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.