Founded in 2019 by Nav, a UK-born mum of two based in Singapore at the time, Erda Ally began with a simple idea: Doodle Dat reusable colouring mats designed to keep children creatively engaged at home and on the go. As the brand evolved, Doodle Dat grew into the heart of the business—becoming a much-loved range recognised by families across Singapore.
Today, Doodle Dat stands as its own dedicated brand, focused on creating reusable doodle mats that inspire creativity while encouraging more sustainable everyday habits. Made from 100% food-grade, non-toxic silicone, our mats are designed to be reused again and again—helping families reduce waste in a fun, practical way. We also minimise excess packaging and prioritise reusable or repurposed materials wherever possible as part of our commitment to more mindful business practices.
Giving back has always been part of our journey. Since April 2026, Erda Ally has proudly been a member of 1% for the Planet, donating 1% of annual sales to environmental causes. Over the years, we have also supported organisations including the WHEEN BEE Foundation and Singapore Children’s Society, and in 2023, we partnered with Ecologi to plant a tree for every online purchase.
Today, Doodle Dat mats are award-winning and loved by families for making creativity, connection, and reusable play simple and enjoyable every day.
