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Time to read 5 min
Recently, Joeydolls was featured on CityNews, Toronto Star and The Globe and Mail after a train derailment destroyed our entire holiday shipment. It was a shock. It still is. And while this story includes loss and uncertainty, it also includes community, gratitude, and a deep belief in why this work matters so much.
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Joeydolls was founded by Samantha Ong during the pandemic, inspired by a simple but powerful idea.
Every child deserves to see themselves reflected in the toys they love.
Samantha placed this holiday manufacturing order back in May. It happened shortly after filming an episode of Dragon’s Den, which will air in mid-January 2026. At the time, it felt like a leap of faith.
And it was.
Like many small businesses, every production run at Joeydolls is personally funded. There was no cargo insurance. There was barely enough cash to make it work. Samantha scraped together everything she had because she believed in the families waiting for these dolls.
Then the train derailment changed everything.
In early November, a CN Rail train derailed near the Alberta and British Columbia border after a sudden rockslide
Our entire holiday shipment was on that train
Every box. Every doll. Lost.
We later confirmed the container was completely crushed
The shipment included new launches and restocks families had been waiting for
The loss totaled nearly $200,000 for our Toronto-based toy company
This wasn’t just inventory. It was years of planning, hope, and heart.
The story of the train derailment and its impact on Joeydolls began gaining national attention on December 12, when CityNews first shared Samantha Ong’s experience, capturing the shock of learning that an entire holiday shipment had been destroyed and what that loss meant for a Toronto-based, mission-driven toy company in the middle of its busiest season.
Just days later, on December 17, both the Toronto Star and The Globe and Mail expanded the story, highlighting not only the emotional toll on a small business owner, but also the broader financial reality of the derailment. The Globe and Mail reported that nearly $250,000 worth of multicultural dolls were lost, leaving Joeydolls without Canadian stock and facing a six-month delay to rebuild, while the Toronto Star described the loss as “completely devastating,” centering the heartbreak of a founder whose work is rooted in cultural representation and helping children feel proud of who they are.
These features went beyond reporting a railway accident. They underscored the vulnerability of small businesses, the real risks behind holiday inventory, and why inclusive toys like Joeydolls matter so deeply to families and classrooms across Canada.
This story is not just about a holiday shipment lost.
It’s about the families who rely on inclusive toys to start important conversations at home. It’s about kids who light up when they finally see a doll that looks like them. It’s about parents intentionally choosing diverse dolls to teach empathy, pride, and belonging.
That’s why this hurts.
Restarting production would mean at least a six-month delay, along with significant new costs. That’s a long time to wait when you know how meaningful these dolls are to children.
Still, we keep going.
Despite the setback, we refused to disappear.
We are doing everything we can to support families this holiday season. That includes personally driving across the U.S. border to retrieve limited remaining stock from our warehouse.
There isn’t much left. U.S. inventory is already very low.
But we’re trying anyway.
Because that’s who we are.
The train derailment tested us in ways we never imagined, but it also reminded us why this community matters so much.
These dolls were carefully produced, packed, and prepared to arrive in time for the holidays. Many parents had already written to us, sharing how excited their children were. Some were planning first dolls. Others were adding a new friend to a growing collection.
Knowing these dolls were inside the shipment that was destroyed makes this loss feel deeply personal. Because we know how much they mean to your children.
Families can support Joeydolls right now by donating in any amount, sharing our fundraiser with their community, and shopping what’s still available - every small act of support truly helps us keep representation and joy alive for families everywhere.
If this story resonated with you, we invite you to stay connected. Our VIP list is where we share honest updates, early access to restocks, and behind-the-scenes moments as we rebuild after this holiday shipment lost. It’s also where we announce new launches and community initiatives first.
The loss occurred after a CN Rail train derailed due to a sudden rockslide in a remote mountainous area near the Alberta and British Columbia border.
Yes. The entire shipment was destroyed, including new launches and restocks.
Absolutely. Joeydolls is still here and actively fulfilling orders where limited stock is available.
Joeydolls lost its entire Canadian holiday shipment after a CN Rail train derailed in early November following a rockslide in the Rockies.
The destroyed shipment contained all holiday restocks and new launches, totaling approximately $250,000 in inventory and expected revenue.
The loss left the Toronto-based toy company with no Canadian stock and a minimum six-month delay to reproduce the dolls.
The story received national coverage from CityNews on December 12, followed by The Globe and Mail and Toronto Star on December 17.
Despite the setback, Joeydolls continues to fulfill limited orders using remaining U.S. inventory and has received strong community support through donations and increased orders.
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.
