Dolls brand with a cultural mission in Ivory Coast

Naïma Dolls, a pioneering toy brand in Ivory Coast, is evolving into an umbrella brand, strengthening its social and cultural impact while preparing for sustainable growth. Led by entrepreneur Sara Coulibaly and supported by a predominantly female team, the company contributes to positive representation for children across the region. In collaboration with PUM expert Saskia Schuit, Naïma Dolls is now preparing for further expansion of its brand experience and increased visibility, both locally and internationally.

Founded in Ivory Coast by Sara Coulibaly, Naïma Dolls has spent the past decade building something unique: a toy brand that reflects and celebrates the cultural identity of African children. By introducing dolls that resemble the children who play with them, the company created a market that previously did not exist.

Over the years, Naïma Dolls has grown into a recognised brand with a strong social and cultural impact. At the same time, further growth brought new challenges. Increasing competition and international ambitions required a clearer brand position and a more structured organisation.

PUM expert Saskia Schuit was inspired by Sara: “During our many talks, I’ve gotten to know Sara as an ambitious entrepreneur who is determined to learn, grow, and make a difference every day. She is also one of 27 PEPITE champions, a prestigious Ivorian government initiative supporting high-potential SMEs. At the same time, she is a very modest lady, which is why they call her ‘La Force Tranquille’ (the quiet strength).”

From product to experience

To support this transition, PUM expert Saskia Schuit worked closely with Sara Coulibaly and her team. As Saskia explains: “The objective was to move from a product-centred brand to a strong, experiential, and community-based brand capable of growth and offering a unique and irreplicable customer experience.”

Together, Saskia and Sara explored how the brand could evolve beyond individual products into a broader and more coherent story. This led to the concept of “Naïma World”, an umbrella brand connecting different activities, including dolls, retail and a themed play environment. At the same time, attention was given to strengthening the internal organisation. Saskia notes: “Sara had built an extraordinary brand, but a lean team meant she carried a lot herself. Creating a structure with more senior roles allows space for growth, makes the organisation more resilient, and enables Sara to reclaim her time while scaling with impact.”

Building for growth and impact

Finally, the two worked together to build a strategic commercial and operational plan to focus efforts, grow sales, reduce costs, and strengthen sustainable social and cultural impact.

With a clearer brand structure and strategic direction in place, Naïma Dolls is well positioned for its next phase. The ambition is not only to grow commercially, but also to deepen its social and cultural impact. Saskia concludes: “What stands out is Sara’s determination to learn, grow and make a difference. With her leadership, Naïma Dolls is set to expand with impact.”

Embedding the new brand positioning, improving marketing and communication, and supporting the development of clear, practical steps, including guidance on leadership and delegation, enable the company to grow in a sustainable and manageable way.