2001: Noodoll was born whilst YiYing was studying for her MA at Central Saint Martins. Since then, Noodoll has grown into a much loved quirky and fun brand.

2002-2007: The first 'Noodoll' Collection launched (2002). Its playful concept and strong narrative made Noodoll an instant success and Urban Outfitters, TOPSHOP, CULT Clothing, House of Fraser and independent boutiques across the UK were swift to stock the new quirky brand. Other Noodoll merchandise, such as a limited edition range of notebooks has also been sold in shops and art galleries, including the Design Museum, Magma and MOMA.

2008-Present: 2008 saw Noodoll branch into the Children's book market, and 'Ricehead's Revenge' was first published by Blue Apple Books in April 2009, with the traditional Chinese version also published at the same year by 大塊文化 Locus Publishing.

YiYing set up the Noodoll studio (Noodoll Ltd) in 2008 with a vision of creating accessory designs supported by a playful narrative. Noodoll products are light hearted, uplifting and original, they are not only unique in decorative appearance but also in function. Noodoll team is now expanding, and is constantly creating more products and licensing cooperation.