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 Bing, that celebrates the Asian American culture. NBC’s Vicky Nguyen reports for TODAY.

"Mak created...Jilly Bing,...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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"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.”" 

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

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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 found of Jilly Bing dolls."

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

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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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"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..." 

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

"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." 

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

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

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

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"Jilly Bing is the first authentic Asian American doll in the market."

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