Take a look at any retailer’s toy section and you’ll find that most do not have adequate Asian American representation. And when Asians are represented, the faces and accompanying back stories are often inauthentic and riddled with stereotypes. Enter Jilly Bing, a toy company that’s changing that with the first authentic Asian American doll.

“For too long, Asian American females have been told who we're supposed to be. Demure. Shy. Dainty. Delicate. Proper. Good at Math. Bad at Sports. We are more than that, some of that and none of that,” the company writes on its website.

In celebration of Mother’s Day, I spoke with Elenor Mak (Founder and CEO of Jilly Bing) and her mother, Anna YC Cheung, about their relationship, entrepreneurship, and Asian American representation in toys.

Click here to shop the Jilly Doll and save 20% off your order when you use code VERYASIAN (valid May 12 - May 18, 2024). Jilly Bing is generously donating a portion of proceeds to Very Asian, Inc. to help further the purpose-led organization’s mission of amplifying Asian news, people, and businesses.

How did you feel when Elenor first told you she was creating an Asian American doll and how did you react when you first saw the doll in real life?

Anna YC Cheung: To be honest, it took me a while to grasp the concept. As an immigrant with limited resources and little language skills in the ‘80s, my focus was simply on making ends meet for the family. The idea of starting a business driven by a "purpose" and investing time and money into a vision wasn't something that came naturally to me.

When Elenor identified the lack of representation of Asian American children in the toy industry and set out to create a doll that truly reflected our family, I experienced a mix of caution, nervousness, and ultimately, support. While Elenor's academic and ambitious background had paved the way for a successful career as a businesswoman, I couldn't help but wonder, "Can you handle this?" With two young children and the demands of launching a startup, concerns about how she would juggle it all weighed heavily on my mind.

However, when I saw the sheer delight on my granddaughter Jillian's face—Jilly's namesake—as she exclaimed, "She looks like me!," everything clicked into place. I finally understood what had driven my daughter to undertake this massive endeavor. I am optimistic about the broader positive impact she can make.

Can you tell me the moment when you were truly proud of Elenor and the company she's building?

Anna YC Cheung: When I first arrived in the US, we heavily relied on Chinese newspapers like The World Journal to stay connected with events in our home country and with other Asian immigrants. For the past 45 years, we've continued reading these papers for the same reason. I felt immense pride when I saw my own daughter's work featured in The World Journal last summer—a moment that not only brought pride to our community but also filled me with joy. Friends, including some I had lost touch with, recognized our family and reached out with calls of delight and congratulations.

Another moment was when Pearl River Mart, the Asian-centric shop in NYC where we often bought our Asian household goods, became the first retailer to offer the Jilly doll on its shelves. It felt like our family had come full circle.

As a mother, what was it like to see your own daughter grow up with little to no representation in the toys she played with? 

Anna YC Cheung: As an immigrant mother, navigating a new country and culture was challenging—everything felt foreign, from the language to social interactions. I couldn't understand when other parents or even Elenor's teachers spoke to us.  My key concern was fitting in; I didn't want my daughter to stand out or feel different like I did. Preserving our cultural heritage through our customs, languages and foods was confined to our home.

Looking back, I never felt we had the right to see ourselves represented in a new country where we were the minority. We were just grateful to be here. We were supposed to adapt ourselves in public, to blend in rather than assert our identity.

Now, seeing the progress made and the warm reception to Jilly, I understand the significance of representation, especially during a child's formative years. Elenor's stories about feeling "other" resonate with me, and help me grasp the efforts of this generation of Asian Americans to create change and inclusivity.

What's your hope for the next generation of Asian Americans?

Anna YC Cheung: I hope that my daughter's generation, equipped with their education and language skills, will continue to lead the way for their own children and new immigrants. They have the luxury of worrying less about fitting in, having grown up here. They can confidently use their voices to share our stories and take pride in our culture.

My greatest hope is that my daughter and future generations not only acknowledge their Asian heritage, but also deeply understand and take pride in their roots.

I know you created Jilly Bing for your own daughter and other Asian American children, but I have to imagine this has also been very healing for you. Can you tell me about that? 

Elenor: I have vivid memories of my first doll, Ada—she had blonde hair and blue eyes, nothing like me, but I adored her and took her everywhere. I remember once trying to make her resemble me by cutting her hair; looking back, I think I just wanted her to reflect me more.

Since launching the Jilly Doll, it's become evident that my experience was not unique. I've received countless messages, even from adult women, expressing gratitude for "creating the doll I always wished I had." Recently, a 53-year-old woman ordered the doll as "inner healing for her younger self."

Discovering that this work is meaningful not just for my daughter's generation but for my own has been both beautiful and surprising. So many of us grew up feeling that we weren't beautiful – or worse, something was wrong with us because we didn't have the same eye shapes or skin tones as the characters and dolls we played with. I'm grateful that Jilly Bing gets to play a role in changing that narrative.

Has creating Jilly Bing also brought you and your mother closer together? 

Elenor: Absolutely! I think that in many ways, my mom "gets" my ambition on this one more than my prior professional roles.

My journey with Jilly Bing—and my mom’s with immigrating to this country—were both driven by our desire to create a better world for our children and to inspire and support our daughters to believe that anything is possible.

My mom always encouraged me to find my voice despite my innate shyness. She, a strong and outgoing woman, lost her own "voice" as a non-English-speaking immigrant. I used to resent it when she pushed me to challenge adults, whether it was over incorrect change at a shop or a mistake in an order she placed. However, looking back, I realize she was determined to ensure I understood the power of having a voice as a child so that I wouldn't hesitate to use it as an adult. This is the same voice that empowered me to create Jilly Bing.  

In what ways has your mother helped you throughout this process and what's the best advice she's given you? 

Elenor: Absolutely! My mom has been my partner in creating Jilly Bing. Moving to San Francisco to help with childcare and other tasks, she ensures my kids have home-cooked meals, giving me the luxury to focus on work while they're at school.

Beyond practical support, she's a rock of emotional support as I navigate the challenges of building a business while being a mother. I believe if she had the same resources available, she'd have been a highly successful businesswoman herself. She also has incredible creative skills – all things that made a mark on Jilly Bing. Recently, she even created a prototype for our next packaging! 

Most importantly, though it's sometimes hard advice to hear when I'm knee-deep in business problems, she always reminds me of my "true north"—my children and family.

What have you learned about yourself and how have you surprised yourself as you've built Jilly Bing?

Elenor: Without delving into the widely reported challenges of being a startup founder (of which I experienced many!), I've really leaned into my superpower: knowing when to ask for help and bringing together great people who share my vision that representation matters.

Beyond the doll and toy industry, I've received tremendous support from Asian Americans across various sectors—from bankers and community advocates to nonprofits and more. Our earliest press coverage came predominantly from Asian American journalists and media sites (like Very Asian), who believed in what we were building from the start.

I also recently attended The Asian American Foundation (TAAF) conference alongside fellow founders and friends. I am incredibly proud to be Asian American during this exciting time.  It's clear our voices are growing stronger.  

I love being part not just of the Asian American community, but one of AAPI female consumer founders. We are working as a team to normalize what was once considered unusual while supporting each other. We're founders, moms, changemakers—whether it's creating inclusive books, cultural activities, dolls, or improving the new mom experience, we all share a vision to create a better world together.