We recently connected with Flora Ekpe-Idang and have shared our conversation below.
Flora, so good to have you with us today. We’ve always been impressed with folks who have a very clear sense of purpose and so maybe we can jump right in and talk about how you found your purpose?
It all started in 2005 during high school. While sitting in health class, I was introduced to the doll test – a renowned 1940s experiment that explored the psychological impact of segregation on Black children. A group of kids were presented with a white doll and a Black doll and asked a series of questions, such as which doll they found prettier, smarter, or more likely to succeed. The results were disheartening – seeing these children overwhelmingly favor the white doll for anything positive and the Black doll for anything negative. It struck me deeply that kids as young as 4 had internalized racism, particularly from the young Black girls who often face colorism and damaging beauty standards that affect their self-esteem in the long run. I didn’t know exactly what I wanted to do with this realization at the time, but I knew that I would always carry that moment with me. It took me another 10 years for everything to come full circle.
In 2015, while pursuing my MBA, I founded Corage Dolls. After years of observing toy shelves, interning at some of the largest toy companies, engaging in conversations with socially conscious millennial moms and even joining a Black-owned doll club, I became acutely aware of the limited access to Black dolls, the lack of diversity among existing options, and the significance of why Black dolls matter. I couldn’t wait any longer—I had to take action in my purpose.
My vision was to revolutionize the concept of an “American girl” by introducing the NEW American girl. I wanted to create beautiful dolls of exceptional quality that authentically represented the girls of today, instilling cultural pride, sparking creativity, and promoting diverse play. I aimed to develop empowering stories that contribute to a child’s growth and foster a community of sisterhood, where everyone supports and advocates for girl empowerment. It was crucial for me to make girls of color feel seen, valued, and understood.
I made it a priority to ensure that every stage of the doll-making process met the highest quality standards. From selecting soft vinyl materials for long-lasting durability and crafting authentic facial features using a collage of 50 faces of real Black girls for relatability, and designing bendable arms and legs for great playability—no detail was overlooked. Most importantly, I wanted to create dolls with voluminous curly/coily hair texture that would make Black girls exclaim, “That her hair looks just like mine!” Each doll is crafted with love and care because Black girls deserve nothing less. Since the launch of Corage Dolls, our product range has expanded to include doll apparel, books, and pins. Additionally, we introduced Cultivate Courage—an assortment of apparel, notebooks, and more, where 50% of the proceeds are donated to Black-led organizations that support social issues affecting Black girls’ wellbeing.
My business is driven by a purpose—to engage and relate to readers like you, who share the same passion for fostering a sense of belonging and representation.
Thanks for sharing that. So, before we get any further into our conversation, can you tell our readers a bit about yourself and what you’re working on?
I’m Flora Ekpe-Idang and I am the Founder and CEO of Corage Dolls – a multicultural doll and book company that helps to elevate, educate, and encourage girls of color to be unstoppable.
I’ve always had a passion for diversity and inclusion. From my 10+ years of experience in multicultural marketing including mass retail at Target, interning at two of the largest toy companies Jakks Pacific and Hasbro, and mentoring countless young girls over the years, my vocation is the empowerment of girls of color.
I’m originally from New Jersey and I like to claim that I’m from the best of both worlds. My father is Nigerian born and my mother is from Grenada. Growing up, my house was filled with images and books that celebrated Black culture and my mom made it an imperative for me to have Black dolls. Even though my home made me feel loved in the skin I’m in, society made me feel otherwise with media that constantly showed thin, blonde, and light skinned as the default of beauty. I can’t lie and say this didn’t make me feel lesser than as I often begged my mom to relax my hair so my natural hair wouldn’t be perceived as “unkempt”.
When I launched Corage Dolls, I wanted to ensure girls of color feel seen and know that they have limitless potential. I’m excited to share that in our continued efforts to support girls’ wellbeing this Fall we’re set to launch a line positive affirmation cards that teach kids life lessons about courage, confidence, and inclusivity!
There is so much advice out there about all the different skills and qualities folks need to develop in order to succeed in today’s highly competitive environment and often it can feel overwhelming. So, if we had to break it down to just the three that matter most, which three skills or qualities would you focus on?
One area of knowledge that was most impactful in my journey was embracing a manufacturing learning curve. Coming from a marketing background, learning and navigating supply chain and sourcing trustworthy suppliers throughout this process has been an ongoing journey. A skill that was most impactful was having/still is having a growth mindset. Being an entrepreneur requires being willing to take strategic risks, test and learn, and connect with others whether mentors, family, or industry partners to help you develop in your business. A quality that was most impactful was motivation. I’m still on a journey in my personal and professional development towards my version of success, but through perseverance I know what I’m doing through Corage Dolls is living out my purpose.
Advice:
Cultivate courage within yourself and take that chance to just create even if you think you’re not ready because eventually you’ll inspire someone else.
How can folks who want to work with you connect?
I’m in the process of sourcing new high-quality doll manufacturers and would love to collaborate with those in that field. I’d also love to collaborate with those with retail operations experience as I explore new opportunities in distribution. If you’d like to connect please reach out at flora@coragedolls.com!
Contact Info:
- Website: https://coragedolls.com/
- Instagram: https://www.instagram.com/coragedolls/
- Facebook: https://www.facebook.com/coragedolls/
- Linkedin: https://www.linkedin.com/in/floraekpeidang/
Image Credits
Head shot image credit: Marques Ruiz Photo of Flora with doll in hand @https://www.instagram.com/clarkecreatesllc/
