It started with a fuzzy little monster, hiding in the pages of a picture book inspired by Nordic fairy tales. She wasn’t famous. She didn’t have a movie deal. But when one K-pop superstar hugged her on Instagram… everything changed.

This week on Making It In The Toy Industry, I’m diving into the jaw-dropping rise of Labubu, the “ugly-cute” character from POP MART that took the toy world (and TikTok) by storm. From a picture book to plushies on Birkin bags, this fuzzy fanged friend is a case study in viral success. And today, I’m telling you exactly how it happened.

It all started with a single Instagram Story where BLACKPINK’s Lisa was hugging a giant Labubu plush. No paid campaign, no official launch. Yet within days, stores were selling out, TikTok was flooded with unboxings, and POP MART was on its way to making $1.6 billion in 24 hours. This episode breaks down exactly how that viral moment spiraled into global demand and what POP MART did next to fuel the frenzy.

From city-exclusive blind box drops that had fans lining up before sunrise, to high-fashion collabs that turned this plush into a statement piece, this is a real-world case study in smart scarcity, community-first branding, and emotional design. The Labubu story proves that a toy doesn’t need IP power or Hollywood backing to go big, it just needs to tap into the right emotions, channels, and timing. Let’s unpack how.

Launching your first collectible line or planning your next product drop? This episode is packed with clear, actionable strategies to help you build hype, grow a loyal audience, and get ready in case your brand's viral moment hits next.

Don’t miss this breakdown of one of the most exciting toy business case studies in recent history.

Listen for these Important Moments!

• [00:02:54] - Discover how economic shifts made affordable luxury toys like Labubu irresistible and how to time your product launches for maximum emotional impact.
• [00:11:47] - Learn what made one Instagram Story turn into a global frenzy, and how you can be ready to amplify surprise celebrity or influencer moments.
• [00:16:38] - Unpack the marketing genius behind Labubu’s pop culture takeover, plus ideas to help elevate your toy brand into lifestyle territory.
• [00:23:12] - Understand the mechanics of scarcity marketing and how to use limited drops and regional exclusives to build long-term fan loyalty.
• [00:31:26] - Walk away with clear, actionable steps for building hype, scaling your community, and preparing for your own viral breakout—even without a big budget.

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Are you sleeping on the money-making magic of your email list?

If you've been pouring all your energy into TikToks, Reels, and likes… hold up. Because while social media might be where the buzz is, your email list is where the buying happens. It’s your direct line to superfans, curious retailers, and future customers who actually want to hear from you.

In this episode of Making It In The Toy Industry, I’m breaking the idea that email marketing doesn’t work anymore and showing you exactly why it’s still one of the most powerful ways to grow your toy or game brand when it’s done right.

You’ll hear highlights from a special masterclass I taught on email marketing, where I'm sharing a few of my favorite strategies to help you turn your email list into a sales-driving, brand-building powerhouse. From figuring out what your audience actually wants to hear, to the surprising shift big brands are making in their emails — you’ll walk away with fresh ideas, practical tools, and a whole new outlook on email marketing. Oh, and yes... we’ll talk about subject lines that actually get clicks.

So if you’ve been wondering, “Am I doing enough with my emails?” or “Where do I even start?”, this episode is your ultimate blueprint.

Ready to write better emails, sell more toys, and keep your brand top-of-mind (without relying on social media algorithms)?

👉 Then hit play, take notes, and let’s level up your email marketing game together!

Listen For These Important Moments:

• [00:01:10] – Discover why email marketing continues to outperform social media in ROI, and how relying solely on platforms like Instagram or TikTok puts your business growth at risk
• [00:04:15] – Understand the surprising trend of big brands getting more personal and lifestyle creators getting more professional and how to choose the right tone for your audience.
• [00:07:12] – Learn why consent-based email marketing isn’t optional and how to start (or reset) your list the right way to protect your brand and email reputation.
• [00:24:24] – Get my go-to email strategies—Connection, Promotional, Abandoned Cart, and Re-Engagement—and how to use them without overwhelming your list.
• [00:30:57] – Master my 4 U’s formula (Urgent, Useful, Unique, Ultra-Specific) and see real examples of email hooks that drive opens, clicks, and conversions.

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What if your toy’s price point was the only thing standing between you and a “yes” from a major retailer? You’ve got the product, the mission, and maybe even a booth at Toy Fair but if buyers are walking by without placing orders, it might not be your toy that’s the problem… it might be the price.

In this episode, you’ll hear how one Toy Creators Academy alum adjusted her pricing to better meet buyer expectations and how that decision opened the door to more retailer interest and shelf space.

I’m sharing a powerful conversation I had at Toy Fair with Samantha Ong, founder of Joey Dolls — the World’s Most Diverse Asian Doll brand. Before launching her toy line, Samantha was a professional photographer, and now she’s built a brand that's not only beautiful, but mission-driven and retail-ready. You’ll hear how she made her debut in the toy space through the Toy Creators Academy Showcase, and how she’s now taking Joey Dolls to a whole new level, earning serious interest from retailers.

You’ll learn how to use trade shows to gather feedback that helps refine your pricing and packaging strategy, the exact price point that helped Samantha grow her product line, and which packaging details buyers actually care about. We’ll also get into how working with reps and consultants can seriously boost your visibility at trade shows and Samantha opens up about the lessons she learned and what she really wishes she knew before setting up her very first Toy Fair booth.

Hit play and find out how a smart pricing pivot and trade show prep made all the difference for this toy creator.

Listen for these Important Moments:

• [00:07:26] - Find out how a $19.99 price point helped Samantha make her dolls more appealing to retailers and budget-conscious families so you can rethink your own pricing.
• [00:08:16] - Learn what buyers said about boxed vs. unboxed toys and how you can choose packaging that fits your audience and your margins.
• [00:13:01] - One buyer needed the product before Q4—proof that not all retailers follow the same calendar. Understanding this could help you close more deals.
• [00:14:03] - Discover how working with reps helped Samantha bring traffic to her booth so you’re not standing there hoping buyers just wander in.
• [00:16:02] - Learn how the right booth location could mean more foot traffic and exposure for you.
  
  

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Before we dive into one of the most creative plush lines I’ve ever seen, we need to talk about something serious — TARIFFS.

In this episode of Making It in The Toy Industry, I’m kicking things off with an urgent update about the current U.S.–China tariff situation and how it could affect your toy business. I’m sharing what I would do right now if I were launching a toy brand from scratch and why diversifying your manufacturing isn’t optional anymore, it’s essential.

Then, I take you inside my exclusive Toy Fair interview with Lisa Doiron, VP of Global Brand Marketing at Basic Fun. Lisa introduced me to ThreadZ, a limited-edition plush line that taps into Gen Alpha’s love of individuality and that “get-it-before-it’s-gone” energy. ThreadZ is made with excess fabrics, which means each drop is limited-run and totally unique. Designed to feel fashion-forward and one-of-a-kind, this plush line taps perfectly into Gen Alpha’s craving for self-expression. It’s also a brilliant example of how big brands like Basic Fun can rethink traditional production models in smart, sustainable, and trend-savvy ways.

You’ll hear why it’s time to rethink your manufacturing game, how to make your toy line tariff-proof and flexible, what Gen Alpha really wants, and how you can steal a genius small-batch strategy from a big brand and make it your own.

If you’re ready to future-proof your toy biz and get inspired by one of the freshest plush concepts on the market, this episode is for you!

Hit play now and get inspired by a big-brand strategy you can actually use!

Listen for these Important Moments!

• [00:01:16] - Tariffs are shifting fast—and they could hit your bottom line hard. I’m breaking down what’s changing and how to protect your business with smart sourcing moves.
• [00:04:52] - Think scrap fabric can’t make magic? Think again. I’m showing you how leftovers can fuel a unique product line—and even lower your costs.
• [00:07:16] - Step inside Toy Fair with me as Lisa Doiron reveals ThreadZ, Basic Fun’s limited-edition plush line built for Gen Alpha’s need for self-expression and FOMO.
• [00:10:39] - This isn’t your average plush. ThreadZ offers exclusive drops, unique personalities, and three price points—showing small-batch vibes can scale.
• [00:13:07] - Lisa shares her toy journey—from Disney hits at Hasbro to launching bold new ideas at Basic Fun—and why making kids smile keeps her going.

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Your Low-Stress, Start-To-Finish Playful Product Launch In 5 Steps
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Behind every “yes” in the toy industry, there’s a mountain of “no’s,” countless hours of hustle, and more trial and error than most people expect. At one point, he came close to walking away from it all—until a single line from an episode of Bluey reminded him that making games was exactly what he was meant to do.

In this episode Making It In The Toy Industry, I’m joined by the incredibly talented Jeremy Posner, owner of Shenanigans Toys and Games, the inventor behind hit games like Beagle or Bagel, Bears in Barrels, and Piggy Piggy. He’s been named to the Mojo Nation 100 SIX times, won Game Innovator of the Year at the TAGIEs, and has worked with some of the biggest names in the toy industry like Hasbro, Mattel, and Spin Master. But here's the plot twist: it took Jeremy EIGHT years to meet his royalty goals. And that’s after winning major awards and getting meetings with big companies right out the gate.

You’re gonna hear why just licensing a game doesn’t mean you’ve made it, what really makes a game “sellable” to toy companies, and why most ideas just don’t cut it. Jeremy also explained the real deal with royalties or advances, and how long it actually takes to see a check. He even shared how he trained his brain to be more creative (yes, that’s a thing!).

Dreaming of creating the next game night hit or just curious what it really takes to make it in toys and games?

Hit play and steal a few smart moves for your next big creative leap.

Listen for these Important Moments!

• [00:03:07] - Despite early wins, including a TAGIE award and a background at Big Monster Toys, Jeremy didn’t hit his financial goals from game licensing until eight years in.
• [00:11:17] - After Toy Fair, Jeremy reflects on the silence that often follows a pitch. He explains how learning why you’re hearing “no” (and from whom) is key to improving your ideas and not losing steam.
• [00:23:00] - Around year four, Jeremy stopped “just creating” and started strategically designing evergreens. He audited his creative process, studied the brain, and trained himself to boost creative output daily.
• [00:33:04] - Jeremy tests tons of game ideas fast by building quick, minimum viable prototypes. He runs super short playtests to see what’s worth developing and keep his creativity flowing.
• [00:40:35] - Near the end of the episode, Jeremy shares his dream of designing fan experiences for sports teams and creating original game shows, proving he’s still dreaming big, even after major success in toys and games.

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Your Low-Stress, Start-To-Finish Playful Product Launch In 5 Steps
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Can 3D printing really replace traditional toy manufacturing? One founder says “absolutely” and she’s got the award to prove it.

In this episode, I’m chatting with the amazing Courtney Peebles, founder of Solobo Toys, about how she won a TOTY Award for her hit plush toy, Emotional Baggage, and how rising manufacturing challenges pushed her to transform her business using 3D printed toys.

Courtney gets real about the challenges she faced with manufacturing overseas, and how jumping into 3D printed toys helped her reduce costs, improve margins, and take back control of her production. Even better? She did it all while staying true to her brand's mission: creating inclusive toys that help kids express their emotions and feel seen.

We’ll talk about how 3D printing can help small toy brands build profitable direct-to-consumer businesses, the exact steps Courtney took to pass essential safety testing, and why sustainable manufacturing with 3D printers is more accessible than you might think. You’ll also hear how winning a TOTY Award for her plush toy, Emotional Baggage, boosted both her visibility and sales and what it really takes to scale a toy business with limited resources.

If you’ve ever dreamed about taking your toy idea from sketch to shelf without a big factory or warehouse, you need to hear this one!

Listen now and let Courtney’s story inspire your next step in the toy industry.

Listen for these Imporant Moments!

• [00:03:27] - Courtney shares the emotional moment her plush toy, Emotional Baggage, won a TOTY Award, beating major brands like Disney and Miss Rachel. She never expected it—and it changed her business overnight.
• [00:07:46] - A simple post about her award win triggered a wave of direct-to-consumer orders. She had to leave Toy Fair early just to keep up with the shipping!
• [00:13:18] - With rising tariffs and time pressure, Courtney stopped manufacturing overseas and leaned into 3D printed toys to take back control of her production process.
• [00:15:32] - Courtney walks us through how she passed all the required safety testing for her 3D printed toys using small-batch manufacturing guidelines—no shortcuts, just smart strategy.
• [00:24:57] - Starting with one $600 printer, Courtney’s now scaling up to 41. She explains how Solobo Toys is growing quickly—without the stress of massive factory MOQs.

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Popular Masterclass! How To Make & Sell Your Toy Ideas
Your Low-Stress, Start-To-Finish Playful Product Launch In 5 Steps
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“There are no tired brands, just tired marketers.” That quote alone has been living rent-free in my head since this interview. It has challenged me to take a look at my own brand and ask, am I doing everything I can to keep it thriving?

In this episode, Sharon Price John, President and CEO of Build-A-Bear Workshop and Chairwoman of the Toy Association, shares how she turned around a failing classic brand, and ushered it into a new era of profitability and heart.

Sharon walked me through her approach to brand transformation, from how she finds hidden profit in the smallest details to how she leads with data, with a focus on building resilience even through the toughest times. Sharon is a master of reframing for a positive mindset. When the pandemic hit, she renamed her daily team meetings from “COVID calls” to “success calls.” And that mindset shift worked wonders. 2021 became Build-A-Bear’s most profitable year ever.

If you’re sitting on a brand that you know has potential but you’ve been feeling stuck on how to help it gain momentum, this episode will certainly give you a new perspective.

Listen For These Important Moments:

• [04:06] - What do you do when a business is failing, but the brand still has magic? Sharon shares how she approached one of the biggest challenges of her career.
• [08:04] - Could saving a few pennies really turn a business around? This moment will make you rethink how you look at every product detail.
• [18:50] - In the middle of a crisis, Sharon made one simple change that completely shifted her team’s mindset—and it led to record-breaking results.
• [24:58] - “There are no tired brands, just tired marketers.”— This one quote changed how I see branding forever. If your business feels stuck, this is the wake-up call you need.
• [38:41] - Think success means climbing a ladder step by step? Sharon has a different take that might just change your entire career outlook.

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Your Low-Stress, Start-To-Finish Playful Product Launch In 5 Steps
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Is it time to stop manufacturing overseas? Or are these tariffs just temporary chaos?

In this episode we're talking about the massive new tariffs shaking up the toy industry and what they mean for your bottom line. With import costs from China jumping up to 54% April 2nd, and a potential 104% threat looming over the horizon, toy creators everywhere are wondering what to do next. Should you absorb the cost? Raise prices? Cancel a launch? Shift production? I’ll walk you through what’s really happening, what’s coming next, and how to make a smart move without panicking.

On April 4th, I held a Tariff Toy Talk for Toy & Game Creators where we could get together and discuss what to do in light of the Trump administration's tariffs that are decimating our economy, and threatening the life of the toy industry.

Since so many of you reached out wanting to hear the recording, I thought it would be best to make this talk readily available on this podcast.

Tune in to hear from other toy people just like you—creators, inventors, and business owners—who joined me to share their questions, insights, and real-life experiences going through this rollercoaster. From surprise $9K tariff bills to last-minute Kickstarter cancellations and creative shipping workarounds, you’ll get insights from the front lines.

Listen For These Important Moments!

• [00:01:16] — A quick look back at how the 2025 tariff news hit the toy industry starting right after Toy Fair wrapped.
• [00:04:27] — Several indie toy brands start to feel the heat. From canceled Kickstarters to massive clearance sales, the early ripple effects are real and painful.
• [00:08:11] — A few creators share the gut-punch of getting charged thousands of dollars on orders they thought were already squared away.
• [00:28:03] — Innovative responses begin to surface. 3D printing, fulfillment shifts, and DTC models come up as small brands brainstorm ways to stay afloat.
• [00:43:20] — The big manufacturing question gets unpacked. Can U.S. factories really step up for toy makers or is that just a hopeful dream for now?

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Popular Masterclass! How To Make & Sell Your Toy Ideas
Your Low-Stress, Start-To-Finish Playful Product Launch In 5 Steps
>> https://learn.thetoycoach.com/masterclass <<