Hero NXT to helm licensing push for Frobelles

Hero NXT – the licensing division of Hero Brands – is taking charge of the licensing push for Frobelles, the UK’s first Afro hair-championing dress-up game.

Hero NXT plans to take the Frobelles characters into toys, hair accessories, fashion and animation, starting with UK and US markets.

Founded by mother-daughter duo Yvonne and Alyssa Ottley, Frobelles was inspired by Alyssa asking, at age six, why none of her game characters had Afro hair like hers. The brand was created to fill this gap, and has since grown into an edutainment platform.

“This partnership with Hero NXT is a monumental step for us,” said Yvonne Ottley, Co-Founder of Frobelles.

“It not only amplifies our mission to provide meaningful representation for Afro-curly haired kids, but it also allows us to inspire and educate on a much larger scale. We’re excited to see where Kelli, Coco, and Krista go next.”

Ed Duah, Vice Chairman of Hero Brands and Co-Founder of Hero NXT, added: “Frobelles is such an exciting brand that brings innovation, diversity and inspiration to a whole new generation.

“We are thrilled to have the opportunity to launch a whole range of products that are going to bring the Frobelles narrative to a global audience – this brand doesn’t just empower children with afro hair in a world where discrimination is still rife, it also inspires them to be the change they wish to see.”