Sikh toys from Midlands firm aim to make children feel represented

Belinda, 43, from Leicester, said her younger two children were obsessed with the toys.

“They had never seen toys that look like them before, that represented them, their culture, their religion – so they were really excited,” she said.

“My eldest daughter would make do by tying a turban on her teddies or draping a scarf on her dolls. There was nothing similar for her at that time.”

Her 10-year-old daughter, Tara, is particularly inspired by the female figurine.

“I love that they’re Sikh warriors and represent what Sikhs would wear when they went to battle and there’s a woman who looks like the warrior women in our history,” she said.

Her seven-year-old brother, Zorawar, added: “They’re so inspiring and they’re so fun to play with.”