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.

They sold out before summer, got emails from retailers and industry outsiders, and scored a back-to-back TOTY nomination… so how did they do it?

In this episode of Making It in the Toy Industry, I talk with Ron Weizman of South Beach Bubbles about the strategy behind their hit product, the Galactic Color Bubble Machine. We cover what it takes to stand out in a saturated market, how packaging and demos drove retail success, and why award wins matter more than you think.

Listen in and see why this toy is taking over the bubble aisle and… don’t forget to vote for it in the Outdoor Toy of the Year category!

Voting is open to Toy Association members and media. Not registered? Reach out to info@toyassociation.org for access.

Listen for these Important Moments:

• [00:01:30] – Learn how to pitch your toy in 30 seconds or less, as Ron shares the quick-hit sell for a product that became a TOTY nominee two years in a row.
• [00:03:10] – Thinking of adding tech to your toy? This breakdown of how the Galactic Bubble Machine works will spark ideas for simple, affordable "wow" moments.
• [00:06:03] – Discover how to make your product stand out in a crowded category Ron explains the strategy behind going beyond a standard bubble machine.
• [00:11:04] – Get inspired by the R&D story behind Poppin Colorz, and learn how chemistry, persistence, and a little creative obsession turned into a category-disrupting toy.
• [00:21:08] – Hear how one toy’s demo power translated into real retail impact including sidewalk traffic, trade show buzz, and in-store conversion.

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.

What does it really take to make an ESPN-licensed toy? Imagine teaching kids about sports from inside SportsCenter.

That’s exactly what Abacus Brands pulled off after 27...yes, twenty-seven licensing deals, seven TOTY nominations, and one incredibly ambitious idea. For 2025, Abacus Brands teamed up with ESPN and a roster of elite athletes to create the ESPN Virtual Reality Headset. This toy turns a 148 page sports book into a fully immersive experience so kids can learn rules, history, and the why behind the game from inside SportsCenter alongside anchor Arda Öcal. It took 27 separate licensing deals to pull this off, and in my latest episode of Making It in the Toy Industry I sat down with Abacus CEO Steve Rad to talk about working with Disney and ESPN, the wild cost of big name athletes, why Jordan was the one they could not land, and the prototype moment that stopped him in his tracks.

If you are a Toy Association member or in the media, you can (and should) vote for the ESPN VR Headset for Educational Toy of the Year.

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.