Our Dragons' Den Journey: What Came After the Cameras Stopped

When our episode of Dragons' Den finally aired, it felt surreal. Not because of the cameras or the pitch - but because of what came after. The messages. The stories. The parents and caregivers sharing why Joeydolls mattered to them. It reminded us of something we’ve always known deep down: This has never been just about dolls. If you missed the episode, you can now stream it on CBC Gem, and we’re so grateful to everyone who took the time to watch, share, and reach out.

Joeydolls was created because too many children grow up without seeing themselves reflected in the toys they love. We heard it again and again from families:

• Children feeling “othered” because of how they look

• Parents searching for toys that reflect their heritage and culture

• Kids lighting up the moment they finally see a doll that looks like them

Our mission has always been simple, but deeply meaningful: to help children feel seen, celebrated, and proud of who they are - through everyday play.

Stepping into Dragons' Den wasn’t just about funding. It was about having real conversations - about value, representation, pricing, sustainability, and what it takes to build a mission-driven business in an industry that hasn’t always made space for stories like ours. The experience encouraged us to reflect deeply on how we grow, what we protect, and how we stay true to our values while building something lasting.

After the episode aired, we received hundreds of heartfelt messages. Parents shared that they wished something like Joeydolls existed when they were children. Educators told us how representation in the classroom can shape confidence and belonging. Caregivers shared stories of children hugging their dolls tighter after watching the episode. Many messages echoed the same sentiment in different ways:

Those words meant everything. They reminded us that the impact of this work isn’t just measured in sales or views - it’s measured in identity, confidence, and pride.

One part of the journey that’s harder to show on television is timing. Our episode of Dragons' Den was filmed in early May, during a period of real uncertainty for many small businesses. Just days before we stepped into the Den, new trade and customs changes - including updates to the de minimis rule that came into effect on May 2 - were still unfolding.

We entered the Den on May 10, without the time needed to fully model how those changes would impact forecasting, pricing, and long-term planning. That made valuation especially challenging. Not because we don’t believe deeply in Joeydolls - but because responsible forecasting requires clarity, and the macroeconomic environment was shifting in real time.

As founders, we believe in showing up prepared, informed, and grounded in reality. In that moment, the pace of change didn’t allow for the level of planning we would normally insist on before making long-term decisions. 

If we had the opportunity to share our story again today, we’d be doing so from a very different place - with more data, clearer projections, and the benefit of time to thoughtfully plan around those changes. Because business isn’t just about ideas or ambition. It’s also about timing. And sometimes, choosing to pause, reassess, and move forward with intention is the most authentic decision a founder can make.

Since stepping into Dragons' Den:

• Joeydolls has reached thousands of families worldwide

• We’ve continued expanding thoughtfully, guided by cultural accuracy and care

• We’ve deepened relationships with educators, parents, and community partners

• We’re working toward future launches - including new formats and boy dolls - shaped directly by community feedback

Most importantly, we’ve seen conversations around representation continue to grow - and we’re honored to be part of that movement.

It didn’t change why we started. It didn’t change who we build for. And it didn’t change what matters most.

Joeydolls remains rooted in:

• Cultural authenticity

• Emotional connection

• Long-term impact over fast growth

Whether you discovered Joeydolls through Dragons' Den or have been with us from the beginning, thank you. Your messages, encouragement, and belief in this work remind us why representation matters - and why it’s worth building thoughtfully, even when it’s hard. If you’re new here, welcome. If you’ve been cheering us on all along, we’re so grateful you’re here!

You can now stream our episode on CBC Gem, and explore our culturally representative dolls, stories, and resources designed to help children feel proud of who they are.

Many of the changes we’re working on now came directly from community conversations after Joeydolls Dragons' Den aired.

Our VIP list is where we share:

• Early access to new launches

• Behind-the-scenes updates

• Thoughtful conversations about representation and parenting

If this journey resonated with you, we’d love for you to be part of what comes next.