A Mother's Mission to Create Dolls that Celebrate Asian Heritage and Address Lack of Representation in the Toy Industry - AHN Media Group
Contact
  • HOME
  • / MEDIA /
  • A Mother’s Mission to Create Dolls that Celebrate Asian Heritage and Address Lack of Representation in the Toy Industry

Stories

August 21, 2023

SHARE:

When COVID-19 forced Samantha Lee to put her wedding photography/videography business on hold, she seized the opportunity to cherish precious moments with her one-year-old daughter.

As news of the alarming increase in Anti-Asian hate spread, Samantha became deeply concerned about the world her daughter would grow up in.

Born in Malaysia to Chinese parents, Samantha’s family made the life-changing decision to relocate to Australia when she was just eight months old, motivated by her father’s aspiration for a better life. Growing up, Samantha only had blonde dolls to play with, so she wanted to be like her blonde classmates. She thought that they were so lucky to be born that way. 

She wanted differently for her daughter, so she embarked on a quest to find dolls that represented their Asian heritage to help her daughter feel proud of her Asian identity. However, Samantha was disheartened by the lack of diversity and representation available in the toy industry when she couldn’t find any.

Fuelled by a passionate desire to make a difference, Samantha resolved to create dolls that would empower Asian children and celebrate the vibrant tapestry of Asian cultures. Starting with six cultures, Samantha’s goal was to expand her collection to represent as many cultures as possible, including underrepresented regions like Southeast Asia, Vietnam, and the Philippines.

Now, after months of hard work and unwavering dedication, Samantha’s dolls, Joeydolls, are finally ready to be ordered. These dolls embody the beauty and traditions of various Asian cultures, instilling a sense of pride and confidence in children.

Join us as we delve into the inspiring story of Samantha Lee, who, in an exclusive interview with Asian Hustle Network, shares her journey in creating Joeydolls.

LACK OF REPRESENTATION IN DOLLS

When I was growing up, I grew up with only blonde dolls and only saw the same on TV. I remember thinking that I was so envious of my classmates at school – that they were so lucky to be both that way. I also remember thinking that I could never be a princess or a famous actress. Not seeing myself represented meant that I always felt like I was not good enough the way I was, that I didn’t really matter, and that I was only meant to be on the sidelines. 

When I witnessed the rise in anti-Asian hate, I was scared for the world my daughter would grow up in. I began to reflect upon my own experience. I didn’t want her to feel the same shame I grew up with. Since we were in lockdowns during the pandemic, my daughter couldn’t play with other children so I started to look for dolls that could be her companion. Most of the dolls only had fair skin and black hair and they were considered “Asian”. I just couldn’t connect to them, especially since I also experienced colorism while pregnant. I was told that it would be better if my daughter was born with my husband’s fair skin and my eyes (double eyelids). I was really disheartened by the continued concept of beauty in the Asian community. 

Around that time, we celebrated my daughter’s first year birthday by putting her in traditional Chinese and Korean outfits and I wondered why dolls didn’t do the same. I wanted her to not only feel comfortable with who she is, how she looks, and where she comes from. 

THESE DOLLS ARE MORE THAN JUST DOLLS FOR PEOPLE, THEY ARE PART OF THEIR STORY AND THEIR HEALING

I faced a lot of challenges in creating the dolls. I didn’t know anything about producing a doll – or a toy for that matter. I also had no experience in fashion or sewing. I was just a mom who wanted to make a difference. It was hard to find the resources since I also had no contacts in the industry.

I started with the concept of doing 6 ethnicities and then expand in the future. I wanted to make sure that Southeast Asia was represented since they have been underrepresented for so long. Initially, I wanted the dolls to have different skin tones to pick from for each ethnicity, however, it was so difficult to do so on a mass scale.

I was also surprised at how difficult it was to find the right shades for the skin tones and at the same time keep costs low since my production numbers were not large enough. As I was losing so many of my contracts in my photography business, I didn’t have a sustained and reliable income to be able to support this passion project. So I really tried to develop the dolls on a shoestring budget. 

I wanted to start the prototyping and manufacturing process locally but the costs got exponentially larger especially when it was so difficult to find the fabrics and materials we needed. We were so limited in what we were able to source so that’s when I began to look overseas. 

I began developing the dolls with one company that gave a very good price for the dolls, but they had a lot of trouble finding the right skin tone and couldn’t do the hair like we wanted. Then, we found another company that was able to do the skin tones and hair we wanted, but I found that their quality was not acceptable. Quality was very important to me because I really wanted people to feel proud to have these dolls and what they represented.

I often posted to Instagram about my progress and people would respond by saying that they teared up seeing them. I knew that these dolls are more than just dolls for people, they are part of their story and their healing. So many people said that they would have so loved having these dolls when they were younger and it would have helped them feel better about themselves. That’s exactly what I wanted these dolls to do for people – to help them feel that they are worthy in this world. 

It took a lot of dedication to learn each of the cultures and the symbolism behind some of the traditional details. I also wanted the dolls to be safe for babies to have as well, so that’s where I struggled with keeping the details accurate, cost-effective, and most importantly safe for all children. There was a lot of back and forth and redesigning. We went through countless prototypes and so many times I wanted to give up because I felt that I was not up to the task to complete it.

I had to remind myself of my “why”. I decided that instead of trying to hide behind social media, I would be vulnerable and talk about the struggles behind developing these dolls. I was worried that people would tell me to just give up, but instead, they gave me so many messages of support. They pushed me to keep going and told me how much they appreciated what I was doing. That these dolls make such an impact on them! I knew I had to keep going. So I kept pushing. These dolls are not only for my children but also for the other children who NEED these dolls.

YES, WE ARE ASIAN BUT WE HAVE SO MANY DIFFERENCES THAT MAKE US SPECIAL AND UNIQUE

I hope that children will see the dolls and feel proud to learn more about their heritage and also just be comfortable in their own skin. I hope that it helps parents teach their children how worthy they are. I hope that the dolls will help foster positive self-esteem and self-confidence. 

I want to change the narrative – that Asians are not a monolith. Yes, we are Asian but we have so many qualities that make us special and unique. So in doing so, I also hope that these dolls will help create more awareness and education about Asian diversity. That each of our cultures is not the same. That each should be celebrated. 

I hope that our dolls can be a stark contrast to the hate. That’s why I created the campaign #StartAsianLove instead.

CHILDREN AND ADULTS WILL FINALLY FEEL INCLUDED AND REPRESENTED BY DOLLS THAT RESEMBLED THEM

Even when my daughters couldn’t speak, their faces would light up and they would giggle with delight as I designed the dolls on my computer. It was a heartwarming experience, even during moments when I wasn’t fully satisfied with the prototypes. I would hide them around the house or in my office, and my daughters would discover them, hugging and kissing the dolls as if they were their dear companions. The sheer joy they exhibited upon seeing those happy doll faces was truly priceless.

When my youngest daughter Jasmine turned 1, we dressed her in a traditional hanbok. To my delight, my oldest daughter Joey pointed at the Korean doll and exclaimed, “It looks like Jasmine!” On another occasion, she referred to the same doll as a “princess.” It was a deeply touching moment for me because I had never imagined that Asians, including myself, could be seen as princesses.

The feedback I received from parents further affirmed the impact of my work. One parent expressed gratitude for creating a different world for their child, where they could proudly embrace their culture and heritage without the fear of being bullied or pressured to assimilate. The acknowledgment of the value of diversity was deeply meaningful to them.

Another parent expressed admiration for how Joeydolls would positively influence the lives of other girls. The representation of Asian culture was applauded, as it meant that children and adults will finally feel included and represented by dolls that resembled them. The support and well wishes I received from these parents fueled my motivation, and I am grateful for their continued support.

I WAS IN TEARS READING EACH MESSAGE BECAUSE I COULD FEEL HOW EACH PERSON CONNECTED WITH MY STORY

It was amazing to receive all the messages of support on AHN! I was in tears reading each message because I could feel how each person connected with my story and just wanted to give me that push to keep going.

I knew that my story was important. As a community, we needed to see these dolls be finally made and put in the hands of young children, and how these dolls can further impact the community on a much greater level.

I was excited about being the one to push for changing our narrative, breaking stereotypes, and deconstructing racism and colorism. These are all important changes I wanted to make in the world and all the messages solidified how important my work was.

SAMANTHA’S HOPE FOR JOEYDOLLS

My goal is to represent as many ethnicities/cultures within Asia. This will further help solidify the messaging of how beautiful and diverse Asians are! Also, I want to create boy/gender-neutral dolls too.

I hope that children (and adults!) of all backgrounds (not just Asians) will appreciate and love our dolls and what they symbolize. I also have some other fun ideas that I hope to work on that still encompass celebrating the beauty of Asian culture and diversity. 

CONNECT WITH SAMANTHA

Website: joeydolls.com

Instagram: @joeydolls

Facebook: Joeydolls

Youtube: Joeydolls

TikTok: @joeydollsco

Related Articles

Image Source king5.com

Uncategorized

Former King 5 Anchor Lori Matsukawa Receives One Of Japan’s Highest Honors

Lori Matsukawa, a former Hawaii resident, and Seattle news anchor received the ‘Order of the Rising Sun Sun, Gold and Silver Rays’, one of Japan’s highest honors.

The award was for her contribution to promoting Japan-U.S. friendship. “This is a true honor and thrill for me because for the last several years, I’ve been really working hard to connect people in Japan and people in the United States on a person-to-person basis,” Matsukawa told KING 5.

The award was more generally bestowed upon distinguished members of the Japanese military since 1875, but in 2003, the honor was extended to women.

Matsukawa was a well-known journalist for the Seattle media and KING 5, as well as a former president of the Japanese Cultural & Community Center of Washington. She brought to light important events in Japanese American history, particularly those that occurred during World War II, through her reporting.

Her Emmy-award-winning documentaries centered on the detention of Japanese people in the Pacific Northwest during World War II.

Matsukawa was also instrumental in founding a chapter of the Asian American Journalists Association.

King County has designated June 29, 2019, as Lori Matsukawa Day in honor of her retirement.

  • 1 min read
Image Source planetnewspost.com

Uncategorized

Renowned NYC Little Tokyo Restaurateur Faces $95M Sexual Assault Lawsuit

A $95 million lawsuit has been filed against a restaurant owner behind several top East Village Japanese restaurants, Shuji Bon Yagi for allegedly sexually assaulting an employee this winter. 

The lawsuit was filed by Nozomi Horikoshi, a top executive at Yagi’s restaurant group T.I.C., who claims Yagi allegedly assaulted her while she had passed out after a night of drinking and could not consent, according to the New York Post.

According to the allegations made in her file, Horikoshi, who has been employed by the well-known restaurateur for close to a decade, stated that he invited himself to celebrate the birthday of another female colleague “knowing that his wife was in Japan throughout the weekend.”

Horikoshi claimed that her boss forced her into a taxi sometime after 2:00 a.m. and then began groping, caressing, and attempting to kiss her when she was very intoxicated. She “tried to push Yagi off her and told him to stop, but due to her level of intoxication, the plaintiff eventually lost consciousness inside the taxi,” the filing alleges.

Yagi reportedly drove her directly to his residence on West 58th Street, as obtained from the GPS information from Horikoshi’s cell phone. Horikoshi ultimately awoke with her employer allegedly resting on top of her while she was naked from the waist down.

“I realized I was naked from the waist down … that was so embarrassing.” The 51-year-old married mother of three told the New York Post, “I was like what happened? I have to go home. I knew that something happened already,” she continued. “There was a feeling of shame.”

Horikoshi’s attorney claimed the lawsuit was about “power and accountability” for Yagi, a high-profile businessman renowned for influencing Japanese cuisine in New York.

Dubbed an “East Village ambassador for Japanese cuisine” by the New York Times, Yagi’s restaurants include Rai Rai Ken, Cha-An, Sobaya, and Bar Decibel.

  • 2 min read
Sinful Treats

Uncategorized

Recession, Pandemic Won’t Stop This Momma Baker For Taking On New Opportunities

Have you ever thought of opening a business during a recession? How about during the pandemic? Well, this lionhearted momma just did that!

Filipino-American Mariel Black started her baking business, Sinful Treats, in June 2009, at the peak of the recession — everyone thought she was crazy to start a business at that time. She had only one product to sell, some unknown Filipino pastry called ‘Food for the Gods’. “No one knew what it was. I had to tell people, ‘it’s like a blondie with dates and walnuts’” she said. Starting out as an online bakery, she gave out samples to whoever was open to trying her product. People never heard of it, but once they tasted it, they loved it! 

Because everyone was hurting during the recession, she found that people were more inclined to help each other. Soon, a few coffee shops agreed to carry her products, and she also kept selling online.

“This photo marks the beginning of our Sinful Treats adventure. My boys have been involved since Day 1.” -Mariel

Her big break came in 2011 when the Railroad Museum in Old Sacramento ordered 19,800 Snickerdoodle cookies for their main holiday event, The Polar Express. A year before that, she took her 4-year-old son on the train ride, where they served cookies and hot cocoa just like in the movie, Polar Express. He took one bite of the cookie, then he told her that she should make the cookies. “Ah, the power of suggestion, from a 4-year-old!” Mariel exclaimed. 

She talked to the coordinators and gave them cookie samples and they loved them. The following year, they ordered 19,800 Snickerdoodles. “I said YES, even if at that time,” she said, “I had no kitchen and no employees to help me. I had a couple of months to figure out how to make it happen.”

She rented a kitchen in a restaurant at night and asked friends to help, “I had a crew of 5 people. Like little elves, we’d bake all night while the restaurant was closed.” They only had one oven with 2 racks, only able to bake 48 cookies every 12 minutes. The cookies were baked from scratch, scooped by hand, packaged individually, sealed with a heat sealer, and labeled — all 19,800 of them! 

“It was the most exhausting but exhilarating experience. It was then I knew that I loved the thrill and pain that came with being a business owner.” She’s been baking for the Railroad Museum since then.

“Ah, the power of suggestion, from a 4-year-old!”

-Mariel black

Sinful Treats grew to have its own retail location a few years later and became a full-service bakery and catering company. They created and launched their first baking mix in 2015 with their signature product, “the treat that started it all” — Food for the Gods Baking Mix.

The year 2020 would have been their 10th year baking for the museum, “but 2020 had a different plan for all of us” she said. All of their Fall and Holiday events have been canceled. “Being in the baking business, our fourth quarter is when we make the most. Suddenly, all of it was gone. Having survived and thrived during the recession, I can honestly say this year, this pandemic is a lot harder than the recession.”

But the lockdown didn’t stop Mariel to continue her passion, rather she pursued another idea – to have a one-stop shop for baked goods. “Recession, pandemic, lockdowns won’t stop me. There are always opportunities even in the worse scenarios.” 

In October 2020, she launched an online marketplace where local bakers can sell their products and grow their small businesses. Sinful Treats is now home to the best local brands. Mariel’s goal is to empower small business owners, especially women and minority-owned businesses. All Bakers and Food Makers who have something special and have unique products to offer are welcome to join, “The food industry is already very competitive, but we are stronger together. So my hope is that through this marketplace, we can all help each other grow.” They ship cakes, cookies, desserts, and gourmet food across the United States.

Sinful Treats’ Business Partners

“The food industry is already very competitive, but we are stronger together. So my hope is that through this marketplace, we can all help each other grow.”

-Mariel black

“Everything I have worked for seemed to be a stepping stone to what I’m doing now,” she said, “Having a brand that’s already established, a working website, products that have been tried and proven, years of networking and relationship building, all of this and more are now helping to make this new path easier to take and faster to grow.”

Mariel always gets a thrill watching businesses grow, she also shares over a decade of her experience and wisdom with new small business owners. “I love baking, but my real passion is business”. She guides her marketplace sellers with what they need; teaching them about branding, pricing, basic accounting, packaging, shipping, and even how to improve their products and come up with new ones.  

“I always tell my kids, when something bad happens, it’s usually a blessing in disguise,” she added, “True entrepreneurs find opportunity even in the worst scenarios.” 

Website: sinfultreats.net

Instagram: @sinfultreats

Facebook: Sinful Treats

Twitter: @SinfulTreats

  • 5 min read
Image Source istock

Uncategorized

New Report Says There Is Still A Talent Crunch In Southeast Asia Amidst The Layoffs

One of Southeast Asia’s biggest job platforms, Glints, just put out a report that shows the situation may not be as severe as they seem.

Glints co-founder and CEO Oswald Yeo told TechCrunch that there has been a lot of funding injected into the IT business. This is a response to the two-to-three-year bull run, and as a result, several firms grew swiftly. 

Yeo said that Singaporean firms seemed to adapt fastest to macroeconomic changes and that this wasn’t a terrible thing because other firms wanted to move swiftly, too. 

Operations, finance, HR, and certain sales and marketing teams have been hit hard, while businesses turned to Vietnam and Indonesia, which have fewer layoffs, for top-tier technical personnel. Moreover, the pandemic has created a decentralized-minded workforce.

Yeo observed that the pandemic had made remote work more convenient, necessitating cost-cutting measures. Many firms turn to remote employment to optimize their human and financial capitals. 

They have seen that remote work prospects on Glints have expanded tenfold in a year. Some regional firms in Malaysia continue to hire foreigners, while others only hire Malaysians. According to Glints, mid-to senior-level employees’ compensation won’t diminish, but junior talent may.

One-year fixed-term contracts are another trend that helps firms predict their financial destiny, as employers are wary about signing long-term contracts. 

He believes that not everything was awful — the need for technological and product skills on Glints favored job seekers.

Layoffs help startups build core teams. Yeo said that because there is less rivalry for talent, it’s a fantastic moment for organizations in a strong position to hire top managerial talent.

  • 2 min read