The Changemakers: April ShowersThe Changemakers: April Showers

The licensing industry has global influence; consumers flock to buy the products the industry creates, and the revenue at retail is a substantial driver of a brand’s power to implement change. Some executives harness the power of their position to become what License Global calls “Changemakers,” meaning that to create the change they want to see in the world, they are uncovering licensing’s potential as a catalyst.   

To celebrate the initiatives and individuals behind change, License Global explores how the licensing industry is impacting sustainability, diversity and inclusion through a monthly insight column called Changemakers. 

Today, we chat with April Showers, founder, Afro Unicorn, about the brand’s message and monumental growth in the licensing industry. 

License Global: Why did you start Afro Unicorn and how does it fit into the licensing industry? 

April Showers: I started Afro Unicorn, a fully licensed character brand celebrating representation, as a conscious brand designed to positively uplift and impact women and children of color.  

Today, it is the fastest-growing Black brand in the U.S. and Canada; they can live and play in the world of Afronia and be their authentic selves.  

My brand initially focused on party supplies and apparel, and now Afro Unicorn boasts a diverse portfolio of 25 product categories and 500 SKUs available in 40,000 stores, including prominent retail chains such as Walmart, Target, HomeGoods, Kohl’s, J.C. Penney, Amazon, CVS, Citi Trends and many more.  

Afro Unicorn is becoming a powerhouse in the licensing industry. How does the company use its reach to implement change? 

Through partnerships with over 45 licensees globally, Afro Unicorn offers a wide array of products, including accessories, apparel, books, backpacks, collectibles, consumables, costumes, toys and music. 

I enjoy mentoring other entrepreneurs. Through speaking engagements, networking events, award shows, galas and my “Soulful Sundays” talks on Instagram Live and robust social media channels, I impart my knowledge in licensing and all aspects of the business to others.  

In the early days of my company, I watched the Netflix documentary, “The Toys That Made Us.” This documentary taught me a lot of the terminology I needed to understand the licensing world. Since then, I have met with everybody featured in the documentary, including the licensing company that started Ninja Turtles. 

My top advice for the next generation of young entrepreneurs looking to open or expand a brand would be to get out of their way and do it! I encourage them to embrace courage over comfort. Always follow up and follow through on the plan. And go all in. 

What is the overall message of Afro Unicorn, and who is the audience? What do you hope to accomplish with the brand and why is it important to you? 

As the creator of Afro Unicorn, my mission has always been to remind women and children of color how unique, divine and magical they are.  

As part of its indelible social-impact initiative, in 2023, we created the Afro Unicorn Foundation, which is committed to championing young girls, helping them discover their unique potential and become confident leaders of tomorrow.  

Through our flagship program spearheaded by Afro Unicorn Foundation president, Kenyelle Ash, we are helping them discover their unique gifts and talents. Our interactive and engaging activities are designed to inspire and empower girls to reach their full potential.  

What are your goals for the Afro Unicorn brand in licensing and otherwise? 

Afro Unicorn is truly the modern-day Hello Kitty. Soon, it will become a fully licensed entertainment brand that includes location-based experiences from hotels and restaurants to amusement parks. Afronia is an empowering and impactful physical space for authentic representation where children are their confident selves, bringing self-esteem and motivating them in a positive light. I cannot wait for everyone to experience the world of Afronia for themselves!  

What is the latest news about Afro Unicorn, and what can fans of the brand look forward to in the future? 

Afro Unicorn’s evolution includes a production deal for an animated series, six original Afro Unicorn books under the Random House Books for Young Readers imprint, as well as a graphic novel series for middle-grade debuting on July 16 under the Andrews McMeel imprint.  

I am incredibly proud of our one-of-a-kind beauty and style line. Afro Unicorn Magical Tresses is a best-in-class hair and styling line designed for all curl patterns. It is kid-friendly and mom-approved. In collaboration with Magical Beauty, our first Black-owned global licensing partner, we offer our loyal customers an unrivaled hair care experience.  

On the retail side, Afro Unicorn has continued expanding with Citi Trends, a leading specialty value retailer. We are equally excited about our first-ever clothing collaboration with Sweet Peas Co., which includes bamboo pajamas, dresses, turbans and more.  

For 2024, we debuted a live-action series at the Bentonville Film Festival. In addition, Afro Unicorn joined forces with Roblox to bring our diverse characters to life. Afro Unicorn’s YouTube Channel features a brand-new Afro Unicorn Kids Show featuring Eden, Olivia, Ms. April and friends where the adventure begins!