What does it take to build a global brand while raising three young kids?

For Beatrice Toh, it started with redundancy… and a pack of wipe-clean markers.

On the Working Mumma podcast, we spoke to Beatrice, founder of the innovative kids’ brand HeyDoodle, about how she turned a side hustle into a thriving business stocked in more than 850 stores across 27 countries. But the journey wasn’t linear, and it certainly wasn’t easy.

In this episode, Beatrice opens up about the raw reality of working motherhood, launching a business in her pyjamas (literally), sending emails right after giving birth, and building a brand that’s been inspired, and shaped, by her children every step of the way.

From Architect to Accidental Entrepreneur

Before founding HeyDoodle, Beatrice worked as an architect. Like many working mums, she planned to return to work quickly after her first child. But once her daughter arrived, everything changed. “I told my boss I’d be back in no time,” she laughs. “And then I didn’t want to leave her.”

When COVID hit, Beatrice was made redundant. At the time, she’d just started experimenting with HeyDoodle as a weekend market stall side hustle. Redundancy gave her the push, and the time, to jump in full time.

“It wasn’t planned,” she admits. “But sometimes, the right opportunities show up disguised as setbacks.”

The Early Days: Late Nights and Little Ones

Launching Hey Doodle with a toddler in tow (and two more kids to come) meant learning how to work in bursts — between nap times, school drop-offs, and dinner prep. There was no maternity leave with her third child. “I was literally sending emails from the hospital bed,” Beatrice recalls.

But rather than resist the chaos, she embraced it.

“I loved what I was building, so it didn’t feel like work. It felt like a creative outlet — something that gave me energy.”

Still, the juggle was real. Between packing orders out of her garage, dealing with time zones during international expansion, and designing products at night, Beatrice quickly learned to lean on flexibility and structure — but also give herself permission to do things imperfectly.

Building a Business with Family at the Centre

What makes HeyDoodle special isn’t just the product, it’s the story behind it. From the very beginning, Beatrice’s children have been an integral part of the brand. Her daughter even named the business by accident, mispronouncing “Google” while trying to activate their home speaker: “Hey Doodle” stuck.

She shares that her kids help with product inspiration, often sparking new ideas based on their interests. “I bring them along to markets. My nine-year-old has closed more sales than I have!” she laughs.

But the most powerful part? Her children are watching her lead — and learning in the process.

3 Tips from Beatrice Toh for Mums Dreaming of a Business

1. Start Before You’re Ready
“You don’t need to have it all figured out. I built HeyDoodle from my bed in my pyjamas. Just take the first step.”

2. Work Around Your Energy, Not the Clock
Beatrice built her business working odd hours — nights, weekends, and nap times. “Find the rhythm that works for you and your family. Don’t try to follow someone else’s blueprint.”

3. Community Is Everything
“Find your people. Business can be lonely. Whether it’s a mum’s group, online forum, or mentor — don’t do it alone.”

Key Lessons from Beatrice’s Journey

• Success is holistic — “It’s not just your business or your marriage or your kids. It’s all of it. If one thing’s falling apart, the rest will feel it.”
• Let go of perfection — There’s no “right time” to start. Things will be messy. Start anyway.
• Don’t be afraid to ask for help — Whether it’s outsourcing laundry or sharing drop-off duties with your partner, you don’t have to carry the load solo.
• Teach your kids through your journey — Involving children in your business can be a learning experience for them — and a bonding experience for you.
• Have fun with it — One of HeyDoodle’s core values is fun. “It’s not just in our products,” Beatrice says, “it’s in how we work, how we show up, and how we support each other.”

Final Thoughts
Beatrice’s story isn’t just about business — it’s about resilience, identity, and redefining success on your own terms. She didn’t set out to build a global brand. She simply followed her curiosity, trusted her instincts, and created something beautiful in the chaos of motherhood.

For any working mum questioning yourself “Can I really do this?” this episode is your permission slip to say: Yes. You can. And you don’t have to do it perfectly to do it well.

Listen now on Apple Podcast or Spotify.

Episode links 

Check out HeyDoodle website or connect on Instagram @heydoodle_