On September 6th, Esra Cafer, SVP of Global Brand Management at eOne/Hasbro, Ceri Barnes, Senior Creative Producer at Frog Box, Tshepo Moche, Executive Creative Consultant at Triggerfish Animation, and Kierra Holroyd, Vice President of Multicultural Marketing at R&C PMK, joined forces in our “Inclusivity in Media” session to provide invaluable insights on their recent hit ‘Kiya & the Kimoja Heroes’ and tackled the discussion of inclusivity in media.

In this article, we’ll recap some of the insightful lessons our panellists shared during the discussion.

The Origin of Kiya

It all started in the Triggerfish Story Lab back in 2015 when Marc Dey had an idea for a character that embodied duality, inspired by his daughter Lily.

Among thousands of applicants, Kiya's uniqueness resonated with Disney and Hasbro, leading to its development by Robert Vargas, who immersed himself in Cape Town's environment for inspiration. He further developed the show, which evolved from "Ninja Princess" to "Kiya Dance Ninja," with a superhero theme.

Developing Kiya's World

The vibrant colours and textures of the Southern African City where Kiya and her friends live set the show apart from other animated series. Every aspect of the show's setting, from the buildings and transportation to the food and everyday objects, was meticulously researched and designed with cultural authenticity in mind. It was important to the creators that children watching the show felt like they were truly transported to Southern Africa, even if they had never been there before.

One aspect that struck Ceri was the use of amakipkip instead of popcorn in the story. It’s fascinating for the audience to learn about this cultural twist on popcorn and see how it’s been seamlessly incorporated into the show.

eOne's Involvement

In the world of entertainment, it can be hard to stand out. But that's exactly what Kiya did when she caught the attention of the team at eOne.

"My boss, essentially, is always looking for something that isn't already out there," said Esra. "And with Kiya, we saw the potential to create something truly unique"

And so began a years-long journey of development, shaping something that eOne believed would connect with audiences of all ages. It wasn't easy – it took seven and a half years before Kiya made it to TV screens. But eOne remained committed to bringing this inspirational character to life.

"We were focused on creating a female lead black character," shared Esra, "seeing a character on screen that looks like you, that's like the win, that's the Goosebumps win."

Building Kiya with the Team

As the team worked tirelessly to bring Kiya to life, they recognised the importance of collaboration and inclusion, seeking out a diverse range of perspectives to create a show that would be authentic and culturally sensitive.

With team members hailing from all corners of the globe, the production truly was a global effort. From Parisian animators to London-based creatives, the Triggerfish team in South Africa, and even contributors from Senegal, the team was a melting pot of talent.

Tshepo spoke about the importance of diversity in the industry, emphasising that learning from different experiences was key to crafting an authentic and culturally sensitive production.

The Comms Playbook

Kiya's brand pillars and values revolve around cultural sensitivity, inclusivity, and authenticity. These pillars inform the vision for Kiya and contribute to its success by creating a show that accurately represents and appeals to diverse audiences. The team behind Kiya recognised the need for difficult conversations and education to ensure cultural sensitivity.

The team’s marketing efforts included creating a common language to convey Kiya to all audiences, regardless of their culture or background. Kierra shared that the use of inclusive language, such as "deep umber," for Kiya’s skin colour helps create a show that connects with a diverse audience, bringing them all together in a welcoming and inclusive community.

Advice for Aspiring Media Professionals

Kierra emphasised the importance of networking, "Network, network, network... Surround yourself with people who are better than you and you'll become better." She highlighted the value of building industry relationships, staying flexible in the face of change, and homing in on the finer aspects of your work.

Ceri advised that homing in on a specific area of interest can make you stand out to potential employers. "Find your niche, what it is that you love, what you're good at, and focus on that."

Lastly, Tshepo emphasised the need to always have faith in yourself and your abilities. The entertainment industry is tough and can often be full of rejection. However, with perseverance and a strong belief in yourself, anything is possible. "The power of what you bring is more important than what you do. Your personality and passion will take you further."

Diversity and inclusion are crucial for progress, and BYP Network provides a much-needed avenue for building diversity in many areas, including the media. On a mission of advancing Black talent and supporting organisations in attracting, retaining, and engaging Black talent, we are bridging the gap and paving the way for a brighter future. BYP Network is the perfect place to start your journey towards building a more diverse and inclusive society.