Meet Samantha Ong | Small Business Owner

We had the good fortune of connecting with Samantha Ong and we’ve shared our conversation below.

Hi Samantha, what do you attribute your success to?
I believe our success at Joeydolls as fueled by fulfilling a huge need for Asian representation and cultural celebration, as well as involving community engagement. Our brand directly tackles the lack of diversity in toys by offering dolls that reflect a wide range of ethnicities, skin tones, and hairstyles within the Asian community. We celebrate cultural heritage through traditional outfits, fostering appreciation for various cultures. Finally, by actively involving our customers in the development process, we ensure their we create dolls that resonate with the experiences and backgrounds of our audience. This commitment to social impact, sets us apart. Our dolls become more than toys; they’re tools for building self-confidence, cultural understanding, and a sense of belonging for children.

What should our readers know about your business?
At Joeydolls, we are passionate about creating inclusive and diverse dolls that celebrate the beauty of every child’s unique identity. Our journey began during the pandemic when I, Samantha Ong, a wedding photographer, found myself at home during the lockdowns with my daughter and deeply concerned about the rising anti-Asian hate and the lack of representation in dolls. As I reflected upon my own experience, growing up not seeing myself reflected in media or through toys, I always felt unworthy and meant to be on the sidelines.
Inspired by my daughter’s need for a companion who looked like her and celebrated her cultural heritage, I embarked on a mission to create dolls that reflected the diversity of children within the Asian community. It has been quite a journey in creating these dolls, as I pivoted from my wedding photography business which was struggling to survive through the pandemic with two years of canceled wedding contracts. I strived to design and go through the prototyping process on a shoestring budget despite not having any experience in toys or fashion. I let my mission in creating positive change through these dolls lead me. I posted my story online and manage to gather thousands of followers online who were excited about my idea and truly supported me. I spent a long time researching and gathering feedback from our community to make each doll as culturally accurate as possible. Despite numerous setbacks and speedbumps, I continue to persevere for the community that has supported me.
Since then, Joeydolls has been thriving and making a positive impact. We offer a range of dolls representing various skin tones, hairstyles, and cultural backgrounds within Asia, allowing children to find companions who look like them and inspire a sense of pride, belonging, and self-confidence. We believe that every child should have the opportunity to see themselves represented in their toys and feel empowered to embrace their individuality.
The response to our dolls has been overwhelmingly positive. Within just 24 hours of our launch, we sold 2200 dolls (USD $121,000), demonstrating the demand for inclusive toys and the deep connection people feel towards our mission. Parents and individuals alike have expressed their gratitude (and even tears!), sharing stories of how they wished they had such representation during their own childhoods and can’t wait to have them for their children. We have now also been featured on Global News, CTV News, CBC Radio, Buzz Feed, Toy Insider and The Toy Book.
We’ve continued to receive positive feedback through our dolls and have already secured 7 retailers across the USA and Canada who wish to carry our dolls in time for the holiday season. Our dolls are now currently in production and soon to be shipped to each of our customers. We hope that we can continue to expand by representing additional cultures and genders as well.
At Joeydolls, we aim to spark conversations about racism, colorism, discrimination, and the importance of representation. We celebrate diverse cultures within Asia, challenging the monolithic narrative often associated with the continent. Through our thoughtful and joyful dolls, we aim to spread love, joy, and cultural celebration, fostering a more inclusive and empathetic society.
Our business is not just about dolls; it’s about rewriting the narrative and empowering children to believe in themselves and their limitless potential. We are proud of how far we’ve come and the impact we’ve made. As we continue on this incredible journey, we remain dedicated to creating more diverse and inclusive dolls that inspire children to embrace their identities and shape a world where everyone feels valued and loved.

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
I live near Woodbine Beach and it’s honestly one of my favorite places in the city! I love The Beaches as I feel like it’s a hidden gem – full of locals and such a relaxed vibe. The beach isn’t like the Aussie beach that I’m used to, but still, such a great place to chill out and unwind during the summer! I’d recommend against going to Woodbine Beach and going a little further east to Balmy Beach or Kew Beach instead. It’s much quieter. Kyouka Ramen is one of my favorite ramen places and is in the area, and Toto Sushi is one of my favorite sushi joints nearby at Coxwell/Gerrard. I also love going down to the Toronto Islands for a day out with the family. I love going over on the ferry. There’s a little amusement park there for young families and just a beautiful place overall!

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
For my shoutout, I dedicate it to my daughter and my family. They have been my rock throughout this journey with Joeydolls. My daughter’s need for representation and companionship inspired me to embark on this mission, and her unwavering support has fueled my determination to create inclusive and diverse dolls that celebrate the beauty of every child’s unique identity.
My family’s encouragement, love, and belief in me have been invaluable. Despite the challenges and setbacks along the way, they have stood by me, providing support and guidance when I needed it most. Their unwavering faith in my vision has given me the strength to persevere and push forward, even when faced with adversity.
Together, with my daughter and my family by my side, we have made Joeydolls into a thriving business that is making a positive impact in the world. Their support has been instrumental in our success, and I am forever grateful for their love and encouragement.
To my daughter and my family, thank you for being my greatest cheerleaders and for believing in me every step of the way. This shoutout is for you.

Website: https://joeydolls.com/

Instagram: https://www.instagram.com/joeydolls/

Linkedin: https://www.linkedin.com/in/samantha-h-ong/

Twitter: https://x.com/joeydolls

Facebook: https://web.facebook.com/joeydolls

Youtube: http://www.youtube.com/@joeydolls

Other: Tiktok : https://www.tiktok.com/@joeydolls

Image Credits
There isn’t any