In Washington D.C.'s vibrant community, one mother’s search for inclusive toys that would reflect her son’s diverse world has blossomed into a thriving toy company that’s changing how children see themselves during playtime. Upbounders, founded in 2018 by Kemi Tignor, a former nonprofit fundraiser and mother, emerged from a simple yet powerful observation: there weren’t enough toys that celebrated the diversity of her son and his friends.
“I wanted there to be things in his toy box that were inclusive of him and his wonderfully diverse gaggle of friends,” Tignor explains. “When you’re going around and you can’t find those things that showcase our life as well, those were lost opportunities for joy – and I recognized that it was a solvable problem.”
Starting with local farmers’ markets to test her concepts, Tignor quickly found that her vision resonated with parents and children alike. The nation’s capital proved to be the perfect launching pad, offering access to independent toy stores, bookstores and valuable connections through the American Specialty Toy Retailing Association. When she approached the renowned Politics & Prose bookstore with her prototypes, they immediately embraced her products, validating her mission.
Upbounders’ product line, featuring puzzles, memory match games, and card games, stands out for its thoughtful design process. The company draws inspiration directly from community interactions and local museums to capture the everyday world through children’s eyes. “You’re thinking about colors and clothing, intercultural connection, and translating that to young children,” says Tignor, who works with artists and graphic designers to create the toys. “These are just the different ways that we’re trying to bring things that are culturally relevant.”
Once Tignor started working with manufacturers, she sold the products wholesale to retailers and specialty shops. One thing that was missing though was the direct-to-consumer sales channel. The decision to expand to Amazon came as part of a carefully planned direct-to-consumer strategy. The timing proved fortuitous – just as they launched on Amazon in 2020, the pandemic hit, and parents desperately searched online for educational, screen-free activities for their children.
“Everybody was coming to Amazon, and we were making premium children’s toys that were screen-free, educational and healthy – it was the perfect storm,” Tignor recalls.
Since then, the business has seen month-over-month sales growth of 29% on average, with the end of the year being their biggest growth driver. Upbounders has leveraged multiple Amazon tools to scale the business since then. This year they implemented Amazon Warehousing & Distribution (AWD), a low-cost bulk storage solution that distributes to the Amazon store and non-Amazon sales channels. Tignor says AWD has helped them streamline their fulfillment operations for both direct-to-consumer on Amazon and wholesale channels outside of Amazon.
They also connect with consumers through their Amazon brand store. This digital storefront allows them to tell their story using their own words and branding. The team uses Amazon’s A+ Content to create more engaging product descriptions that can be adjusted in real time.
“The most powerful thing about being a founder and having an emerging brand on Amazon is being able to control the brand when you need to,” she says. “I was able to ensure that my brand story was being told the way I wanted and that’s really powerful.”
Upbounders is also reaching customers through Amazon’s Creator Connections, which brings together brands and creators across Amazon’s affiliate marketing programs. “Because of the way that I’ve used social all along in the life of the company, I was very aggressive with Amazon creators and have seen really good success with those campaigns,” Tignor notes.
The company’s commitment to community impact remained strong even during challenging times. During the pandemic, they donated portions of toy sales to support local businesses at risk of closing, while continuing to provide toys to nonprofits and shelters both locally and nationally.
Looking ahead, Upbounders is expanding its reach through its first licensing agreement with Fred Rogers Productions for “Alma’s Way,” a PBS KIDS series focused on critical thinking as it follows 6-year-old Alma Rivera, a proud, confident Puerto Rican girl in the Bronx. The new toy line, which will launch in the Amazon store, brings everyday scenes from the show to life through play.
For Tignor, the greatest satisfaction comes from solving that initial “solvable problem” she identified years ago. By making it easier for parents, teachers and caregivers to find toys where children can see themselves reflected, she’s created something that resonates deeply with families across the country.
“People are responding to the brand and telling us that we’re making toys that they want the young people in their lives to have,” she says. “That keeps us motivated and inspired. As long as we know we’re on the right track, then we are going to keep going.”