To be blunt, news of the new Trump tariffs is devastating. It’s really disheartening as a small business owner who has put so much effort, expense and other resources to crack into the US m
In 2018, Melbourne’s construction industry hit a downturn. Projects slowed, budgets tightened, and for Beatrice Toh, a registered architect and new mother, the situation was personal.
“My eureka moment came amid experiencing the onset of the construction industry slump at the same time as my early years of parenthood in 2018-19,” she recalls. “I’d been working as a registered architect for many years and my husband runs an architecture firm. The slump hit us hard, and it was quite an uneasy time for us – as for many in our field.”
Rather than be discouraged, Beatrice saw an opportunity. Drawing on her creative skills and experience as a parent, she identified a gap in the market for sustainable, mess-free kids’ activities that didn’t rely on screens. “As a parent looking for a convenient, affordable and mess-free solution for busting boredom that isn’t screen-based and can be used anywhere, especially when we were out and about, I recognised a gap in the market for a product that combines education, fun and sustainability,” she explains. This led to the creation of HeyDoodle, a self-funded side hustle launched in 2019, which has grown into an award-winning e-commerce brand.
HeyDoodle’s flagship product, a reusable silicone playmat designed for “draw, erase, repeat,” aims to combine fun and learning. From alphabet tracing to sensory therapy tools endorsed by health professionals, the range caters to kids and is rooted in developmental milestones. “So effectively my side-hustle turned full-time family-owned small business, HeyDoodle has grown from my personal solution to a product range used by tens-of-thousands of families, allied health professionals, educational institutions, within hospitals and soon, within aged care facilities too,” Beatrice proudly shares. Now stocked in over 800 Australian retailers and sold in 25+ countries, the brand’s eco-conscious approach has gained international attention.
Beatrice credits her architectural background for helping her refine the product design. “My architectural skills have been instrumental in driving innovation within HeyDoodle, particularly in mastering silicone manufacturing and collaborating closely with manufacturers to test and develop new ideas,” she notes.
Manufacturing takes place between Australia and China, with distribution based in Melbourne. Partnerships with brands like Australia Zoo and Melbourne Museum, along with the She-com Kids Product of the Year award, have further bolstered the brand’s visibility. “I think our partners as well as global customers are cognizant of the requirement for social responsibility in business nowadays and this is also a key factor of HeyDoodle’s growing popularity,” she adds. Her three kids, all under 10, also play a key role in shaping the product range.
Expanding into the U.S. market, then the tariffs hit
Increasing our retail prices isn’t an option because it will almost definitely impact the saleability of our product – which is deliberately designed to be a good-value option for parents keen to engage their kids in sustainable, creative play.
After finding success in Australia and other markets, HeyDoodle turned its attention to the U.S. Given its vast consumer market, the U.S. seemed like a natural next step. For the past two years, Beatrice has invested heavily in establishing a presence there, from logistics and certifications to advertising and trade fairs. “We were making good progress in HeyDoodle’s quest to expand across the US, and for a while, it was a glimmer of positivity for my business amid very difficult economic conditions with such high operating expenses and other pressures of operating right now,” she says.
Then, in early 2025, the Trump administration imposed steep tariffs on Chinese imports, including silicone products. This move, intended to encourage U.S. manufacturing, has had a devastating impact on businesses like HeyDoodle, which rely on global supply chains.
“To be blunt, news of the new Trump tariffs is devastating. It’s really disheartening as a small business owner who has put so much effort, expense and other resources to crack into the US market,” Beatrice admits. The financial strain has been overwhelming. “After investing heavily in establishing a U.S. base – including extensive research, certifications, logistics, trademarks, and stock – my team now faces an uncertain future,” she says. Raising retail prices to cover these new costs is not an option. “Increasing our retail prices isn’t an option because it will almost definitely impact the saleability of our product – which is deliberately designed to be a good-value option for parents keen to engage their kids in sustainable, creative play,” she explains.
The impact has been immediate. “We’re now hesitant to send more stock to the US, fearing unpredictable costs, yet we will struggle to fulfill orders without it,” she says. The possibility of losing U.S. distributors is very real.
“Existing stockists are just not willing to absorb additional costs and the financial viability of continuing operations in the US is seriously in question for my business,” she laments. “Now, I’m just unsure of how to progress.” This setback echoes the challenges Beatrice faced years ago when the construction slump led her to pivot from architecture to entrepreneurship.
“I left architecture after being hit hard by the construction industry slump a few years ago. HeyDoodle was my side-hustle turned full-time business and it was doing well. This is a major set-back,” she reflects.
Despite these challenges, Beatrice remains determined. She has weathered setbacks before, and if her past is any indication, she will find a way to adapt. “HeyDoodle is just caught in such a difficult position, and we’re seriously reassessing next steps in an increasingly challenging landscape,” she says, her resolve evident despite the uncertainty. For many small businesses, the rise of tariffs and shifting trade policies pose significant hurdles. Beatrice’s next steps remain uncertain, but if history has shown anything, it’s that she will continue to draw, erase, and repeat—adjusting her approach with each challenge that comes her way.
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