EPI world (Entertainment, Publishing and Inspiration), a leading multicultural doll and toy manufacturer, announced a new master licensing partnership with rock the bells, the global lifestyle platform elevating hip-hop culture from its roots to the present day. Founded in 2018 by LL Cool J, Rock The Bells focuses on content, experiences and commerce that honor the timeless elements of hip-hop (MC’s, DJ’s, breakdancers, graffiti artists, etc.) that drive mainstream culture today. today.
Starting Fall 2022 at Walmart, World of PPE will roll out Rock The Bells merchandise worldwide, including fashion dolls, role-play merchandise, kids’ costumes, fashion accessories and books coloring pages based on iconic hip-hop styles and immersive global culture.
“The toy space is so important, and it’s time to see real representation in the toy aisle, both for the product choices kids have and the companies that make them,” said Rock The Bells Vice President of Commerce, Richard Morris. “Dr. Lisa and her team at World of PPE see the vision that LL COOL J has with Rock The Bells, to create an incredible line of products reflecting the culture and authenticity of Hip-Hop for fans around the world and for make it accessible to them, wherever they are and shop.
The first wave due out later this year includes hip-hop-themed poseable collectible dolls, dressed in iconic clothing and themed adult coloring books, celebrating hip-hop’s 50th anniversary and contemporary modern style by artist J. Pierce.
“Partnering with Rock The Bells is a dream come true,” said Dr Lisa Williams, World of PPE, CEO and Founder. “From day one, we set out to create dolls of all ethnicities and skin tones, so that all children and adults see themselves reflected in the toys they play with. Adding the beats and beats of hip-hop into the mix is another powerful way to ensure that black and brown kids everywhere embrace their own beauty and boost their confidence.
Dr. Williams added: “Furthermore, as a modern contemporary American artist, J. Pierce represents anything that is off the beaten path. He discovered a passion for fine art, product design and custom urban murals to touch people and their emotions. Her use of color and pattern makes her work unique and engaging for young and old and will look amazing in our Rock the Bells coloring books launching at Walmart.
Founded by Dr. Lisa Williams, World of PPE is committed to authentic representation to help children see their true beauty and radiance. Across both proprietary brands, including The Fresh Dolls and Positively Perfect Dolls, as well as licensed lines, including the Disney+ series The proud family: stronger and prouder, their dolls feature unique sculpts and realistic features, such as beautiful full lips, custom blended skin tones, and more representative poseable bodies, hair textures and styling. Every detail is consciously and intentionally incorporated to represent the beauty of multicultural children.