Toy market news

Just Play to create toys for first African kid superhero series ‘Super Sema’

Just Play has entered into a licensing agreement with edutainment company Kukua to create toys, including dolls and role-play sets, for the YouTube Originals series Super Sema. The show follows young African girl Sema and her twin brother MB who have STEAM superpowers.

Super Sema premiered on International Women’s Day this past March and has amassed millions of views since its launch. The series takes place in an African-futuristic world where Sema and MB use science, technology, creativity, and courage to save their village from an AI robot villain.

The series is produced by Nairobi-based edutainment company Kukua, which is helmed by a female team, including Oscar-winner Lupita Nyong’o, who is a shareholder, executive producer, and voice in the series.

Just Play’s product line will launch in fall 2022.