In the Toy Department, Representation Matters

These toy companies prioritize ensuring that kids see themselves in their toys.

Orijin Bees offers baby dolls with a variety of skin tones and hair textures, along with plush and other educational and cultural toys designed to represent Black children. The company’s name stands for “Our Representation Is Just Inclusion Normalized, Beautifully Empowering Every Soul.”

Product: Nu’Bee Doll Collection | Ages: 1+ | MSRP: $69.99 | Available: Summer 2022

Healthy Roots Dolls offers Zoe, an 18-inch doll that is designed to teach kids to love their curly hair. Zoe features washable hair that kids can style into braids, puffs, and more. Accessories are also available, including a set of hair-styling tools; additional outfits; and a set of matching satin bonnets for Zoe, a child, and an adult.

Product: Healthy Roots Zoe | Ages: 6+ | MSRP: $79.99 | Available: Now

Founder Terri-Nichelle Bradley began curating engaging, educational STEAM boxes for kids in inner city Title 1 schools back in 2017. Last year, Brown Toy Box evolved into a full-scale educational toy company dedicated to disrupting generational poverty. The company’s educational products all feature a group of diverse characters called the “Dadisi Academy Crew.”

Product: Brown Toy Box STEAM Kits | Ages: 5+ | MSRP: $29.99 | Available: Now

Since launching on Kickstarter in 2014, IAmElemental has launched a variety of female action figures, each inspired by a “real life” superpower such as bravery, energy, honesty, creativity, and curiosity. The figures are designed to present strong female characters and encourage everyone to embrace their inner powers. 

Product: Courage Core Power Figure | Ages: 3+ | MSRP: $25 | Available: Now

This company offers magnetic wooden blocks, card games, and wall stickers featuring heads, bodies, and other components that kids can mix and match to create a diverse assortment of characters who look like the people and families in their lives and communities.

Product: My Family Builders 48-Piece Set | Ages: 1+ | MSRP: $74.95 | Available: Now

This company offers puzzles, memory games, playing cards, and other items featuring illustrations that include diverse families and characters. Along with rebranding, Upbounders will launch 14 new products this year, including two preschool board games.

Product: Picnic Panic | Ages: 4+ | MSRP: $18.99 | Available: Spring 2022

Founded by Dr. Lisa Williams, The Fresh Dolls offers The Fresh and Simply Fresh fashion dolls, Fresh Squad male fashion dolls, Positively Perfect toddler dolls,

DIVAH baby dolls, and a new doll for the Disney+ series The Proud Family Louder and Prouder. These dolls are all designed to nurture kids’ self-confidence and encourage imaginative play. The dolls feature custom-blended skin tones, representative body types, and a variety of washable hair textures, including afro-puffs and wavy and curly styles.

Product: The Proud Family Louder and Prouder – Penny Proud Fashion Doll | Ages: 4+ | MSRP: $14.99 | Available: Now

This doll line gets its name from the Sanskrit word “Ishta-Devata,” which means “cherished deity.” These plush dolls are designed to embody the Ishta-Devatas, or special protectors, found in Hindu culture. The available designs include Durga, who symbolizes feminine energy; Saraswati, the goddess of knowledge and the arts; and Lakshmi, who symbolizes wealth and good fortune. 

Product: Baby Lakshmi | Ages: 2+ | MSRP: $32 | Available: Now

Families can get subscription boxes, puzzles, and other activities inspired by different traditions and countries from In KidZ. The culture boxes are designed to educate the next generation of kids about diversity and inclusion through play. The company also partnered with Boy Meets Girl for a special #StopHate box that is designed to combat bullying.

Product: America Box, Black History Edition | Ages: 3+ | MSRP: $49| Available: Now

A version of this article was originally published in the February 2022 edition of the Toy Book. Click here to read the full issue!