A Recognition That Reflects a Bigger Mission

Wild Life Outdoor Adventures Founder Jenelle Peterson Named Finalist for the 2026 Women in Toys Wonder Women Awards

Calgary, Alberta – July 6, 2026 — Wild Life Outdoor Adventures is proud to announce its founder. Jenelle Peterson has been named a finalist for the 2026 Wonder Women Awards – Small Business / Entrepreneur of the Year. These awards are presented by Women in Toys, Licensing & Entertainment (WiT).

The Wonder Women Awards celebrate exceptional leaders. They shape the future of global toy, licensing, and entertainment industries. The Small Business / Entrepreneur of the Year category recognizes founders. These founders show outstanding leadership, innovation, and business growth. They also make a meaningful industry impact.

For Wild Life Outdoor Adventures, this nomination means more than one founder. It reflects a growing movement of families choosing curiosity over convenience. They choose exploration over screens. They also choose meaningful time together in nature.

"This nomination belongs to every family choosing adventure over another hour of screen time," said Peterson. "It belongs to the kids who are asking questions, getting muddy, building confidence outside, and discovering the world around them. We're proud to be part of a movement that helps families reconnect—with each other and with nature."

Jenelle Peterson, Founder

Wild Life Outdoor Adventures was founded in Calgary, Alberta. The company creates award-winning outdoor adventure kits, games, and educational tools. These tools inspire real-world exploration. The company focuses on kids ages 8+. This age group is often underserved in the toy industry. Older children increasingly disengage from traditional play.

This shift is increasingly reflected in public policy and national conversations. In Canada, the proposed Safe Social Media Act aims to restrict social media access. This applies to children under 16. It also introduces stronger protections for youth online. This includes age verification and accountability measures for platforms. The legislation responds to concerns from parents, educators, and health experts. These concerns are about excessive screen time. They relate to mental health, development, and well-being. Recent reporting highlighted mixed reactions from families. Many welcome stronger safeguards. Others question enforcement and digital literacy. This underscores the complexity of balancing technology use. It also highlights healthy childhood development.

Wild Life Outdoor Adventures is part of a broader cultural shift. This shift protects childhood. It also encourages healthier alternatives. The company’s products offer hands-on, curiosity-driven experiences. These build confidence, independence, and a lifelong outdoor connection. They provide meaningful ways for kids to engage beyond screens.

Since launching in 2020, Wild Life Outdoor Adventures has evolved. It began as a direct-to-consumer subscription box. Now it is a rapidly growing international wholesale brand. Following a strategic pivot, the company streamlined its product line. It redesigned packaging for retail. Distribution expanded across North America. This resulted in significant revenue growth. It also led to strong retail performance. Today, Wild Life products are carried by over 300 retailers. Plans include expanding global distribution. The company will continue developing innovative products. These products make outdoor learning accessible and engaging. They also make it scalable worldwide.

"This recognition reflects the incredible community behind Wild Life," Peterson added. "From our retail partners and collaborators to the families who bring these products to life, this is a shared achievement. Every time a child steps outside with curiosity and confidence, it reinforces why this work matters."

"As a mom, nature lover, and owner of two toy stores, Wild Life Outdoor Adventures has been a wonderful addition to our stores. In a category that's long been filled with plastic, uninspiring products, Jenelle has created something truly different. I really appreciate the educational value and genuine love of nature that this brand is built around. Her thoughtfully designed products inspire kids to unplug, explore, and learn through play, and we're thrilled to see her receive this well-deserved recognition."

— Shawnta' Ray, Owner, Happy Up Toy Stores

The nomination highlights the growing influence of Canadian entrepreneurs. This is within the global toy and play industry. It reflects Wild Life Outdoor Adventures' commitment. They create meaningful products. These products connect children with nature through play.

The 2026 Wonder Women Awards winners will be announced soon. The annual awards celebration is on September 17, 2026. It will be at Paramount Pictures Studios in Los Angeles, California.

To learn more about the Wonder Women Awards finalists, visit the official Women in Toys, Licensing & Entertainment finalists page.

About Wild Life Outdoor Adventures and the Wonder Women Awards

Wild Life Outdoor Adventures is a Canadian-owned outdoor education company. Its mission is to get more kids outside. Through thoughtfully designed adventure kits, the company helps families. It also uses educational games and exploration tools. They help disconnect from screens. They help reconnect with nature. This happens through hands-on discovery, outdoor skills, and imaginative play. Wild Life products are available at specialty retailers. They are also found in museums, nature centers, and outdoor stores. These are all across North America.