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The Drum

Tangle Teezer: Hairy Tales by Don't Cry Wolf

Date: Mar 2021
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Despite 33.5% of the UK’s school population being from ethnic minority backgrounds, just 5% of the children’s books published in 2019 featured ethnic minority protagonists, and only 2% feature Black heroes.

On a mission to help make a difference, Tangle Teezer joined forces with Woke Babies and a group of Black creators, including ex-Playdays presenter and award-winning British author Trish Cooke, to launch three new books inspired by classic fairy tales. The series of ‘HairyTales’ puts Black protagonists and their afro-textured hair centre stage.

Don’t Cry Wolf, the brand activism agency, is responsible for the creative, strategic development, and execution of HairyTales.