In a recent conversation with a colleague, we discussed an intriguing pattern she noticed while photographing dolls for her company. When children were invited to choose a doll, white children often picked Black dolls. Their responses were heartwarming when asked why: “She looks like my friend” or “His name is the same as my best friend’s.” Yet, when their parents selected the doll, they overwhelmingly chose the white doll—the one that most closely resembled their child.

This moment of observation stayed with me. It spoke volumes about children’s innocence and adults’ learned biases.

Children See Connection, Not Difference

Developmental research confirms what we instinctively know—bias is not inherent; it is learned. Psychologist Dr. Erin Winkler explains that while infants begin to notice racial differences as early as six months old, the messages they receive from parents, media, and society shape their perceptions over time. At ages two to four, children begin to absorb these social cues. Yet, in their earliest interactions, children tend to prioritize relationships over racial identity. Their choices reflect friendships, not fears.

This aligns with research conducted by Kenneth and Mamie Clark in their famous Doll Test of the 1940s. Black children, when asked to choose between a Black and a white doll, often selected the white doll, associating it with positive traits—an early reflection of internalized bias due to the lack of positive Black representation in society. While more recent replications of this test show some progress, the underlying issue persists: children absorb the messages we put in front of them.

The Role of Representation in Toys

Toys are potent tools in shaping identity and perception. Studies published in The Journal of Consumer Research emphasize that when children are exposed to diverse dolls, their attitudes toward racial and ethnic groups become more inclusive. Huh and Friedman (2017) found that diverse toys help normalize racial identities in children’s play, reinforcing the idea that everyone belongs.

This makes the difference between a child’s instinctive choice and a parent’s conditioned response striking. A child choosing a Black doll to remind them of a friend suggests an unfiltered, human connection. A parent choosing a doll based on resemblance suggests deeper socialization at play—prioritizing likeness over exposure to diversity.

Letting Children Lead the Way

The reality is, children don’t start life with biases—they inherit them. If left to their own instincts, they see dolls as companions, as extensions of their real-world friendships. But if we as adults impose our own preferences—whether consciously or unconsciously—we risk narrowing their world instead of expanding it.

This is why Black Dolls Matter® is more than a brand. It is a movement to protect that innocence, to ensure that children of all backgrounds continue to see Black dolls, and therefore Black people, as familiar, lovable, and valued.

When children pick up dolls and name them after their best friends, they make a statement about the world they want to live in. The question is, will we as adults support that vision—or will we let our biases decide for us?

It’s time we let children lead the way.

Sources & Further Reading:

Clark, K.B., & Clark, M.P. (1947). Racial Identification and Preference in Negro Children. Journal of Negro Education. Read here
Winkler, E.N. (2009). Children Are Not Colorblind: How Young Children Learn Race. Read here
Sociodramatic Play with Racially Diverse Dolls in a Child Care Setting. Read here