From Pitch Practice to Purpose: Joeydolls Wins the Startup Canada Award

When I joined the Startup Canada Pitch Competition, I didn’t expect to win. Honestly? I just wanted some practice. But what started as a small step turned into something so much bigger - a national win that celebrates courage, representation, and purpose.

This award isn’t just about business. It’s about believing in yourself, even when your voice shakes. It’s about showing our children, especially our daughters, that their stories matter. And it’s about representation in entrepreneurship that’s been missing for far too long.

Joeydolls winning at Startup Canada feels like a full-circle moment. A moment where an Asian mom’s dream to make every child feel seen turned into something the whole country can celebrate!

Before this win, Joeydolls was already making waves in homes, classrooms, and hearts. Our Asian cultural dolls are more than toys - they’re a celebration of heritage and pride.

Created by Samantha Ong, a proud Asian mom and photographer, each Joeydoll represents a real culture with love and detail.

• 18” and 9'' soft plush dolls that are safe for all ages

• Embroidered features that never fade or peel

• Outfits designed to honor each culture’s beauty

• QR codes that unlock learning and storytelling

Joeydolls were born from a wish - for every child to grow up feeling proud of who they are, and curious about who others are.

So when the brand was recognized at Startup Canada, it wasn’t just validation. It was a reminder that purpose-driven entrepreneurship matters.

We know parents want toys that are both beautiful and meaningful. Joeydolls are made for snuggles, for storytelling, and for sparking conversations about culture and belonging.

Each doll reflects real traditions from across Asia - from intricate hanboks and cheongsams to vibrant saris and ao dai. These aren’t costumes - they’re celebrations of identity.

Perfect for:

• Bedtime cuddles

• Cultural lessons at school

• Meaningful gifts that last

• Reminding kids: “You are seen. You are enough.”

Because every Joeydoll is more than a toy, it’s a companion that teaches diversity in play and helps every child grow with pride.

Back to that moment. I clicked “join meeting” on my first virtual Startup Canada pitch, nervous but hopeful. I wasn’t sure I’d even make it past the first round.

But I kept showing up. Every round, every practice, every “What am I doing here?” moment.

And then… I did it. I won. Twice. Once on the virtual stage, and again in person, surrounded by other empowering Asian entrepreneurs and changemakers from across the country.

It felt surreal - but it also felt right. “If I can stand here today,” I shared, “then maybe one day, my daughter will never have to question if she belongs.”

That’s the heart of Joeydolls. Representation doesn’t stop at playtime - it continues into boardrooms, stages, and dreams.

Winning at Startup Canada isn’t just about recognition. It’s about visibility - and we’re thrilled to share that we won second place and received $15,000 to help us continue empowering representation through Joeydolls.

When we see representation in entrepreneurship, we see what’s possible. For years, many Asian voices were left out of leadership conversations. But now, Joeydolls stands as proof that change is happening - and that it’s powered by community, courage, and culture.

This win helps Joeydolls reinvest into new designs, offset international tariffs, and continue developing dolls that truly reflect Asia’s diversity. It’s one more step toward a future where every child, no matter their background, can hold a doll that looks like them and say, “She’s just like me!”

If there’s one thing parents take from this story, it’s this: you don’t need to be fearless - you just need to show up.

Every time we encourage our kids to try something new, to speak up, or to be kind - we’re teaching them courage. That’s the same courage that built Joeydolls and carried it all the way to the Startup Canada stage.

Through our Asian cultural dolls, kids are learning pride, empathy, and resilience - one story, one cuddle, one smile at a time.

If you join our Joeydolls VIP family, you’ll get early access to new dolls, cultural learning guides, and behind-the-scenes updates from Samantha herself. We also share parent tips on raising inclusive, confident kids, because that’s what this journey is all about.