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This week, I’m bringing you an extra special episode recorded live at New York Toy Fair with one of my incredible Toy Creators Academy students—Samantha Ong, founder of Joey Dolls. Samantha started out as a photographer, and now she’s running the world’s most diverse Asian doll brand! In this chat, we dive into her journey from launching $60 collector dolls to developing a brand-new line, designed to be more accessible for families and easier for little hands to love. She also shares how she’s navigating packaging decisions, trade show prep, and retail interest from stores big and small. You’ll learn what it really takes to prepare for Toy Fair, how to get buyer attention when you're not in a prime spot, and how working with sales reps can change the game. If you’re building your own toy brand or planning your first big expo, this is the real-talk episode you need! If you loved this episode, leave a review or support the show at thetoycoach.com/support Your love keeps this podcast going 💖 🛍️ MERCH FOR TOY PEOPLE ONLY: https://thetoycoach.com/merch 🛍️ TOYS MENTIONED IN THIS VIDEO: Joey Dolls - https://joeydolls.com/ __________ MAKE THE NEXT BEST SELLING TOY: https://www.toycreatorsacademy.com/ GET 1:1 COACHING: https://www.thetoycoach.com/work-with... LISTEN TO THE PODCAST: https://www.thetoycoach.com/podcast?s... __________ Subscribe To This Channel https://www.youtube.com/c/TheToyCoach... Say hi on social 👋🏽 Instagram: / thetoycoach Facebook: / thetoycoach LinkedIn: / azhellewade ___________ *Affiliate Disclaimer: Note this description contains affiliate links that allow you to find the items mentioned in this video and support the channel at no cost to you. While this channel may earn minimal sums when the viewer uses the links, the viewer is in no way obligated to use these links. Thank you for your support! #thetoycoach #AzhelleWade #toyinventor