By Rebecca Johnson // Diversity // EEW Magazine Online

DeeDee Wright-Ward, Founder and CEO of Purpose Toys, a Black-owned toy startup, believes dollmakers need to do a better job representing Black hair – something she and her team have stepped up to the plate to do.

The Los Angeles based entrepreneur, brand specialist, and business development executive says, “There is an over-representation of long straight hair and long loose curls across the Black doll category,” which she does not see as a realistic depiction of most Black kids’ hair texture.

“The reality is that many African American children actually have gorgeous, tightly coiled hair," said Wright-Ward who is promoting the forthcoming Pixie Puff Collection, a line of fashion dolls with tightly coiled natural hair categorized as “4C.”

But there’s about to be a Walmart invasion of 4-textured hair thanks to "A Celebration of Short Hair and Chic Style" Pixie Puff dolls, retail price $12.97, coming this September. The release is made possible through a partnership with Purpose Toys, Just Play, and Kidfinity Inc – a Just Play affiliated company.

Just Play’s award-winning portfolio of toy lines includes several multi-cultural and diverse brands such as Disney Junior’s Doc McStuffins, Disney and Pixar’s Turning Red, Netflix’s Ada Twist, Scientist, Nickelodeon’s That Girl Lay Lay, and YouTube’s Super Sema.

The soon-to-be released Pixie Puff Collection features characters Peety and Penny, both with beautiful cropped 4C textured hairstyles, varying custom skin tones, modern contemporary fashions, and character profiles that speak to their pride and commitment to their healthy, unique natural tresses.

"From the standpoint of authentically representing distinctively Black characteristics, most doll products marketed to Black children don't often reflect their beautiful pixie coils which can inadvertently send a message that hair that looks like theirs isn't equally valued – no matter the intent of the manufacturer,” Wright-Ward explained.

Lisa Whitaker, Co-President of Kidfinity touted Wright-Ward’s brand as being one “centered on delivering accurate representation through beautiful dolls that will uplift and celebrate children everywhere."

As Wright-Ward continues expanding her vision through partnerships with promising Black toy creatives to produce contemporary products that align more closely with the modern Black experience, she is hoping to bring African American culture-based initiatives to the mainstream.