Joeydolls on BNN Bloomberg: Our Story and Growth Since the Interview
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Time to read 6 min
Looking Back at My BNN Bloomberg Interview
On December 24, 2025, I had the opportunity to speak on BNN Bloomberg's The Close about why I started Joeydolls and what it has been like to build a young, family-owned Canadian toy company. The Joeydolls BNN Bloomberg interview gave me the chance to share the story behind the brand and why culturally representative play matters to our mission.
Because the interview aired during a live newscast and was not published as a permanent online feature, I wanted to preserve the conversation and reflect on how much has happened since.
Seven months later, I find myself feeling grateful.
Not only for the opportunity to share our story on national television, but also for the families, educators, and supporters who continue to believe in what we are building.
The interview gave me a chance to talk about something that has always mattered most to me: helping children feel seen, celebrated, and proud of who they are through play.
Looking back now, I realize the interview captured one moment in Joeydolls' journey. Since then, we have continued growing thoughtfully while staying true to the mission that inspired us from the beginning.
Table of contents
Looking Back at My BNN Bloomberg Interview Why I Started Joeydolls Growth and Community Impact as of July 2026 What Has Happened Since the Interview Building a Resilient, Family-Owned Company Expanding Representation Through Play What Comes Next for Joeydolls Continue the Journey Join Our VIP List FAQs Summary About The Author You May Also Like
Why I Started Joeydolls
Joeydolls began during the pandemic, at a time when anti-Asian hate was increasing across North America.
As a mom, I was searching for dolls that reflected my own culture and the cultures within my family. I wanted my daughters to grow up seeing themselves represented in the toys they loved.
What I found instead was a significant gap.
There were very few dolls that celebrated Asian cultures in a thoughtful, joyful, and child-friendly way. I knew many other families were experiencing the same challenge.
That realization became the beginning of Joeydolls.
My hope was never simply to create another toy.
I wanted to create dolls that help children feel seen, celebrated, and proud of their heritage while also encouraging every child to learn about different cultures through play. Representation benefits everyone because it helps children grow with empathy, curiosity, and respect for others.
That mission continues to guide every decision we make.
Growth and Community Impact as of July 2026
As of July 2026, Joeydolls has:
- Sold more than 25,000 dolls
- Received more than 600 customer reviews
- Welcomed more than 500,000 website sessions since launching in May 2023
While these milestones are meaningful, what matters most to me is what they represent.
Behind every order is a child finding a doll that reflects part of their identity.
Behind every review is a family sharing how representation has made a difference in their home or classroom.
Those stories continue to remind our team why this work matters.
What Has Happened Since the Interview
Since my BNN Bloomberg interview, our journey has been one of steady progress rather than overnight success.
While every milestone has been meaningful, what matters most is how each opportunity has helped strengthen Joeydolls for the long term. We have continued strengthening the business while staying focused on sustainable growth and meaningful impact.
Since the interview, Joeydolls has continued building stronger foundations through opportunities including:
- Winning the Elevate eCommerce North Innovator Challenge Cohort 10 Pitch Competition as one of three judge-selected winners from six finalists. Read the full story about this milestone.
- Joining the Backing Canadian Small Businesses program, funded by American Express Canada and administered by the DMZ, including mentorship and a $10,000 grant.
- Participating in the Toronto Region Board of Trade Trade Accelerator Program to continue developing our export strategy.
- Continuing our work through the YSpace ELLA Legacy program.
These opportunities have helped strengthen the foundation of Joeydolls while allowing us to remain focused on the families we serve.
Building a Resilient, Family-Owned Company
Building Joeydolls has never been about growing as quickly as possible.
Instead, I have focused on building a business that can continue serving families for years to come.
We remain proudly family-owned and self-funded.
That approach means every new collection, partnership, and decision is made with care. It also means we can stay focused on our mission rather than chasing short-term trends.
Growing a business while raising a family has taught me that resilience is often built through small, consistent steps.
Every challenge has helped shape Joeydolls into a stronger company with a clearer purpose.
Expanding Representation Through Play
One of the questions I hear most often is, "What's next for Joeydolls?"
The answer is simple.
We want to continue creating products that help even more children feel seen, celebrated, and proud of who they are.
That includes expanding into Mexican representation, developing boy dolls, and introducing additional cultures.
Every new doll begins with the same question I asked when Joeydolls first started:
Will this help another child feel seen?
If the answer is yes, then it's worth pursuing.
What Comes Next for Joeydolls
Appearing on BNN Bloomberg gave me the opportunity to share why Joeydolls exists.
Looking back today, I feel even more hopeful than I did during that interview.
There is still so much work ahead.
As we continue growing, our focus remains on:
- Creating culturally representative dolls that help children feel seen, celebrated, and proud of who they are.
- Expanding representation through additional cultures, including Mexican representation.
- Developing boy dolls that many families have been asking for.
- Growing Joeydolls thoughtfully as a family-owned and self-funded company.
Thank you to every family, educator, retailer, and supporter who has been part of this journey.
Your encouragement continues to inspire me every day.
Join Our VIP List
The BNN Bloomberg interview captured one moment in our journey, but there's so much more to come.
Join our VIP community to be the first to hear about new culturally representative dolls, behind-the-scenes updates from Samantha, product launches, educational resources, and stories celebrating children and families from diverse backgrounds.
We'd love to have you with us as we continue helping more children feel seen, celebrated, and proud of who they are.
FAQs
When did Samantha Ong appear on BNN Bloomberg?
Samantha Ong appeared on BNN Bloomberg's The Close on December 24, 2025, where she shared the story behind Joeydolls and the company's mission to help children feel seen through culturally representative play.
What was the BNN Bloomberg interview about?
The interview focused on why I started Joeydolls, the importance of culturally representative toys, and what it has been like to build a young, family-owned Canadian toy company. I also shared our mission to help children feel seen, celebrated, and proud of who they are while encouraging cultural understanding through play.
Why was this blog published months after the interview?
The interview aired live and was not published as a permanent online article. This blog preserves that conversation while reflecting on Joeydolls' progress as of July 2026.
Is Joeydolls still family-owned?
Yes. Joeydolls remains a family-owned and self-funded Canadian company committed to creating culturally representative dolls that help children feel seen and celebrated.
What is Joeydolls working on now?
We are continuing to expand cultural representation through new dolls, including Mexican representation, additional cultures, and future boy dolls while growing thoughtfully and sustainably.
Summary
Samantha Ong reflects on her December 2025 BNN Bloomberg interview.
The interview inspired this permanent record and July 2026 business update.
Joeydolls has now sold more than 25,000 dolls, received more than 600 reviews, and welcomed more than 500,000 website sessions since launch.
The company continues to grow through strategic programs, mentorship, and sustainable expansion.
Joeydolls remains committed to helping children feel seen, celebrated, and proud through culturally representative play.
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.
