If you've ever wished you could sit in on a real coaching call inside Toy Creators Academy, today’s your lucky day. This episode is part of a special behind-the-scenes series where I bring you inside the TCA Accelerator for a one-on-one strategy session with Joanna, the creator of Fren Forest.

Joanna is a sculptural artist with a love for cozy characters, whimsical storytelling, and dreamy desk décor. She went from quietly crafting mini clay creatures in her studio to fully funding a collectible toy on Kickstarter and this episode walks you through exactly how she made that leap.

You’ll hear how Joanna turned her hand-sculpted characters into a collectible toy brand without a business degree or a marketing team. We’ll break down the smart moves that helped her hit 50% of her Kickstarter goal on day one, why she scrapped flocking to stay lean, and the tiny design detail she refused to give up (toe beans!). Plus, we’ll chat about balancing creativity with business, exploring licensing, and using small media wins to build big brand momentum.

Joanna’s journey is going to light a fire under your dreams and if you’ve been wondering whether Toy Creators Academy (or its Accelerator program!) can really help someone go from concept to collectible, this episode proves that with the right tools, guidance, and grit… your toy dream is possible.

Listen for these Important Moments:

• [00:03:50] - Learn what it really takes to go from selling handmade art online to launching a mass-produced collectible toy without wasting years (or your savings) on trial and error.
• [00:08:30] - Got creative constraints? Hear how this artist built a clay-to-digital production workflow that worked with her medical needs and preserved the authenticity of her characters.
• [00:10:04] - Discover how cutting one costly feature saved her budget and timeline plus the one tiny detail she refused to compromise on because her fans adored it.
• [00:18:04] - Tired of juggling all the hats? This part of the episode explores how to shift from doing it all yourself to building a brand that licensing partners actually want.
• [00:37:17] - Joanna plans to open pre-orders after Kickstarter fulfillment. Azhelle shares how many artists sell in focused bursts to protect their energy and keep creativity flowing.

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Can your hobby become the next best selling board game? If you’ve ever wondered how to turn your weekend hobby into something magical and marketable, this episode is your cheat sheet.

In this episode of Making It In The Toy Industry, I’m unpacking the gold that Elizabeth Hargrave, the brilliant mind behind Wingspan, dropped in our conversation from last week’s episode so you don’t miss a thing.

You’ll discover why designing around real-life experience is the secret to a standout game, how Elizabeth’s deep love for birding led to Wingspan’s immersive mechanics, and why tapping into the right creative community can level up your game from legal tips to pitch feedback.

Plus, you’ll hear the exact strategy Elizabeth used to land her first-ever game deal, including the simple practice method that helped her pitch with confidence and clarity. You’ll even hear a little brainstorm from me! Turning my salsa dancing obsession into a hypothetical board game and I promise it’ll get your gears turning!

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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 <<

What are your hobbies? I personally enjoy dance, specifically latin dance and often I wonder, “What if I could translate salsa dancing into a toy or game?”. Well today, we’re going to explore that possibility. Today my guest shares how she turned her hobby into a best selling board game!

In this episode of Making It in the Toy Industry, I’m joined by Elizabeth Hargrave, award-winning board game designer and co-founder of the Tabletop Game Designers Association. You might know her from her hit game Wingspan, which turned the world of nature and birdwatching into one of the most beloved engine-building games of all time.

Elizabeth shares how she took her passion for the natural world and used it to build a meaningful and immersive game that fully translated the experience of birding. Our conversation today circles around how to accurately translate the “experience” of doing various hobbies to a tabletop play pattern. In my opinion that’s the secret sauce of how Elizabeth created such an incredible game on her first try.

During this episode, we also talk about her upcoming game Sanibel, inspired by collecting seashells on the beach. A hobby so simple and a game so elegant, that I’m sure you’ll find yourself inspired to build a tabletop experience based on your hobbies.

Listen For These Important Moments:

• [00:01:12] - What started as a love for birdwatching became Wingspan, a wildly successful board game that blends strategy with nature through clever engine-building mechanics.
• [00:04:07] - Elizabeth introduces the Tabletop Game Designers Association, which offers support with contracts, advocacy, and education, perfect for both new and seasoned game designers.
• [00:10:51] - From butterflies to beachcombing, see how personal passions can evolve into meaningful, immersive game themes that resonate with players.
• [00:23:07] - Elizabeth’s Wingspan pitch journey proves you don’t. Learn how smart feedback, persistence, and a strong prototype can open doors for your game invention.
• [00:34:49] - Even with success, staying grounded in playtesting and peer feedback is key to creating games that last. No shortcuts, just a solid creative process.

Send The Toy Coach Fan Mail!

Support the show

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 <<