From caps to crayons, kids' brands up the ante when it comes to inclusivity

SA has woken up to the need to show children from a young age that they matter, writes Atlehang Ramathesele

27 September 2020 - 00:03 By Atlehang Ramathesele
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Beyond celebrating diversity by including shades that reflect various skin tones, the triangular shape of Colour Me crayons helps children to develop the correct pencil grip.
Beyond celebrating diversity by including shades that reflect various skin tones, the triangular shape of Colour Me crayons helps children to develop the correct pencil grip.
Image: Supplied/Colour Me

"Diversity" and "inclusivity" continue to be buzzwords, but it's important to remember that their necessity isn't confined to creating safer workplaces and improving messaging in mainstream media. It begins by showing people from a young age that they matter. 

As the world slowly starts to process the tragic death of movie star Chadwick Boseman, who famously breathed life into black superhero Black Panther, the importance of representation resonates. This blockbuster character broke new ground as it encouraged a generation to see themselves differently, symbolising a shattering of non-diverse narratives.

But the emblems of such change in everyday goods and services might be the most gratifying of all. For years, young people of colour have just had to accept that basic products weren't made with them in mind.

It tends to first become apparent in school. I remember my art teacher handing me peach and pastel pink crayons and telling me that they were "skin colour", and enduring throbbing headaches from tight swimming caps that couldn't fit over my braids. These seemingly small things have a lasting effect as they are a constant reminder that you are different and not catered for. 

As things like "nude" makeup, underwear and plasters evolve and accommodate a vast variety of skin tones, and tools we interact with daily embrace diversity, products for children are following suit.

It's exciting to consider that instead of people like me lamenting that they wished that more representative products existed when they were growing up, a new generation will enjoy childhoods where that's the norm.

SWIMMA SWIMMING CAPS

Nomvuyo Treffers grew frustrated with swimming caps that didn't have enough room for her dreadlocks or her daughter's afro, so she decided to create a range that did.

Her brand Swimma started by making swimming caps with capacity for a range of hair types and volumes, and has since diversified to include shower caps and goggles with longer straps to accommodate bigger hair.

Treffers says many parents have told her that their children are aware of the difference and are delighted to feel included.

"It's an amazing feeling to have something that finally fits. Even as an adult, I felt child-like excitement when I first put the cap on," she laughs. And she's not alone. One mother noted that her child insisted on wearing it while watching TV.

As a supplier to gyms and swimming schools, she says that many of her clients mentioned how children are more engaged in their lessons because they don't have to spend time fiddling with their swimming caps.

She feels grateful to help people approach a daily activity with confidence because many people have shared that they gave up swimming in high school or didn't learn to swim because of these difficulties,

"Now there's a solution. It really does affect people. So it was about time," she says. 

SIBAHLE COLLECTION DOLLS

Sibahle Collection is a toy company founded by Khulile Vilakazi-Ofosu and Caroline Hlahla that creates dolls and accessories that celebrate the diversity of African children.

Their representative toys put emphasis on showcasing different skin and body types that encourage kids to be comfortable in their own skin. The collection includes dolls that have natural hair and wear clothes with African prints and patterns.

Sibahle Collection dolls.
Sibahle Collection dolls.
Image: Supplied

To celebrate Heritage Month in SA, they will also be releasing traditional outfits for dolls.

The Sibahle Collection has named all the dolls "beauty" in a variety of languages including Ndanaka (a doll with vitiligo) and Zuri (a doll with albinism). 

COLOUR ME KIDS CRAYONS

With a range of skin-tone crayons in 12 shades, Colour Me Kids is offering stationery that's reflective of the Rainbow Nation.

Founded by Kylee and Justin Faure, it was born out of Kylee's need as an educator to change the diversity dynamic in the classroom. She says that children drawing and representing themselves is fundamental in early childhood development.

"Being limited to peach and brown colours seemed an oversight to me. Imagine not being able to draw yourself or your friends and family properly. Representative crayons are crucial."

Similar products that are available in other countries are often prohibitively expensive, so the duo's affordable local version has had a positive reception from teachers and parents alike.

Kylee explains that the range has sparked positive self-image and necessary conversation in the classroom. "This is helping to normalise discussion around skin colour and teaching the kids to embrace who they are," she says.

Colour Me Kids often donate their products to under-resourced schools to make representation accessible to all. 


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