Dakar: As Christmas approaches, Senegal’s local toy industry is witnessing a surge in demand, with manufacturers creating products that celebrate the country’s culture and values. Despite Senegal’s predominantly Muslim population, the festive season is widely embraced, with families in the capital, Dakar, flocking to holiday markets lit with decorations in December.
A Cultural Touch in Toys
Awa Gaye, co-founder of the toy brand Yeewu, has tapped into this cultural openness by producing dolls that reflect African heritage. Inspired by her daughter’s need to see herself in her toys, Gaye developed a line of dolls featuring African hairstyles, traditional clothing, and inscriptions in Wolof, a widely spoken local language.
“She couldn’t see herself reflected in the toys she played with. So, we decided to create a brand,” said Gaye.
While Yeewu dolls are gaining traction, some parents still request white dolls or prefer inscriptions in French, reflecting a mix of traditional and modern preferences.
'Each child can see themselves through our toys': Senegal's toymakers aim to showcase the country's culture and values through their products https://t.co/MicrqnODwn pic.twitter.com/juvJKtyAcH
— Reuters (@Reuters) December 24, 2024
Promoting Senegalese Identity
Another local producer, Racky Daffé, founder of Alyfa, focuses on promoting Senegalese culture through toys. Her creations include traditional wrestler figurines and diverse dolls representing various skin tones, including albino dolls.
“Children often point out toys that look like them. It’s really about representing an entire community,” said Daffé.
However, local producers face challenges. Limited access to raw materials, financing, and smaller production scales make it hard to compete with cheaper imported toys.
“The biggest challenge compared with global brands is that we cannot produce at the scale needed to offer these toys at a price affordable for the Senegalese middle class,” Daffé explained.
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A Growing Market with Challenges
Despite these obstacles, demand for culturally resonant toys remains strong. Toy distributors like Kidz Palace have seen rising sales, particularly among families seeking educational toys that reflect Senegalese identity.
Fatimetou Diop, chief executive of Kidz Palace, noted, “The market cannot always be supplied consistently. Sometimes we run out of stock due to raw material shortages or financing issues. Local manufacturers often face these constraints.”
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Optimism for the Future
The toy industry in Senegal is evolving, with an increasing appreciation for products that resonate with local culture. While the sector continues to navigate production and affordability challenges, the commitment of entrepreneurs like Gaye and Daffé ensures that children can find toys that celebrate their heritage.
