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 that founder and CEO Jenelle Peterson has been named a finalist for the 2026 Wonder Women Awards – Small Business / Entrepreneur of the Year, presented by Women in Toys, Licensing & Entertainment (WiT).

The Wonder Women Awards celebrate exceptional leaders who are shaping the future of the global toy, licensing and entertainment industries. The Small Business / Entrepreneur of the Year category recognizes founders who have demonstrated outstanding leadership, innovation and business growth while making a meaningful impact on the industry.

For Wild Life Outdoor Adventures, this nomination represents something much bigger than one founder—it reflects a growing movement of families choosing curiosity over convenience, exploration over screens, and 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

Founded in Calgary, Alberta, Wild Life Outdoor Adventures creates award-winning outdoor adventure kits, games and educational tools designed to inspire real-world exploration. The company focuses especially on kids ages 8+, an age group often underserved in the toy industry despite growing evidence that older children are increasingly disengaging 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 access to social media platforms for children under 16 and introduce stronger protections for youth online, including age verification requirements and accountability measures for platforms. The legislation responds to growing concerns from parents, educators and health experts about the impact of excessive screen time on mental health, development and well-being. Recent reporting has also highlighted mixed reactions from families—many welcoming stronger safeguards, while others raise questions about enforcement and digital literacy—underscoring the complexity of balancing technology use with healthy childhood development.

Against this backdrop, Wild Life Outdoor Adventures is positioned as part of a broader cultural shift toward protecting childhood and encouraging healthier alternatives. The company’s products offer hands-on, curiosity-driven experiences that build confidence, independence and a lifelong connection to the outdoors—providing meaningful ways for kids to engage beyond screens.

Since launching in 2020, Wild Life Outdoor Adventures has evolved from a direct-to-consumer subscription box into a rapidly growing international wholesale brand. Following a strategic pivot, the company streamlined its product line, redesigned its packaging for retail, and expanded distribution across North America—resulting in significant revenue growth and strong retail performance. Today, Wild Life products are carried by more than 300 retailers, with plans to expand global distribution and continue developing innovative products that make outdoor learning accessible, engaging and 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 also highlights the growing influence of Canadian entrepreneurs within the global toy and play industry and reflects Wild Life Outdoor Adventures' commitment to creating meaningful products that connect children with nature through play.

The 2026 Wonder Women Awards winners will be announced during the annual awards celebration on September 17, 2026, 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

Wild Life Outdoor Adventures is a Canadian-owned outdoor education company on a mission to get more kids outside. Through thoughtfully designed adventure kits, educational games and exploration tools, the company helps families disconnect from screens and reconnect with nature through hands-on discovery, outdoor skills and imaginative play. Wild Life products are available through specialty retailers, museums, nature centres and outdoor stores across North America.