With a mission to provide a platform to uplift, promote and remind children of colour how special they truly are, Afro Unicorn founder April Showers has announced today the expansion of her lifestyle brand for kids (ages 2–12), with new licensing partners signed and a retail launch planned this year.
Afro Unicorn was established in 2019 with the ethos “representation matters”, and incorporates the brand values – “unique, divine, magical” – that every child of colour needs to be reminded of. Showers launched her concept with a direct-to-consumer programme of apparel and accessories, featuring the unicorn characters Unique (the leader), Divine (the motivator) and Magical (the persuader).
With a rapidly growing awareness across social media, Showers has organically grown a solid young fan base for Afro Unicorn, eager to engage with her brand and messaging. Most recently, she has signed multiple licensing partners, including H.E.R. Accessories (accessories), Jay Franco (bedding), MAD engine (apparel), Unique (party supplies), Handcraft (underwear), Silver Buffalo (drinkware) and Centric (sleepwear).
In the party supply category, Afro Unicorn will be one of the first (if not the first) from a black woman-owned brand. A range of products will begin rolling out this year with holiday-themed products also planned for Q4 2022.
Additional key categories in the works for the brand include publishing, toys, and animated content, among others.
“Our goal from the beginning has been to give girls of colour a unicorn that represents them and encourages them to embrace their uniqueness, love themselves, and be empowered to go out into the world and trailblaze,” says Showers. “We have been so fortunate to holistically create a buzz around Afro Unicorn early on, catching the eyes of such accomplished black women as Tiffany Haddish and Alicia Keys, who have all promoted Afro Unicorn because of its authenticity. We want all of our products to speak directly to the underrepresented black woman and child, and we are thrilled to work with our licensing partners to create products that accomplish that mission.”