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

1-jpg

Stories

How China’s Anta Became Puma’s Largest Shareholder and the World’s No. 3 Sportswear Giant Behind Nike and Adidas

China’s Anta Sports is making a bold global move, stepping beyond its home market with a major investment in Puma.

The company acquired a 29 percent stake in the German sportswear brand in a $1.8 billion deal, becoming Puma’s largest shareholder.

This signals Anta’s growing ambition to compete head-to-head with the biggest names in the global sportswear industry.

Image Source: Yicai Global

From Small Workshop to Global Brand

Anta’s journey began in 1986 when founder Ding Shizong, a high school dropout from Fujian, borrowed 10,000 yuan from his father to start reselling shoes. After quickly turning a profit, he reinvested his earnings and built a small manufacturing workshop. This early hustle laid the foundation for what would become one of China’s biggest sportswear companies.

By 1991, Anta had officially launched its own brand and began expanding across China. Over time, the company focused on scaling production, improving product quality, and building strong local distribution. These efforts helped Anta grow from a small business into a global brand with a strong foothold in the sportswear market.

Image Source: CGTN

Competing With the World’s Biggest Brands

Today, Anta controls around 23 percent of China’s sportswear market, surpassing both Nike and Adidas within the country. Its dominance at home has helped fuel its rise on the global stage, where it now ranks as the third-largest sportswear company. This growth reflects both strong local demand and strategic expansion beyond China.

Founder Ding Shizong has made it clear that Anta’s vision goes beyond being a regional leader. Rather than becoming the “Nike of China,” he aims to build what he calls the “Anta of the world.” With its recent investment in Puma, the company is taking a major step toward that goal and solidifying its place among the industry’s global giants.

  • 2 min read
image-png

News

Why Bhutan is the Smartest Place for Founders and Entrepreneurs to Reset in 2026

Most founders today are running on packed schedules but feeling mentally drained, and burnout is quietly becoming part of the routine.

When everything feels urgent, there is barely any space left to think — and decisions made from pressure rarely lead anywhere worth going.

That is exactly where Bhutan comes in. Its slower pace and untouched stillness create the kind of environment that gives ambitious minds the room to pause, reflect, and return with sharper focus.

The Philosophy That Reframes Success

Bhutan approaches progress differently, placing equal importance on well-being and growth. Through its Gross National Happiness framework, the country measures success beyond economic output, and recent data shows that over 93% of the population falls within the happiness gradient. This perspective is not theoretical, it is reflected in how people live and make decisions every day.

You start to notice it in small but meaningful ways, like how conversations are not rushed and how people are fully present. There is a steady rhythm to daily life that feels intentional rather than pressured. That alone creates a different kind of mental space.

For founders and entrepreneurs, being in that environment naturally raises questions about what really drives their decisions. It becomes easier to see how much of leadership is shaped by urgency rather than purpose. That shift in awareness is often where real clarity begins.

The Travel Model That Guards Your Headspace

Bhutan keeps tourism at a manageable level, which helps protect both the experience and the environment. In 2025, the country welcomed nearly 210,000 visitors, a number that is intentionally kept low compared to other destinations. As a result, places feel calm and never overcrowded.

There is also a Sustainable Development Fee of about USD 100 per night, which supports conservation and local communities. This approach ensures that tourism grows in a way that does not take away from what makes Bhutan special. It also sets the tone for a more thoughtful way of traveling.

Because of this model, the pace of each trip feels more balanced and unhurried. Days are not tightly packed, which gives you time to take in each experience without feeling rushed. For founders and entrepreneurs, that space often becomes the most valuable part of the journey.

The Environment That Resets How You Think

Bhutan’s landscapes make it easy to slow down without trying too hard. In places like the Phobjikha Valley, the wide open views and quiet surroundings create a sense of calm that is hard to find elsewhere. Even visiting Tiger’s Nest requires a steady climb, which naturally shifts your pace and focus.

There is no constant noise pulling your attention in different directions. Instead, the stillness gives your mind room to settle and process things more clearly. It is often in these quiet moments that new ideas begin to form.

Over time, you notice a change in how you think and respond to things. Decisions feel less rushed and more intentional, which is something many founders and entrepreneurs struggle to achieve in their usual environment. By the end of the trip, the reset feels real and something you can carry with you.

If you are looking for a reset that goes beyond rest and actually changes how you think, explore Bhutan with Druk Asia here:

📍Website

  • 3 min read
unnamed-png

Stories

The Journey of 20-Year-Old Alex Eala to the WTA Top 50 After Taking Down the Biggest Names in Women’s Tenn

At just 20 years old, Alex Eala is emerging as one of the most exciting new forces in women’s tennis. The Filipina athlete has captured global attention after defeating some of the sport’s most established champions.

In a sport historically dominated by Western powers, Eala’s rapid climb is a major milestone for Asian representation in tennis. Her growing success signals a shift in the global landscape of the sport.

Image Source: SCMP

A Breakthrough That Turned Heads in Miami

Eala’s breakthrough moment came at the 2025 Miami Open, where she entered the tournament as a wildcard. Few expected the young Filipina to make a deep run, but she quickly stunned the field with a series of commanding victories.

During the tournament, Eala defeated multiple Grand Slam champions, including Iga Świątek, Madison Keys, and Jeļena Ostapenko. She later added a win over Coco Gauff, further proving she could compete against the very best in the sport.

Her run to the semifinals became one of the biggest stories of the tournament. It pushed her ranking into the WTA Top 100 and introduced her to a much wider global audience.

Image Source: DZRH

Climbing Into the WTA Top 50

Following her breakout performance, Eala continued to build momentum throughout the season. Strong results in several tournaments helped her steadily climb the rankings and establish herself among the sport’s rising contenders.

By the end of the year, Eala officially entered the WTA Top 50, becoming the first Filipina player to reach that milestone. The achievement marked a historic moment not only for Philippine tennis but also for Southeast Asian representation in the sport.

More than just a personal accomplishment, her rise is inspiring a new generation of young athletes across Asia. As she continues to compete on the world stage, Alex Eala’s journey shows how talent, discipline, and opportunity can reshape the future of global tennis.

  • 2 min read
unnamed-jpg

Stories

The Spirit of a Fighter: How Stepping Into a Muay Thai Ring Changed the Way Alice Shikina Works as a Mediator and Negotiation Trainer

The first time Alice Shikina stepped into a Muay Thai ring, the moment felt bigger than the fight itself. The gloves were heavy, but what weighed more was everything she had been carrying in the months before.

She was in her late thirties, newly divorced, and raising two young children on her own. Her kids were just two and five years old, and the life she had carefully built no longer looked the same.

At the same time, she was trying to establish herself as a mediator and build her own business from the ground up. She didn’t know it yet, but the self-trust she was about to forge in that ring would become the foundation of how she led others through their own conflicts.

The Fight Before the Fight

Kickboxing began as a way to cope during a season that felt completely overwhelming. It gave Alice a physical outlet when her thoughts wouldn’t quiet down and her emotions felt too heavy to carry.

A few months later, Alice’s coach asked if she would consider competing. The idea unsettled her because she had never fought before and had never faced someone trained to strike back. For two months, she wrestled with the decision. What frightened her most was not losing, but the possibility of doubting herself under pressure.

When she finally committed, her routine became disciplined and demanding. She trained three hours a day, carving out time in the early mornings and late evenings while continuing to care for her children and grow her work.

The night before her first fight in Iowa, a coach told her that the real fight was already over because it happened during the grueling months of preparation. Once she realized that, her nerves calmed and a quiet steadiness took over. Even as she approached the ring to step in and fight, she felt unusually calm. She didn’t win that match, but she stayed on her feet until the final bell, and for a woman rebuilding her life, that was more than enough.

What the Ring Taught Her About Pressure

Alice went on to fight three more times. Afterwards, Alice turned her sights to competing in triathlons and even placed first in her age group at the Alcatraz Duathlon. While the medals were nice, the real reward was the quiet discipline she built through the discomfort of training.

She came to understand that fear does not simply fade with time. It softens only when you decide to move toward it.

She also learned that preparation changes how you carry yourself in difficult moments. When you put in the work, you stand differently, breathe more steadily, and think more clearly under pressure.

Today, those lessons shape how she sits with couples navigating divorce and teams facing workplace conflict. When emotions rise and conversations begin to unravel, she remains steady, drawing on the same discipline that once kept her composed in the ring.

Building Her Practice on Her Own Terms

Alice now runs Shikina Mediation and Arbitration full-time, helping divorcing couples, families, and organizations reach agreements they once thought were out of reach. Most clients come to her when communication has broken down and trust feels fragile.

Early in her career, she tried building her business by networking with attorneys, but quickly saw the bias against non-attorney mediators in a field long dominated by older white men. Instead of forcing herself into a system that did not fully welcome her, she shifted her focus to working directly with couples and workplace clients, growing her practice into a thriving full-time business over the past decade. In 2025, Alice was awarded the prestigious Raymond Shonholtz Visionary Peacemaker Award by San Francisco’s Community Boards.

Her work has expanded beyond the mediation room. She hosts the podcast, Negotiation with Alice, now over 100 episodes strong. She authored the book Negotiating with Your Kids, and continues to teach communication and conflict resolution to executives and C-Suite staff. As a second-generation Okinawan American whose parents survived the Battle of Okinawa as children, resilience runs deep in her story. 

Nothing in business, she says, will ever feel as intimidating as stepping into a ring to face an unknown opponent. In that ring, she rebuilt her confidence. At the mediation table, she now helps others rebuild their lives with clarity, courage, and peace.

Discover more from Alice Shikina here:

📍LinkedIn

Learn more about Shikina Mediation and Arbitration here:

📍Facebook

📍Website

  • 4 min read