Beach Metro Celebrates Asian Dolls Founded by a Toronto Mom

Joeydolls was featured in Beach Metro, sharing the story behind our brand and our founder, Toronto mom Samantha Ong. It was a full-circle moment. A reminder of why Joeydolls exists and who we are building this for.

This feature celebrates more than a business milestone. It highlights a movement rooted in love, community, and the belief that children deserve to see themselves reflected in their toys.

Asian dolls are not just products. They are powerful tools for identity, pride, and emotional growth.

Samantha Ong is a Toronto mom, a Beach-area resident, and the heart behind Joeydolls. But before she was a founder, she was a parent doing what parents everywhere do. She was trying to comfort her child.

She was searching for a soft doll for her daughter. Something gentle. Something familiar. Something that felt like home.

And she could not find it.

“I grew up as a minor minority and didn’t see myself in toys, books, or media,” Samantha shared. “That stays with you. You don’t forget what it feels like to feel invisible.”

That absence became the spark.

Starting a business during a pandemic is not easy. Doing it while navigating supply chains, research, manufacturing, and parenthood is even harder.

But Joeydolls was never about speed.
It was about intention.

Samantha spent time researching materials, safety standards, and manufacturers. She wanted dolls that were soft enough for bedtime, safe enough for all ages, and meaningful enough to last beyond trends.

Asian dolls needed to be more than decorative.

They needed to feel real.

They needed to feel warm.

They needed to help kids understand who they are and where they come from.

Joeydolls officially launched on a pre-order basis in May 2023. By December 2023, the dolls arrived. Less than two years from idea to reality.

That journey matters.
Because it reflects the care behind every doll.

Kids learn fast. Faster than we realize.

They notice who is celebrated.
They notice who is missing.
They notice what beauty looks like in the world around them.

Asian dolls help interrupt harmful narratives early.

When kids see dolls that look like them, wear culturally inspired clothing, and come with stories rooted in real traditions, something powerful happens.

Confidence grows.
Empathy deepens.
Belonging becomes normal.

Representation is not just for Asian families. It helps all children understand diversity in a natural, joyful way.

That is how inclusion sticks.

Our Lil Joeydolls were created with the same heart and intention as our full-size Asian dolls, just in a size made for little hands and busy days.

These are mini versions of our signature Asian dolls, designed to be cuddly, comforting, and easy to take everywhere.

Each detail still matters.

• 9-inch soft plush dolls, lightweight and perfectly sized for toddlers and preschoolers

• Embroidered facial features, never printed or painted, for safe everyday play

• Safe for all ages, from babies to big kids

• Cultural outfits inspired by real Asian traditions, thoughtfully designed in a playful way

• A joyful introduction to cultural pride, even for the littlest learners

Our Lil Joeydolls are inclusive Asian dolls that make representation more portable than ever.

They fit easily into backpacks.
They come along to school or daycare.
They make thoughtful gifts and meaningful keepsakes.

Small in size.
Big in heart.

These Asian dolls are made to grow with your child, supporting comfort, confidence, and cultural joy wherever life takes them.

Joeydolls started small. Really small.

From Samantha’s kitchen table to homes across North America, the brand has grown with the support of a strong, values-aligned community.

Along the way, Joeydolls has been honored with:

• Mom’s Choice GOLD Award

• National Parenting Products Award (NAPPA)

• Features on Buzzfeed, HuffPost, Toy Insider, and more

And yes, an appearance on Season 20 of CBC’s Dragon’s Den, airing January 2026.

“That was never something I expected,” Samantha shared. “But it felt like an opportunity to share our story nationwide, especially as a Canadian brand.”

This is what happens when purpose leads.

Local stories matter.

The Beach Metro feature shines a light on what it means to build a Toronto mom owned small business rooted in community, identity, and care.

It reminds us that Joeydolls is not a faceless brand. We are parents. We are neighbors. We are listeners.

And we are proudly a Canadian small business for kids creating products that reflect real families.

This recognition is not just about growth.
It is about visibility.

Ready to bring meaningful play into your home?
Our Asian dolls are designed to support emotional growth, cultural pride, and joyful learning. Because toys should reflect the world we want our kids to grow up in.

Joeydolls grows through community. Always has.

When you join our VIP list, you get:

• Early access to new doll launches

• Behind-the-scenes stories from Samantha

• Educational resources for raising inclusive kids

• A direct voice in shaping future dolls

If representation matters to you, you belong here.