THIS Christmas season, Senegalese toymakers are enjoying a surge in demand as parents and gift-givers flock to holiday markets for toys that celebrate the country’s culture and values. In a festive Dakar, where lights and decorations brighten December nights, local brands are winning hearts with products that resonate deeply with their heritage.
A cultural revolution in playtime
Senegal’s predominantly Muslim population shares a tradition of celebrating diverse holidays, including Christmas, with joy and unity. In the capital, holiday markets bustle with shoppers seeking unique gifts. Among the vendors this year was Awa Gaye, co-founder of the toy brand Yeewu. Gaye launched her business after struggling to find toys that reflected her cultural identity for her daughter.
‘She couldn’t see herself reflected in the toys she played with. So, we decided to create a brand,’ Gaye told Reuters. Yeewu’s dolls feature African hairstyles, vibrant clothing, and inscriptions in Wolof, one of Senegal’s most widely spoken languages.
Breaking barriers with representation
Another pioneer in the industry is Racky Daffé, founder of Alyfa, a toy brand renowned for its figurines of traditional Senegalese wrestlers and dolls available in diverse skin tones, including albino. ‘It’s really about representing an entire community. Every child can see themselves through our toys,’ said Daffé.
While demand for these culturally rich toys is growing, local toymakers face stiff competition from cheaper imported products. Production challenges, including raw material shortages and limited financing, hinder scalability.
Challenges in local toymaking
‘Our biggest challenge is producing at a scale that allows us to offer affordable prices for Senegal’s middle class,’ Daffé explained. The issue is compounded by inconsistent supply chains, which often leave distributors unable to keep up with demand.
Fatimetou Diop, CEO of Kidz Palace, a toy distributor in Dakar, highlighted the growing popularity of locally made toys. ‘Families love educational toys that reflect our cultural identity, but we sometimes run out of stock due to raw material shortages or financial constraints faced by manufacturers,’ she told Reuters.
Hopeful outlook for a growing market
Despite these hurdles, Daffé remains optimistic. She believes that the increasing demand for toys that reflect Senegal’s rich heritage will sustain the industry’s momentum. ‘Children often point out toys that look like them. That connection is what drives us,’ she said.
As Senegal’s toymakers continue to merge quality with culture, they’re not just creating playthings — they’re fostering pride and representation in every child who sees themselves in their products. This holiday season, they’re proving that toys can be more than fun; they can be a celebration of identity and belonging.
