Ever wondered how a toy brand can also serve as a wellness tool? In this episode of Making It In The Toy Industry, Azhelle Wade interviews Marina Khidekel, the founder of Hugimals World. Discover how Marina transitioned from a successful health journalist to a toy entrepreneur on a mission to address anxiety and stress with weighted plush toys. Marina shares personal life experiences that inspired the creation of Hugimals, which has been featured in prominent media outlets such as, Time Magazine, Parents Magazine, Good Housekeeping’s Best Toys, and the Today Show’s It List. During this chat you’ll learn a bit about product development and distribution, the brand's marketing strategies (plus how to make them your own), and the power of thoughtful media engagement.

Marina Khidekel details her unexpected journey into the toy industry, highlighting the importance of aesthetic appeal and emotional connectivity in product design. Walk through the challenges and triumphs of launching a plush line, and creating a whole new category in the toy industry.Marina shares her experience working with experts to ensure product efficacy, and how grassroots efforts led to media success. If you are considering launching a toy line in a newish category that may not be getting a lot of love right now, this episode is a must listen.

Listen For These Important Moments

• 02:51 Marina’s Journey: From Journalism to Toymaking
• 04:49 Creating a New Toy Category During the Pandemic
• 05:55 Aesthetic and Design Story of Hugimals
• 08:12 Hugimal’s Recognition in Big Publications
• 12:19 Role of Pilot Programs in Product Validation
• 25:46 Leveraging Media Expertise for Brand Success
• 29:55 Changes in the Media Industry
• 35:27 New Products from Hugimals World
• 38:49 Importance of Experts & Research in Toy Development
• 49:37 Marina’s Favorite Toy as a Kid

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