Black dolls, big impact 

Representation in toys shapes children’s identity

In stores across the country, white dolls are available in far greater variety than Black dolls. Even more troubling, the few Black dolls that are stocked are often more expensive than their white counterparts. This analysis examines how the lack of representation in toys can affect Black children’s self-esteem, sense of identity, and cultural awareness, and what can be done to change it.

The limited availability of Black dolls has been shown to affect children’s sense of belonging. One of the most well-known demonstrations of this impact is the Clark Doll Test, which was cited during the 1954 Supreme Court case “Brown v. Board of Education” to illustrate how racism affected Black children.

In the Clark Test, researchers asked Black children between the ages of three and seven a series of questions about white and Black dolls. The majority of the children associated positive traits with the white dolls while attributing negative characteristics to the Black dolls. Footage of this experiment is still available to view today.

The test concluded that the children’s negative perceptions of dolls that looked like them were the result of internalized racism. The findings were so compelling that they influenced the Supreme Court’s decision to end public school segregation. Today, the Clark Test remains relevant, underscoring how damaging it can be for Black children to grow up without seeing themselves represented in their toys.

Historically, many early Black dolls were racist caricatures with exaggerated and stereotypical features. Over the past century, some progress has been made. In the mid-20th century, dolls such as Patty Jo ’N’ Ginger, Black B. Wright, and Christie, the first Black Barbie, represented early efforts toward culturally accurate Black dolls.

Christie’s commercial success marked a major step forward in the normalization of Black dolls. Her popularity demonstrated clear consumer demand and pushed other manufacturers to recognize the importance of creating dolls with culturally accurate features. Ensuring dolls were not modeled after Eurocentric standards or harmful stereotypes became a growing priority for many doll companies.

Despite this progress, significant disparities remain. Black dolls are still far less accessible than their white counterparts. As Dr. Sabrina Thomas of Duke University explains, “manufacturers do not produce Black dolls in proportion to the number of people in the human population.” While representation has improved, white dolls continue to dominate store shelves in both quantity and variety.

Compounding the issue, Black dolls are often sold at higher prices. In 2021, Walmart faced controversy after a news report revealed a pricing disparity within the Kid Connection brand. White dolls were listed at $25, while Black dolls from the same brand were priced at $40, nearly double the cost.

This problem extends beyond a single retailer or brand. At many major stores, white dolls are routinely more affordable, while Black dolls come at a premium. This disparity is deeply concerning. Black parents should not have to pay more for their children to see themselves reflected in their toys.

One potential solution lies in demonstrating to manufacturers that Black families are not willing to settle for limited or inequitable options. Purchasing culturally representative dolls can support Black children’s self-esteem and cultural identity while signaling consumer demand.

The story of Christie offers a clear example of how change can happen. When manufacturers recognized the demand for a Black doll with non-Eurocentric features, they responded. While it may feel daunting, choosing not to default to cheaper white dolls and advocating for affordable Black dolls can help pressure companies to meet this demand.

Conversations also play a critical role. This issue has persisted in part because it remains under-discussed in the public sphere. Speaking openly with others, within communities and households, about the importance of representation in children’s toys can help bring greater awareness and momentum for change.

Planting People Growing Justice created The Black Doll Project to address this lack of awareness. The project is rooted in the belief that seeing positive reflections of themselves in toys helps Black children develop self-respect and confidence.

Planting People Growing Justice is a vendor for Nana dolls, including the Nana Kuti Doll, the Nana Makeba Doll, and the Nana Maroon Doll. Its online bookstore also sells the Miss Freedom Fighter Esquire Doll, which complements the book “Justice Makes a Difference.” For every doll purchased through the bookstore, a doll is donated to a child in need.

Although progress on this issue has been slow, complacency is not an option. There are meaningful actions families can take to support their children and contribute to change.

Parents and caregivers can start by having intentional conversations with children about their cultural roots and heritage, helping them understand the value of their identity. Engaging in activities that promote positive self-esteem, such as daily affirmations or encouraging children to write “I am” statements, can also reinforce self-worth.

Introducing children to positive Black role models is equally important. Surrounding them with images and stories that reflect Black beauty, intelligence and leadership helps counter negative messaging. Ensuring children see themselves represented during playtime through books, dolls and toys created by and for Black communities further strengthens this foundation.

Finally, families can encourage children to embody Planting People Growing Justice’s R.I.S.E. leadership framework, which emphasizes Respect, Integrity, Self-Awareness, and Engagement.

Alex Nellis is a recent communication graduate who grew up in Saint Cloud, Minnesota. He is passionate about social justice and has completed graduate certificates in gender studies and cultural diversity.