Episode 17 - The Real Reason Your Toy Business Feels So Heavy (And How to Fix It)
Let me hit you with a truth bomb that most toy brand owners don't want to hear: If every decision, every product launch, every retailer email, every influencer outreach still runs through you, you ARE the system.
And when you are the system, you also become the bottleneck. The ceiling. The safety net. The pressure valve. And the real reason your toy business feels so heavy.
You can't scale yourself. You can only sustain this for as long as your energy holds out. And let's be honest – how's that working for you right now?
The African Proverb Every Toy Entrepreneur Needs to Hear
"If you want to go fast, go alone. If you want to go far, go together."
Yet here you are, still trying to sprint alone through trade shows, product development, marketing campaigns, and customer service. Wondering why you're out of breath, why everything feels blurry, and why you're still so far from where you want to be.
When Burnout Wears a Disguise
Burnout in the toy industry doesn't always look like a full-on crash. Sometimes it's subtler:
Everything feels heavy, like you're slogging through fog
You're constantly playing catch-up despite working all the time
Nothing's technically wrong, but nothing feels right either
You're busy but somehow bored
You're showing up, creating, managing – but feel like nothing's getting done
Deep down, you know you're meant for more, but you can't access it
Sound familiar? Consider this your wake-up call. Not to shame you, but to help you pause and ask a better question:
What would need to change so this toy business could run without me at the center?
Why Being "The System" Is Killing Your Growth
Most of us become the system because we care. We built this business. We're scrappy. We know how to get things done. We packed those first orders ourselves, wrote every Amazon listing, personally responded to every customer email.
But that survival skill has become your scaling ceiling.
If your toy business needs your hands on every lever, that's not freedom – it's friction. It's not leadership – it's "leashership." You're literally leashed to your own business.
The Four Systems Every Toy Business Needs (That Don't Require You)
1. A Decision-Making System That Runs Without You
If every tiny call still funnels up to you, you're not the CEO – you're the air traffic controller.
Which influencers to work with? You decide.
How to respond to that retailer inquiry? They're waiting for you.
What to post on social media today? Nothing happens until you approve.
The fix: Document your patterns. Turn your instincts into guidelines your team can follow. Yes, this means creating SOPs (Standard Operating Procedures). And before you say "I don't have time for that," remember: The real reason your toy business feels so heavy is because you keep choosing urgent over important.
2. A Content Engine That Doesn't Need Your Constant Genius
Your brand shouldn't go silent if you take a vacation. Or get sick. Or simply need a mental health day.
The fix: Batch. Repurpose. Template. Train someone else in your brand voice, or better yet, give the brand its own voice that doesn't hinge on your mood or schedule. Use AI as a second brain – train it properly, and it can help your entire team maintain consistency.
3. Products or Revenue Streams That Don't Require Your Hourly Energy
If every dollar in your toy business depends on your physical presence or personal effort, you're not building equity – you're bartering your life force.
The fix: Create at least one thing that sells while you sleep. Digital play guides, subscription boxes with preset fulfillment, licensing deals, wholesale accounts that reorder automatically. Something that generates revenue without requiring your constant attention.
4. People Who Are Partners, Not Just Helpers
You don't need VAs who wait for instructions. You don't need team members who look at you wondering what's next. You need people who can see around corners, who anticipate, who own their zone.
The fix: Stop hiring based on resumes alone. That Director of Marketing might have a great portfolio, but can they catch dropped balls without you directing them? Can they make decisions when you're unreachable? Build a team of partners, not just employees.
A Real-World Transformation
Let me tell you about Jamie (name changed), founder of a successful wooden toy brand. Every single piece of her business ran through her:
Every influencer kit? Jamie packed it.
Every Instagram caption? Jamie wrote it.
Every wholesale order? Jamie handled it.
She told herself she was being "thorough." Really, she was scared. Scared someone would mess up. Scared her brand would break without her.
Then she hit a wall. "I can't keep doing this anymore."
She built a content calendar. Trained a marketing assistant. Handed off fulfillment. And something magical happened: She started thinking again. Innovating again. Breathing again.
She wasn't stuck in the weeds anymore. She was planting bigger seeds.
The Naval Ravikant Quote That Changes Everything
"My goal wasn't to make a ton of money. It was to build a machine that made money."
That's the shift. You don't want to be the fuel – you want to build the engine. You don't want to be the glue – you want to be the architect.
Your One-Week Audit Challenge
Here's your homework: Audit your toy business for one week. Clear your calendar – no meetings. Pretend you're on vacation but still working. Then track:
What's still waiting on me to approve, fix, or finish?
Blog posts awaiting your review?
Instagram posts needing your approval?
Retailer contracts requiring your signature?
Customer service issues only you can resolve?
Product decisions stalled until you weigh in?
Once you have that list, you'll see exactly where you're the bottleneck.
Then pick ONE thing from that list and:
Replace yourself (who else could do this?)
Document it (create an SOP others can follow)
Automate it (use AI, email automation, or systems)
Delegate it properly (not just dump it – truly hand it off)
Start with whatever drains you most or delays progress most. Freedom doesn't arrive all at once. It shows up one system, one shift, one handoff at a time.
The Bottom Line
The real reason your toy business feels so heavy isn't about working harder or finding better strategies. It's about extracting yourself from being the center of every single operation.
You were never meant to be the bottleneck. You were meant to be the visionary.
Stop doing everything. Start designing something that works without you. Because toy brands that truly grow don't scale their effort – they scale their impact.
Your business should feel lighter, not lonelier. Ready to make that shift? Start with your one-week audit. Document what's waiting on you. Then systematically remove yourself from the center. Your future self – and your business – will thank you.
