Toys with Roots’ Lali & Maru Brands Partner with Shoprite

Toys with Roots has unveiled a strategic licensing alliance between its Lali & Maru brands and African retailer, Shoprite Group. Facilitated by Africa Licensing House, this collaboration introduces a line of school backpacks featuring Maru with an Afronaut theme and Lali with a musician theme. The backpacks are available at Checkers Hyper stores. 

Building on the 2023 back-to-school campaign, where Toys with Roots supplied Shoprite Group with Maru & Lali-branded activity books, alongside Rainbow Kids, this partnership resonates with Toys with Roots’ commitment of celebrating African children and promoting diverse representation in the African market. 

“In 2024, our objective is to cultivate meaningful collaborations with global retailers and manufacturers who are eager to integrate authentic African art into their diverse product offerings,” says Thabo Motsabi, founder, Toys with Roots. “We aim to establish meaningful partnerships with international entities that share our vision of connecting with consumers possessing an international outlook. Through these alliances, we aspire to contribute to the creation of culturally rich and authentic products that resonate with a global consumer base."