#240: Getting Media Attention For Your Plush Brand with Hugimals Founder Marina Khidekel
Ever wondered how a toy brand can also serve as a wellness tool?
In this episode of Making It In The Toy Industry, Azhelle Wade interviews Marina Khidekel, the founder of Hugimals World. Discover how Marina transitioned from a successful health journalist to a toy entrepreneur on a mission to address anxiety and stress with weighted plush toys. Marina shares personal life experiences that inspired the creation of Hugimals, which has been featured in prominent media outlets such as, Time Magazine, Parents Magazine, Good Housekeeping’s Best Toys, and the Today Show’s It List. During this chat you’ll learn a bit about product development and distribution, the brand's marketing strategies (plus how to make them your own), and the power of thoughtful media engagement.
Marina Khidekel details her unexpected journey into the toy industry, highlighting the importance of aesthetic appeal and emotional connectivity in product design. Walk through the challenges and triumphs of launching a plush line, and creating a whole new category in the toy industry.Marina shares her experience working with experts to ensure product efficacy, and how grassroots efforts led to media success. If you are considering launching a toy line in a newish category that may not be getting a lot of love right now, this episode is a must listen.
Listen For These Important Moments
02:51 Marina’s Journey: From Journalism to Toymaking
04:49 Creating a New Toy Category During the Pandemic
05:55 Aesthetic and Design Story of Hugimals
08:12 Hugimal’s Recognition in Big Publications
12:19 Role of Pilot Programs in Product Validation
25:46 Leveraging Media Expertise for Brand Success
29:55 Changes in the Media Industry
35:27 New Products from Hugimals World
38:49 Importance of Experts & Research in Toy Development
49:37 Marina’s Favorite Toy as a Kid