Joeydolls 2025 Reflection: The Year That Tested Us and Grew Us
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Time to read 6 min
Happy New Year!
2025 was a year of constant change for Joeydolls. It stretched us, challenged us, and ultimately brought us back to the heart of why we started this brand in the first place: helping children feel seen, celebrated, and proud through culturally rooted play.
This year wasn’t just about dolls. It was about representation becoming part of everyday childhood, about families seeing their stories reflected, and about learning how to keep going even when the road gets unexpectedly hard.
Table of contents
Returning to Our Why: Representation That Truly Matters Milestones That Reminded Us We’re Making an Impact The Challenges That Changed How We Operate Forever Saying Yes to Growth That Scared Me The Hard Lessons We Learned in 2025 Still Building, Even When It Was Hard The Community That Carried Us Through Looking Ahead to 2026 With Hope Explore Our Joeydolls Collection Join Our VIP Community FAQs Summary About The Author You May Also Like
Returning to Our Why: Representation That Truly Matters
When I think about what Joeydolls is really about, it’s not just toys on a shelf. It’s the moment a child recognizes themselves in a story. It’s a family feeling proud of their roots. It’s representation woven into playtime, bedtime, and classroom learning.
In 2025, we saw that mission reach more families than ever before, and that reminder carried us through everything else the year brought.
Milestones That Reminded Us We’re Making an Impact
2025 had more than a few pinch-me moments.
We showed up for Asian representation and our community at NY Toy Fair, ToyFest Las Vegas, and Toronto Market Week for the very first time. We attended TIFF with Visa, and I was deeply honored to be named a Visa She’s Next grant recipient. We also received the High Five Grant for Moms by The Mama Ladder, and won both the Startup Canada Global Pitch Competition and YSpace ELLA Ascend.
Seeing Joeydolls recognized by Astra Toy Play Awards, The Toy Insider, Today’s Parent, CanadianSME, and BNN Bloomberg reminded us that this mission resonates far beyond our own community.
And one of the biggest milestones of all: growing from 10,000 dolls to over 17,000 in just a few short months. That means thousands more children holding a piece of culture close.
The Challenges That Changed How We Operate Forever
Behind the scenes, 2025 tested us in ways we never expected.
Tariff uncertainty created real pressure and pushed us into survival mode. One of the hardest pivots we made was logistical: moving from fulfilling orders out of our basement to setting up a U.S. warehouse quickly so we could continue shipping reliably to families.
It was expensive. It stretched our small team thin. But it was necessary to protect the business and keep Joeydolls moving forward.
Then came the train derailment, a moment that shook us deeply. We had to share our story publicly, adapt quickly, and keep going while everything felt uncertain. Import rules kept shifting, and I was honestly terrified about how we were going to survive.
Saying Yes to Growth That Scared Me
In the middle of all that chaos, I kept saying yes to things that past me would have run from, especially live pitch competitions.
And then came Dragons’ Den.
It was one of the scariest and most stressful experiences of my life. It happened fast, right in the middle of one of our hardest seasons, and I felt unprepared. But it also stretched me in ways I didn’t know I needed.
Growth doesn’t always look calm. Sometimes it looks like showing up anyway.
Dragons’ Den airs January 15th, 2026 at 8pm ET on CBC Gem. Stay tuned!
The Hard Lessons We Learned in 2025
One of the biggest lessons of the year was freight insurance.
To be clear, we never declined it or chose not to get it. We simply never considered it, and none of our advisors, freight forwarders, or insurance brokers flagged it either. It’s not something people regularly talk about in this industry, but now we know.
We’re sharing this openly because if it helps even one small brand avoid what we went through, it’s worth it. That said, no insurance could ever truly replace what it feels like to lose inventory at the busiest time of year.
Another major lesson was learning to trust your gut. Advice is valuable, but no one will ever care about your business the way you do. Receive guidance with gratitude, but always stay true to your values.
Still Building, Even When It Was Hard
Despite everything, we kept building. In 2025, we developed and launched: 7 new mini dolls, Mexican dolls, Baby loveys, New outfits for our current dolls, Activity books and coloring books, Brand new stickers, New accessories and apparel designs.
We also expanded into more retail doors while making major backend changes, including moving from WooCommerce to Shopify, changing bookkeepers, switching CPAs, and navigating significant team transitions.
In many ways, 2025 was a rebuilding year, focused on stabilizing our foundation while continuing to show up for our community.
The Community That Carried Us Through
Through it all, your messages, photos, and support - from tariffs to the train derailment - reminded us we can’t stop here. We’re here for you, and because of you. I asked my daughter what she was grateful for this year and she said: “being together.” And honestly… that’s everything. 2025 was wild - but we are crazy grateful.
Looking Ahead to 2026 With Hope
In 2026, we’re dreaming big and building thoughtfully. We’re excited to introduce Filipino boy, Chinese boy, Hmong, and Thai dolls, along with Asian food plushies and so much more.
Same heart. New energy. More representation.
Thank you for being part of our story.
Explore Our Joeydolls Collection
Joeydolls are 18-inch and 9-inch soft plush dolls designed to help children feel seen, safe, and proud of who they are. Each doll features embroidered details, culturally meaningful outfits, and a QR code that helps families learn more about the culture represented.
Because every child deserves to feel represented in play.
Join Our VIP Community
If 2025 taught us anything, it’s how powerful community truly is.
Our VIP list is where we share early access to new dolls, behind-the-scenes updates, restock alerts, and honest conversations about building a mission-driven brand. If you’ve walked this journey with us or want to be part of what’s next, we’d love to have you.
FAQs
What is Joeydolls’ mission?
Joeydolls exists to help children feel seen, celebrated, and proud through culturally rooted, inclusive play.
Why was 2025 such a challenging year for Joeydolls?
Tariff uncertainty, logistical changes, and unexpected supply chain disruptions pushed us to adapt quickly while protecting our mission.
Are Joeydolls safe for all ages?
Yes. Our dolls feature embroidered details and soft materials designed to be safe for children of all ages.
What new products are coming in 2026?
We’re expanding with new culturally representative dolls, including Filipino, Chinese, Hmong, and Thai dolls, plus Asian food plushies.
How can I support Joeydolls?
Shopping our products, joining our VIP list, and sharing our mission with others all make a meaningful difference.
Summary
2025 brought major growth and unexpected challenges for Joeydolls
Our mission of representation stayed at the center of every decision
Operational pivots reshaped how we run the business
Community support carried us through the hardest moments
2026 is focused on thoughtful growth and expanded representation
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.
