In 2014, Nickolay founded the Lammily line of dolls, a body-positive alternative to Mattel’s Barbie. The line has appeared on Time, CNN, USA Today, BuzzFeed, etc. and has sold over 50,000 dolls in over 62 countries. The impact was so large, that, according to Time, it influenced Mattel to release a competing product in 2016 — altering their line of dolls for the first time in company history. Nickolay spends the majority of his time on marketing and product development of Lammily. Most recently, he launched the “Lammily Wheelchair“, the only fashion doll sized wheelchair on the market.

Nickolay’s brother is a physician at Emory University; he’s experienced and seen how hard residents work and how they need the necessary tools to perform their job at the highest level. Nickolay wants to make sure that the people taking care of patients are also taken care of themselves.