CloveKids by Queen Uwabuofu offers culturally representative, safe, handmade African children’s toys, empowering artisans.
Queen Uwabuofu, a Nigerian entrepreneur, is the founder and creative director of CloveKids International, a toy and children’s product company she launched in 2017. The brand focuses on producing handmade African dolls and educational materials to promote black representation, inclusion, child development, and sustainability.
From financial hardship to startup
Uwabuofu’s business journey began during a difficult financial period after she became a mother. Unable to afford new clothes for her infant son, she turned to online tutorials to learn how to crochet. Starting with baby items such as booties and sweaters, she gradually sold her handmade creations to friends and family.
With an initial investment of just 400 naira (less than $1), she began laying the foundation for what would become CloveKids International. In 2019, a personal experience shaped the brand’s direction—a choking incident involving her son and a plastic toy prompted her to create safer, handmade alternatives using crochet.
Building a brand centred on representation and safety
CloveKids International began by offering crocheted dolls made from eco-friendly materials, marketed as durable, hypoallergenic, and washable options for children. Over time, the product line expanded to reflect a range of African identities and physical features. Dolls feature various skin tones, indigenous hairstyles, and visible conditions such as albinism and vitiligo.
According to Uwabuofu, her motivation was partly influenced by what she observed as a lack of black dolls in African markets, alongside growing concerns about the normalisation of skin bleaching.
“The rate of bleaching women in my society in the name of being beautiful inspired me to start my business,” she said in an interview with Orange Corners.
Beyond dolls, the brand has grown to include journals and affirmation books, with plans to introduce storybooks and animations centred around African narratives.
Local production, global reach
CloveKids’ products are handmade by a team of crocheters based in Nigeria. The company reports that it ships to international locations like Ghana, South Africa, Australia, Canada, Germany, the UK, the USA, and the UAE.
In addition to product development, Uwabuofu leads CloveKids Academy—an online platform designed to teach crocheting and entrepreneurship to aspiring artisans. The initiative reportedly serves trainees in more than seven countries and aims to equip young women and creatives with skills for income generation.
She also launched a YouTube series titled Crafty Hands with Queen, which features African artisans and their work to promote visibility and appreciation of local craftsmanship.
Queen Uwabuofu received the Creative Business Cup Nigeria award in 2021, recognising her as one of the country’s leading creative entrepreneurs. The award included a cash prize and a slot to represent Nigeria at the global edition of the competition in Denmark. Her vision extends beyond toys; she aims to build CloveKids into a household name across Africa and the diaspora, creating a sustainable, profitable company that champions African culture, diversity, and empowerment.
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