Our Story
The Shopping Trip That Started It All
Koolorez was born the day I went shopping for a doll for my daughter. I wanted to buy a doll for her that she would identify with – one with beautiful Black or brown skin, features and styling. I found shelves and shelves of white dolls, but to my surprise, only one or two that were Black or brown. I felt compelled to explore this.
My research and experience confirmed that this was the norm, even in parts of the world where people are predominantly Black. I found an upsetting video of a famous study known as the “Doll Test.” The test shows children identifying Black dolls as being inferior, unloved and less beautiful than white dolls. What really bothered me was that it wasn’t just the dolls. The Black children also identified themselves the same way: inferior, unloved and less beautiful.
Though this test has been repeated many times since the original one in the 1940s - the results haven’t changed, so I decided I needed to do something. I created Koolorez dolls.
Koolorez’ Mission
We’re on a mission to change the colour of play. I want our children – yours and mine – to grow up in a world where they know and believe they are beautiful, loved and valued. Koolorez dolls truly reflect the beauty and diversity of the real world. When children see themselves in a doll, it reinforces the truth of their beauty and value.
Our Story
Representation Matters
Koolorez was born from a simple yet powerful realization: Every child deserves to see themselves reflected in the toys they love.
During a routine shopping trip, it became clear - shelves overflowed with dolls, yet there were only a handful that truly represented Black and Brown children. This wasn’t just an isolated experience; it was a pattern seen across the world, even in places where people of color make up the majority.
Studies, like the well-known Doll Test, have shown the deep impact of this lack of representation. When given the choice, children of color often associate lighter dolls with beauty and worth - mirroring a narrative that has been told for far too long. But we believe in rewriting that story.
At Koolorez, we design dolls that celebrate the richness of Black and Brown beauty. Every curl, skin tone, and outfit are a reflection of culture, pride, and identity. Because every child deserves to hold a doll that looks like them and know—without a doubt—that they are beautiful, valued, and seen.
This is more than a toy. It’s a movement.
Koolorez’ Mission
When children see themselves in a doll, it tells them that they are beautiful and loved; that they are held as a standard of beauty and affection in society and the world. Koolorez’s mission is to help our children — yours and mine — grow up in a world where they know and believe that they are loved, beautiful, and valued.
