YiYing Wang grew up in Taiwan, where she loved cartoons, collecting toys, and the Japanese "cute" culture. She moved to London to study visual communication design and developed the character of Noodoll as part of her MA studies. She has published two best-selling books on fashion as well as the unique gift books Me in My Bag and Pip Pom Pom and His Flowers (with Donna Wilson). YiYing has also made Noodoll's world a hit as clothing and gifts.