Thanks to the efforts of a new UK startup company, black children now have the opportunity to enjoy
playing with a line of dolls specifically designed to foster ethnic pride and slow the loss of traditional
African cultures and languages. Rooti Dolls, based in London, has designed and brought to market an
exciting new line of fashion dolls that speak four different native African languages.
In recent declarations Chris Ngoforo, founder of the company, explained, "As children play they are
silently building the concepts that will guide them throughout life. That’s why it is so important that
black children have toys that inspire pride in their heritage and uniqueness. Until now, the industry has
largely ignored our kids or offered white dolls with dark skin. Rooti dolls are very unique."
In a study carried out by researchers at Northwestern University, Loyola University Chicago and
Walden University it was shown that ethnic pride helps boost the mental health of black
children. Ronda Racha Penrice, author of "African American History For Dummies" argues that
"parents, schools, and therapists should expose young people to material and environments that help
foster a sense of ethnic pride. If a child never sees his or her culture positively reflected in the overall
society, then how can he or she envision a positive role within that society?"
"This is exactly what motivated us to create Rooti Dolls. Each of our beautifully crafted dolls speaks
four different languages. For instance, Ama speaks Twi, Ga, Ewe and Krobo while Nubya speaks Zulu,
Thoxa, Sesotho and Afrikaans. Our dolls offer a positive role for children to aspire to. They are created
reflecting a real image and the true identity of us as black people- African, African Caribbean and
African American. Rooti Dolls have wider noses, fuller lips, long curly hair and they come in various
shades of black. They also come dressed in a mix of elegant African fabric and western fashion styles.
So from an early age, we are getting our children to appreciate the beauty of African products and
fashion trends as opposed to all the negative images we see in the media about Africa." stated Ngoforo.
The founder of the company explained how he tried to convince traditional toy manufacturers of the
need for specific dolls that inspire children of black heritage. However, once he realized that they really
weren’t interested in fulfilling this need, he decided to start a new company whose mission is to "put
smiles of pride on the faces of black children all over the world. Rooti Dolls are much more than
beautiful toys. At last black children can play with dolls that reflect our marvelous uniqueness."
After having completed the design and manufacturing phase the company is currently working on
establishing retail agreements in the UK, Africa and the United States. The dolls are available for
purchase on the company’s website www.rootidolls.com and with negotiations far underway it’s likely they will be available at Hamleys for 2013.
Rooti Creations UK Ltd, founded by Chris Ngoforo, a London based entrepreneur is a company that
specializes in the designing, manufacturing and marketing of educational and interactive toys for
children three years and older. We are actively working on engaging The Offices of the African First
Ladies, NGOs, government agencies in Africa and all African Embassies in the Diasporas to support
this important project, by both endorsing these educational dolls and also purchasing them for
distribution to children to encourage the use of African languages.
For more information contact Chris Ngoforo at firstname.lastname@example.org or +44 07414642089.