Plush toys designed after organs launch Madison doctor's small business

When thinking of plush toys, organs with smiling faces aren’t generally the first thought that comes to mind. But Nerdbugs’ brightly colored organs have become a hit, launching Madison-based Dr. Ronak Mehta’s online business and reaching nearly six figures in sales after just more than a year.

Mehta, 34, a family practice doctor with UW Health, launched Nerdbugs last July with five different stuffed toy options — a heart, a pair of lungs, a neuron, a kidney and a uterus — which could be bought through her website or through Amazon.

Nerdbugs has since grown in popularity. Mehta is one of six finalists for woman-owned small business of the year in Amazon’s first Small Business Spotlight Awards.