What started as an inventor's pitch, evolved into a collectible phenomenon. Sky Castle Toys is showing us what happens when you combine viral content with collectibility… and it’s Sticki Rolls.

Sticki Rolls is nominated for Collectible Toy Of The Year, and if you ask me, they should be the ones taking home the TOTY. (sorry Lego!) Sky Castle built a brand, demand, and a community from scratch, and they’re only continuing to grow. Driven by viral content and partnerships with niche artists, the Sticki rolls brand is one of the few toys that can get kids excited about putting down their phones…even if it’s just to cover them with stickers. 😏

In this episode of Making It In The Toy Industry, co-founder of Sticki rolls, Lev Nelson, reveals how this TOTY-nominated toy went from concept to category disrupter in under two years. Sticki Rolls may look simple: “just stickers on a bracelet” but behind this viral collectible is a smart design, strategic marketing, and a product kids can’t stop sharing and sticking to everything and with everyone.

Lev shares how Sticki Rolls launched during the pandemic, innovated manufacturing, survived the shipping crisis, built a global fan base, and YouTube-first marketing engine from scratch. (That now has over a million subscribers, by the way!)

If you were considering giving another company your TOTY vote…you might want to think again after hearing this episode.

Featured in this episode:

• The top-secret rarity system built into every Sticki Rolls bracelet
• The manufacturing challenge that nearly derailed the product
• How Sticki Rolls are designed with parents in mind
• And what I think about this new brand going head-to-head with collectible giants like LEGO, Pokémon, and Magic: The Gathering for their TOTY nomination.

Sticki Rolls earned their spot among the greats and now they need your vote to seal the deal. If this episode inspired you, if this product wowed you, cast your vote for Sticki Rolls in the Collectible Toy of the Year category!

Voting is open to Toy Association members AND members of the media. So if you're in the media and you aren’t registered to vote, contact the toy association at info@toyassociation.org for details.

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You’ve heard of the Emmys, the Oscars, and the Grammys... but what about the TOTYs?

In this episode, we’re going to dive into the TOTY (Toy of the Year) Awards and why they’re a huge deal if you're in the toy industry. I’m breaking down exactly how to get nominated, how to time your launch for max award potential, and how a TOTY nod can boost your sales, get you press, and even give your SEO a serious lift.

You'll also hear about the glamorous TOTY Gala held during New York Toy Fair, how voting works (yes, there’s a People’s Choice!), and how you can leverage a TOTY finalist spot into a powerful marketing moment.

Featured in this episode:

• How TOTY nominations can increase sales by 30%
• The step-by-step submission and voting timeline
• What it’s really like attending the black-tie gala
• Promotional spotlight opportunities for current finalists

If you’re a TOTY finalist this year (or know someone who is), now’s the time to act. Public voting is open and closes January 7, 2026! Head to this year’s nominee list, find your category, and start rallying your audience.

And if you’re ready to boost your visibility with a TOTY Spotlight feature on the podcast, YouTube channel, and beyond, grab your category-exclusive promo package before it’s gone. Let’s turn that nomination into a win!

Listen for these Important Moments!

• [00:01:41] – Learn what the TOTY Awards are, who runs them, and why they’re the Oscars of the toy world.
• [00:02:02] – Find out exactly how to qualify for a nomination: including timing, crowdfunding rules, and product availability.
• [00:03:09] – Step inside the black-tie TOTY Gala with Azhelle’s firsthand recap from red carpet to Wyclef Jean.
• [00:04:55] – How a TOTY nomination can lead to a 30% sales bump, more press, better SEO, and even job offers.
• [00:07:10] – Get details on my exclusive promo packages for 2026 finalists! (only one per category)

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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 <<

In spring 2025 I was invited to join On Brand with Jimmy Fallon as 1 of 10 creatives selected to pitch national campaigns to major brands on national TV. Since the episodes aired, my DMs have been full of the same questions: how did I get on the show, what was it really like, and what do I think of Jimmy Fallon?

This week on Making It In The Toy Industry, I’m taking you behind the scenes of my wild ride as a contestant on On Brand with Jimmy Fallon. Week after week I dreamed up campaigns, plane wrap designs, comedic commercials, and drink recipes, then pitched them to CEOs and CMOs of major brands. I was mentored by Bozoma Saint John and Jimmy Fallon, an experience that reshaped how I think about branding, marketing, and product launches.

Every week the stakes got higher. One challenge had me mapping an NYC pop-up; another had me writing and singing jingles on a deadline. I was on national TV at 24+ weeks pregnant, keeping my energy high and my creativity flowing while still speaking the language of big corporate brands. It was a branding bootcamp that pushed me past what I thought was possible while I was also building a tiny human and becoming a first time mom.

Tune into this podcast if you want all the BTS tea including:

• The branding moves that helped me get cast (and how you can use them to stand out)
• What it’s really like working with Jimmy Fallon and Bozoma Saint John
• A new brand strategy I’m calling the Connect & Invest Loop that could change the way you launch and market forever
• How toy creators and creative entrepreneurs can build buzz before a single product hits the shelf

If you are building a toy brand or a creative business, and want to grow your visibility this is your playbook.

Listen for these Important Moments:

• [00:01:25] - Learn how strategic visual branding, owning your lane, and consistent content helped me stand out to casting directors and how you can do the same.
• [00:08:58] - Get the surprising lessons I learned from Jimmy Fallon and Bozoma Saint John about showing up, shifting gears, and being “too much” in corporate spaces.
• [00:11:20] - Find out why separating your campaign concept from the activation is crucial and how it could strengthen your creative pitches or product launches.
• [00:16:17] - This show unintentionally unlocked a brilliant marketing framework, perfect for brands navigating today's trust recession and attention-starved audiences.
• [00:26:14] - Real-world examples of toy entrepreneurs involving their audience early, creating investment, loyalty, and funding success before the product hits shelves.

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 <<