what brought me to where, where I'm at now with the product. And so it was painful at the time, but so important. And again, I can thank being in this community for that. Actually,
[00:19:16] Virginia Lette: I feel like I've heard that episode, this very podcast, where maybe Ajal's interviewing Samantha, and that's the key lesson that she learned from this, was that, you know, don't be afraid to start over, scrap everything you've done, start again.
[00:19:31] Gosh. That gives me anxiety, but you've been there and you've come out the other side.
[00:19:37] Jana Hallam: So last thing you want to hear about, one thing I've learned as an entrepreneur is you're solving one problem after another. And so as you go through the problems, you build confidence, you build resilience, you build patience because you have to.
[00:19:55] And I think it comes back to, you have to be rooted in your [00:20:00] why and. I honestly think that's the only way to get through is that why has to be so strong that you're willing to solve these problems over and over again and again, and it's one barrier after another. But if your why is strong enough, it will get you through.
[00:20:16] And I think I just keep coming back to even the play testing. You know, we had several play testers test the product. I had this teacher call me and she said, Jenna, this mouse provided a bigger impact than I was expecting. And she said, you know, there's this little boy who was a bully and he really resonated with this mouse and it had a big impact on him.
[00:20:39] And it's those sorts of stories that stick with you. And I just go back to, you know, what kind of difference can I make with this? And, and really, I think being an entrepreneur is, is being a part of something bigger than yourself and that's what it's all about.
[00:20:58] Virginia Lette: And you alluded to the [00:21:00] other key thing that you got from the course being community and obviously Samantha, I think that's just such a huge part of it as well, isn't it?
[00:21:08] The contacts that you make, everybody becomes a mentor, including yourself.
[00:21:13] Jana Hallam: That's right. And I think entrepreneurship is lonely. And you feel like you're all alone trying to fight these battles. And her and I would chat back and forth and it's like, well, this is the problem this week. And I would say, well, this is my problem this week.
[00:21:27] And it's something I think when you can find someone who can relate, it just feel like you're not alone. And you learn from each other and just connecting, uh, I think it is so important and something that gives us a sense of belonging as well.
[00:21:45] Virginia Lette: We haven't actually mentioned that your product, The Kindness Mouse, isn't just the mouse alone.
[00:21:51] It comes with a storybook and the activity cards as well. It's a full package, isn't it? What does [00:22:00] 2024 have in store for The Kindness Mouse and Wonder World Toy Co.?
[00:22:04] Jana Hallam: Yeah, that's a great question. So we just launched. And so the goal is to get this mouse into as many homes and schools as possible. And so it's developing relationships.
[00:22:15] It's building our audience, building up our social media and our marketing efforts so that we're finding the people that really resonate with them. And hopefully for some retail placement as well, right now we're direct to consumer. And so the goal is to continue on. The goal is also to add another character to teach more skills.
[00:22:35] You know, when we go back to the mesh idea of using toys to help teach not only social emotional skills, but support children's mental health and how important that is. So looking at other themes like gratitude, mindfulness, authenticity. Courage and really to help kids learn these, these values in a different way, in a, in a very fun way.
[00:22:59] Virginia Lette: Are you at a point [00:23:00] now where you're all in on Wonder World Toy Co., or are you still working in your other job as well?
[00:23:05] Jana Hallam: My heart is all in, but I do have another professional role during the day that, that I do as well.
[00:23:12] Virginia Lette: Well, for anybody wanting to get the kindness mouse into their school, can they contact you through your website?
[00:23:17] Is that a good avenue or?
[00:23:20] Jana Hallam: Absolutely. They can go to wonderwall. ca or find us on Instagram and Facebook at wonderwalltoyco and that's how they can find us.
[00:23:30] Virginia Lette: Amazing. One final question, because this podcast is all about making it in the toy industry. I'm wondering what advice would you give to somebody who might be teetering and thinking, Oh, should I enroll in Toy Creators Academy or not?
[00:23:44] What would you advise them?
[00:23:46] Jana Hallam: I think if you're Really considering making it in the toy industry, as the name implies, I think it's a tremendous resource to have and beyond the course, there's the community. And [00:24:00] so I feel like somewhere, somehow there will be value that is hard to put a value on. that you will gain.
[00:24:08] And for me personally, it's been a game changer, I would say. And it's been a resource that I have counted on and that I can thank for helping me get to where I am now.
[00:24:19] Virginia Lette: And in the words of the great lady herself, 100%. It's a term she uses a lot that I've adopted that mannerism from listening to so many of her podcasts myself.
[00:24:29] Jenna, thank you so much for your time today. You are a wealth of knowledge, and it is such a privilege to be able to connect with previous Toy Creators Academy students, alumni members. What you bring to this podcast is equally as important as all of the lessons that have come before it. And we're really, really grateful to have this chat today.
[00:24:53] Thank you.
[00:24:54] Jana Hallam: Virginia, thank you so much. It was a pleasure.
[00:24:57] Virginia Lette: Well, there you have it, Toy People. [00:25:00] That was this week's special episode of Making It In The Toy Industry, profiling yet another wonderful success story from the many graduates of the Toy Creators Academy. If you enjoyed today's episode, you can find more at thetoycoach. com slash podcast. And if you love this podcast and you haven't already left a review, what are you waiting for?
[00:25:22] 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. Everyone's favorite toy coach, Azhelle Wade, will be back here behind the podcast mic next week with another episode of Making It In The Toy Industry.
[00:25:40] But until then, in the words of the great lady herself, see you later, toy people. [00:26:00]
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