Coloured Goodies is the brainchild of Ellen Brudet and it is a small store located in Northern Amsterdam that exclusively sells dolls of color. The empowering concept behind the idea is to simply give customers the opportunity to find beautiful dolls that resemble themselves and don't match the traditional ideas of beauty. There are dolls that look like they have albinism or vitiligo and this inclusive idea stems back to Brudet's childhood. She explains that her mother would reassure her of her natural beauty but found annoyance in the lack of representation in the toy industry.
Coloured Goodies is about delivering something that young people of color can identify with, whilst educating people on the different cultures and identities that exist. Corina Klaasens hand paints the dolls with non-toxic paint to ensure that every doll has a captivating view on any skin tone.