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Brand Overview

• Name: Afro Unicorn

• Founded: 2019

• Founder: April Showers

• Location: Los Angeles, California

• Niche: Empowering, character-based merchandise for women and children of color

• Sales Channels: Shopify, Amazon, Walmart, Target, Kohl’s, HomeGoods, and more

• Notable Stats:

  • Grew from $5M in sales (2022) to $15M (2023)

  • Available in 3,800+ Walmart stores

  • Licensed across 25+ product categories (apparel, party supplies, bedding, drinkware, costumes, and more)

Origins: A POD Brand with a Purpose

Afro Unicorn was founded in 2019 by April Showers, an entrepreneur who wanted to create more inclusive and empowering imagery for children. Inspired by a friend's compliment that she was a "unicorn" because of her many talents, April realized that mainstream unicorn products did not reflect the diversity of Black and Brown girls.

She began designing unicorn graphics in a range of skin tones and hair textures and initially sold them on custom products like t-shirts and tote bags using print-on-demand platforms. What started as a personal side project quickly gained traction, especially as her message of self-love and representation resonated with parents and educators alike.

Viral Growth & Retail Breakthrough

Afro Unicorn’s tipping point came when a video of a young girl wearing one of its T-shirts went viral. 

This exposure helped April secure a historic retail deal: she became the first Black woman to launch a licensed character brand in Walmart’s party supplies aisle.

Since that initial rollout, Afro Unicorn has expanded to over 3,800 Walmart locations, with additional placements in Target, Amazon, HomeGoods, Kohl’s, and JCPenney. The brand now sits on shelves alongside legacy character brands—a major leap from its POD origins.

Licensing Partnerships: Scaling with Strategy

To keep up with demand and scale beyond what POD alone could handle, April entered into a series of licensing agreements that now span 25+ product categories. Key partners include:

• Apparel & Accessories: MAD Engine, H.E.R. Accessories

• Home Goods: Jay Franco (bedding and décor)

• Party Supplies: Unique Industries via Walmart

• Drinkware: Silver Buffalo

• Costumes: Disguise, a division of JAKKS Pacific

• Plush Toys & Décor: Dan Dee International and Animal Adventure

Today, Afro Unicorn is one of the most successful Black-owned print-on-demand brands to cross into mainstream retail.

Instagram Content Strategy: Storytelling, Not Just Selling

With over 70,000 followers, Afro Unicorn's Instagram plays a vital role in brand growth and community building. The brand’s feed is a vibrant showcase of products, fan photos, and motivational messaging.

Customer-Led Storytelling

The brand regularly features parents and children using Afro Unicorn products in their homes, birthday parties, and schools. This user-generated content reinforces the emotional bond between Afro Unicorn and its community.

Behind-the-Scenes Access

Founder April often shares updates, thoughts on entrepreneurship, and milestones. This transparency boosts credibility and positions her as a role model in business and culture.

Product Hype with a Personal Voice

Launch announcements, store expansions, and restocks are often presented in April’s own voice—whether via Reels or Stories—creating a conversational feel that customers connect with.

Merchandising & Website UX

Afro Unicorn’s official site remains a critical channel even as retail partnerships grow. The site uses Shopify and is optimized for mobile traffic, especially important for their social-first audience.

Highlights:

• Consistent Visual Identity: Bright pastels, playful fonts, and branded unicorn characters create instant recognition

• Simple Category Navigation

• On-Brand Product Copy: Listings often include affirming, fun descriptions in the brand’s voice

• Smooth Checkout: Fast loading, minimal steps, and express pay options

The website is a great example of how a POD-originated brand can keep its DTC identity while scaling offline.

Takeaways for POD Sellers

Message > Product

Afro Unicorn proves that a strong purpose—representation and empowerment—can drive both virality and loyalty.

POD Is a Launchpad

Print-on-demand let April test, grow, and adapt her brand until it was ready for retail. POD doesn’t limit your future—it launches it.

Viral + Infrastructure = Magic

Afro Unicorn’s viral moment didn’t succeed by luck alone. April was prepared with branding, supplier relationships, and product consistency to meet demand.

Grow Community, Then Scale

From DMs to fan art to customer photos, Afro Unicorn’s base feels seen and heard. That loyalty enabled the brand to grow without losing authenticity.

Licensing Multiplies Impact

You don’t have to manufacture everything yourself. Smart licensing turned Afro Unicorn into a powerhouse without burning out the founder.

How Dreamship Helps Brands Like Afro Unicorn

If you're building a brand rooted in purpose, identity, or culture, Dreamship offers infrastructure to help you grow:

• Premium POD products across apparel, accessories, drinkware, and home goods

• Custom branding tools including tags, inserts, and packaging

• Reliable U.S. fulfillment with fast turnaround

• No inventory risk, so you can test new ideas freely

• Integrations with Shopify, Etsy, and Amazon

Dreamship supports you not just as a fulfillment partner—but as a brand-building platform.

Learn More about Dreamship

Conclusion

Afro Unicorn proves that purpose-driven branding and print-on-demand can be a powerful combination. April Showers didn’t wait for permission or capital—she launched with a clear mission, tested through POD, and let community demand lead the way. Her journey shows that with the right message, consistent storytelling, and quality fulfillment, a small shop can grow into a household name.

For sellers building their own brand, Afro Unicorn is more than inspiration—it’s a blueprint.

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