In this exclusive CanadianSME Small Business Magazine interview, Samantha Ong, Founder and CEO of Joeydolls, shares how her own immigrant story and a deep commitment to representation sparked the creation of a toy company that celebrates cultural identity and belonging. Through empathy, authenticity, and a passionate community-driven approach, Samantha and Joeydolls are helping children everywhere see themselves—and one another—with pride, reflection, and joy.
Samantha Ong is the founder of Joeydolls, a Toronto-based toy company on a mission to celebrate culture, identity, and belonging through play. Inspired by her own experience growing up without dolls that reflected her heritage, Samantha created Joeydolls to help all children see themselves—and others—with pride and empathy. Featured on Dragons’ Den Canada, CBC News, and Good Housekeeping, Joeydolls has earned national recognition for fostering inclusivity and joy in every child’s playroom. Samantha’s work continues to spark meaningful conversations about representation, diversity, and cultural connection.
What personal experiences or moments most powerfully motivated you to create Joeydolls, and how has your background as an immigrant shaped the company’s mission?
Growing up as an immigrant child, I rarely saw myself reflected in the toys, media, or stories around me. Every doll I owned had blonde hair and blue eyes, which quietly told me that beauty and belonging didn’t include me. When anti-Asian hate surged during the pandemic, it brought back those same feelings of invisibility. As a mom, I couldn’t bear the thought of my daughter or any child feeling unseen. Joeydolls was born from that personal gap and a deep desire to create dolls that reflect the rich diversity of our world and help children feel proud of who they are.
My immigrant experience shaped everything about Joeydolls, from the way we design each doll with cultural accuracy and respect to our belief that representation builds empathy, not division. Joeydolls is more than a toy brand. It is a platform for pride, connection, and belonging for every child, everywhere.
In a market where representation is often an afterthought, how do you ensure each Joeydoll authentically celebrates its cultural roots while resonating with children and families globally?
Authenticity starts with respect. For every Joeydoll, we research deeply, consult, and collaborate with the community to ensure each outfit, name, and story reflects real traditions and meaning. We bridge representation, education, and connection through thoughtful designs that hold cultural significance and genuine collaboration with our community. Our goal is not to generalize cultures but to celebrate their beauty and individuality.
At the same time, we design with universality in mind. Our soft, huggable dolls are made for younger children and offer a comforting way to explore culture and connection through play. Each doll includes a QR code that shares the meaning behind its name and clothing, helping families learn and appreciate other cultures in a joyful, educational way.
By pairing cultural authenticity with a universal message of empathy and belonging, Joeydolls resonates with children around the world. We also hope to continue working with educators and community centres to bring Joeydolls into learning spaces. By uplifting diversity in these environments, we can help normalize representation and inspire children to see every culture as something to celebrate.
Building a business from scratch is challenging—especially as a mom, immigrant, and industry outsider. What unexpected hurdles did you face, and how did those experiences shape your approach to entrepreneurship?
Starting Joeydolls meant stepping into an industry I had no experience in, navigating manufacturing, safety testing, logistics, and funding all at once. As a mom and immigrant founder, I faced the added challenge of limited resources and networks in an industry dominated by larger players.
Before Joeydolls, I worked as a wedding photographer. When the pandemic hit, I lost nearly all my contracts in a short period, which affected us for more than two years. It hurt our family’s income and was an incredibly stressful time. Funding became one of my biggest challenges, but I refused to let that stop me. At first, people told me I was crazy and encouraged me to focus on something else. Yet sometimes not knowing exactly what you are getting into can become your greatest strength.
I believed deeply in the idea and gathered a community around me for support. Together, we created our first collection, which sold out within 48 hours. When we finally received our next shipment, we sold out again two months later.
Every obstacle taught me resilience, patience, and the power of community. Entrepreneurship is not about perfection but about purpose and perseverance. Joeydolls proves that representation is not a trend or a niche. It is necessary.
As you expand Joeydolls’ reach and launch new collections, how do you balance your commitment to cultural authenticity with the opportunities and pressures of scaling globally?
Scaling a mission-driven company means holding tight to your “why” while growing the “how.” For us, that means expanding thoughtfully and never compromising authenticity for speed. As we introduce new cultural dolls, we engage local communities and organizations to ensure cultural accuracy and include as many voices as possible so that respect remains at the core.
At the same time, we are building systems that support sustainable growth, from quality manufacturing to global partnerships that share our values. Our expansion into new collections, such as our upcoming Mexican dolls, shows how representation can be both culturally specific and globally relatable.
Ultimately, Joeydolls’ success is not measured only in sales but in stories. It is seen when a child lights up because they finally see themselves or their grandma’s dress in a doll, when an adult feels their inner child heal, or when children celebrate their cultural traditions with pride and spark early conversations about diversity. Every connection helps normalize differences and strengthen our bonds with one another. That is the impact we refuse to lose as we grow.
What advice or insights would you share with small business owners seeking to create impact-driven brands that truly reflect and celebrate diversity?
Start with genuine intention and real care for the impact you wish to make. Diversity cannot be an afterthought – it must be embedded in your mission from day one. Invite the communities you want to represent into the process and design with empathy and respect. Gather trusted advisors and community partners who can help guide you along the way. I spent a lot of time in the beginning trying to navigate the journey alone and learned that it is always better when you are supported and guided in the right direction.
Stay true to your values, even when growth pressures make shortcuts tempting. Authentic brands are built on trust, and trust takes consistency. You will make plenty of mistakes, but if you stay grounded in your values, your intention, and your “why,” you will always find your way back.
Never underestimate storytelling. People connect with purpose as much as product. Share why your brand exists and the change you hope to create, and let others tell you why it matters to them.
Representation helps every child grow with empathy, understanding, and respect. When children see themselves reflected and others celebrated, they learn that everyone belongs.
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