Toy Fair NY - Panel: WiT's Tabletop Gaming Evolutions: The New Rules of Retail, Design and Engagement

Tabletop gaming is in the middle of a powerful evolution, reshaping how brands build IP, how players discover and engage with games, and how products move through retail. WiT Tabletop Gaming Evolution: The New Rules of Retail, Design and Engagement brings together industry leaders from publishing, distribution and brand strategy to explore what’s driving growth in today’s tabletop landscape.

This panel will unpack how tabletop games are being used to extend franchises and deepen fandom, how inclusive design and immersive storytelling are attracting new audiences, and how community-led marketing—from social buzz to live play—is fueling discovery and loyalty. Panelists will also examine how retail and commerce are changing and what brands and retailers need to know to win in an increasingly dynamic marketplace.

Moderated by Azhelle Wade, Founder + CEO of The Toy Coach and featuring insights from Deirdre Cross (CEO, Super Secret Startup), Julien Sharp (General Manager, Asmodee US), Jennifer Graham Macht (Producer, Keymaster Games), and Danielle Loe (Marketing Director, ACD Distribution, LLC), this session is a must-attend for anyone looking to understand the future of tabletop gaming and how to succeed in it.

About the panelists: 

Deirdre Cross, CEO, Super Secret Startup 

Deirdre Cross is a veteran tabletop-games executive and creative leader with nearly 20 years of experience building hit game brands and studios. Most recently leading innovation as SVP of Games at Moose Toys, she has served as GM and head of Funko Games, Mondo, and was a Partner at the celebrated studio, Forrest-Pruzan Creative.

Deirdre is known for scaling businesses, guiding acquisitions, and developing culturally relevant games that perform globally. She is currently CEO of a Super Secret Startup venture in game publishing. 

Julien Sharp, General Manager, Asmodee US

With nearly 14 years of experience in the toy and game industry, Julien is a passionate and results-oriented executive whose leadership fosters a creative, collaborative and efficient environment. She has high-level experience developing and integrating marketing and growth plans to launch products for iconic industry names including Catan, Spot it!, Ticket to Ride, Rubik’s, Hedbanz, Gund and What do You Meme?.

As the General Manager, US, at Asmodee Group, Julien is responsible for the overall distribution performance of US and international English-speaking game markets. She is focused on driving growth strategy by developing relationships with business leaders, responsible for fiscal health of the division and leading the Sales, Marketing, Logistics, and Forecasting & Operations leadership teams. She is an avid gamer and Rubik’s cube solver who enjoys connecting with customers and partners through the power of play.

Jennifer Graham Macht, Producer, Keymaster Games

In her over ten years working in this industry, Jennifer has touched almost every aspect of industry work, from being a retailer, to a game designer, content creator, and now a part of a passionate publishing team. She loves that every day is an opportunity to learn and improve the work as Producer at Keymaster Games and is excited to share that passion for learning with the industry through the Unboxed Board Gaming Podcast and more.

Danni Loe, Marketing Director, ACD Distribution

Danni has spent over ten years in the tabletop game industry, with a focus on community-driven marketing and effective team management. With education as a driving value, she now seeks to give back to the industry through a variety of extracurricular mentorship activities, including co-leading a monthly educational committee through Women in Toys, giving seminars through GAMA, and sharing knowledge as co-host of the Unboxed podcast. In her free time, you can find her squeezing one more plant into her house and playing Legend of Zelda.

About the moderator: 


Azhelle Wade, Founder + CEO, The Toy Coach

Azhelle's been having way too much fun in the toy industry over the past 12+ years working for companies like Toys R Us, Party City, and Madame Alexander, just to name a few! She's climbed up and across the ladder in the toy world, starting out as a designer, later gaining 3 toy patents, and eventually becoming a VP at a toy company.

But, after building and mentoring a diverse and talented team toward success, she had the vision to do the same with newcomers to the toy industry. With that thought, Azhelle combined her industry knowledge, inspirational mantras, and extra passionate toy talks to create the now highly rated toy podcast, Making It In The Toy Industry.

Today Azhelle is known industry-wide as The Toy Coach. She joyfully works as a consultant for popular IP’s and toy companies of all sizes. Her online course, Toy Creators Academy, empowers newbies in the toy industry with step-by-step guidance, downloadable worksheets, and group coaching.

Azhelle’s mantra for her followers is, make it toyetic!