In the News

Hear what others are saying about Jilly Bing.

  • Macy’s has just announced the launch of The Jilly Doll, the first true-to-life Asian American doll, in some of its Toys “R” Us shops. This is the first of many toys in development that celebrate Asian heritage. The doll is available at select Toys “R” Us locations and online at Macys.com

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  • Elenor Mak is the founder of Jilly Bing, the company behind the Jilly doll. Jilly is an Asian-American doll, created because Mak wanted to give her daughter a doll that looks like her, but she couldn't find one. The Jilly doll launched last summer and sold out within weeks. It is now available online and in certain stores.

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  • Half of parents rank diversity and representation as a top consideration when shopping for toys. Now, Elenor Mak, is on a mission to create a more inclusive selection of dolls with her line, Jilly Bǐng, that celebrates the Asian American culture. NBC’s Vicky Nguyen reports for TODAY.

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    This Mom Started a Side Hustle After a 'Shocking' Realization in the Toy Aisle. Her Product Was in Macy's Within the Year — Seeing Nearly $350,000 in Sales. Elenor Mak, now founder of Jilly Bing, didn't plan to start a business — but the search for a doll that looked like her daughter inspired her to do just that.

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  • Elenor Mak, an entrepreneur with a young daughter, has started her own line of dolls, releasing her first design,Jilly Bing, earlier this year. Jilly Bing, which Mak says is the “first authentic” Asian American doll, is named after her daughter, and Bing is from the Chinese word 饼, which means “cookie.”

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  • "Dolls represent what society thinks is beautiful, so the fact that there was not one that looked Asian – I just really wanted to change that...I want all children to know they belong...They are beautiful as they are.”

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  • "Dolls are not just a toy that's in passing," she explained. "It's the child's first imaginary friend. It's the child trying to make sense of the world."

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  • "Mak created...Jilly Bǐng,...a line of authentic dolls that not only celebrate Asian-American culture and heritage, but more accurately reflects...Asian children."

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  • "Jilly is designed to reflect modern Asian American children, from the authentic shape of their eyes to their playful smiles."

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  • "A Bay Area woman has created a new toy company capturing the diversity she says she never saw in her own dolls growing up. KRON4 spoke with Elenor Mak, the founder of Jilly Bǐng dolls."

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  • "The media that we consume reflect society’s beauty standards and influences of how kids perceive themselves; a belief that made Mak design Jilly as a figure of empowerment for Asian kids...Jilly [is] an Asian female who [is] non-stereotypical, one who [is] not demure or shy nor exoticized..."

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  • "Jilly Bing was founded by mom and CEO Elenor Mak after struggling to find Asian American representation in the toy aisles."

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    "Asian girls have always been told who they're supposed to be. Growing up, you were expected to be demure, polite, shy," Mak noted. "We want to showcase her as ... someone who has the freedom to be who she is."

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  • "Our children deserve a better story, and I set out to do so by creating Jilly Bǐng." 

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  • "Mother Launches Line of Asian American Dolls...the first toy company to create ...characters that resemble Asian American children."

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  • "Diversity in dolls: Jilly Bing, a Bay Area company, is creating a line of Asian American dolls." 

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  • "Jilly Bǐng is the first authentic Asian American doll in the market."​

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  • "Elenor Mak...launches Asian American doll company after struggling to find adequate representation."

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  • "Mom Entrepreneur Creates Asian American Doll After Seeing A Glaring Lack Of Representation On Toy Shelves"

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