(Black PR Wire) Los Angeles, CA – Purpose Toys, the nation\u2019s largest African American-owned, internationally distributed cultural-toymaker (and leader of Natural Hair dolls and accessories for kids) continues to celebrate consumer, industry and media recognition, while engendering joy, cultural pride and aspiration through play!<\/p>\n
The award-winning toy company behind hit doll lines Naturalistas, Latinistas, Fade Collection, Littlelistas and HBCYOU Dolls recently announce the expansion of their repertoire into new categories, which now includes playsets. With the debut of their gorgeous new\u00a0ICON Salon<\/strong>\u00a0sold at\u00a0Walmart<\/a>, Naturalistas are once again turning heads, garnering a 2024 Best Toy Award from Good Housekeeping. Out of hundreds of products reviewed across 300+ kid and parent testers, ICON Salon is a standout hit, expected to make a cultural impact at retail leading up to holiday season. Naturalistas\u2019\u00a0ICON Salon<\/strong>\u00a0marks the first of its kind from a Black-owned doll brand to be carried in major retail.<\/p>\n Affectionately known as \u201cThe Motown of Toys\u201d, in 2022 Purpose Toys (the maker of Naturalistas) initially made history as the first and only Black-owned (culture-driven) toy company to secure full-chain and international distribution across major retail. After several successful seasons at market, Naturalistas\u2019 principal character\u00a0Dayna<\/strong>\u00a0is now opening the doors of her wildly popular \u201cICON Salon<\/strong>\u201d commercially, to excited children and collectors across the nation!<\/p>\n \u201cAt its core, Naturalistas are a love letter to and celebration of my culture and community. To have an opportunity to extend Naturalistas\u2019 positive messaging of love and cultural pride for children, collectors and all to enjoy (while also celebrating cultural beauty salons), is beyond my wildest dreams! My team and I are honored, humbled and grateful to be recognized by Good Housekeeping for our work,\u201d says DeeDee Wright-Ward, Founder and CEO of Purpose Toys – Creator and Principal Designer of Naturalistas.<\/p>\n Naturalistas partnered with iconic YouTuber, Toy Collector, Miniaturist and toy industry darling\u00a0Toya Boyles<\/strong>\u00a0of @myfroggystuff, who consulted on the design, functionality, storage and playability of\u00a0ICON Salon<\/strong>.<\/p>\n \u201cPeople of all ages can enjoy an aesthetically pleasing design that is also functional and fun,\u201d Boyles said. \u201cDuring the design process of the\u00a0ICON Salon<\/strong>, I felt like that was the primary focus, capturing the Naturalistas vibe in a space to inspire storytelling\u2026 which is something that many adult collectors and young collectors have in common \u2026 and DeeDee was very interested in understanding how people play, and I worked with her team to meet those goals.\u201d<\/p>\n In what is widely considered by many in the Black community to be a \u201ccultural country club,\u201d\u00a0ICON Salon<\/strong>\u00a0aims to celebrate the uniqueness of cultural beauty salons, where community, nurturing and entrepreneurship collide. With cultural hair traditions, rituals, as well as a celebration of Natural Hair artisans who accentuate the innate beauty of Natural Hair, Naturalistas have captured the hearts of children, collectors, stylists and celebrity hair stylists online (and in toy aisles) around the world. Inspired by\u00a0Dayna\u2019s<\/strong>\u00a0natural beauty (in addition to her thoughtfully designed pale-pink and gold miniature 3D luxury salon maquette (which debuted online in 2022), the\u00a0commercial debut<\/em>\u00a0of\u00a0ICON Salon<\/strong>\u00a0is met by an adoring audience who have co-existed with Dayna in \u201cICON Village\u201d across social media for the past several years.<\/p>\n ICON Salon\u2019s<\/strong>\u00a0signature pale-pink and gold palette is consistent with its multi-channel branding and includes authentic staples of a real cultural salon such as a diffuser, detangler, leave-in conditioner, curl custard, and Afro pick, as well as a shampoo basin, mirror, adjustable salon chair, signature chic branding, and of course shelving and storage for the 23 play accessories and future accessory packs.<\/p>\n A limited edition\u00a0Dayna<\/strong>\u00a0doll is also included in the playset and features a pretty pink minidress with a branded matching stylist\u2019s apron (including functioning pockets) capable of holding hair care tools, bright pink trendy wedge heels and signature logo hoops.\u00a0Dayna\u2019s<\/strong>\u00a0signature 3C textured curls can be washed, detangled, braided and restyled for endless authentic Natural Hair fun. Of course, all other Naturalistas dolls (and most other fashion dolls) are compatible with the\u00a0ICON Salon<\/strong>, for hours of creative and imaginative play!\u00a0ICON Salon<\/strong>\u00a0is also collapsible for convenient storage.<\/p>\n The National Parenting Center<\/strong>\u00a0enthusiastically recognized the excellence of the ICON Salon, awarding it their\u00a0Seal of Approval for Fall 2024<\/strong>. On the subject of the\u00a0ICON Salon<\/strong>\u00a0and the larger Naturalistas line, the National Parenting Center commented, \u201cThis exceptional playset offers a captivating blend of imaginative play, cultural representation, and positive messaging. Our child testers were immediately drawn to the playset\u2019s vibrant colors, stylish dolls, and an array of enchanting salon accessories. The intricate details and diverse range of characters foster creativity and storytelling, as young minds immerse themselves in a world of beauty and self-expression. Each doll\u2019s unique story adds a personal touch, inspiring children to develop their own narratives and embrace individuality.\u201d<\/p>\n They continued, \u201cThe playset\u2019s emphasis on cultural representation is commendable, promoting inclusivity and self-esteem. The positive messages conveyed through the characters encourage children to believe in themselves and celebrate their heritage. The Naturalistas\u00a0ICON Salon<\/strong>\u00a0Playset is more than just a toy; it is an experience that nurtures creativity, builds confidence, and fosters a love of diversity. Parents wholeheartedly recommended this exceptional playset to their peers seeking toys that inspire and delight.\u201d<\/p>\n In addition, the Naturalists ICON Salon playset was named a\u00a0Top Holiday Toy\u00a0<\/strong>on the\u00a0TOYINSIDER.COM<\/strong>. The 19th annual Toy Insider Holiday Gift Guide recognized outstanding toys for kids of all ages.<\/p>\n