Dr. Lisa Williams amongst her doll empire.| Source: World of EPI

It’s no secret that dolls have been around for as long as we can remember. In fact, according to the National Gallery of Art, dolls are thought to have been in vogue since prehistoric times. Although dolls have such a rich history, most doll lines represent only a fraction of the world’s population. A recent poll from the Pew Research Center reveals that 46.8 million people in America identify as Black — and that number is rapidly growing. And yet, for a population that large, they are still massively underrepresented in the doll aisle. Enter: Dr. Lisa Williams

FROM PROFESSOR TO CEO

Dr. Lisa Williams didn’t begin her career in the toy industry. She started out as a professor, successfully attaining her PhD in supply chain management and going on to become the first African-American female to get tenure at Pennsylvania State University. Later, she was enticed to attend the University of Arkansas, where she met several members of the Walton family. Through these connections, Williams was asked to write a book that would be sold at Walmart, then a line of kids’ books, and then finally, a doll line. 

But Williams wasn’t so sure. She had no prior experience with dolls, much less the toy industry. Initially, she refused. Why would she create something she didn’t know anything about? 

And then, something took her aback: While watching an updated doll study on TV, Williams saw a young girl refuse to play with a Black doll. “She said she didn’t want to play with the Black doll because the Black doll’s skin was nasty,” Williams recalls. “She literally touched the back of her hand and she said, ‘nasty.’” At that moment, Dr. Williams knew that she had to do something. She swore to herself that “never again would [kids] be ashamed of playing with a Black doll or internalize the unattractiveness of the doll to mean somehow that they were less than.” And with that sentiment, the World of EPI was born. 

Dr. Lisa Williams’ first doll line, Positively Perfect Dolls.| Source: World of EPI

The World of EPI — which stands for the World of Entertainment, Publishing, and Inspiration — aims to create toys that reflect truly authentic representation, beginning with the dolls’ skin tones. Instead of using Pantone colors, the World of EPI uses custom-blended skin tones. “The dolls I was seeing on the shelf weren’t truly reflective of brown skin tones,” explains Williams. “They didn’t have undertones, they didn’t have the beautiful brilliance, so I started mixing paints and coming up with different skin tones.” 

TRULY AUTHENTIC REPRESENTATION

Every feature of each doll is taken into account, down to their hair. There are lots of different patterns, such as curly, wavy, straight, braided, and more. “We wanted to make sure all kids’ hair types were represented,” Williams explains. But it doesn’t stop there: The bodies of the dolls are varied, highlighting different body types and clothing that reflects the modern era. All of the dolls are articulated and have diverse features, in direct comparison to the one-note doll faces that are common on the market. “We consider all of our dolls’ faces to be truly unique works of art, because they’re all sculpted to represent that beauty in that particular ethnicity,” she continues. 

But Williams wanted to make sure that representation also went beyond skin tone. Alongside its other lines, the World of EPI has fashion doll lines that represent both girls and boys — the Fresh Dolls and the Fresh Squad. “We can’t miss 50% of our population, who are boys!” Williams laughs. “I think it’s important that we give boys the opportunity to express themselves, not only with cars, but also with dolls. When boys are walking down the aisle, they need to see themselves reflected in a powerful way.” 

The World of EPI creates dolls for every gender, including its line of boy dolls, The Fresh Squad. | Source: World of EPI

Kids can get their first ideas of the world through play and dolls are often used as a problem-solving tool in therapy or classrooms. By creating dolls for every gender, companies are essentially giving kids permission to live their lives in their most authentic way. “We have to reflect the truth of who [kids] are when we’re creating dolls for them,” Williams says. “The idea is for them to play, be aspirational, and envision themselves being anything they want.”

Just as it’s important to include gender-diverse toys, Williams says it’s important to incorporate multicultural toys into kids’ playtime. “We live in a multicultural society,” she explains. “Diversity is reflected everywhere you look. There’s one humanity, but there are different ethnicities. Everyone needs to see themselves reflected.” She adds that when kids go to school, they see multiple different ethnicities, genders, hair colors, and hair types around them. Kids are more open to diversity because hopefully, they see it every day at their schools. Their minds are more open to differences than most adults. “They’re just extending that play and interaction from school into their playtime,” Williams says. “[Having the dolls at home] allows them to have a deep reverence for the beauty in differences. Having multicultural play now will lead to a more healthy, embracing, multicultural society as they continue to grow.”

World of EPI products on display at The Toy Insider’s Sweet Suite event in July 2022. | Source: The Toy Book

THE FUTURE IS MARVELOUS

These concepts come together for the World of EPI’s latest collaboration. This year, Disney named the company as the master toy licensee for the Disney+ animated series The Proud Family: Louder and Prouder. This reboot of the early 2000s series features a Black family living in California. “This license means so much because my kids grew up watching The Proud Family,” Dr. Williams says. “Now fast forward a few years and we’re making those dolls for these amazing characters. Dreams do come true.” 

This fall, the World of EPI’s collaboration with Disney expands with collector dolls for Marvel Studios’ Black Panther: Wakanda Forever film. When she first watched Black Panther (2018), Williams was impressed by the female characters in the film, in addition to the performance of the late Chadwick Boseman as Black Panther. “I was so captivated by the female characters’ strength, spiritual connection, and wisdom,” she says. Now, several years later, the World of EPI is representing these characters authentically in doll form. 

(From left to right) Okoye, Nakia, and Shuri collectible dolls | Source: World of EPI

For its Black Panther doll line, the World of EPI created a patented technique for dreaded hair, inspired by one of the characters in Wakanda Forever. To Williams’ knowledge, they are the first doll line to do this in mass production. She wanted to make sure that each character was truly and authentically represented, from their intricate outfits to their hair. “Just to be a part of bringing such a powerful movie with such a meaningful message to the hands of kids of all ages, it’s one of those things that when my last breath is breathed, I will think of that moment,” she says. “I will think of that moment, working with Marvel to create these dolls. That’s how meaningful this experience is to me.” 

And World of EPI is just getting started when it comes to refreshing existing categories. The company partnered with LL Cool J’s Rock the Bells to celebrate 50 years of hip hop with roleplay products, costumes, fashion dolls, fashion accessories, and coloring books.

Related: National Toy Hall of Fame Names 12 Finalists for 2022

Although her journey hasn’t always been an easy one, Williams’ successes are sweet. For her, the biggest joy is seeing the look on the faces of kids of color. “We’re creating dolls that this generation is loving and embracing and being empowered by,” she says. “They’re going to pass [those dolls] to their kids and say, ‘Here’s another authentic doll to represent you and your beauty and your brilliance and your ethnicity.’” It’s a gift that keeps on giving.


This article was originally published in the September 2022 Fall Toy Preview edition of The Toy Book. Click here to read the full issue!

About the author

Hannah Sacks

Hannah Sacks

Hannah Sacks was an editorial assistant at The Toy Insider, The Pop Insider, and The Toy Book. An avid reader, her first love is late Victorian literature paired with a huge plate of dumplings. When she’s not reading, she loves to attend concerts, cook elaborate dinners, and snuggle up with her two cats, Oscar and Percy.

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