It has been reported Ludacris’ Karma’s World Entertainment company has inked a new licensing deal. The media company has teamed up with two Black-owned haircare businesses, landing them their first-ever licensing deal.
Ludacris’ mission-oriented media company Karma’s World Entertainment and its production company, 9 Story Media Group have struck licensing deals with two Black haircare businesses. According to the Hollywood Reporter, Ludacris, real name Chris Bridges, said in a statement:
“Creating a program that supports Black-owned businesses speaks to the themes of representation and community that live throughout Karma’s World. This unique opportunity supports the power of entrepreneurship in inclusive spaces and puts Black excellence on display.”
As a father, Luda is known for expressing his passion for uplifting young Black girls and giving back to children.
The media companies partnered with Los Angeles-based CurlyKids Mixed Texture HairCare and Firstline Brands. The two Black-owned businesses will receive marketing support and networking opportunities at the 2023 Licensing Expo in June at the Mandalay Bay Convention Center in Las Vegas.
In addition, 9 Story Brands, which boasts an impressive roster including global companies such as large toy brand Mattel— has partnered with Black business private club The Gathering Spot, which will also provide customized memberships to the two Black-owned businesses.
However, the new deal is only the beginning since the two media companies will continue to seek out other Black-owned businesses to increase retail representation in the licensing business.
In a statement, 9 Story Brands co-vice president Kyra Halperin said,
“Black-owned businesses have been historically underrepresented within the licensing industry, and it’s critical that we work with partners that align with the DNA of the brand and work towards better representation on-shelf,” “We are thrilled to partner with CurlyKids Mixed Texture HairCare and Firstline Brands — each a first-time licensee — to develop exciting and innovative extensions of the Karma’s World universe.”
The two Black-owned businesses have already dropped their first Karma’s World-branded products. CurlyKids released their Super Detangling Shampoo, Super Detangling Conditioner, and Super Detangling Spray. Firstline dropped three silk bonnets and pillowcases.
All are now available at 469 Walmart locations.
Ludacris’ Netflix animated series, Karma’s World may provide important lessons for how Black girls can safely navigate the space. The series represents and explores the joys and challenges of Black girlhood.