Our story
I searched for a doll that looked like my daughter. There wasn't one.
So I made them. Joeydolls creates culturally representative dolls, books and gifts that help children celebrate their heritage and feel proud of who they are.
As seen on
Joeydolls has been featured by CBC’s Dragons’ Den, Forbes, New York Magazine, BNN Bloomberg, Good Housekeeping and Today’s Parent, and recognized with Mom’s Choice Awards Gold, a NAPPA Award, Best of ToyFest and the 2026 Canada Small Business 100.
A family-built brand, from one family who needed it
I’m Samantha Ong, founder of Joeydolls and mom to two girls.
I was born in Malaysia, raised in Australia, and now call Toronto home. Growing up between cultures, I rarely saw my heritage in the toys around me. When I became a mom and went looking for dolls that looked like my daughters, I realized how little had changed.
Our family is Malaysian Chinese and Korean, and we want our girls to be proud of both. So we started making the cultural dolls we couldn’t find, one culture at a time, created with input from the communities they represent.
Joeydolls is still 100% family-owned. Built by our family, for yours.
Our mission is cultural connection
We create culturally representative dolls, books and gifts that build cultural connection through play, storytelling, and learning, so more children can feel seen, celebrated, and proud of who they are.
Representation
Toys and stories that reflect culture, identity, and belonging.
Connection
Products that help families, classrooms, and communities share heritage across generations.
Joy
Soft, beautiful pieces made to be loved, held, collected, and remembered.
Cultures we celebrate
Explore culturally representative dolls, books and gifts for Asian and Latino families, each created with input from the community it represents.
Award-winning play · Recognized business
Mom's Choice Gold
NAPPA Award Winner
ToyFest Best Dolls
Startup Canada Award
2026 Canada Small Business 100 Honouree
The moment representation becomes real
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“Mamma, she has dupatta.”
Her daughter recognized the doll's clothing right away, then hugged her and said “I love you Priya.”
Peppi Rana, on the Indian ‘Priya’ Cultural Doll
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“Representation matters.”
“Always great quality and attention to detail.”
Serina Jamil, on a Vietnamese Áo Dài outfit
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A doll that joins storytime
The doll accurately represents her husband's culture, and now joins family reading time with her son's Vietnamese books.
Louise Villagomez, on the Vietnamese ‘Minh’ Mini Doll
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A bedtime companion
Her daughter now insists on sleeping with her doll every night.
Naya Surges, on the Chinese ‘Mei’ Mini Doll
Giving back is part of our mission
Joeydolls was created to help people feel seen, celebrated, and proud. That mission continues beyond our products.
Through community giving, education, and support for organizations that champion representation, inclusion, and families, we work to make cultural pride part of real everyday care.
Questions families ask about us
Who founded Joeydolls?
Joeydolls was founded by Samantha Ong, a Toronto mom of two who couldn't find dolls that reflected her daughters' heritage. She started Joeydolls in 2021 to make the dolls she was looking for.
Where is Joeydolls based?
Joeydolls is based in Toronto, Canada, and ships locally across Canada, the United States, and Australia.
Is Joeydolls family-owned?
Yes. Joeydolls is 100% family-owned and proudly Asian- and women-owned.
What cultures do Joeydolls represent?
Joeydolls currently represents Cambodian, Chinese, Filipino, Hmong, Indian, Japanese, Korean, Mexican, and Vietnamese cultures, with more in development.
How are Joeydolls designed?
Each doll is created with input from members of the community it represents, so the details families care about feel right. Our dolls have earned awards including Mom's Choice Gold and NAPPA.
Find a doll that feels like home
Explore dolls, books and gifts from the cultures our families call home. Not sure where to start? Our small team is happy to help.
