Representation is a term we’re hearing a lot louder today, and mostly for the right reasons. I use the word ‘mostly’ in a tender sense, because there are, as there will always be, corporations and individuals who capitalise on the movement for the sake of “being with the times” but not actually doing much more than showing face.
However, not everyone sees representation as a logo sticker. There are those who are true proponents of the message’s pillars and were a part of the movement before it was really a movement at all.
Shining the spotlight on one such mover, we have the innovator Mmule Ramothibe, AKA the South African mother who created her own version of her dream cultural doll for her daughter after she couldn’t find one that matched the doll of her scattered dreams. The doll was titled ‘Nandikwa Doll’ and became a symbol for representation treasures.
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Mmule went on to create what’s been dubbed the ‘African Barbie’ empire under the interchangeable brand name ‘Simply Beautiful.’
Since its inception in 2012, Mmule’s business has gone on to showcase the power of cultivated and unique representation with a South African cultural focus. We are, after all, a mixed pot of cultural flavours. But why would a doll really matter in the representation case?
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A 2017 paper by Barbosa Lins de Almeida explored how toys provide a broader view on issues of diversity, representation and inclusion. Toys formulate a large part of not only how we identify ourselves, but how we identify and learn to care for others.
As Mmule expressed, “Many see her as a toy, but Nandikwa is far more than that. We use the brand to tell our African stories. Each doll has her unique story of triumph, hope, perseverance, dignity, ambition, resilience, confidence and tenacity through education. To educate a child is to educate a nation. That’s who we are. That is what we stand for. That is the message we carry out across our continent. Our mission is to knock on all doors possible to help amplify our message. To build this legacy.”
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Since Nandikwa Dolls’ beginnings, Mmule has gone on to expand the treasures of cultural imaginings. The Simply Beautiful brand would create dolls of all SA cultures: Sotho, Tswana, Pedi, Zulu Xhosa, Swati, Venda, Tsonga and African women as a whole.
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Additionally, they have different hairstyles too, from afros to short and curly and long and straight.
Nandikwa Dolls are also looking to expand toward body inclusivity as a whole. The brand is not only dressed in representation but in female empowerment. Perusing through their socials, some of the dolls have even been snapped protesting.
In essence, Mmule’s business has wrapped a myriad of messages into one, but the loudest perhaps is this. Care for other cultures. As the boss lady herself so eloquently put it: “to educate a child is to educate a nation.”
Website: Nandikwa Dolls
Picture: Nandikwa Dolls