press release


MOO enlists a “feltician” to turn 100 employees into dolls. 

Atlanta, Georgia – August 30, 2016 – Most employees are lucky to get a cake for their work anniversary. MOO employees get a doll. A custom-made, hand-stitched doll that looks just like the employee – if they were ten inches tall and made of felt. 

The idea to dole out dolls came to the prominent London-based printing company a couple of years ago when one of their employees discovered the work of Helen Greenstein, a textile artist who goes by the moniker eleni (her first name in Greek). 

“MOO lets you put a different image on the back of each business card,” says Greenstein, “so I chose to feature my dolls. Someone at MOO spotted my work among the millions of cards they print each month and thought they’d make great anniversary gifts.” 

The rest is hand-made history. Two years and 100 dolls later, this feltician (a term Greenstein coined for artists who work with felt) is still stitching strong, bringing even more MOO employees to life in felt. 

Each doll is made with wool/rayon blended felt, cotton DMC thread, and poly stuffing, and takes anywhere from 12 to 20 hours to make. They’re designed with a clean, modern aesthetic that captures the personality of its human doppelgänger in meticulous detail. They even come with an accessory.

“My favorite part is the personalization,” says Greenstein. “One employee plays the electric guitar so I made a 3” wide Gibson to accompany his doll.” 

Other employees have received similar personal touches – each micro-stitched with impossible detail – like an inch-tall kiwi bird, a two-inch tall saké bottle with Japanese writing, and the tiniest tea cup you’ve ever seen, complete with a 6mm hanging tea bag. 

But you don’t need to work for MOO to get a personalized doll. Anyone can order their own custom-made doll at They run from $250 to $300 each, depending on the size. 

About eleni:

Founded in 2008, eleni ( is Helen Greenstein, a textile artist who works with felt to create one-of-a-kind, hand-stitched dolls, dogs, baby mobiles and other stuffed creations, as well as pop culture inspired fine art pieces. 

About MOO:

MOO ( is an award-winning print and design company based in London, England. Founded in 2004, MOO specializes in premium business stationery and promotional materials. They print millions of cards a month and have hundreds of thousands of customers in over 200 countries.


Helen Greenstein
eleni / feltician
Ph: 919.395.4817
2429 Sherbrooke Drive
Atlanta, GA 30345