Frobelles Takes its Mission Global

Known for creating viral sensations, the licensing arm of Hero Brands is set to take the game’s popular characters to retail.

Frobelles, the UK’s first Afro hair-celebrating dress-up game, has embarked on an exciting new chapter with Hero NXT, the licensing division of Hero Brands. This partnership marks a significant moment in the brand’s journey—transforming its much-loved characters into a multi-platform global franchise spanning beauty, hair accessories, toys, clothing, and animation, with an initial focus on the UK and US markets.

A game that changed the narrative

Frobelles was founded by mother-daughter duo Yvonne Ottley-Awuah and Alyssa Awuah, after Alyssa, then just six years old, questioned why none of the characters in her favourite dress-up games had natural Afro hair like hers. With limited options available, they set out to create their own.

The game features three stylish sisters—Coco, Kelli, and Krista—each with beautiful, versatile Afro hair that players can style in a variety of ways, from Bantu knots to Fulani braids and puffs. The app provides a fun and safe space for children to experiment with their identity, fashion, and beauty while also teaching them how to care for their natural afro hair.

Since its launch, Frobelles has surpassed 100,000 downloads, expanded into the US, and gained global recognition. It has partnered with Apple and Google Play and was listed in the Startups 100 for 2024. Alyssa, now 13, has also won several awards, including the FSB Celebrating Small Business Young Entrepreneur Award (sponsored by NatWest) and the Precious Award for Young Entrepreneur of the Year, sponsored by Santander, where she became the youngest recipient in 18 years.

The power of partnership: Why Hero NXT?

Hero Brands is best known for its high-growth consumer brands, including popular food and hospitality names like Dirty Bones, Island Poké, and German Doner Kebab (GDK), as well as viral entertainment and fashion ventures like Sides by Sidemen, and collaborations with high-profile figures such as TikTok megastar Khaby Lame and music artist Stefflon Don. Hero NXT is now harnessing this success to expand its licensing portfolio into other areas, making it a natural fit for Frobelles.
Hero NXT is looking to elevate the brand beyond mobile gaming, bringing its characters and message to the beauty, haircare, toy, apparel and animation markets.
Ed Duah, Vice Chairman of Hero Brands, commented, “Frobelles has an incredibly powerful mission, and we are thrilled to help bring it to new audiences. The game already has a solid, passionate fanbase, and with our expertise in taking brands viral, we are confident that this partnership will open up exciting opportunities across multiple industries. Frobelles is more than just a game—it has the potential to be a movement.”

So what is the brand’s mission?

At its core, Frobelles is about representation. According to a study by Currys PC World, only 2% of game designers in the US are BPOC, which means that Black characters are often underrepresented or misrepresented. It’s also not surprising when you consider the levels of afro hair discrimination in day-to-day life. Devastatingly, according to a study by Dove, it begins as young as ten years old for most Black primary school girls, while 53% of Black mums said their child experienced it as early as five.

Frobelles is changing this narrative by not only offering authentic representation in the content they consume, but also inspiring young Black children that they can be the change they wish to see in the world because even small initiatives have the ability to make a huge impact.

Yvonne Ottley-Awuah said, “What started as a simple question from Alyssa has turned into something much bigger than we ever imagined. Partnering with Hero NXT marks the beginning of an exciting new chapter for Frobelles and we are beyond excited to see where this journey will take us and our characters.”

From a six-year-old’s question to a global licensing deal, Frobelles proves that neither age nor marginalisation is a barrier to success, and they’re only just getting started.

For more information on Frobelles, visit: www.frobelles.fun
The game is available to download via the AppStore and GooglePlay.