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My Story
My name is Ajuma and I'm of West African Origin. I am a Toy designer, Author and education consultant. I
grew up at a time when there was no internet, cell phones and very few people had television
sets and radios. But I knew a lot about
the world around me because I had access to books, arts and crafts
activities. This was through the influence of my fathers’s foster parents, Mr
& Mrs Malcom Gross (both late) who were American missionaries from Texas. My
father who was an ‘orphaned child in need’ was educated by this couple about 82 years ago. The far
reaching impact of this intervention cannot be underscored as he became one of
the first Nigerians’s to receive western education.
The Grosse's came to my village Anyigba in Kogi State ,Nigeria at a time when there were no airplanes. I feel a sense of admiration about the courage they had to embark on such a mission. Looking at all they achieved, the lives and communities they touched, I am moved to action.
This
is a motivation behind my creating the ETHNIKOS Collection as a way of
inspiring children to learn about the world around them and also an opportunity
to give educational access to children in
need around the world.
There
are two developmental statistics that pull at my heartstrings.
A} UN global migration statistics- As at 2013, 232 million
international migrants(3 per cent of the world’s population) – are living
abroad worldwide.
B}
Today, the
number of 'children out of education' worldwide is estimated at 58 million
according to UNICEF (The State of the World’s Children 2014).
ETHNIKOS is my chance to help the child survive in these settings given these statistics.
I believe the ETHNIKOS
Collection is for every child and not just for children whose parents can afford them and this inspired the charity component of 'One Million Toys For One Million Kids In Need'.
Supporting me on this campaign is a dynamic and diverse team of volunteers;
THE TEAM
Samuel Ataguba. LLB, BL LAW
Samuel Ataguba is a lawyer, with experience in legal and developmental work. He has
worked with the Federal Capital Territory Administration as a State Counsel and
as a Solicitor at Zenith Chambers a top law office in Abuja,Nigeria. He is currently volunteering
with a child rights organisation(CYPF) in Abuja as a legal adviser and a child rights
advocate. At CYPF he has been involved in outreach programs at various schools in Abuja, and manages the foundation's blog. In addition, he is an online content editor on four blogs, a
video production team member and a social media strategist.
Deji Arosho
B.Sc.
Mass Communication
Deji is a writer/ producer/ director of
radio, television and film outputs. He is also a trained journalist [print and
broadcast] and marketing communications practitioner with over twelve years’ experience. He has produced and directed over 50 radio and television spots for British Broadcasting Corporation Media
Action. He has written, produced and directed over 15 documentary films and
written over 14 screenplays for the Nigerian Movie Industry. He is the
Executive producer of Sarah’s Choice, a film made by BBC Media Action and
funded by National Action Committee on AIDS, NACA and the Writer, producer,
director of “New Morning” a short film on violence against women funded by the
Heinrich Boell Foundation, Nigeria. He is
currently the Managing Director and Executive Creative Director of DLI Tuesday.
Zuzana Eštoková , MSC International Relations/Diplomacy
Zuzana Eštoková has had over three years experience working in International relations and Diplomacy. She has worked with the Ministry
of Interior – Migration Office, Slovak Republic; the Ministry of Justice – Division of the European court for human
rights, Slovak Republic; the Global Forum for Peace, Justice and Human Rights,Abuja - Nigeria, Abuja and the U.S. Embassy in Slovak Republic,
department of Commercial service.
Chuka Agu , B-Tech Physics and Electronics Engineering
Chuka Agu has over 12 years experience working as a communications and I.T consultant. He has worked with Elizabeth Philip Construction; Adrao International School; Vraie Nigeria Limited; Wavehouse Studios; Rhizome Consulting; Cassava Republic Press; Nigeria Now; Brown Paper Films; Black Lagoon Media and is currently a consultant with the World Bank.
Ron Cantor, B.A Economics,
Ron is a toy industry expert with over 35 years experience. He is a Senior
Sales ,Marketing and Management executive with a proven track record as a
revenue builder. Consistently surpass revenue, profit and growth objectives for
manufacturers sellingToys / Seasonal Products / Consumer Electronics /
Crafts / Consumer Durable Goods to major retailers throughout the world. He has
held positions with HASBRO, AMAV, and BUCILLA, and has also worked for POLAROID
and PROCTER and GAMBLE. He is the President of Rainbow Concepts Inc. USA
ETHNIKOS Children Ambassadors
Meet The ETHNIKOS Collection
ETHNIKOS Collection is an assortment
of multicultural plush toys, an alphabet book and an App starring animal, bird and plant, and doll
characters such as ‘Sunnieko the Sunflower’. Each one shares stories about their
origins, sing alphabets songs and nursery rhymes and teach sociological messages . As children read and sing along, they get to learn more about
the character beyond the Alphabets.
Background
ETHNIKOS collection is
based on my childhood influences with my collection of dolls. My earliest hobby
involved making clothes for my plastic dolls from fabric swatches of African
Print.
Meaning of ETHNIKOS
The Name Ethnikos is derived from a Greek word meaning ‘Nations’. The Ethnikos
Collection™ (name derived from the word ethnic) was conceptualized with the aim
of establishing a connection amongst peoples of the world through specialized
themes, characters, and materials.
Target age range: 1-10
The initial set includes:
1. Toy Characters: “Doggieko the dog” (4" and 7"); “Giraffieko the
giraffe” (5",11" and 22"); “Froggieko the frog” (11"and
5"); “Ellieko" the elephant” (3"and 7"); “Octiko the Octopus”
(5"and 11"); “Humptiko the Humty Dumpty” (6"and 8"); “Bunnieko
the kente bunny”; “Sunnieko the sunflower” (4"and 12").
Dolls
include: “Rassieko” (4" and 15½" ); “Jummieko” (4" and 11"). Product
development is ongoing for the 18 additional Alphabet characters and will soon be
released.
ELLIEKO THE ELEPHANT
Each character represents an alphabet and sings a letter and alphabet song,
Each Character represents a country of the world and a picture flag is on the hangtag
Each character wears a unique uniform made of African print bearing a sociological message in its fabric meaning
2. Alphabet book: A Picture book with Colour Illustrations that teach Alphabets, Numeracy, Geography, KUW, Science, Colours and Numbers. The last round of sketches of the illustrations are in progress and subsequently the coloring and inking.
3. The ETHNIKOS Alphabet Ebook: This is a completely electronic version of
the book that can be downloaded to
popular devices such the Amazon Kindle, Sony® Reader, Google
eBookstore, Barnes & Noble nookTM, Kobo Books, Scribd.com
and iBookstore* which is available on the iPhone and
iPad application.
4. ETHNIKOS Alphabet Book Read Play App
This App turns reading the book into an
interactive experience and gets children excited about reading. It has the
following features: Flip My Pages, Read to Me, Record Me , Color Me,
Share Me. This is most suitable
for our technology loving kids because the narration and animation
brings ETHNIKOS to life and is quite helpful to kids who are not yet at the ETHNIKOS reading level yet
To get the
entire range, you can pledge at the (GET THE WHOLE COLLECTION) $99 level!
HOW IT WORKS
The Charity Leg: We are
partnering with charities to fulfill this dream. The toys donations
will be channeled through these partner charities. 25% of the toys will go to Nigerian children in need. 10.5 million children in Nigeria are out of school.This is the highest record in the world. Another 25% will be donated to children in other parts of Africa and the remaining 50% will go to children in other parts of the world.
International Charities:
Toy Industry Foundation
The Toy Industry Foundation with over 1000 partner charities, distributes toys across North America and around the world. Its
signature program- the Toy bank has put smiles on the faces of more than 13
million children in need since 2003.
JCI Foundation
Jaycees
International (JCI) Foundation, Inc., was incorporated in 1955 as a
not-for-profit organization with the purpose of furthering the charitable aims
and objectives of Junior Chamber International. Since its establishment, more
than 3,000 members, friends and corporate sponsors have joined the Foundation
from more than 70 countries, and donations have well surpassed the US$8 million
mark.
Nigerian Charities:
Ina Omakwu Foundation
The
Ina Omakwu Foundation (IOF) is a faith based organization established for the
purpose of touching humanity through our 6 program areas: Relief, Education
& Development, Women & Girls, Justice, Good Governance and Health. Their impact areas include IDP's and refugees in South
Sudan, and Borno State,Nigeria.
Bethesda Child Support Agency
Bethesda
Child Support Agency was established by Freedom Foundation. Freedom Foundation
is a non-profit organization committed to affecting society through its
Rehabilitation, Education and Empowerment programs. The Mission of Bethesda Child Support Agency is to
mobilize community resources with the assistance of partners to help
children from impoverished backgrounds secure a better future through
education and in that way break the generational cycle of poverty
existing in their families.Since its establishment in 2001, Bethesda has provided scholarships and
support to over 2,000 Orphans and Vulnerable Children (OVC) in Lagos and
its environs. Bethesda programs include a scholarship scheme, Schools
in poor communities and Community Service Projects
Rock Foundation for Widows and Orphans and Less Privileged.
ROFWOL's mission is to judiciously engage all available resources at its disposal for the purpose of adding values and empowering the indigent citizens, so they may become active members of their society. Their target group includes widows, orphans and the mentally retarded. ROFWOL's philanthropic activities include provision of educational grants, creating vocational programs for widows, and donations to orphanages and mental homes amongst others.
TOY DISTRIBUTION SCHEDULE
WHAT WE NEED & WHAT YOU GET
Manufacturing – This campaign will put us in business and also
start a movement to get one million ETHNIKOS toys to one million children in need around
the world. We need your support to get started with the production
of an initial set of ten (10) ETHNIKOS Toys (Big and small size), i.e 20
skus. The minimum order quantity is 5000 units for each prototype.
Distribution – The charity component of our campaign is to reach
one million kids in need around the world. We shall be working with the Toy
Industry Foundation and JCI
Foundation in the US to achieve this. We have also signed MOU'S with Bethesda
Child Support Agency, ROFWOL Foundation, Inah Omakwu Foundation and in Nigeria. We need to engage the services of a distribution warehouse to
handle order fulfillment. In addition, we intend to extend our distribution
channels through eCommerce and major retail outlets.
Marketing – We have a three pronged marketing strategy, starting
with YOU. You are the ambassadors of this movement. Your shares on Facebook,
Twitter and more will help build momentum on this mission. We are relying on
you to tell your friends/family and spread the word to your networks. Secondly,
we need to engage the services of a consulting firm to assist with publicity
and PR Listing for the campaign. Finally, our charity component of One Million
Toys for One Million Kids In Need is our ultimate marketing strategy. If we can
deliver one million toys to children around the world with your backing, then
we have successfully marketed the ETHNIKOS Collection
Growth – With growth comes more responsibility, the campaign
is just the starting point. If the campaign is successful, we would be able to
take approximately 250,000 toys to children in need in the first quarter and
also keep the business running. This means that our campaign to give one
million toys to one million kids in need will move to our website after the campaign. In the long
run, we hope to exceed the one million toys mark.
Operations – Setting up an operational base in the
U.S is a primary requirement and focus since this is where most of our marketing and distribution will be handled.
PROJECT TIMELINEBringing ETHNIKOS to Life
ETHNIKOS Collection has come a very long way. The first ETHNIKOS™ toys were handmade by me in 1994, and were an instant hit in my country Nigeria. I took the concept through drawing, drafting the pattern, stitching, stuffing and painting on the eyes into real toy samples myself. These first set of prototypes were tested in a gallery/studio called quintessence in Lagos, Nigeria where I became a steady supplier of toys. Local retailers and trade show attendants encouraged me to expand their distribution into the United States, where retailers are always looking for products that provide positive social messages.
My first market test in the US market was at the International Trade Pavilion of World Youth Baptist Conference in Houston,Texas in 1997. The Kente bunnies(now called Bunnyko) were an instant hit and continued to be so at the smaller art and craft trade shows that I attended yearly in the US.
In 2003, I made it to the 100th New York Toy Fair. As poorly prepared as I was, I got favourable responses from various buyers, and a favourable mention in articles (in their focus on multicultural toys) in at least 11 other trade magazines. However, my initial attempts to take advantage of this demand ran into a number of challenges such as low output volumes achieved from the manual production process, the high capital outlay required to achieve high output volumes from the technological production process, in order to secure large sales orders and meet the demands from the larger toy chains. I had to suspend the project because It was undercapitalized.
As the saying goes ‘Dreams die hard’ and 11 years down the line, I decided to seize the opportunity of using the crowdfunding platform on Indiegogo to realize this dream.
This effort in 2014 represents a fresh attempt at actualizing an age long passion by relaunching the ETHNIKOS collection of toys in addition to publishing the ETHNIKOS Alphabet book, Ebook and Read playApp.
In July 2013, I signed a book publishing contract with AuthorHouse a subsidiary of Author Solutions LLC,USA (a member of the Penguin group) to handle the production and marketing of the Ethnikos Alphabet picture book ,E books, and Read Play App.
To address the low volume output challenge, I've already partnered with a reputable gift and toy manufacturer that produced the toy samples shown above.
The toys will be made out of plush, polyfilling and embedded electronic technology. ETHNIKOS toys will be put through rigorous industry-standard child safety testing(ASTM & CPSC) to make sure it is safe for children before it reaches your door and charities.
I have funded this project with my entire life savings to get it this far. The ETHNIKOS collection book+toy is ready to get unto the toy shelves, all I need to do is place the production order. (This is where YOU step in) I need you to make this happen. In order to do this, I must place an order for the minimum order quantity for each prototype which is 5000 units each. Support me in this endeavor, and I will get ETHNIKOS into the hands of as many kids as possible.
My manufacturing is getting set up by a production expert with over 18 years experience in toys; In addition to a previous experience as a software engineer at NASA and IBM Corporation, he has combined his technical expertise in the production of "high tech, soft touch" plush toy products. I met him at Asia Expo In London in 2002,which was a further confirmation that Ethnikos was meant to happen.
Supporting Advisors
I've also had some experts help me out - you may have heard of the founder of Rhondi Ewing Design LLC (product development specialist ), Ron Cantor the CEO of Rainbow Concepts (veteran marketing consultant of over 35 years in the toy industry), Patti Becker CEO,Becker and Associates, Dr Steveanne Auerbach -Dr.Toy, have all lent me their expertise. I am forever indebted to them.
Lastly, I would like to thank Orlan Wilson who provided logistics, administrative and accounting support as we waded through the rough waters of the New York Toy Fair in 2003.
Once you've supported me on Indiegogo, you'll get to track the progress of Ethnikos Collection as its being created every step of the way on www.ethnikoscollection.wordpress.com
Designed for Children
ETHNIKOS goes beyond offering toys ,dolls and animals in an ethnic version but offers a cornucopia of educational information for children. My research on child development reveals that all children are drawn to the same things . They love colours, stories, characters, songs and reading. They are very curious right from birth and are like little detectives and intellectuals searching for facts. Children will always be children.
ETHNIKOS combines playing + learning and It appeals to children because It relates to the world around them. What better opportunity could there be than to give them an African folk art inspired colourful toy and in the process share a sociological message, an animal fact, geographical information, letter and an alphabet song .
The ABC book helps them learn their Alphabets whilst learning about other important information about the animal and also singing an alphabet song. As children read along they learn about different parts of the world like the Galapagos Island where Iguanieko the Iguana comes from and they want to be like and act out the positive image of ‘Gentleness‘ he represents as depicted through the African fabric worn as a uniform that has a sociological meaning. These Alphabet Stories make an interesting read for young readers.
ETHNIKOS collection is inspired by common characters (animals,plants and dolls) that children are already familiar with. The soft and cuddly textures and attractive colours are innately appealing to Kids. In addition they are ideal as décor and colllectible toys.
Lastly children all over are encouraged to celebrate the worlds rich diversity of having a range of ethnic characters among their playthings.
PERKS AND REWARDS
I'm offering an exciting range of rewards to say thank
you. My funders will receive branded limited edition ETHNIKOS Fridge
Magnets, Stickers, T-shirts, Face Caps, Toys, Key-rings, The ETHNIKOS ABC
Book(Autographed copy), Free Ebook download.
Our operational base will be in New York City and your perks will distributed from this location.
-
FRIDGE MAGNET AND STICKER
FACE CAPS KEYRINGS
Octieko Ellieko Girrafeko
Bunnieko Sunnieko Doggieko
What's Next?
This Indiegogo project is only the beginning of what I intend to create: an
entire COLLECTION of ETHNIKOS multicultural toys and consumer products where children learn about diversity in a
very fun way is in the offing. I want to empower children at each age level to know more about the world around them. To me, ETHNIKOS isn't a one-off product. Support me in
getting this first collection off the
ground, and together we will skyrocket a movement.
FAQ
Do you have a question? You can ask the project creator
directly.
MEET AJUMA
Ajuma is the creative force behind
ETHNIKOS Collections. She studied Estate Management
and Education Leadership and Management at graduate and Post graduate
level in Nigeria, West Africa. She has made it her mission to promote a better
knowledge and understanding of the world.
Ajuma designed and made the first ETHNIKOS toys
drawing her inspiration from her mother a Singer machine franchisor and her grandfather in a self-taught method . She also
writes and Illustrates the Ethnikos Alphabet book.
Prior to Founding ETHNIKOS, she started AJ seams as sole proprietress a
tailoring outfit which gave her the
platform of learning the rudiments of product design, manufacturing, marketing and
merchandising both at the local and international arena.
Ajuma has varied experience in working in
the public, private and non profit sector in Nigeria. As a civil servant in the
Federal Ministry of Works and Housing, As an expert on mission for the UNDP
attached to the Ministry of Mines as Executive assistant to the Minister. In
the private sector as CEO of Mabek Investments(Real Estate,Event Management Consulting),CEO of the Learning Gate (Educational Products design and production and consulting firm), Director of an elementary school, Aunty Margies Nursery and
Primary School. Proprietress of AJ Seams a tailoring outfit which gave birth to
Ethnikos Collection of Toys.
Ajuma has been involved in social work
since childhood such as Girls brigade.Other organisations include Women Business Network,Alf Foundation,Ateko Women Association,AWEP and the Junior
Chamber International (a worldwide youth leadership organization) .She has
volunteered on numerous developmental projects and travelled around the world
connecting with other young people on these missions.These experiences have fueled in her a strong desire to empower young children to have a better understanding of the world around them.
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to SHARE our Indiegogo campaign with everyone you know and spread the
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I can't do it all alone. Your support is crucial.
Join me as we change the world together for our children.
Thank you for your kind support!
Ajuma