When U.S. President Donald Trump ramped up his tariffs and even tossed around the idea of absorbing Canada as the “51st state,” the fallout wasn’t just political — it was personal for Canadian shoppers. Especially those buying dolls.
For Pam Williams, a grandmother from Stony Mountain, Manitoba, Trump’s rhetoric was the tipping point.
She had been buying American Girl dolls for her granddaughter for years, even turning it into a tradition — purchasing one annually to create custom skating outfits as a raffle prize for her local figure skating competition. But this year, she took a stand.
“I simply could not, in good conscience, given the political situation with the U.S.A., buy an American Girl doll,” she told The Newmarket Era. “Because of Trump’s threats on Canada, I refuse to buy American products.”
So she turned north — to Newmarket, Ontario’s Maplelea Canadian Girl Dolls, a proudly homegrown brand celebrating Canadian culture from coast to coast. This year, her donation will be a Maplelea doll dressed in a red Canada jacket and skates — “a proud Canadian,” as Williams describes it.
A Political Push Turns into a Business Boom
Williams isn’t alone. Kathryn Morton, Maplelea’s founder and owner, says doll sales have seen a noticeable rise — not just in Canada, but in the U.S. too.
What began as a subtle uptick last year has grown into a full-on surge, coinciding with rising trade tensions and nationalistic rhetoric coming from the White House. “It’s really taken off,” Morton said. “People are discovering the quality of our dolls — and the depth of our storytelling.”
Meet the Maplelea Girls — Stories That Celebrate Canada
Unlike their American counterparts, the Maplelea Girls are distinctly Canadian in both identity and backstory. The core lineup features seven diverse characters, each rooted in a different region of the country:
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Alexi from Toronto is a tech-savvy urban explorer.
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Brianne, from the Prairies, is passionate about horses and dance.
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Charlsea, a free spirit, hails from Salt Spring Island, B.C.
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Leonie, from Quebec, balances music with a love of hockey.
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Taryn, based in Banff, is an outdoor adventurer and hiker.
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Saila, from Nunavut, proudly shares her Inuit culture.
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Jenna, a sporty, ocean-loving girl from the East Coast, also supports marine life — with a portion of her sales going to the Canadian Sea Turtle Network in Halifax.
Each doll is priced at $125 and comes with a rich story journal that includes personal details, cultural insights, and educational content. The Maplelea & ME line allows children to co-create their doll’s identity with fill-in-the-blank journals.
“We pour an enormous amount of effort into these journals,” Morton explained. “Saila’s story, for example, is incredibly meaningful and was developed in consultation with Inuit communities.”
Social Values Sewn In
Maplelea isn’t just about storytelling — it’s about impact. The company donates part of the proceeds from its Orange Shirt clothing line to the Orange Shirt Society, which educates Canadians about the intergenerational trauma of residential schools.
For many customers, especially in the current climate, that matters.
As political divides grow deeper and shopping becomes a reflection of values, some Canadians are swapping imported tradition for something that feels more like home. For Williams, Maplelea allowed her to continue a cherished tradition — while sending a message.
“I wanted to support Canadian jobs and Canadian stories,” she said. “This felt right.”
And in this case, the right doll says more than words ever could.
