Melbourne-based brand HeyDoodle has won the best small independent retailer award at the 2025 ORIAs, held last week at the ICC in Sydney.
Recognised for its outstanding growth, innovation, exemplary practices in ecommerce and its strong purpose-led business strategy, the brainchild of founder and director Beatrice Toh was created to inspire imaginative young minds, enhance fine motor skills and offer a sustainable solution for parents and caregivers looking to reduce waste while keeping kids entertained.
“We are incredibly proud and humbled to have received this award,” says Toh.
“This recognition is a testament to the small but mighty team behind HeyDoodle and to the thousands of families around Australia and indeed the world who believe in learning through creativity and play. HeyDoodle is proof that with clarity, purpose and the right strategy, small businesses can make a big impact.”
HeyDoodle launched online in 2019 and has since grown to be stocked in more than 800 Australian stores and now trading through more than 30 countries to-boot. It has experienced significant growth in both direct-to-consumer and wholesale channels, with Toh crediting the business’ success to a deliberate and evolving strategy.
“Especially in today’s competitive market, ecommerce success won’t come about by simply launching a product and hoping for the best. It’s about building a clear brand identity, understanding your customer and constantly refining your systems to scale sustainably.
“Innovation doesn’t have to mean reinventing the wheel. It’s often what eventuates after looking for smarter ways to connect with your audience and simplify their experience. For us, it has also proven very important to create content that really speaks to our community.
“Above all, I am adamant that a good business strategy is not a one-off plan but a living, breathing framework. We revisit ours periodically and ensure it aligns with the real-time needs of HeyDoodle and that’s been key to staying ahead,” she adds.
In addition to winning the award, the brand was a finalist of the ‘International Conqueror’ category, which highlights standout retailers who have expanded beyond borders, demonstrating impressive strategy and execution in global markets.
HeyDoodle will be exhibiting at Reed Gift Fairs Melbourne this weekend, stand DD46.
