Thanks to Karma’s World Entertainment and 9 Story Media, two Black-owned hair care businesses have reached their first-ever licensing deal.
Courtesy of Firstline Brands and CurlyKids Mixed Texture HairCare
when world of karma Launched two years ago, series creator Chris “Ludacris” bridge Tell hollywood reporter He hopes the Netflix animated series will help build the confidence of today’s children. The show, which also voices Bridges’ father, premiered in September in its fourth season, about a talented black girl in middle school who uses her strengths in music and rap to help her overcome obstacles and challenges.
Now, Bridges’ mission-driven media company, Karma’s World Entertainment — which aims to build children’s self-esteem, creativity, and leadership through educational programs — and 9 Story Media Group, the show’s production company (Daniel Tiger’s Neighbor, Wild Kratz) entered into licensing deals with two black businesses that provide hair care products exclusively for black girls.
“Creating a plan to support Black-owned businesses speaks to themes of representation and community throughout world of karma“This unique opportunity supports entrepreneurial power in inclusive spaces and showcases Black excellence,” Bridges, who serves as the show’s executive producer, said in a statement. “
Firstline Brands and Los Angeles-based CurlyKids Mixed Texture HairCare are just the first partners under the new program, which continues to seek the support of Black-owned businesses to increase retail representation in empowered businesses, the companies said. The companies will receive special marketing support and networking opportunities at Licensing Expo 2023, to be held in June at the Mandalay Bay Convention Center in Las Vegas. Additionally, 9 Story Brands — whose portfolio includes global companies such as Mattel and Scholastic — has partnered with The Gathering Spot, a private club for black businesses, which will offer bespoke memberships to CurlyKids and Firstline.
“Black-owned businesses have historically been underrepresented in the licensed industry, and we must work with partners who fit our brand DNA and work to improve on-shelf representation,” said Kyra Halperin, co-VP of 9 Story Brands. in a statement. “We are delighted to be partnering with CurlyKids Mixed Texture HairCare and Firstline Brands – each a first-time licensee – to develop exciting and innovative extensions world of karma universe. “
The two companies have launched their first product world of karma– Brand products — Super Detangling Shampoo, Super Detangling Conditioner and Super Detangling Spray from CurlyKids, and three silk hats and pillowcases from Firstline — are now available in 469 Walmart stores.
“This is our first foray into licensing,” Firstline CEO Joni Odum said in a statement. “With the support and resources of the 9 Story Black-Owned Business Program, we will achieve our mission on a larger scale.”
Sandy Williams Bordenave, co-founder of CurlyKids, added in a statement, “Black TV, black media, black art, black hair products — these things are all working, Thrive and achieve together… As parents of a beautiful young black woman, we see our little girl in Karma, and we hope more people in the world adopt that perspective.”