As part of the Morning Lazziness series highlighting empowering women who are making a remarkable impact with their ideas, I had the pleasure of interviewing Beatrice Toh.
Beatrice Toh is the Founder and CEO of HeyDoodle, the multi-award-winning range of eco-friendly silicone playmats and creative play products that combine education, fun, and sustainability.
Melbourne-based and a mum of three, Beatrice left a long career in architecture to transform her side-hustle into a thriving full-time business. She founded HeyDoodle in 2019 after identifying a gap in the market for engaging, play products that encourage child development while supporting eco-conscious living. “HeyDoodle started as a personal solution to entertain my own children in meaningful, creative ways,” Beatrice explains, “and it has grown into a brand that resonates with families globally.”
Today, HeyDoodle has sold over 300,000 mats, stocked by over 800 Australian retailers, and distributed in more than 30 countries, reflecting its rapid international growth.
Under Beatrice’s leadership, the brand has earned numerous accolades, including the 2025 Online Retail Industry Award for Best Small Independent Retailer, recognition from the Australian Women’s Small Business Champions Awards, AusMumpreneur, Stevie Awards, She-Com Kids Product of the Year and Editor’s Choice, and a Source Kids Disability Local Legend award.
Beatrice draws on her background as a registered architect to apply design thinking, strategic planning, and innovation to every aspect of product development. Committed to social responsibility, HeyDoodle regularly supports charitable organisations, donating products to children’s hospitals and not-for-profits. Her journey reflects a rare combination of creativity, entrepreneurial vision, and purpose-driven leadership, positioning HeyDoodle as a globally recognised brand that delivers both joy and meaningful impact for families and communities.
In this interview, she talks about the obstacles she’s overcome, the milestones she’s achieved, and the wisdom she’s gained along the way.
What inspired you to start your business, and what problem were you passionate about solving?
I recognised a clear gap in the market: a convenient, affordable and mess-free solution that could be used anywhere, especially on the go. What began as a self-funded idea to solve my own parenting challenges has since grown into HeyDoodle, a thriving small business reaching a global market. Today, our reusable creative play products are used not only by tens of thousands of families but also in schools, hospitals, therapy practices and by allied health professionals.
Motherhood was a driving force in inspiring HeyDoodle, and my three children have been closely involved, not just as enthusiastic product testers, but they also help out with small tasks around the warehouse and markets every now and then. Combining eco-consciousness with play, HeyDoodle has become more than a business; it’s a reflection of my values. Like parenting itself, building and nurturing this venture has been a wonderfully wild and rewarding journey.
How has your business evolved since its launch, and what key decisions helped drive that growth?
Since launching in 2019, HeyDoodle has evolved from a single idea into a family-owned global business stocked by more than 800 Australian retail partners and trading in over 30 countries. Our growth has been guided by deliberately measured decisions centred on customer needs and a commitment to our brand identity, rather than chasing every opportunity.
From the outset, we defined a strong brand proposition built on sustainability and reusability, and have remained true to it across our products, packaging, digital channels and partnerships. This consistency has helped position HeyDoodle as a trusted eco-conscious brand. Product innovation has also been key; and my architectural background has helped us design fresh, engaging themes and special collaborations that keep customers excited and loyal.
Equally important has been refining our e-commerce experience while expanding wholesale partnerships, both of which have been crucial growth drivers. We’ve also committed to sustainable manufacturing, using FDA-approved, food-grade silicone to ensure safety, longevity and environmental responsibility.
As we continue to expand globally, export marketing is a growing focus.
Ultimately, HeyDoodle’s evolution has been fuelled by a balance of innovation, sustainability and staying true to our vision – even as the market becomes increasingly competitive.
In your view, what truly sets your brand apart in today’s competitive market?
I believe it’s our considered combination of education, fun and sustainability in a way that resonates with both children and caregivers.
As a parent-founded business, we understand our customers’ needs firsthand and remain true to a brand identity that blends playfulness with professionalism and expert-backed learning development.
Our commitment to eco-friendly, reusable products backed by close collaboration with suppliers allows us to continuously innovate and deliver safe, high-quality designs.
I’m also so proud of our strategic partnerships with museums, zoos and cultural organisations as they keep our brand exciting.
Lastly, I think our dedication to corporate responsibility and community support ensures that our customers see HeyDoodle as more than a toy brand: it’s a values-driven movement.
What has been your most effective marketing strategy to date, and why do you think it worked so well?
Our most effective marketing strategy to date has been brand collaborations, which have allowed us to authentically extend HeyDoodle’s reach while staying true to our values. By partnering with institutions such as museums, zoos and cultural organisations, we’ve been able to align our products with trusted educational and family-friendly environments. These collaborations not only build brand credibility but also introduce HeyDoodle to new audiences in a way that feels organic and engaging.
Alongside this, we’ve maintained a strong focus on digital storytelling by using social media and our online community to showcase the sustainability, creativity and fun behind our products.
The combination of meaningful partnerships and authentic communication has created strong customer loyalty and word-of-mouth advocacy.
Ultimately, I believe it’s worked so well because we’ve been consistent in delivering value while ensuring every marketing initiative reflects our core brand identity.
How do you stay connected to your ideal audience and understand their needs or behaviors?
Staying connected to my ideal audience comes naturally because I am the demographic. I’m a mum of three, so I deeply understand the challenges, needs and behaviours of parents. This lived experience, combined with constant feedback from the HeyDoodle community, helps me stay in tune with what families want: products that are fun, educational, sustainable and practical.
I regularly engage with customers through social media, events and direct conversations, which allows me to validate ideas, refine products and ensure HeyDoodle continues to deliver genuine value to the families who use it.
What’s one branding move or campaign that helped elevate your business to the next level?
One pivotal branding move that elevated HeyDoodle was our collaboration with Australia Zoo, which began when I simply reached out to Bindi Irwin and sent her products as a gift for her daughter. That gesture evolved into a strategic partnership and Bindi’s endorsement, aligning HeyDoodle with a globally recognised name in conservation and family entertainment.
Bindi’s support strongly resonated with parents who value sustainability and education, while the collaboration opened doors to new audiences in an authentic, trust-building way.
Combined with consistent storytelling and eco-conscious branding, this campaign created powerful momentum, boosting loyalty and propelling HeyDoodle onto the global stage.
What does success look like for you, not just in numbers, but in purpose or impact?
For me, success isn’t just about sales or growth. It’s truly more about the positive impact HeyDoodle has on families, children’s learning, and the environment.
Success is seeing kids engage creatively and sustainably with our products, hearing from parents that our creative play mats make daily life easier, and knowing we’re fostering eco-conscious habits from a young age.
It’s also about building a business that reflects our values, supports our community, and inspires other entrepreneurs, especially parents.
Ultimately, success is creating a brand that families trust, children love, and that makes a meaningful difference beyond the bottom line.
How do you personally define success, beyond revenue and growth metrics?
True success means finding harmony between my roles as a business owner, a wife, and a mother. If I can grow HeyDoodle while still being present in my marriage and for my children, then I know I am doing something right.
I also define success as building a business that reflects my values. That means designing products that are purposeful and sustainable, supporting our community through collaborations and charitable initiatives, and creating opportunities for others. It is equally about inspiring other mums and entrepreneurs to follow their ideas and believe in what they can achieve. Knowing that my journey can spark someone else’s confidence or courage is a measure of success that goes beyond numbers.
Can you share a challenge or setback that ultimately became a turning point for your brand?
Navigating the impact of the US Trump-era tariffs, which came at a time when we were starting to scale internationally.
As a small, self-funded family business, the sudden increase in import costs threatened both our pricing strategy and our ability to compete in a key market. At first, it felt overwhelming. We had to rethink budgets, supply chains, and even whether expanding into the US was feasible.
However, this challenge became a turning point. It forced us to be smarter and more deliberate in our approach to growth, prioritising efficiency, sustainable sourcing, and careful financial planning. We strengthened relationships with suppliers, explored alternative logistics options, and doubled down on our core brand values, THAT IS, eco-friendly, reusable products that resonate with families.
The experience taught me that setbacks can be opportunities in disguise. By staying true to our vision and responding strategically rather than reacting hastily, HeyDoodle not only survived a potentially crippling situation but emerged stronger, more resilient, and better equipped to scale globally. It reinforced the importance of careful, values-driven growth.
What daily habits or rituals keep you focused, creative, and grounded as a leader?
For me, staying focused and creative is a constant work in progress. As a naturally creative person, I do not think in straight lines but instead find inspiration from many places all at once. Fresh ideas often come to me through simple, everyday interactions, whether it’s a conversation with a stranger, reading customer feedback, or observing my own children at play.
I also make an effort to balance structure with flexibility. Having priorities mapped out keeps me anchored, while leaving room for spontaneous inspiration allows me to stay innovative. It is this blend of discipline and openness that keeps me focused as a leader, while still allowing creativity to flourish.
But of course, don’t forget the coffee.
How do you approach innovation and risk in your business strategy?
My training as an architect has been invaluable in shaping how I approach innovation and risk at HeyDoodle.
Architecture taught me to balance creativity with practical constraints, to visualise possibilities while rigorously assessing feasibility. I apply the same principles to product design and business strategy; pushing boundaries with new themes, designs, and collaborations, while carefully evaluating manufacturing, costs, and market impact.
Innovation is always guided by our brand values and customer needs, and risks are calculated rather than reactive. This structured yet creative mindset allows HeyDoodle to grow sustainably while continually offering fresh, engaging products that delight families.
What advice would you give to someone starting a business in today’s fast-changing digital world?
Focus on understanding your audience, stay true to your brand values, and embrace digital tools strategically rather than chasing every trend.
Balance innovation with careful planning, and remember that authenticity, consistency, and meaningful connections with customers are far more powerful than fleeting digital hype.
