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.