After 299 weeks of toy talk, our 300th episode marks the closing of one chapter and opening another. This little podcast that started as “let’s see what happens” has turned into a full-on resource library for toy inventors, toy entrepreneurs, and creative creatives like you who just can’t shake that pull toward the toy industry.

In this episode, I'm sharing the biggest lessons from 5+ years of episodes: why most toy ideas don’t fail because they’re “bad,” how confidence actually follows clarity, and why community and the right mentors matter more than “perfect” artwork or prototypes.

This year I was on national TV with Jimmy Fallon, landed some truly incredible clients, and became a mom for the first time. So with all those big life shifts, it was time to take a reflective look at this podcast as well.

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

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.

Can a $5 squishy toy really outsell the competition and take home a Toy of the Year award? Schylling’s CEO Paul Weingard is betting on it and honestly, the numbers are on his side.

The NeeDoh Nice Cube Swirl isn’t just another sensory stress ball. It’s a Specialty Toy of the Year finalist that’s been an Amazon best seller, is selling out in stores, AND building real emotional connection with kids and adults worldwide. The CEO shared with me that they’ve gotten handwritten letters from kids, therapists, and even college students sharing how this tiny cube helps them relax, reset, and focus. Retailers can’t restock it fast enough and during this interview I’m on a mission to find out why.

Join me in the Schylling office where I sit with Paul Weingard to unpack the exact strategies that turned a simple sensory ball into a branded, collectable empire that’s dominating on Amazon, thriving in toy stores, and blowing up organically online. You’ll learn how they scaled sales without leaning on trends, built retail momentum through independent stores, and created a $5 product that buyers and therapists can’t get enough of.

If landing a TOTY nomination is on your vision board, or you're trying to get retailers to reorder faster than you can ship, this episode will show you what it really takes to turn a small idea into a big win.

Vote for NeeDoh Nice Cube Swirl in the Specialty Toy of the Year category. Voting is open to Toy Association members AND members of the media. Cast your vote for NeeDoh Nice Cube Swirl in the Specialty Toy of the Year category!

If you're in the media (like an industry influencer) and you aren’t registered to vote, contact the toy association at info@toyassociation.org for details.

Listen for these Important Moments:

• [00:01:30] – Find out how Schylling transformed a simple squishy ball into a multi-million dollar brand with over 50 SKUs.
• [00:11:30] – Discover how NeeDoh tapped into the specialty retail channel to test and scale — with 10X reorders in 30 days.
• [00:18:40] – See how organic fan content and surprise use-cases (from therapy to dental offices!) shaped the Nice Cube’s evolution.
• [00:26:05] – Hear how the team designed packaging that sells itself, with irresistible shelf appeal and built-in trial moments.
• [00:33:20] – Unpack what a TOTY nomination really does for sales and why Paul says you need to be ready to airfreight inventory if you win.

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.