HeyDoodle

What HeyDoodle does

HeyDoodle is an Australian-founded children's activity products company that designs, manufactures, and sells reusable silicone coloring and drawing mats bundled with non-toxic washable markers. The company was founded in 2019 and operates a portfolio of five core product lines — Classic Mats (A3 reusable silicone mats with 9 markers), MiniMats (compact travel-size mats), Tales (foldable 8-page reusable silicone story books), Sensory Mats (debossed textured mats for tactile and fine motor development), and Forever Greeting Cards (reusable silicone greeting cards) — plus Sketchbands (colorable wristbands), a My First line for younger children, and accessory SKUs including standard markers, peel-and-stick paints, and washable crayon pens. The underlying technology is food-grade silicone formulated to accept marker pigment, wipe clean, and withstand repeated use, with debossed texture variants for sensory play and peel-and-stick paint films for mess-free creative play.

The company runs a product-led, direct-to-consumer go-to-market through heydoodle.com, supplemented by a wholesale channel of 600+ Australian retail stores and international shipping to 19 countries. US fulfillment is operated from a warehouse in Pontiac, MI, and Australian fulfillment and local pickup operate from Williamstown North, VIC. Pricing is one-time purchase only, with no subscription layer, ranging from $6.99 (Sketchbands) to $28.99 (Tales), with free US shipping above $75. Marketing is organic-social heavy across Facebook, Instagram, Pinterest, and TikTok, augmented by celebrity endorsements from Bindi Irwin and Joe Wicks and adoption by Royal Children's Hospital as a therapeutic anxiety-reduction tool. The company is privately held, founder-owned, bootstrapped (no disclosed funding rounds), and has accumulated multiple industry awards since 2022.

Name

HeyDoodle

Legal name

HeyDoodle America

Website

https://heydoodle.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

HeyDoodle is an Australian-founded children's products company that designs and sells reusable silicone coloring mats bundled with non-toxic washable markers. It serves parents of young children across 19 countries via DTC e-commerce and 600+ Australian retail stores.

Ownership category

akta.pro rank

Headquarters

HQ city

Sheridan

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Direct-to-Consumer E-commerce: Online sales through heydoodle.com to end consumers in the US and internationally
2. Wholesale Distribution: Sales to 600+ Australian retail stores through wholesale channel
3. Shipping Fees: Flat rate $5 shipping for US orders under $75, free shipping over $75. International shipping calculated at checkout.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels7 records

Core offering

HeyDoodle designs, manufactures, and sells reusable food-grade silicone coloring and drawing mats for children aged 1-10, including Classic Mats, MiniMats, Tales story books, Sensory Mats, Forever Greeting Cards, and Sketchbands, accompanied by non-toxic washable markers, peel-and-stick paints, and crayon pens. Products are sold direct-to-consumer through heydoodle.com and via wholesale to 600+ Australian retail stores, with international shipping to families across 19 countries.

Product overview

HeyDoodle is a children's activity products company that offers reusable silicone coloring and drawing mats designed for creative play. The product portfolio consists of five core product lines: Classic Mats (large A3 silicone mats with 9 markers for home use), MiniMats (compact travel-size versions with 3 markers), Tales (8-page foldable reusable coloring story books with 6-9 markers), Sensory Mats (textured debossed mats with markers and water droppers for sensory development), Forever Greeting Cards (reusable silicone greeting cards to color), and Sketchbands (colorable reusable wristbands). Accessories include Standard Color Markers, Peel & Stick Paints (solid and glitter variants), and Washable Crayon Pens. The My First line offers simpler designs for younger children. All products are made from food-grade silicone and are designed to be washed and reused repeatedly, supporting eco-friendly and sustainable play. The company was founded in 2019, serves nearly 40,000 families across 19 countries, and has won multiple international awards including the 2024 SHE-com Awards Kids Product of the Year and 2023 Gold Stevie Winner at the Asia-Pacific Stevie Awards.

Differentiator

Problem solved

Functional benefit

Brands

• Classic Mats: Large A3 reusable coloring mats with 9 non-toxic markers. The company's best-selling product line.
• MiniMats
• Tales
• Sensory Mats
• Forever Greeting Cards
• Sketchbands
• My First
• Accessories

Products and services

• Classic Mats Large A3 reusable silicone coloring mats featuring black-and-white outline designs that children color with non-toxic washable markers. Each mat includes 9 markers and a clear storage pouch. Themes include animals, space, vehicles, world geography, alphabet, numbers, and seasonal designs. Targeted at children ages 1-10 for home, travel, and educational creative play.
• MiniMats Compact travel-size reusable silicone coloring mats packaged with 3 non-toxic markers in a portable tube or cylinder. Designed for on-the-go coloring during travel, restaurants, and activities outside the home. Popular as party favors and stocking stuffers.
• Tales Foldable 8-page reusable silicone coloring story books that tell a narrative through illustrated scenes. Each Tales book includes 6-9 dual-tipped markers and is packaged in a box. Themes include Old MacDonald Had a Farm, Natural Wonders, Wheels on the Bus, and other story-driven motifs for early childhood education.
• Sensory Mats Textured silicone mats with debossed raised designs for tactile sensory play experiences. Each mat includes 9 markers and a water dropper for activities using water, paint, or play dough. Designed to develop fine motor skills and provide sensory engagement for children.
• Forever Greeting Cards Reusable silicone greeting cards that can be colored, wiped clean, and reused indefinitely. Each card features a silicone cutout or design to color and includes 4 markers. Designed as eco-friendly keepsake alternatives to disposable paper greeting cards for birthdays and special occasions.
• Sketchbands Reusable silicone slap-bracelet wristbands that children color, doodle, and personalize again and again. Each Sketchband comes with 3 mini washable markers and is available in themes including animals, dinosaurs, and vehicles. Designed as wearable, shareable creative play.
• Standard Color Markers Non-toxic, washable markers designed for use on HeyDoodle silicone mats. Sold as a 12-marker set in a silicone holder as a refill or expansion product for existing mat collections.
• Peel & Stick Solid Paint Peel-and-stick solid paint tubes with 8 colorful non-toxic options in cartoon-themed packaging. Provides mess-free painting experience for kids aged 3+. Can be applied to silicone mats, plastic sheets, and windows as clings.
• Glitter Peel & Stick Paint Glitter peel-and-stick silicone paint set with 8 sparkly colors, black outlines, and cartoon-themed packaging. Suitable for kids aged 3+ and works as window clings or on plastic sheets.
• Washable Crayon Pens Washable crayon pens in 9 vibrant colors. Provides an alternative drawing medium to traditional markers for use on HeyDoodle silicone mats, expanding the creative toolkit for children.
• My First Product line featuring simpler design layouts with washable crayons, specifically designed for younger children and beginners as an entry point into the HeyDoodle reusable mat system.

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Djeco: French designer of children's art and craft kits, puzzles, and creative play products. Comparable brand positioning in premium, design-forward kids' activity products.
• Toysmith: Broad-line maker and distributor of children's toys, novelties, and activity kits. Overlaps with HeyDoodle in retail distribution and impulse/gift category.
• Jaques of London: Heritage UK maker of children's games, toys, and educational products. Comparable in the educational/family-games and creative-play category with a similar price-band and target buyer.
• Crayola: The dominant global brand in children's coloring and art supplies. HeyDoodle is a niche, reusable-silicene alternative to Crayola's broad paper-based coloring book and crayon portfolio, targeting the same parent buyer.
• Melissa & Doug: Large established maker of wooden and fabric children's toys, including art and pretend-play categories. Competes with HeyDoodle for the same parent purchaser and shelf space in specialty toy retailers.

Direct peers

• Tiger Tribe: Australian-based maker of compact, travel-friendly kids' activity toys, including coloring and craft kits. Closest geographic and category peer to HeyDoodle, targeting the same parent segment with on-the-go creative play.
• Ooly: Kids' art supplies brand focused on coloring, drawing, and creative tools. Competes directly with HeyDoodle for parents shopping premium, design-forward coloring products.

Emerging players

• Mideer: Design-led children's activity, art, and educational toys brand. Overlaps with HeyDoodle on coloring/creative-play SKUs and sells through similar gift-shop and specialty-retail channels.
• Scribble Scrubbie: Crayola's reusable, washable pet figurine coloring line. Closest existing reusable/washable coloring concept to HeyDoodle's silicone-mat technology, though in a different physical format.
• KiwiCo: Subscription-based kids' activity and STEAM kits. Competes for the same parent wallet share on screen-free creative play, although delivered via different business model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/HeyDoodleAU
• Instagraminstagram.com/heydoodle_
• Pinterestpinterest.com/heydoodleau
• TikToktiktok.com/@heydoodleau
• LinkedInlinkedin.com/company/heydoodle

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about HeyDoodle