Terri Nichelle-Bradley says it wasn’t one epiphany that sparked Brown Toy Box, her direct-to-consumer subscription business that bolsters representation and self-esteem in young people of color. There were several.
“I was working at a rec center in college and befriending a little boy who was fascinated with building bridges,” she told AtlantaFi in an email interview. “But his interests weren’t encouraged or cultivated.”
Brown Toy Box Brings Representation, Culture To Children
Bradley also says her early family life in Minnesota helped shape her business immeasurably. “From my mother ensuring all of her children had positive representation around us all of the time as a child.”
And, finally, the Atlanta entrepreneur says, the idea came from “wanting my black children to know about black trailblazers and innovators beyond the context of slavery or the civil rights movement.”
So she leaned on her 20 years of public relations and marketing experience to create Brown Toy Box, culturally curated enrichment boxes that include games, toys and activities that come with educational gifts as well.
“Our products and programs are very specific to exposing black children to STEAM (Science, Technology, Engineering, Arts and Math),” Bradley says. “We want them to see trailblazers who went before them in those associated industries and be inspired by that. Therefore, in every box that goes out along with the activity or game/toy, we include a book featuring a real-life black person that has made amazing contributions to the particular theme we are focusing on, or we include a book on an black child hero, also doing something along that theme.”
Bradley, who serves as the Atlanta Chapter Chair for Women in Toys, says it is her personal mission to normalize representation of children of color in books, toys and activities. “My goal is to amplify the African American consumer’s voice in the children’s product space. . My goal is to bring as many women of color into the industry as possible.”
Bradley’s company recently launched an Indiegogo campaign supporting HEY! Helping Empower Youth get 100 boxes to children on the Westside and Southside schools.
As for Brown Toy Box, Bradley has ambitious plans to expand its reach into homes, businesses and schools in the near future.
“Ultimately, I am working to make Brown Toy Box the Walt Disney Company for Black children globally,” she says. “My vision for Brown Toy Box is to continue to grow our subscription box business, but also to create digital content, branded products, publishing and events.”
Bradley says African-American buying power continues to be a cultural force, yet remains one of the most underutilized markets for growth — but she’s determined to change that.
“I know that I am doing good work and working to change how black children see themselves and ultimately their futures. What other children’s product companies don’t understand is that our $1 trillion purchasing power needs to be respected. I am very excited to think about where we will be five years from now.”
Final Word
A huge congratulations to Bradley, who recently inked an agreement to sell Brown Toy Box in Target stores nationwide!
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