Shindana Toys

Shindana Toys, a division of Operation Bootstrap, Inc., was a South Central Los Angeles, California cooperative toy company formed in 1968, one of many Operation Bootstrap initiatives undertaken following the 1965 Watts Riots. Company proceeds supported businesses in the Watts area. Shindana (a Swahili word roughly meaning "to compete") Toys was community-owned and founded by Louis S. Smith, II and Robert Hall. The latter was the company's first CEO and President; though he was succeeded in both posts by Smith. The Chase Manhattan Bank, the Mattel Toy Company, Sears Roebuck & Co., and Equitable Life Assurance helped finance portions of the Shindana Toys operations. According to a doll box from 1975, the company's address and phone number were "6107 So. Central Ave, Los Angeles, Calif 90001 213-231-9387."

Shindana Toys was historically significant for being one of the first toy companies (if not the first) to market ethnically-correct Black dolls. A goal of the company was to raise Black consciousness and improve self-image. In a 1970's Los Angeles Associated Press article, company president, Louis Smith said, "We believe that only by learning to love oneself can one learn to love others...Shindana believes that by marketing black dolls and games that both black and white children can learn to relate to at an early age, the company can foster the spirit of what Shindana is all about, love."

While the first doll created by Shindana Toys was named "Baby Nancy," many later Shindana Toys dolls featured ethnically correct names, including names that were Swahili in origin. The popular Talking Tamu (Swahili for "sweet") doll was designed to say the following phrases:

• My name is Tamu.
• Cool it, baby.
• Do you like my dress?
• Hold me tight.
• I'm sleepy.
• Can you dig it?
• Let's play house.
• I love you.
• Tamu means 'sweet'.
• I'm hungry.
• I'm proud, like you.

Other Popular Shindana Doll Lines

Black Celebrity Dolls
Shindana dolls were created with the likenesses of positive Black celebrities, including Flip Wilson, Jimmie Walker, Julius Erving (a.k.a. Dr. J.), O.J. Simpson, Marla Gibbs, Redd Foxx, Diana Ross, and Michael Jackson. Children could make some of these dolls "talk" by pulling and releasing a string.

Cuddly Li'l Souls
This line featured "soft cloth-body rag dolls with natural-style hair" [ [http://www.flickr.com/photos/wishbook/244875986/in/set-72157594186368474 SearsWishbook.1971C.P031 sur Flickr : partage de photos ! ] ] and clothing imprinted with uplifting phrases like "Peace," "Right On," "I'm Proud, Say It Loud", and "Learn, baby, learn." The last phrase was a transformation of the "Burn, baby, burn" chants often heard during the Watts Riots. These dolls were given name like "Sis," "Natra," "Wilky," and "Coochy." The 1971 Sears Wish Book priced these dolls between $1.89 and $2.19.

Little Friends Collection
This collection featured Black, Caucasian, Asian, and Hispanic boys and girls--most about 12 inches tall and with attention given to ethnic details. [ [http://www.dollreference.com/shindana_dolls.html Shindana - Dolls 1960's-1980's ] ]

Career Girl, Wanda:
"Each of Wanda's boxes included a little pamphlet explaining the doll's particular profession. Photos of real Black women in these professions and their comments about the nature of their jobs gave suggestions on what the child might do to learn more about the job." [ [http://www.angelfire.com/bc3/blackdollzine/dollfocus2.html Dolls in the Spotlight ] ] Some of Wanda's careers included nurse, skydiver/race car driver, tennis player, and singer.

Other Shindana Toy Lines

Thanks in part to its acquisition of a company that produced board games, Shindana also started distributing games. These games included titles like "Jackson 5ive Action Game," "The Black Experience," "The Afro-American History Mystery Game," "Captain Soul," and "The Learning Tree."

References

Gonzales, Patrisia. "Preserving Part of Black History with Dolls" The Philadelphia Enquirer. July 14, 1985. p. 5
[http://www.flickr.com/photos/wishbook/sets/72157594186368474] Sears Wish Book 1971
[http://www.dollreference.com/shindana_dolls.html] Doll Reference
[http://www.angelfire.com/bc3/blackdollzine/dollfocus2.html] Dolls in the Spotlight