Prima Toys has introduced ZAZI, a new doll brand developed with South African children in mind, celebrating natural hair, diverse features and local identity through play.
Announced on 26 October 2026, the launch marks a new chapter for the South African toy company as it looks to challenge conventional beauty standards in the doll industry.
With two ranges, ZAZI Deluxe Doll and ZAZI & Friends, the company aims to offer children toys that reflect their appearance and experiences while maintaining the quality and appeal associated with international doll brands.
Why Prima Toys Created ZAZI
For years, South African toy shelves have featured dolls largely influenced by European and American beauty ideals.
While dolls with darker skin tones are available, Prima Toys identified a gap in products developed from the beginning around African facial features and natural hair textures.
The company also observed that dolls reflecting African features were frequently positioned at the lower-priced end of the market.
According to Paul Cook, CEO of Prima Toy and Leisure Trading, this presented an opportunity to develop a high-quality doll brand that celebrates South African identity.
“South African children have a wonderful diversity of skin tones, facial features and hair textures, yet this is not always reflected meaningfully in the dolls available to them,” Cook said.
The company wanted ZAZI to offer a different approach, with representation built into the original product design rather than added to an existing international doll concept.
Natural Hair Takes Centre Stage
One of the defining features of ZAZI is its attention to hair.
The development process took several months, with the Prima Toys team working alongside a manufacturing partner in China to refine the dolls’ hair textures and braided styles.
Creating the braids proved particularly challenging because each one is completed by hand.
The ZAZI Deluxe Doll is made from premium-quality vinyl and features soft facial details, carefully developed hair and understated outfits that place the focus on styling and play.
Children can braid and style the doll’s hair, making it a central part of the experience.
Introducing ZAZI & Friends
Alongside the Deluxe Doll, Prima Toys has launched ZAZI & Friends, a smaller doll range featuring colourful hairstyles, bright outfits and individual personalities.
The collection is designed around friendship and collectability, giving children opportunities to create stories and explore different characters.
Together, the two ranges establish a foundation for future additions to the ZAZI brand.
The Meaning Behind the Name ZAZI
The name ZAZI draws inspiration from the isiZulu word ukuzazi, meaning “to know oneself”.
According to Prima Toys, the name was chosen to express confidence, self-awareness and pride in personal identity without limiting the brand to a single South African cultural group.
“The name captured exactly what we wanted the brand to express. Know yourself, celebrate yourself and be proud of who you are,” Cook explained.
This meaning forms the emotional foundation of the brand, while the company maintains that fun and imagination remain essential to the experience.
Building on a South African Toy-Making Legacy
Prima Toys has a history in the local doll industry, having previously produced the Baby Love and Baby Angel brands in South Africa.
Although those local production facilities closed several years ago, the company’s experience has informed the development of ZAZI.
While ZAZI was developed as a South African brand, its manufacturing involves a partner in China.
This distinction reflects how the company has combined local product development with international manufacturing capabilities.
What’s Next for ZAZI?
The ZAZI Deluxe Doll and ZAZI & Friends ranges are now available through leading toy specialists and selected online retailers, according to Prima Toys.
The company plans to explore additional characters and products as the brand develops, with future decisions informed by the response from children and families.
For Prima Toys, the ambition is to build a recognisable South African doll brand that combines quality, representation and imaginative play.
The launch also raises a broader question for the toy industry: how can brands develop products that reflect the identities of the children they serve?
The launch of ZAZI reflects how South African brands are embracing local identity through product innovation. Explore more South African brand stories on Pat on Brands, and learn more about the company behind ZAZI through Prima Toys.
