Samantha Ong and family members with Joeydolls cultural dolls backstage before filming
A family moment backstage with the dolls.

Season 20 · Episode 12 · January 15, 2026

Joeydolls on Dragons’ Den

A mother’s wish for children to feel seen.

For founder Samantha Ong, appearing on Dragons’ Den was a chance to share the story behind a simple wish: for children to find dolls that reflect their heritage and help them feel proud of who they are.

That wish became Joeydolls—a family-run business creating cultural dolls, books and gifts that bring representation into everyday play. Whether you discovered us through the show or are meeting us for the first time, welcome to our story.

Explore our cultural dollsShop best sellers

Behind the scenes of our journey

Sharing Joeydolls on a national stage was a milestone for our family-run business. Our own behind-the-scenes photographs offer a closer look at the people, preparation and purpose behind the dolls.

We brought a collection of cultural dolls with us, each representing a story we hope children will see, share and carry into everyday play.

Joeydolls cultural dolls arranged on backstage trolleys while preparing for filming
Getting the dolls ready before filming.
Samantha Ong holding Joeydolls cultural dolls
Samantha, the mother and founder behind Joeydolls.

Why Samantha created Joeydolls

Samantha grew up in Malaysia, lived in Australia, and now calls Canada home. When she became a mother, she wanted her children to see their own culture reflected in the toys they loved. Finding those dolls was harder than she expected, so she decided to create them.

Joeydolls brings that personal experience into every collection. Outfits, names and cultural details are researched with care, creating companions that invite children to explore their roots through stories and play.

For families, a doll can be a starting point for sharing memories, celebrating traditions, or talking about where they come from. For children discovering another culture, it can open a conversation about the people and stories around them.

Our soft Asian and multicultural dolls are designed as companions for everyday stories. From 18-inch Signature Dolls to 9-inch Mini Dolls, families can choose a character connected to their heritage or introduce a child to a culture beyond their own. Explore our Signature Dolls and Mini Dolls to meet the friends behind Joeydolls.

Read Samantha’s full story

The story continued after the cameras

After the episode aired, families, parents and educators reached out to share what representation meant to them. Those conversations brought us back to the reason Joeydolls began: helping children feel seen, celebrated and proud of who they are.

In her follow-up story, Samantha reflects on those messages, the realities of building a small business, and what thoughtful growth means for Joeydolls.

Read what happened next
Two children playing with their Joeydolls
The everyday play and connection at the heart of Joeydolls.

Wholesale Program

Interested in carrying Joeydolls in your shop? We partner with retailers who value representation and meaningful play.

Educators Program

Bring cultural pride and inclusive storytelling into classrooms, libraries, and learning spaces.

Your questions, answered

When did Joeydolls appear on Dragons’ Den?

Joeydolls appeared in Season 20, Episode 12, airing on January 15, 2026.

Who founded Joeydolls?

Samantha Ong founded Joeydolls after struggling to find dolls that reflected her children’s heritage. Today, the family-run business creates cultural dolls, books and gifts to help children feel seen and celebrated.

Where can I shop Joeydolls?

Explore our cultural collections, Signature Dolls, and 9-inch Lil Joeydolls online.

What is Joeydolls?

Joeydolls is a family-run children’s brand founded by Samantha Ong. We create culturally representative dolls, books, accessories and gifts that invite children to feel seen, share family traditions and explore the world through play.

What makes Joeydolls cultural dolls different?

Names, outfits and cultural details are researched with care. Each doll offers families a starting point for conversations about heritage, identity and belonging, while remaining a soft companion for everyday pretend play.

How do Signature Dolls and Mini Dolls compare?

Signature Dolls are 18-inch dolls (18.5 to 22 inches tall including hairstyle or headdress), while Lil Joeydolls Mini Dolls are 9 inches tall. The smaller dolls are easy to take along; the Signature Dolls offer a larger companion for play as children grow. Check each product page for its materials, care guidance and age recommendations.

Which cultures can I explore with Joeydolls?

Our cultural collections include Chinese, Filipino, Japanese, Korean, Vietnamese, Cambodian, Indian, Mexican and Hmong designs. Browse Shop by Culture for current products and availability; launch and preorder status are shown on the relevant product pages.

Where can I learn what happened after Dragons’ Den?

Read Samantha’s follow-up story for her reflections after the episode. Our News & Updates shares the continuing Joeydolls journey.

Can I choose a Joeydolls gift if I do not know their favourite doll?

Start with the child’s interests or a cultural connection that matters to their family. You can also choose a Joeydolls gift card and let the recipient pick their own meaningful companion.

Loved by our families

Read the experiences shared by families who bring Joeydolls into their everyday play.

T
Joeydolls
Teresa
The process was great and things came

The process was great and things came fast

P
Joeydolls
Proudmama
Great packaging and customer service

This company is thoughtful and inspiring from the ground up. I love everything about them, and get a kick out of seeing the doll take pictures with famous Asian women like Michelle Kwan! Highly recommend these high quality dolls.