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Purpose Toys, one of the largest Black-owned toy start-ups, announced today the release of two new purpose-driven toy lines, Naturalistas and HBCyoU, in partnership with Just Play and Kidfinity Inc. (a Just Play affiliated company).

Both lines will be sold and distributed by Purpose Toys for retail launch globally in Fall 2022, with additional collaborations planned for Spring 2023 and beyond.

Purpose Toys was founded by entrepreneur, brand specialist, and business development executive DeeDee Wright-Ward with a mission to partner with promising Black toy creatives, to produce contemporary products that align more closely with the modern Black experience.

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