Joeydolls founder Samantha Ong with the doll collection

Our story

I searched for a doll that looked like my daughter. There wasn't one.

So I made them. Joeydolls creates culturally representative dolls, books and gifts, so more children can feel seen, celebrated and proud of who they are.

Joeydolls founder Samantha Ong with her husband and two daughters beside shelves of Joeydolls cultural dolls

A family-built brand, from one family who needed it

I’m Samantha Ong, founder of Joeydolls and mom to two girls. Joeydolls is a wholly family owned business.

I was born in Malaysia, raised in Australia, and now live in Canada, so I know what it feels like to grow up between cultures and search for pieces of yourself in the world around you. As a child, I rarely saw toys that reflected my heritage. Years later, when I became a mom, I found myself searching for culturally representative dolls for my daughters and realizing how little had changed.

We are now raising our family in a mixed cultural Chinese/Korean home and want our children to be proud of both cultures. Joeydolls was born from that gap, one culture at a time, so more children can feel seen, celebrated, and proud of who they are.

Connect with Samantha on LinkedIn →

See What Makes Every Doll Different

Two children holding culturally diverse Joeydolls while playing together

Our mission is cultural connection

We create cultural connections through play, storytelling, and learning, so more people can feel seen, celebrated, and proud of who they are.

Representation

Toys and stories that reflect culture, identity, and belonging.

Connection

Products that help families, classrooms, and communities share heritage across generations.

Joy

Soft, beautiful pieces made to be loved, held, collected, and remembered.

Community loved 25,000+ dolls sold to families, educators, and collectors.

Customer love 600+ Five-Star Reviews from families and gift-givers.

Culture & play 8+ cultures represented, with more in development.

Trusted retail 60+ retail partners and community stockists.

Ships widely US · CA · AU Local shipping across Canada, the US, and Australia.

The moment representation becomes real

“Mamma, she has dupatta.”
Her daughter recognized the doll's clothing right away, then hugged her and said “I love you Priya.”
Peppi Rana, on the Indian ‘Priya’ Cultural Doll
“Representation matters.”
“Always great quality and attention to detail.”
Serina Jamil, on a Vietnamese Áo Dài outfit
A doll that joins storytime
The doll accurately represents her husband's culture, and now joins family reading time with her son's Vietnamese books.
Louise Villagomez, on the Vietnamese ‘Minh’ Mini Doll
A bedtime companion
Her daughter now insists on sleeping with her doll every night.
Naya Surges, on the Chinese ‘Mei’ Mini Doll

Giving back is part of our mission

Joeydolls was created to help people feel seen, celebrated, and proud. That mission continues beyond our products.

Through community giving, education, and support for organizations that champion representation, inclusion, and families, we work to make cultural pride part of real everyday care.

Learn About Community Giving