OUR STORY

Hi, I’m Julie—the Play Dough Lady!

Young, Wild & Friedman truly started as a "Whoa, I started a business!" kind of thing. It all began back in 2017 when one of my kids was diagnosed with a range of speech disorders. Her doctor recommended incorporating sensory play into our daily routine—so, like any determined mom, I dove in and created our very first play dough kit. Evie loved it, her friends loved it, and then... well, here we are!

Eight years later, and I'm still pinching myself! It’s crazy to think that something I whipped up in my kitchen for my daughter has become a playtime staple in homes all over the country. It has been a WILD ride—from packing kits on my living room floor to selling out of 200 Baking Kits in our first official launch in ONE minute, to driving all over Texas hunting down the IKEA storage containers we used to pack our kits in! YWF has outgrown my house, our first “play dough house,” and is now in its fourth warehouse!

Looking back, I wouldn’t change a thing. We’ve built an amazing team (45+ incredible women and a few great guys!), and we’re all about creating a work environment that fosters community, consistency, joy, and a sense of belonging.

I’m not much of a planner—just a doer, a creator, and someone who loves what I do! One of my favorite things? Watching my own kids get lost in play with YWF kits for hours on end and coming back to them over and over again. There’s something magical about giving children open-ended sensory play and watching their imaginations take over.

We also love giving back! Supporting causes close to our hearts is a priority, and we’ve partnered with Texas Children’s Hospital and several other organizations. Check out our YWF Gives highlight on Instagram to see more!

Thanks for being here—it means the world!

Xoxo, Julie