Redefining Representation Starts with Play: Samantha Ong on Startup Canada Podcast
|
Time to read 4 min
We’re so excited to share some big news! Joeydolls was recently featured on the Startup Canada Podcast hosted by Rick Spence! In episode 525, "Redefining Representation Starts with Play" our founder Samantha Ong opened up about what it means to create a toy company centered on love, heritage, and cultural pride.
This isn’t just about cultural dolls. It’s about childhood, belonging, and the joy of seeing yourself reflected in play. Because at Joeydolls, we truly believe that representation starts with play - and that belief guides every single thing we do.
About Joeydolls
Joeydolls was born in 2023, created by an Asian mom who wanted better for her child. She wanted cultural dolls that weren’t just cute, but meaningful - dolls that celebrated real traditions, real outfits, and real stories.
And wow, what a journey it’s been.
$2,200 in the first 48 hours.
$250K by the end of year one.
Supply chain struggles in 2024 (a tough one).
Then bouncing back strong, hitting $280K by July 2025 - and still climbing!
Our mission is simple but powerful: when representation starts with play, kids grow up knowing their stories matter.
Meet the Cultural Dolls
✨ Signature Dolls
These are the originals. Our Signature Cultural Dolls are where it all began - premium 18–21” plush dolls made to celebrate real Asian cultures through play.
They’re soft, huggable, and thoughtfully designed with beautifully embroidered outfits that reflect the culture they represent.
Perfect for bedtime snuggles, classroom storytelling, or gifting a piece of heritage, these dolls are truly at the heart of what we do. Because when a child sees themselves in a toy, something magical happens.
🧡 Lil Joeydolls (Mini Dolls)
The newest addition to our family! Lil Joeydolls are mini versions of our signature dolls, made for tiny hands and everyday adventures. At just 9", they’re easy to tuck into backpacks, daycare cubbies, or travel bags.
Each one still celebrates Asian heritage with care - just in a smaller, super cuddly size. Big on heart, small in size, these dolls make it easier than ever to bring representation on the go!
From our full-sized signature collection to the mini Lil Joeydolls, each one is a soft, lovable reminder that representation starts with play - and it starts here.
From Podcast: Lessons on Representation Starts with Play
On the Startup Canada podcast, Samantha shared:
Why knowing your why helped her through tough times
How community voting went into naming each doll - giving real inclusion to customers
The challenge of supply chains, and why perseverance is key
Planning to double sales by end of 2025 - and expand into retail
This episode is a wonderful reminder that representation starts with play, but it also starts with purpose. With community. With vision.
Want to hear the full story straight from Samantha? Tune in to the Startup Canada Podcast episode: “Redefining Representation Starts with Play” to hear how Joeydolls came to life and what’s next for the brand.
How Representation Starts with Play Through Cultural Education
Representation isn’t just surface level - it's deep. It's not enough for dolls to look different. They need to tell stories.
We use authentic fabrics and design details
Names are chosen with input from communities
Each doll’s story encourages family conversations: “Where is Aiko’s kimono from?” “What festivals does Hoa celebrate?”
Because representation starts with play, learning becomes joyful.
Join Our VIP List 💌
Want to stay in the loop? If representation starts with play, then community starts with connection.
When you join our VIP list:
You get early access to new dolls -like our soon‑coming boy doll and skin tone options
Behind‑the‑scenes looks at design and culture‑research process
Special offers, giveaways, and early invitations to community events
Be part of a movement where representation starts with play - and with YOU.
FAQs
How safe are Joeydolls for young children?
Very safe! They’re 18" soft plush dolls, with embroidered details - no small plastic parts. Totally machine-washable.
What cultures are represented?
Chinese, Japanese, Filipino, Vietnamese, Indian, Korean, Cambodian, and more to come. Each doll wears culturally accurate outfits.
What does “representation starts with play” mean?
It means that when kids play with dolls that reflect their culture - and others - they feel acknowledged, proud, and curious.
How can educators use these dolls in classrooms?
Use the QR codes to spark lessons about geography, language, heritage, and empathy. Representation becomes a teaching tool.
How often do new dolls launch?
We prioritize quality and authenticity over speed - expect new dolls and skin tones later in 2026 as supply allows!
Summary
Joeydolls launched in 2023 with huge early success
Sales hit $250K in 2023; paused growth in 2024; back to $280K by July 2025
Handmade, 18" and 9" soft plush dolls representing diverse Asian cultures
Mission-driven: representation starts with play and fosters pride, belonging, and education
Joined by families, educators, and a mission-minded community
About The Author
Samantha Ong
Samantha Ong is the founder of Joeydolls, a Canadian-based toy brand on a mission to celebrate Asian cultures through joyful, inclusive play. Inspired by her own experiences growing up without cultural representation, Samantha designs dolls that help children feel proud of who they are while sparking curiosity and empathy in others. Since launching in 2023, Joeydolls has empowered thousands of families to bring culture, identity, and love into their everyday lives—one cuddle at a time.
