How the Karma's World Doll Launch Linked Brands With Culture

Karma’s World is officially making its mark, and Chris “Ludacris” Bridges couldn’t be happier. That’s because it took the award-winning rapper, actor, producer and now children’s book author over a decade to bring the animated children’s program to audiences. Now, the show and its titular character—which has earned multiple NAACP award nominations since its debut in October 2021 on Netflix—has made its way into the commerce world with a line of toys and products authentically representing the diversity and self-expression that anchors the show’s themes. Bridges was on hand at the Karma’s World shop at toy emporium FAO Schwarz in New York in early August to celebrate the launch of the brand’s toy and product line and the show’s third season, which premiered July 7 on the streaming network. The shop also hosted activations including a styling demo station featuring dolls based on the character and a charity sneaker drive in partnership with nonprofit organization It’s From the Sole. Overall, the launch was a special opportunity for major brands to connect with Black culture, thanks to Bridges and his inspiring character. Connecting with culture For Karma’s World, the multihyphenate partnered with Mattel, Scholastic, KIDdesigns, Tara Toy and several Black-owned brands geared toward helping helping little girls who identify with Karma feel seen. To further drive home the mission, Bridges and his production and brand partners, 9 Story Media Group and 9 Story Brands, further partnered with natural haircare brand CurlyKids to release a Karma’s World detangling shampoo, conditioner and spray. The product line is now available in the FAO Schwarz Karma’s World shop and through the brand’s additional retail partners Target, Walmart and Amazon. "We were looking for all the best brands in the world," Bridges told Adweek's Gabby Ulloa. "When I say 'the best,' I mean the reach and who aligns perfectly with our mission." Bridges previously cited that Karma's toymaker won him and his team over in their presentation by having someone who specialized in “Black hair” on their team, which was crucial in accurately depicting the naturally curly-haired character. “Black-owned businesses have been historically underrepresented within the licensing industry and it’s critical that we work with partners that align with the DNA of the brand and achieve better representation on-shelf,” said 9 Story Brands’ co-vp of consumer products, Kyra Halperin, in a statement. “We are thrilled to work with first-time licensee CurlyKids Hair Care, which has been inspiring Black children through representation to show their bold, beautiful and dynamic hairstyles.” The partnership’s significance is further amplified by the fact that Bridges’ eldest daughter and the character's inspiration, Karma Bridges, was a recent recipient of the CROWN Award, an honor bestowed by the coalition that got the landmark CROWN Act legislation passed in 17 states, making discrimination based on hair styles in the workplace illegal. "A lot of these things that are happening in these episodes, Karma went through as a child," Bridges shared. "That's why I think people are resonating with it, because it's real life." A star is born The show, which follows 10-year-old aspiring rapper Karma Bridges and an inclusive mix of friends and family, uses music, humor and empathy to tackle weighty issues that affect people and communities of color and universally shared challenges in a way that younger audiences can understand and process. This latest season touches on such topics as dyslexia, dealing with conflict and toxic masculinity and engaging in protest to support the enactment of disability rights. “There’s not a topic that the show won’t address,” Bridges told Adweek. “I think that’s one of the reasons that the show has become a success—because we’re not afraid to talk about certain issues, and it opens up that dialogue between parents and kids that is very well needed in a time of today.” Asiahn Bryant, the singer who voices Karma, told Adweek the experience of seeing a character she has given life to vocally in real life has been emotional for her: “As a Black woman, an artist, a queer woman … seeing Karma come to life on the big screen and touch so many young Black girls has really changed my life in a crazy way.” Coming for that No. 1 spot While Bridges is humbled by the success of the show and the amount of brand support it’s achieved, he told Adweek there’s still room for expansion. Bridges also found time to release a book based on the series, Daddy and Me and the Rhyme to Be, in between shooting the latest installment of the blockbuster Fast & Furious franchise (which he has been a part of since 2003) and promoting his latest film, End of the Road, in which he co-stars with fellow iconic rapper-turned-thespian Queen Latifah. That film releases on Netflix September 9. “If you saw where we started over 10 years ago, you would be just as proud and happy as I am when you look across this room. I mean … it’s absolutely out of this world. But to answer your question, there’s no limitation on where it could go. Sky is the limit.” How HBO Ignited House of the Dragon's Marketing Campaign

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How the Karma's World Doll Launch Became a Meeting Ground for Brands and Culture

Chris 'Ludacris' Bridges' Netflix series expands into commerce

Leslie Blount

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Leslie Blount