Big Take The Big Business of the Doodle Boom
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Nov 28, 2025 Lauren Houston, founder of Sunny Heart Doodles, shares her journey in breeding Australian Labradoodles with a strong social media presence. Journalist Allie Conti dives into the explosive growth of the doodle industry, discussing both its billion-dollar market and the criticisms faced from purebred advocates. They explore the origins of doodles, their rise in popularity, and how social media has played a pivotal role in their acceptance. Will the doodle craze continue to flourish, or have they already peaked? Tune in for fascinating insights!
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Hobby Turned Home Breeding Business
- Lauren Houston breeds multi-generational Australian Labradoodles from her home and launched Sunny Heart Doodles in 2021.
- She has raised dozens of puppies and treats social media as central to her program and sales.
Doodles Became A Cultural Phenomenon
- Doodles have become a major pet category with big cultural visibility across streets, cafes, and TikTok.
- The combination of appearance and temperament helped them scale from niche to potentially billion-dollar industry.
Sizing The Doodle Economy
- Allie Conti estimates the doodle market is just north of $1 billion using dog counts, sale prices, and maintenance costs.
- High purchase prices and elevated annual care (grooming, healthcare) drive the market value.