The same-name company behind empowerment-focused IP Afro Unicorn has named Just Play as its master toy partner.

The Florida-based toyco’s Shrinky Dinks division now has worldwide rights to manufacture and distribute Afro Unicorn products including dolls, figures, playsets, collectibles, role-playing games, plush toys and building toys through major retailers starting in spring 2024.

Afro Unicorn selected Just Play as its lead consumer products partner because the company’s values aligns with the brand’s vision to uplift, inspire and advocate for Black women, said founder and CEO April Showers in a press release. 

Afro Unicorn’s licensing program currently spans apparel, accessories and party supplies. The brand launched in 2019 as a DTC e-commerce business, and took its first steps toward expansion this year with multiple licensing deals. In April, it signed on Jay Franco (bedding), MAD Engine (apparel), Unique (party goods), Handcraft (intimates), Silver Buffalo (batteries) and Komar (sleepwear). And two months later, the company partnered with Walmart to launch a selection of party products in more than 1,500 US stores.

Just Play, which creates proprietary toy lines as well as products based on popular kids entertainment brands such as CoComelon, has recently inked licensing deals with Sesame Workshop and Star Stable Entertainment in Sweden. The company expanded into content production this year by launching an entertainment division that’s headed up by former Pocket.watch chief revenue officer Stone Newman.