Aneesa Store’s Playful Rebranding Brings Diversity and Representation to Toy Retail

In 2017, Jozi had the idea of gifting a friend with a Black doll, only to realize the difficulty of finding representational toys in the industry. Aneesa Store is the first e-commerce for Black dolls in Latin America—an innovative and exciting company dedicated to selling high-quality Black dolls. Founded with the mission to promote diversity and inclusion in the world of toys, Aneesa strives to represent the rich ethnic and cultural diversity of society by offering a wide range of dolls that reflect different skin tones, hairstyles, and facial features. The brand gained significant visibility after appearing on Shark Tank Brazil, where Camila Farani’s endorsement helped Aneesa become more widely recognized across the country. With its growth, the brand needed greater versatility and a mor