A strategic brand collaboration can reap massive benefits for a start-up or small business, especially when both parties share an authentic alignment of values.

Brand collaborations have proven a game-changer for HeyDoodle. From boosting brand credibility and reaching new audiences who may not have found us otherwise, to engaging our existing audiences with exciting new products and limited-edition collections, brand collaborations can be incredibly powerful and an almost guaranteed ‘win-win’ for all parties if they’re carefully designed from the outset.

While HeyDoodle is my first foray into the world of e-commerce, my background as an architect called for umpteen instances of collaborating with partners, so I’ve always been attuned to the benefits that come from working with likeminded business partners.

Effectively my self-funded startup side-hustle born from a need to keep my young children engaged especially when we were out and about, HeyDoodle has numerous points of difference. Our playmats are eco-friendly, expert-backed, mess-free, versatile and reusable.

Yet despite these unique selling points and as a 2019-founded entry into the competitive market of kids’ toys, obtaining a platform to stand-out from the pack isn’t necessarily easy, especially as a startup.

To this end, brand collaborations are working wonders for HeyDoodle and playing a pivotal role in sustaining the growth of the business.

The critical key to our success in partnering with brands like Australia Zoo, Melbourne Museum, Taronga Zoo and Puffing Billy is an authentic alignment of brand values and setting clear goals from the outset.

Since HeyDoodle shares our partners’ commitment to sustainability, education and fun, we’ve been able to create deep connections with audiences to the benefit of each partner.

How to forge and build a successful brand partnership – HeyDoodle x Australia Zoo

As a genuine supporter of the Irwin family’s environmental advocacy, I thought Bindi’s daughter would enjoy our playmats, so I simply sent her one as a gift when Grace turned two.

Shortly after, I received an email from Bindi saying: ‘I have to tell you that we are already huge fans of what you do! Thanks to your lovely activity mats, we have actually been able to ENJOY dinners out with our happy toddler”.

So, it really was quite a charming and organic connection that sparked our collaboration with Australia Zoo. It’s a collaboration ultimately driven by a shared vision to capture the essence of what makes the Zoo unique — its commitment to wildlife conservation, education, and a love for animals.

Bindi’s sincere appreciation of our product laid the foundation for a meaningful relationship. I am a firm believer that prioritising long-term relationships over one-off promotions increases credibility and impact. 

After receiving Bindi’s email, I took a chance and suggested introducing HeyDoodle to the Australia Zoo gift store given the alignment of our brand values, and then the idea of a custom range collaboration – and it all just took off from there.

I worked closely with Australia Zoo’s in-house graphic designer, guiding through the specifics of printing on silicone; a process that requires attention to detail to ensure the design maintains its vibrancy and durability. Together, we developed a design that’s visually appealing and embodies the heart of Australia Zoo’s mission, offering a perfect souvenir to encapsulate the experience of being at Australia Zoo. 

Australia Zoo is a reputable and globally recognised champion of eco-consciousness, so the collaboration has significantly boosted the credibility of HeyDoodle. Being able to showcase not just one but two successful partnerships with Australia Zoo has reinforced our industry standing and proven our ability to deliver high-quality, customised products.

Moreover, the collaboration that started with a simple gift has opened doors to other major partnerships including with Melbourne Museum, Taronga Zoo, and Puffing Billy. Additionally, we’ve been able to leverage this success to attract interest from museums across the US, further expanding our international reach.

A true partnership calls for careful consideration of your partners’ goals as well as your own. By creating bespoke, educational, and eco-friendly products that serve the values of our partners as well as our own, our brand collaborations are contributing to the growth of the business both locally and abroad.  

What’s next for HeyDoodle

I envision HeyDoodle’s continued growth, with a strong focus on expanding into new markets, particularly in the US and Europe. Future partnerships and collaborations will certainly play a key role in this growth.

We aim to work with more museums, zoos, and educational institutions to develop custom, eco-friendly products that align with the missions of our partners as well as with HeyDoodle’s mission.

By building these strategic partnerships, we anticipate a strengthening of our brand presence and aim to reach a broader, international audience.

Beatrice Toh is CEO and founder of HeyDoodle, an international award-winning entrepreneur, co-author, panel speaker and mum of three.