Frobelles is the UK’s championing dress up game, which is actively challenging a lack of diversity in the tech industry, as a lack of representation in the content consumed by young children can really damage their self-esteem. 

At just 6 years old, “mini-CEO," Alyssa, asked why none of her game characters had afro hair like hers. After searching for more suitable options at the time, her mum Yvonne found there were really slim pickings, so they decided to create their own. 

With levels of discrimination still prevalent, especially in the workplace, it’s vitally important to empower young girls to love their afro hair in all its natural glory – while also showing them how to style and care for it due to its nuances. 

Just a few years after coming up with the idea over the kitchen table, Frobelles, with its three main characters, has: 

- Over 100,000 users, 
- Has been featured in two campaigns with GooglePlay
- A campaign with Apple
- Has been featured in the Startups 100 for 2024
- Was shortlisted for the Startups DEI and Young Entrepreneur Awards
- Won the FSB Celebrating Small Business Award for Young Entrepreneur (sponsored by NatWest)
- Has been covered by the likes of the BBC, Entrepreneur, Metro, and Grazia
- Has just signed a licensing deal with Hero Brands to take the games beloved characters to the UK and US retail markets, ensuring their mission of empowering curly-coily haired kids to the next level. 

What started as a passing comment between mother and daughter, is now a vibrant community with sisterhood and empowerment at its heart. Welcome to the Frobelles fanclub.

Frobelles

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