Coming to major retailers later this year, the first all-Latina line of fashion dolls

Independent US toy brand Purpose Toys is debuting a new line of fashion dolls. Dubbed 'Latinistas', the four all-Latina dolls are a response to the longstanding cultural ambiguity that's prevalent in the toy industry. As Purpose Toys puts it, "More than a friend or sidekick, Latinistas are the MAIN CHARACTER."

Reflecting the diversity of the Latinx community, Latinistas feature various skin tones, eye colors and hair textures. Lola, Liv, Julianna and Dani are scheduled for market-wide distribution through major retailers like Walmart, Target and Amazon from August 2023.

Purpose Toys was created to champion diversity within the toy industry. In 2022, it successfully launched 'Naturalistas,' the world's first line of all-Black fashion dolls with natural hair, and 'HBCyoU Dolls', which celebrate Historically Black Colleges and Universities. Latinistas are the inaugural product line of the company's new, Latinx-centric toy division, named Purpose Toys LATIN.