As a mum of three, I personally fit the psychographics of my target customer so I always had confidence in HeyDoodle’s potential to fill a gap in the market for products that combine education, fun and sustainability.
Beatrice Toh
In 2019, Beatrice Toh’s simple idea to keep her kids entertained sparked a revolution in creative play. What began as a self-funded side hustle, HeyDoodle, has grown into a global phenomenon, blending education, sustainability, and fun.
Born out of a quest for a mess-free, eco-conscious solution that encouraged learning, HeyDoodle’s silicone playmats have captured hearts worldwide. Today, the brand’s innovative products are sold on HeyDoodle.com.au, stocked in over 800 Australian stores, and reach families in more than 25 countries.
Beloved by parents, educators, and healthcare professionals alike, HeyDoodle’s award-winning range combines the joy of drawing and coloring with developmental benefits. Whether inspiring creativity in toddlers or supporting therapy sessions, these reusable, FDA-approved mats are a game-changer for imaginative play. Fueled by a commitment to sustainability and social impact, HeyDoodle is more than a brand—it’s a movement that turns everyday moments into endless possibilities.
The beginning
Beatrice described her venture as addressing “a gap in the market.” Reflecting on the origins of her business, she explained that her eureka moment came during the construction industry slump in 2018-19, coinciding with her early years of parenthood. “I am a Master of Architecture graduate and a registered architect. I’d been working as a full-time architect for many years and my husband runs an architecture firm. The slump hit us hard and it was quite an uneasy time for us – as for many in our field.”
“In addition to all the professional pressures at the time and like most mums, I was constantly on the hunt for ways to keep my kids entertained while encouraging their development and eco-consciousness. As a parent looking for a convenient, affordable and mess-free solution for busting boredom that isn’t screen-based and can be used anywhere, especially when we were out and about, I recognised a gap in the market for a product that combines education, fun and sustainability.
“So effectively my self-funded startup turned full-time small business now reaching a global market and still rapidly growing, HeyDoodle has flourished from my personal solution to a product range used by tens-of-thousands of families, allied health professionals, educational institutions, within hospitals and soon, within aged care facilities too.”
She acknowledged carefully weighing the decision to leave architecture for full-time e-commerce, especially given her limited experience in the latter field. However, Beatrice expressed her gratitude for taking the leap, emphasizing that her architectural training played a key role in driving HeyDoodle’s innovation.
“I did carefully consider the pros and cons of leaving architecture for the world of e-commerce full-time. By repurposing my architectural experience, I’ve been able to utilise my skills in problem solving, design, effective collaboration and strategies for mastering silicone manufacturing and working with partners to test and develop new ideas, to ultimately create an innovative product range that’s filling a market gap. Along with my genuine passion for eco-friendly products and commitment to social responsibility in business, motherhood definitely also played a pivotal role in inspiring the birth of HeyDoodle. I’ve involved my three kids in various aspects of the business (especially product-testing) and I love that they’re learning such invaluable skills at an early age as a result.
“Not too unlike the journey of parenthood actually, diving into HeyDoodle and now nurturing its growth is certainly proving a wonderfully wild experience.”
The Export Strategy
Our online store experience is crucial to customer satisfaction and thus crucial to our bottom line but also, we’re heavily focussed on leveraging the reach of our wholesale customers too and this has been massive part of our business growth.
Beatrice emphasized that making customer-centric choices and pursuing strategies aligned with HeyDoodle’s brand identity—rather than succumbing to the temptation of excessive experimentation—has been pivotal in achieving sustainable growth. “While taking advantage of opportunities as they arise is important, we’ve been deliberately measured in our approach to growth, and I think it’s actually this careful approach and attention to detail that is helping the business grow beyond my wildest expectations.
“HeyDoodle is a family-owned business. As CEO and Founder, I am involved in all important decisions and I love that my husband and three kids are on the ride with me. My kids especially enjoy product-testing (of course!) and contribute to the business in other ways too which makes the experience all the more gratifying. More specifically though…
Beatrice elaborated on the key strategies driving HeyDoodle’s success:
Branding:
From the very beginning, Beatrice defined HeyDoodle’s brand identity, rooted in strong values. While open to evolution, the business has remained steadfast in upholding its core principles. Sustainability and reusability form the cornerstone of HeyDoodle’s value proposition. These themes are consistently emphasized across digital channels, packaging, brand tone, and in partnerships, which has proven instrumental to the brand’s growth.
Product Innovation:
Beatrice credited her architectural background as a key contributor to HeyDoodle’s product innovation. The business consistently keeps its product range fresh and engaging, offering varied themes, designs, and special or limited-edition collaborations. This innovation keeps customers excited and fosters loyalty.
E-commerce and Wholesale Strategies:
HeyDoodle places significant importance on providing a seamless online store experience, recognizing its direct impact on customer satisfaction and the business’s bottom line. Additionally, the company’s focus on wholesale partnerships has been transformative. Starting with just its website in 2019, HeyDoodle now collaborates with over 800 Australian retail partners and operates in more than 25 countries, with wholesale efforts being a major growth driver.
Sustainable Manufacturing:
The choice to use FDA-approved, food-grade silicone underscores HeyDoodle’s commitment to safety, durability, and eco-consciousness. Beatrice noted that this decision resonates with customers and strengthens the brand’s sustainable image. While financial considerations around manufacturing and logistics are always factored in, they are never prioritized at the expense of sustainability.
Export Marketing:
Global expansion is another significant focus area for HeyDoodle. Beatrice explained that targeted efforts to penetrate key international markets are playing an increasingly important role in the company’s growth strategy. Beatrice concluded by noting that these approaches reflect only a few examples of how HeyDoodle achieves business growth. At the core of the company’s success lies an unwavering commitment to its vision, values, and brand identity, which remains steadfast despite the emergence of more competitors in the market.
“As a mum of three, I personally fit the psychographics of my target customer so I always had confidence in HeyDoodle’s potential to fill a gap in the market for products that combine education, fun and sustainability. However, confidence – even an ample amount of confidence – in not enough in such a competitive market.
Again, it’s a commitment to our brand identity: blending playfulness with professionalism in our branding – that helps us to stand out from the pack and appeal to both parents / caregivers as well as to children.
Working with suppliers: has very much aided our ability to innovate and stay ahead. I visit our suppliers and really get to know how they work to educate myself on the ins-and-outs of our product manufacturing. Doing so helps me to adequately grasp which boundaries can be further pushed for product innovation.
Strategic collaborations: via partnerships with brands that naturally share our values is also working wonders for HeyDoodle. Partnerships with institutions like museums, zoos and cultural organisations are crucial to keeping our brand exciting in such a saturated market as kids’ toys.
Corporate responsibility and community support: is another key focus for HeyDoodle. We give in a number of ways to worthwhile causes and communities. I wish I could say this is true for more toy-based businesses but the reality is that it isn’t and our customers seemingly recognise that.
Challenges
Beatrice acknowledged that HeyDoodle has faced numerous challenges over the years, though she highlighted a few key ones that shaped the company’s journey:
1. Poor Manufacturing Outcomes:
Early in the business, Beatrice encountered significant issues with mass-produced goods not matching their samples. The team had to inspect each product individually, which was both tedious and time-consuming. To address this, Beatrice led efforts to switch manufacturers and implement more stringent quality control measures during production, ensuring consistent outcomes moving forward.
2. Competing in a Crowded Market:
Navigating the highly competitive toy industry, dominated by large players, was no small feat. Beatrice explained that HeyDoodle differentiated itself by emphasizing the sustainability of its products, incorporating educational and expert-backed designs, and using high-quality materials. Recognition through awards and collaborations with renowned institutions further validated the brand’s unique value proposition, helping it stand out despite being a relatively small player in a massive market.
3. Scaling Internationally:
Expanding into global markets brought its own set of challenges, from logistical complexities to cultural differences and varying customer expectations. Beatrice spearheaded efforts to overcome these hurdles by showcasing HeyDoodle at prestigious trade fairs, designing localized products, and partnering with distributors. These efforts have enabled the brand to establish a presence in over 25 countries and counting. Strategic collaborations, such as the Australia Zoo range, also played a pivotal role in opening international doors.
Beatrice reflected on these challenges, sharing that resilience has been a critical lesson throughout her entrepreneurial journey. “Every problem has a solution,” she remarked. She also emphasized the importance of planning ahead while remaining adaptable, as unforeseen changes often arise along the way.
My top five tips are:
Focus on your niche: Identify your target audience and tailor your products and messaging to resonate with them.
Start small but dream big! Begin with a manageable idea that aligns with your passion and skills, but don’t be afraid to envision where you want to take it, and back yourself to take it there!
Be true to your identity but also remain adaptable: Entrepreneurship is full of challenges, from unexpected setbacks to steep learning curves. Know your identity as a brand and remain true to that identity but also, be open to opportunities and flexible enough to move with what’s needed for your business to grow.
Build a support network: Running a business can be lonely, you need to have people around you who get your struggles and can provide sound advice.
Factor in your wages into your expenses as early on as you can to build a sustainable business model.
Keep up to date with our stories on LinkedIn, Twitter, Facebook and Instagram.
