Senegal’s local toy manufacturers are experiencing a surge in demand ahead of Christmas, with sellers hoping to win market share with high-quality products that reflect the country’s culture and values.
Mostly Muslim Senegal has a strong tradition of different religions sharing and enjoying each other’s holidays. Christmas in the capital Dakar is an example, where the city is lit up with decorations in December and holiday markets attract gift-seeking families to this West African country.
Awa Gay, co-founder of toy brand Yevu, was among the vendors at a bustling Christmas market this month. She started the business after she had a daughter and realized that there were certain toys that made her feel valued.
Gay said, “She couldn’t see herself reflected in the toys she played with. So, we decided to create a brand.”
Yevu dolls are adorned with African hairstyles and clothing, and have inscriptions in Wolof, a widely spoken local language. The idea is still new to some Senegalese parents, who sometimes ask her to draw white dolls or write in French.
Another local manufacturer, Racy Daffay, founder of Senegalese toy brand Alifa, is known for toys that promote Senegalese culture, such as traditional wrestler figurines or dolls that come in a wide range of skin tones, including albino .
Daffé says demand is growing, but there are challenges competing against cheaper, imported products. In Senegal, there is often a shortage of raw materials or financing that hinders production.
“The biggest challenge, compared to global brands, is that we cannot produce at the scale required to offer these toys at an affordable price to the Senegalese middle class,” Daffé said.
Distributors, whose sales have been growing over the past few years, are aware of the obstacles.
Fathimetou Diop, chief executive of Kidz Palace, a toy distributor in Dakar, said the toys sell fast among families who want educational toys that reflect the country’s cultural identity.
“The market cannot always be continuously supplied,” Diop said. “Sometimes we run out of stock due to shortage of raw materials or financing problems. Local manufacturers often face these constraints.”
Daffé remains optimistic that demand for Senegalese toys will remain strong, and said children often gravitate toward toys that look like them.
“It’s really about representing the entire community. Every child can see themselves through our toys,” he said.