A Conversation with World of EPI Founder Dr. Lisa Williams

February 27, 2023 | Toy News Tuesday editors caught up with Dr. Lisa Williams, founder of World of EPI and The Fresh Dolls brand — the largest Black-owned doll company in the U.S. — about the importance of Black History Month, lifting up other entrepreneurs in the toy industry, and why representation matters in childrens’ products.

What does Black History Month mean to you personally and as a Black business owner?
Black History Month is a moment to pause and celebrate the contributions of Black people. As a Black person, there is a sense of pride when I think of all the gifts Black people have contributed to society. There have been Black artists, inventors, entrepreneurs, creatives, and scientists who have remarkably left an indelible mark on society. Black people have invented folding chairs, traffic lights, gas masks, open heart surgery, vaccines, jazz, and so much more.

How has your experience as a Black woman in the toy industry shaped your leadership style?
Black women in my life have been strong, smart, supportive, and very collaborative. They inspire others to dream and move in the direction of achieving their dreams — in spite of challenges. I'd like to think that I bring that inspiring and supportive leadership to the toy industry.

We at EPI have a collaborative leadership style. We support one another and empower each other to be our absolute best. In doing so, we have the support to take creative risks and produce products that empower and inspire children to live their dreams.

How do you use your platform and influence to uplift and support other entrepreneurs and businesses?
Representation matters. If you see it, you can achieve it. So, the first thing I do is show up. I show up to speak to students, young entrepreneurs, college students, and organizations. It's important for people to see a Black CEO.

We also give scholarships to historically black colleges; this past year we gave five scholarships to Tuskegee University. We give to orphanages, schools, charities, and daycare centers.

We love to show up so people can know that achieving their dreams is possible, and then we give a hand up to help them achieve their dreams.

What do you see as the future of diversity and inclusion in the toy industry?
I've been in the toy industry for 20 years now. When I started, there was no one focused on true authentic representation in the toy aisle. I am thrilled to now see others focusing on diversity. I believe in the future we will continue to see more companies focused on inclusive products, and that is a great thing!

What message do you have for young kids who aspire to be entrepreneurs or leaders in their fields?
It’s a simple message: Do it!

When I started in this business, I knew nothing about toys. I did not have mentoring, money, or any toy experience. But, I had a driving passion after watching an updated doll study.

After seeing a beautiful little black girl say she didn't want to play with black dolls because the skin tone was nasty, my life was changed. When she acknowledged she felt her skin was sometimes nasty, I was heartbroken. I left my successful career as the highest-ranking professor in my field to create dolls so that she and all children would see their beauty and brilliance reflected in the dolls they play with.

What do you hope will be the World of EPI’s legacy, both for the toy industry and for representation in media and popular culture?
I want EPI's legacy to be that we made a positive difference in the lives of children and adults. I want it to be a story that inspires people to live the dream that lies within their heart. There's no obstacle or challenge that can stop your dream from coming into reality when you're passionate about your "why.” I hope World of EPI motivates every entrepreneur that has a dream within their heart to go for it!