Senegalese toy makers are enjoying a surge in demand this holiday season, as local brands gain traction with culturally resonant products designed to reflect the nation’s heritage and values.
In Senegal, a predominantly Muslim country, interfaith celebrations are common, and Christmas lights up the capital, Dakar, with vibrant decorations and bustling markets. Families flock to these events in search of gifts, creating opportunities for local entrepreneurs.
Awa Gaye, co-founder of the toy brand Yeewu, is one such entrepreneur. She was inspired to start the business after struggling to find toys that resonated with her daughter.
“She couldn’t see herself reflected in the toys she played with. So, we decided to create a brand,” Gaye explained.
Yeewu specializes in dolls featuring African hairstyles and traditional clothing, with inscriptions in Wolof, a widely spoken local language. However, Gaye acknowledges that some parents still request white dolls or French inscriptions, indicating a gradual cultural shift.
Another trailblazer, Racky Daffé, founder of Alyfa, focuses on toys that celebrate Senegalese identity. Her range includes figurines of traditional wrestlers and dolls in various skin tones, including albino.
Despite growing demand, challenges remain. Local producers struggle to compete with cheaper imports due to high production costs and limited resources.
“We can’t scale up enough to make our toys affordable for the average Senegalese family,” said Daffé, highlighting shortages of raw materials and financing as major hurdles.
Retailers like Kidz Palace in Dakar confirm the rising popularity of local toys. CEO Fatimetou Diop noted that families increasingly seek educational toys that reflect their cultural roots, although inconsistent supplies can be frustrating.
“We often run out of stock because of production challenges faced by local manufacturers,” Diop said.
Despite the obstacles, Daffé remains hopeful. She believes that representation matters deeply to Senegalese children.
“It’s about giving every child the chance to see themselves in their toys,” she said, confident that demand for culturally relevant products will only continue to grow.
