Toy market news

Purpose Toys partners with Just Play

Two contemporary toy brands that align with the modern Black experience

Purpose Toys, a Black-owned toy start-up, announced the release of two new purpose-driven toy lines, Naturalistas and HBCyoU, in partnership with Just Play and Kidfinity (a Just Play-affiliated company). Both lines will be sold and distributed by Purpose Toys for retail launch globally in the fall, with additional collaborations planned for spring 2023 and beyond.

Purpose Toys was founded by entrepreneur, brand specialist and business development executive, DeeDee Wright-Ward, with a mission to partner with promising Black toy creatives to produce contemporary products that align more closely with the modern Black experience. DeeDee's background in entertainment and fashion provides a distinctive expertise to bring culture-based initiatives to the mainstream.

Naturalistas (created by DeeDee), is a line of natural hair fashion dolls designed as "A Celebration of Natural Coils, Curls and Crowns." HBCyoU Dolls, created by Purpose Toys' mentee, Brooke Hart Jones, are 18-inch dolls that aim to "Share the Magic of Historically Black Colleges and Universities" by advancing the concept of higher learning to young children through play. Through Naturalistas and HBCyoU, Purpose Toys has captured a medley of cultural subtleties, including the uniqueness of Black beauty and hair textures, gorgeous hues of Black skin tones, accompanied by authentic storytelling dear to the Black community.