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About Us.

Our Mission

At Joeydolls, we firmly believe that diversity is not just an option; it’s an absolute necessity when it comes to children’s toys. We recognize the importance of children seeing themselves represented in the toys they play with, fostering a sense of value and belonging in society.

Our mission is simple: we want every child to feel great about themselves, and we believe that celebrating every culture is a vital part of achieving that goal. True happiness, in our eyes, is when children are comfortable and confident in their own skin.

That’s why we’re here to offer you a delightful and playful representation of Asian culture. Asia boasts an incredibly rich tapestry of traditions and history, and we are here to celebrate its vibrant diversity.

Why Choose a Joeydoll

1. World’s Most Diverse Asian Cultural Dolls: Our dolls are a global tribute to the richness of Asian culture, ensuring that children of all backgrounds can connect with them.

2. Designed to Be a Child’s Friend for Life: A Joeydoll is not just a toy; it’s a lifelong companion that grows with your child.

3. Soft and Cuddly for Young Children: Crafted with love and care, our dolls are soft and cuddly, providing endless comfort and joy to little ones.

4. Play-Safe for All Ages: From babies onward, it’s kiddo-approved for a worry-free playtime! Certified safe for ages 0+.

5. Culturally Accurate Attire for Educational & Fun Creative Play: Our dolls feature authentic attire that helps children learn about different Asian cultures while enjoying imaginative play.

6. Designed in Canada: Our passion for diversity and inclusion is Canadian-born, making Joeydolls a true reflection of multicultural values.

7. Founded by a Real Mom with Children in Mind: Samantha, our founder, is not just an entrepreneur but also a loving mother who is committed to ensuring her daughters grow up with pride in their heritage.

8. Award Winning: Joeydolls Cultural Asian Dolls is proudly and officially a Gold Winner of the prestigious Mom’s Choice Awards®, the highest possible recognition and setting the gold standard for family-friendly toys and championing diversity and representation.

Gold Recipient of Mom's Choice Awards

About The Founder

I’m Samantha, an entrepreneur, business owner, and mother of two beautiful girls.

My journey began in Melbourne, Australia, and led me to Toronto, Canada. As a mother, I’m dedicated to raising confident girls who take pride in their identity and heritage.

The idea for Joeydolls took root during the pandemic, a time when my photography and videography business came to a halt. Witnessing the surge in Anti-Asian hate worldwide while being confined at home, I felt a deep need to make a positive impact. That’s when I decided to pivot and channel my passion towards combating racism, colorism, and nurturing a sense of worth and love among young children. Joeydolls became my platform to achieve this, while also celebrating the beauty of Asian culture.

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How it all Began

Joeydolls’ story began when I was on the hunt for Asian toy dolls for my daughter, Joey. I wasn’t just looking for cute and fun dolls; I wanted them to be relatable. Growing up in Australia, I played with blonde-haired dolls and unconsciously felt the need to have blonde hair and blue eyes like them.

As an adult, I now realize how profoundly the lack of representation can affect a child’s self-perception and their sense of belonging in the world. I vividly recall feeling that I could never be a princess, an actress in Hollywood, or simply “pretty enough.” I want children from all corners of the globe to feel confident in their own skin and know that they deserve love and acceptance.

Joeydolls was born out of this very need, and it’s named after my daughter, Joey, to emphasize that it’s a brand created with children like her in mind. “Joey” nods to my Australian roots, representing a young marsupial, and embodies the idea of a young companion for children everywhere. A Joeydoll is more than just a toy; it’s your child’s little friend, inspiring confidence, and fostering a sense of belonging in the world.

Samantha Ong holding a blonde doll in her childhood.

Cultural differences should not separate us from each other, but rather cultural diversity brings a collective strength that can benefit all of humanity.

Robert Allan

One of the greatest regrets in life is being what others would want you to be, rather than being yourself

Shannon L. Alder

Because true belonging only happens when we present our authentic, imperfect selves to the world, our sense of belonging can never be greater than our level of self-acceptance

Brené Brown

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