By creating a new range of diverse and relatable characters and toys

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1. UNDERSTANDING

Concept · Research · User Workshops · Playtesting

Young girls love dolls. And for many, they are an important and compelling medium to create lasting memories. 

With young daughters ourselves, we noticed that none of the dolls they were playing with represented their lives as contemporary young Muslim girls. That is, characters with diverse influences and interests from science and fashion, to singing Islamic songs or nasheeds. 

This resulted in Salam Sisters, a collection of five culturally diverse characters who are faith-grounded, fun, modest fashion-forward, and future thinking. 

 
 
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2. Design

Character Design · Stories and world building · Branding and packaging

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Product development · Production

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3. Impact

100%
of play-testers wanted to take one home

global investor interest
planned store launches across the world

coming soon
currently in production