Born from community, creativity, and representation, Zuri & Dre is a Canadian plush toy brand redefining what children see and who they see in their everyday play.

After receiving overwhelming community feedback on a series of illustrated online avatars created as a personal project in 2017, founder Danielle Murrell used that support and momentum to bring Zuri & Dre to life.

Today, Zuri & Dre offers dolls, books, and home décor rooted in storytelling, self-love, and visibility. Built by Danielle, who has remained a team of one, the brand stands as a testament to the power of dedication, community-led creation, and intentional design.

From Avatars to Plush Dolls

Zuri & Dre’s story began in 2017, when Danielle started creating illustrated avatars as part of a personal social media project. With encouragement and support from an engaged online community, those illustrations evolved into self-published colouring books released in 2018 and 2019. The response was overwhelmingly positive, and the community wanted more.

Fueled by that momentum, Danielle took the next step and launched the plush toy brand now known as Zuri & Dre. From the very beginning, the community has been central to the brand’s growth, to the point that the audience even helped name it.

After the amazing feedback from the colouring books and the push by my community, I launched the plush toy brand we know today as Zuri & Dre.

Today, Zuri & Dre has expanded beyond plush toys to include dolls, books, and home décor, all built around the same core values of representation and everyday visibility.

A Focus on People and Play

Rather than animals or fictional characters like superheroes, Zuri & Dre focus on realistic, yet still cute, people. Dolls that reflect everyday life and feel familiar.

We should be used to seeing ourselves in the everyday, and not just in fantasies.

Through intentional design, Zuri & Dre normalize seeing people represented in toys, helping children recognize themselves not as exceptions, but as part of the world around them.

A Brand Shaped by Community

The name Zuri & Dre carries the same collaborative spirit that defines the brand. When it came time to name the dolls, Danielle once again turned to her social media community, inviting followers to submit name ideas. After narrowing down favourites, the two winning names became the brand itself: Zuri & Dre.

It’s a name shaped by community, reflecting the shared ownership and connection that has guided the brand since day one.

Design as the Brand’s Backbone

As a designer and illustrator, Danielle’s professional background influences every aspect of Zuri & Dre.

From the logo and visual identity to product design and marketing materials, the brand is built on a strong foundation of visual storytelling and intentional aesthetics.

My career influences everything for Zuri & Dre. It’s the backbone of the whole brand.

This design-first approach ensures consistency, clarity, and emotional connection across every touchpoint, from the dolls themselves to how the brand shows up online and in homes.

Joy as the Greatest Reward

For Danielle, the most rewarding part of building Zuri & Dre has been witnessing the joy the dolls bring to people’s lives.

From children to adults, seeing genuine reactions and hearing stories from customers has been deeply meaningful, a reminder of the emotional impact thoughtful products, even something as simple as a plush doll, can have.

Being part of that joy has become one of the brand’s greatest motivations to keep going.

Looking Ahead

While Instagram has played a significant role in building awareness for Zuri & Dre, the brand’s most powerful growth engine has been word of mouth.

Affectionately referring to supporters as “Aunties & Uncles,” Danielle credits this growing community as the most valuable form of brand awareness. When thinking about the next five years, her vision remains grounded and honest.

Honestly, I just want to still be in business and hopefully thriving.

In 2026, as many small businesses have paused operations or closed, sustainability and longevity remain top priorities. Looking ahead, Danielle hopes to see Zuri & Dre in more retail locations, helping the dolls find new homes and reach even more families.

With its community-first approach, intentional design, and commitment to everyday representation, Zuri & Dre stands as a Canadian-made brand that uses play as a powerful tool for visibility, connection, and self-love.

You can shop their cute plush dolls on their website and stay updated on their future launches on their socials.

As always, you can discover more Canadian-made brands and local businesses on efosa.