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PDF. ca 2,4 MB. Senast uppdaterad 28 oktober 2025.

How it started...

I had become a mother and started seeing the world through my children's eyes. I saw how important it is to offer children broad representation when it comes to toys, books, and films. I also saw how many children still lacked something that looked like them on the toy shelf.

That was where the idea for Watoto Arts was born, at the kitchen table with a baby in my arms. I had a longing to create something soft and safe, while also doing it in a meaningful way.

See the story

Interview with founder Fatma Guettou

A social enterprise

Our business concept is based on creating positive social change. We do this by creating local employment. For us, this is an important step in our work towards a more inclusive society. We are convinced that by empowering women and mothers, we create the best conditions for a brighter future.

Our mission

Today we are a family business with an important mission: to offer inclusive toys that are manufactured in a kind way that cares for our society and our environment.

What does your dock box look like?

Watoto means children in Swahili – and it is for all children that we create. We strive for a world where every child feels included and has the opportunity to develop, regardless of appearance or where they live. Early childhood years are crucial in shaping the values we carry with us for the rest of our lives. Did you know that we create dolls with various functional variations? Check out our therapy dolls!

Personalized dolls that stay for a long time

Many of our dolls become more than just toys. They become keepsakes.

Through personalized embroidery, each doll can have its own name or a personal message embroidered onto it. It could also be a birth date or a greeting from a grandmother or godparent.

It is often these very small details that ensure the doll stays through childhood and is kept long after as a meaningful memento.

Quality you can feel

When we create a doll, we think of the child who will play with it. That is why we choose our materials with care. We work with soft shapes, reassuring expressions, and details meant to withstand play and roughhousing. We want a Watoto Arts doll to feel comforting from the very first moment. Like a friend you can take everywhere with you.

Våra stoltaste ögonblick

IKEA Everyone’s Business

Vi antogs till IKEA Everyone’s Business Accelerator, ett program i samarbete mellan IKEA och Reach for Change.

Postkodstiftelsen

Vi beviljades stöd för projektet Inkluderande och hållbar tillväxt. Fler dockor, fler jobb.

Vogue Scandinavia

Watoto Arts uppmärksammades med en helsida i Vogue Scandinavia.

Toy Industries of Europe

Watoto Arts prisades inom kategorin Diversity & Inclusion.

Svensk Handel

Vi utsågs till en av 100 profiler som arbetar aktivt för en grönare och mer inkluderande e handel.

Åhléns

Vi är stolta över att Watoto Arts finns att köpa hos Åhléns.

Lekolar

Vi är stolta över att våra dockor finns hos Lekolar, en viktig aktör för förskolor och skolor.

Abaskol

Vi är stolta över att våra dockor finns hos Abaskol, en viktig aktör för förskolor och skolor.

THANKS

Thank you for choosing products with care. Thank you for believing in the power of play. Thank you for helping us build a safer and kinder world.

Hugs,
Fatma Guettou
Founder of Watoto Arts