From the First Idea to Toy Fair New York

How Flora Makes Me Smile® is Inventing Toys and Games

Less than a year ago, I set out on a creative adventure. I enrolled in the Toy Creators Academy®, an online program for aspiring toy and game designers and entrepreneurs.

My original goal? To design a toy or game featuring my cartoon character, Flora — the heart of my illustrated world. I wanted to bring her to life beyond drawings and merchandise, to create something playful that embodied her spirit.

But as I started brainstorming, something surprising happened. The ideas kept growing. One game concept turned into two, then three. Then came toy ideas, activity kits, and creative experiences. I realized I wasn’t just designing a single product—I was building something bigger.

It was during one of my first conversations with Azhelle Wade, The Toy Coach®, that the light bulb moment happened: What if Flora wasn’t just a character in a game or the image on a toy—but the inventor herself? Instead of being the face of just one toy, she could be the creative force behind an entire line of inventions! And so, I officially launched Flora Makes Me Smile® as a real invention division, dedicated to creating toys, games, and arts&crafts kits that spark creativity, joy, and connections. I would be the helper - the person who tries to make Flora's ideas come true in the real world!

And it makes perfect sense! Another key part of my contribution is my role as an art teacher. In my lessons, I have the privilege of observing children engage with a variety of media, materials, and themes. These experiences provide invaluable feedback and insights into how they explore their imaginations and interact with the world around them. The vibrant interactions, imaginative stories, and creative discoveries in my art room play a vital role in shaping our concepts. Seeing firsthand how creativity and play go hand in hand fuels my drive to create products that inspire self-expression and foster connections—just like Flora does!

Fast Forward to Toy Fair New York

Just months after taking that leap, I found myself at Toy Fair New York—one of the biggest events in the industry. Stepping into the Javits Center, surrounded by the biggest names in toys and games, was both thrilling and surreal.

I wasn’t just there to observe—I was there as an inventor!

My mission for attending Toy Fair was clear: to connect with people and introduce Flora Makes Me Smile® to an entirely new industry, where entertainment, education, and innovation blend in the most unique ways.

Toy Fair felt like the perfect place to do just that. It was more than just showcasing my concepts—it was about building relationships and understanding how my creations could fit into a world full of fun experiences that bring people together.

Walking through the show floor, I was inspired by the variety of creativity and innovations happening all around me. From educational toys that make learning fun, to exciting games that spark imagination, and everything in between, each product and brand had a story to tell—and so did mine.

As I was pitching my ideas, I also got to talk about Flora Makes Me Smile®—explaining the values behind the brand: happiness, kindness, and creativity. The response was overwhelmingly positive. People seemed genuinely excited by the idea of a whimsical brand led by a cartoon character that’s not just about fun, but about nurturing self-expression, promoting a positive mindset, and fostering meaningful interactions.

It was rewarding to see how Flora, as both a character and the guiding force behind the brand, resonated with others.

What I've Learned from Toy Fair (and beyond)

• You don’t have to have it all figured out to start—but preparation is key. Know your strengths, come to the pitch meetings ready (materials and mindset), and most importantly, have fun!

• The toy industry is welcoming, open, and collaborative. Everyone—from leaders in the industry and manufacturers to fellow creators—was eager to share advice, thoughts, and encouragement. I met incredible and inspiring people.

• Dreams evolve, and that’s a good thing. My journey started with the idea of creating one game. Now, I’m developing multiple concepts, each with its own unique twist.

• If you’re curious enough to try something new, you might discover things about yourself you didn’t know. This journey has pushed me in ways I never expected, and over these past months I’ve grown both as a creator and an entrepreneur.

Gratitude & Mentorship

Throughout this playful adventure, I’ve been incredibly lucky to have the guidance and support of my amazing mentor, Mary Yedlin, who has been there to encourage me and help me navigate this new world - I’m deeply grateful to the The Ruth Handler Mentorship Program for WIT for giving me the opportunity to learn, connect, and grow through this partnership.

What’s Next?

Leaving Toy Fair, I felt more inspired than ever. I have new ideas brewing, exciting opportunities to explore, and of course a renewed passion for bringing Flora’s world to life in creative ways!

To those who are thinking about exploring this path: Start. Experiment. Let your creativity surprise you. Because you never know—you might just find yourself in New York, at Toy Fair, surrounded by endless possibilities.

Love,

Giada