Before Swift Clicks ever hit the shelves, the team at Make It Real was staring down the brutal math of the craft aisle: rising costs, shrinking margins, and kids who expect faster, cooler results than ever. So how did her team turn that pressure into a Creative Toy of the Year finalist bracelet maker that Swifties can’t stop talking about?

In this episode of Making It in the Toy Industry, I sit down with Gena Lavallee, VP of Global Brands at Make It Real, to reveal the story behind Swift Clicks, the Make It Real Heishi Bracelet Maker. From the “clicky pen” inspiration to the clever refill system, hidden funnel, built-in storage, lefty/righty-friendly design, and even how to actually tie a jeweler’s knot, you’ll hear how Gena’s team transformed a slow, fiddly craft into a fast, inclusive, and insanely satisfying play experience.

In this episode, you’ll learn:

• How Make It Real reinvented a classic bracelet-making play pattern to prioritize speed, ease, and fashion-forward results
• Why the team designed Swift Clicks to work for both right-handed and left-handed makers
• The “razor and razor blade” strategy behind refills—and how Make It Real solved the refill placement problem at retail
• The smart hidden features inside the product—funnel, aligning tool, built-in storage, and more—that most consumers never notice
• How Swiftie culture, influencer content, and viral videos helped turn Swift Clicks into a breakout hit
• What today’s craft brands can learn about pricing, margins, and marketing in a tough category

🔗 Links & Resources

• Vote Swift Clicks Heishi Bracelet Maker for Creative Toy of the Year and People’s Choice at ToyAwards.org (see show notes for direct link)
• Learn more about Make It Real and Swift Clicks at MakeItReal.com
• Watch Azhelle’s full Swift Clicks toy review on The Toy Coach YouTube channel (companion episode airs the same day as this podcast!)

Hit play to join this bracelet-making party and get inspired to rethink your own toy or craft line through the lens of speed, inclusivity, and smart design.

Send The Toy Coach Fan Mail!

Support the show

Visit for The Toy Coach's toy of the year picks at thetoycoach.com/toty for the link to vote before January 7th.