Our mission is to empower all children to see themselves as connected, creative, strong people with the ability to go anywhere. Be anything.


Wonder Crew, the first doll inspired by boys to win the prestigious TOTY Doll of the Year Award, grew from a Kickstarter to national recognition, featured in: The Wall Street Journal, Upworthy, Parent's Magazine,The New York Times, ABC News, The Atlantic and more. The line is also a recipient of Parent's Choice, Mom's Choice and Brain Child awards.  As recognized thought leader, founder Laurel Wider was an honored speaker at the groundbreaking Obama-era White House conference, Breaking Down Gender Stereotypes in Media and Toys So That Our Children Can Explore, Learn and Dream Without Limits.

Why dolls for boys?

Because doll play is rich in social-emotional skill building and wanting to nurture and connect is simply human, not gender specific. Studies show that strong relationships and the ability to connect emotionally are key to happiness, health and even career success. Yet toys that encourage friendship and empathy are largely marketed to girls - sending the message to many boys that this kind of play is not for them. Until now...

Wonder Crew brings the power of friendship into the world of boys' play.

Our buddies combine the adventure of an action figure with the emotional connection of the favorite stuffed animal. 

Included with each doll is a child-sized matching-piece of adventure gear. When children suit up along side their buddy, this not only adds to the crew-like vibe, but also deepens the imaginative play experience.

Inspired by boys but truly meant for any child, Wonder Crew builds empathy, imagination, confidence and is 100% fun!

Wonder Crew is for the kind, cool and creative child - that’s what it takes to live our motto: “Go anywhere. Be anything”.

More adventures to come!



Wonder Crew ExplorerWonder Crew Super Hero

Founder and CEO

Wonder Crew was founded by Laurel Wider, a psychotherapist and a mom, who reacted when her son came home from preschool one day and announced “boys aren’t supposed to cry." Frustrated by many of the messages boys were (and weren't) receiving from the “blue aisle” and inspired by the way play influences child development, she created Wonder Crew in efforts to broaden the definition of boyhood and encourage kids to be their full selves.

With a background in psychology, gender studies and now toys/children's content, Laurel is interested in projects that create positive social impact. 

Questions for Laurel or information about speaking engagements:  


Watch Laurel’s PBS Interview >