The Noodoll story began in London during Founder/Creator Yiying Wang's MA course at Central St Martins. Originally from Taiwan, Yiying was inspired by the food of her culture. Adopting the malleable nature of noodles she created the playful visual identity synonymous with the brand.
In 2009 ‘The World of Noodoll’ was published - An illustrated book authored by Yiying featuring a cast of characters made from rice and noodles. Two years later, Ricemon and Riceroar leapt from the page and became the first in a canon of unique plush toys, known as Ricemonsters.