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Just Play to Create Toy Line for ‘Super Sema’

The new “Super Sema” toys include talking dolls and role-play sets.

Consumer products company, Just Play, announced that it has entered into a licensing agreement with the edutainment company Kukua for the YouTube Originals series “Super Sema.”  

Fueled by STEAM superpowers, the show follows the world-changing adventures of an extraordinary young African girl, Sema. Just Play’s toy line will embrace the show’s core messages of kid-powered curiosity and empower fans to recreate Sema’s adventures at home.  

“We were drawn to the empowering and inspiring messages of Super Sema and its role in bringing African role models to children around the world,” says Geoffrey Greenberg, co-president, Just Play. “Sema and MB are exceptional heroes who engage their gifts of inquisitiveness and self-reliance, along with their knowledge of science and technology, to accomplish seemingly insurmountable goals. We are captivated by what Kukua has created and are looking forward to this new partnership.”  

The series is set in an African-futuristic world where Sema and her twin brother MB utilize science and technology, along with creativity and courage, to save their village from a heartless AI robot villain. “Super Sema” was created by Kukua, a multidisciplinary media and technology startup that combines entertainment and education to inspire today’s children. 

“I’m excited to see Super Sema come to life as dolls and dress-up role play, so that kids around the world can play out Sema’s STEAM-powered adventures at home,” said Lupita Nyong’o, who serves on the leadership team for Super Sema. “I’m deeply invested in making Black children feel confident and comfortable in their own skin, and, like the series, this will give them the opportunity to play, be creative and invent with toys that look like them. Sema is the kind of doll I wish I had growing up!” 


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