As a mum of three children, Beatrice Toh knows very well the struggles parents face when kids get bored. After witnessing hers turn anything and everything they saw into their art canvas, she sought to remedy the situation with a new invention.
This invention would become HeyDoodle, a range of reusable, mess-free, versatile and sustainable food-grade silicone playmats that not only offer a creative canvas for kids but are also easy to clean and reuse.
HeyDoodle began as a side-hustle for Beatrice, who had a career as an architect. But as the popularity of their products grew, she decided to devote herself to the business full-time. This also brought new challenges as to how she could sustain the growth of her business.
For this, she thought of reaching out to conservationist and TV personality Bindi Irwin, who is a mother as well.
“As a genuine supporter of the Irwin family’s environmental advocacy, I thought Bindi’s daughter would enjoy our playmats, so I sent her one as a gift when Grace turned two,” Beatrice shared. “Shortly after, I received an email from Bindi saying: ‘I have to tell you that we are already huge fans of what you do! Thanks to your lovely activity mats, we have actually been able to enjoy dinners out with our happy toddler.’ So, it really was quite a charming and organic connection that sparked the collaboration.”
What happened next
Out of this exchange, HeyDoodle not only managed to make its way into the gift shop of Australia Zoo but also collaborated with them to create unique designs for the brand.
“We developed a design that’s visually appealing and embodies the heart of Australia Zoo’s mission, offering a perfect souvenir to encapsulate the experience of being at Australia Zoo,” Beatrice said.
Suffice to say, the collaboration helped boost HeyDoodle’s advocacy and credibility. It also opened the doors to more partnerships such as with the Melbourne Museum, Taronga Zoo, and Puffing Billy, as well attracting interest from museums in the US.
Beatrice says that she made it a point that these partnerships are not just one-off promotions but long-term relationships. These lengthier collaborations benefit both the business and their partners, as well as creating greater credibility and impact.
Beatrice shares, “Each of these collaborations has solidified our reputation as a trusted partner for creating bespoke, educational, and eco-friendly products, contributing to the growth of our business both locally and abroad.”
What makes a successful partnership?
Beatrice attributes the success of these partnerships to the right alignment of values between herself (and her business as a whole) and her partners.
“It’s essential that the partnership aligns naturally with both parties’ values as this creates a deeper connection with the audience,” she explains. “Collaborating with celebrities and influencers can be highly beneficial if approached with authenticity and clear goals.”
Now, Beatrice is focused on expanding HeyDoodle to new markets, particularly the US and Europe, as part of its vision for continued growth. And partnerships and collaborations are envisioned to play a key role in this growth.
“We aim to work with more museums, zoos, and educational institutions to develop custom, eco-friendly products that align with the missions of our partners as well as with HeyDoodle’s mission,” Beatrice shares. “By building these strategic partnerships, we hope to strengthen our brand presence and reach a broader, international audience.”
