TOTAL LICENSING
The Importance of Representation Positive media representation is incredibly important across media, helping to create inclusion among marginalised groups and minorities. Basically, a child watching a show is more likely engage and enjoy it the more likely he or she feels that there is a character that is ‘like them’. This in turn leads to increasing self-esteem in young people, especially if these characters are portrayed in positive, realistic light. As the Gina Davis Institute succinctly puts it: “Children need diverse role models who can positively impact their perceptions of themselves, their own empowerment, and the world around them.” There certainly is a positive movement towards diversity, inclusion and representation, although of course there is still a way to go. Disney recently announced it had made a little girl’s wish come true after she wrote to the media giant, asking them to create a character who wore glasses – like her. A little way down the line, the main character in Encanto, Mirabel Madrigal, who is also the first Latina heroine to be the main character of a Disney movie, wears glasses. A small thing, you might think, but a real boost to millions of children around the world. With a mission to provide a platform to uplift, promote and remind children of color how unique, divine and magical they truly are, Afro Unicorn entrepreneur, innovator & founder April Showers has announced the expansion of her lifestyle brand for kids (ages 2 – 12), with new licensing
partners signed and a retail launch planned this year. Afro Unicorn was established in 2019 with the mind frame of ‘representation matters’ and incorporates the brand values—unique, divine, magical--that every child of color needs to be reminded of! With a rapidly growing awareness across social media, Showers has organically grown a solid young fan base for Afro Unicorn, eager to engage with her brand and messaging. Most recently, Showers has signed multiple licensing partners, including H.E.R. Accessories, Jay Franco, MAD engine, Unique, Silver Buffalo and Centric. In the party supply category, Afro Unicorn will be one of the first (if not the first) from a Black Woman-owned brand. “Our goal from the beginning has been to give girls of color a unicorn that represents them and encourages them to embrace their uniqueness, love themselves, and be empowered to go out into the world and trailblaze,” stated Showers. In March 2022, Barbie announced Dame Pat McGrath DBE as a UK Barbie Role Model by unveiling a oneof-a-kind doll created in her likeness. Pat McGrath is the world’s most influential makeup artist and founder of the billion-dollar beauty brand Pat McGrath Labs. For more than 25 years, her creative vision has made her a tour de force whose legendary and creative power has transformed both beauty and fashion on a global scale. Pat McGrath says: “It is an honour having a Barbie in my likeness and I
hope it inspires everyone to follow their dreams and believe that with hard work and perseverance, anything is possible. I want my legacy to be one of change and positivity! I am excited that young people might see my doll
and believe that a love of makeup and creativity can lead to your dreams coming true.” Alongside Pat McGrath, the Barbie brand is honouring female founders from around the world, including Shonda Rhimes (United States) founder of American TV production company Shondaland. Barbie is also announcing its first ever global Dream Gap Project partnership with charitable organisation ‘Inspiring Girls International’. Founded by Miriam González Durántez, the nonprofit works to raise the aspirations of young girls by giving them the tools to broaden their horizons and aim high. Together, Barbie and Inspiring Girls International will work with local schools in the UK, USA, Spain, Italy, France, Poland, Brazil & Australia to deliver Dream Gap workshops featuring advice from trailblazing Barbie Role Models.
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