Azhelle Wade, a toy designer originally from Roosevelt, will participate in NBC’s new reality competition show “On Brand with Jimmy Fallon,” set to premiere on Tuesday at 10 p.m. Wade, who has established herself as The Toy Coach to mentor toy and game startups, was approached for the show after being discovered on YouTube.
“On Brand with Jimmy Fallon” is an eight-episode series where ten creatives are tasked with pitching marketing ideas for major brands such as Dunkin’, Marshalls, and Captain Morgan. Beyond pitching, these contestants will have access to the show’s resources to attempt real-world implementation of their concepts. Helmed by Jimmy Fallon, who is also an executive producer, the series features Bozoma Saint John as the “chief marketing officer.” The winner will receive $100,000, exposure in Adweek, and an invitation to the Cannes Lions International Festival of Creativity.
Wade, originally from Manhattan and later growing up in Roosevelt, brings a background in toy design to the competition. She previously held notable roles in the industry, including at Babies R Us and Creative Kids, cementing her expertise in product development and branding. Despite her experience with toy-related pitches, Wade admits that marketing for other products posed unique challenges and learning opportunities from fellow contestants.
Her journey into toy design was motivated by a desire to create impactful products for children, inspired by Pearl S. Buck’s belief that failing children equates to failing society. Wade’s personal life is also intertwined with the industry, as she is married to Christian Castro, a senior director of game design at Hasbro.
Wade’s moniker, The Toy Coach, was born in 2010 when she ventured into mentoring, fortuitously securing both the URL and trademark for this brand. Now based in Rhode Island, she continues to influence and guide the next generation of toy and game innovators.