#276: TCA Accelerator Coaching Call with Joanna of Fren Forest

Making It in The Toy Industry | Start A Toy Business

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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