Hip-Hop is in the [Walmart] House

Rock The Bells

, a global lifestyle platform elevating hip-hop culture.  

Founded in 2018 by celebrity, LL COOL J, Rock The Bells focuses on content, experiences and commerce that honor the timeless elements of hip-hop like MCs, DJs, breakdancers, graffiti artists and more.  

Debuting at

Walmart

this fall, World of EPI will roll out Rock The Bells merchandise worldwide, including fashion dolls, role-play products, children’s costumes, fashion accessories and coloring books based on hip-hop styles and immersive global culture.   

“The toy space is so important, and it’s time to see true representation in the toy aisle, both for the product choices kids have and from the companies that are making them,” says Richard Morris, vice president, commerce, Rock The Bells. “Dr. Lisa [Williams, chief executive officer and founder, World of EPI] and her team at

This year’s first wave of consumer products includes articulated, hip-hop-themed collectible dolls dressed in iconic fashions and thematic adult coloring books, celebrating hip-hop’s 50th anniversary and the contemporary modern style from artist, J. Pierce. 

“To partner with Rock The Bells is a dream come true,” says Williams. “From day one, we’ve set out to create dolls of all ethnicities and skin tones for all children and adults to see themselves reflected in the toys they play with. Adding the beats and rhythm of hip-hop into the mix is another powerful way we can ensure Black and Brown children everywhere embrace their beauty and build their confidence. Further, as an American contemporary modern artist, J. Pierce stands for everything outside the box. He has found a passion in fine arts, product design and custom urban murals to touch people and their emotions. His use of colors and patterns makes his work unique and attractive to both the young and the young at heart and will be amazing in our Rock the Bells coloring books launching at Walmart.” 

Williams founded World of EPI for authentic representation to help children see their true beauty and brilliance. Through both proprietary brands, including The Fresh Dolls and Positively Perfect Dolls as well as licensed lines, including

the Disney+ series

“The Proud Family: Louder and Prouder,” the dolls feature unique sculpts and true-to-life characteristics, such as full lips, custom-blended skin tones and more representative articulated bodies, hair textures and style. Every detail is intentionally incorporated to represent the beauty of multicultural children.