Sema from the YouTube series ‘Super Sema.’ | Source: Kukua

Just Play will launch some pretty super toys next fall.

The company has entered into a licensing agreement with edutainment company Kukua to create toys, including dolls and role-play sets, for the YouTube Originals series Super Sema. The show follows young African girl Sema and her twin brother MB who have STEAM superpowers.

Super Sema premiered on International Women’s Day this past March and has amassed millions of views since its launch. The series takes place in an African-futuristic world where Sema and MB use science, technology, creativity, and courage to save their village from an AI robot villain.

Related: Just Play Debuts ‘Learning Activity Centre’ on Amazon

The series is produced by Nairobi-based edutainment company Kukua, which is helmed by a female team, including Oscar-winner Lupita Nyong’o, who is a shareholder, executive producer, and voice in the series. “I’m excited to see Super Sema come to life as dolls and dress-up role play, so that kids around the world can play out Sema’s STEAM-powered adventures at home,” Nyong’o says. “I’m deeply invested in making Black children feel confident and comfortable in their own skin, and, like the series, this will give them the opportunity to play, be creative, and invent with toys that look like them. Sema is the kind of doll I wish I had growing up!”

Just Play’s product line will launch in fall 2022.

About the author

Maddie Michalik

Maddie Michalik

Maddie Michalik was the Editor-in-Chief of The Toy Book from 2020-2022. She was also a Senior Editor at The Toy Insider and The Pop Insider.