“This is the first time a toy line has ever launched, whether its African American-based or not, a product line across three platforms,” Bruce Walker, Kenya’s World, LLC executive vice president of music and entertainment, told The Huffington Post.
Building off the brand’s tagline “growing up proud, just like me,” the debut of the My First Kenya doll (for newborns to toddlers) and Kenya “Fashion Madness” (for girls ages 8-14) is also scheduled for November.
While the Kenya doll and its plush newborn version are sure to be hits, it’s the introduction of the “Fashion Madness” line that presents the most multi-platform opportunities for the company. The dolls that make up the collection are grown-up, Barbie-like versions of Kenya and her stylish crew: best friend Denise, boyfriend TJ and little sister Keyshia.
Following the initial product launches this fall, Kenya’s World plans to develop television programming, films, mobile applications and music albums.
The grownup Kenya doll is the lead singer of a group called Rock Star Madness, which you can read about on her blog. Yup, Kenya 2.0 is no joke. There is also a real-life version of Kenya played by “Hannah Montana” star Shanica Knowles. The rest of Kenya’s “Fashion Madness” crew also has human counterparts, who will make appearances and star in music videos–like its first one called “Proud” (see video below).
The company wants to make it clear that the relaunch is not just about putting another doll on the market, it is about creating a movement.
Kenya’s World, has formed “Project Pride,”a cultural initiative within the brand that aims to foster respect, responsibility and educational growth within the black community. The company will be embarking on a cross-country tour this fall, visiting schools, putting on live performances, conducting community events and attending in-store appearances.
“There an opportunity to create a cultural movement and awareness for African American children, Hispanic children and multicultural children to give them the foundation of pride within family and community,” Levine told The Huffington Post.
The team behind Kenya’s World is passionate about continuing Kenya’s legacy of pride and self-acceptance. Levine says he plans to apply the model to the Hispanic community and other ethnic groups over the next few years.
article by Julee Wilson via huffingtonpost.com