Launching Afro Unicorn From E-Commerce Store to Retail Shelves
In 2019, entrepreneur April Showers started simply – selling Afro Unicorn t-shirts online inspired by a friend dubbing her a “unicorn.” Just a few years later, Showers has evolved that idea into a pioneering character brand.
She is now the first Black woman to have a fully licensed brand character distributed in major national retailers like Walmart, Target, and Kroger. Sitting alongside legacy brands like Disney, Nickelodeon, and Marvel.
Inspired to Create Representation
With Afro Unicorn, Showers set out to create a character representing “Black girl magic.” Unable to find any Black unicorn characters that resonated, she launched one herself.
The brand name ties to Black history and culture, with “Afro” signifying African roots rather than just a hairstyle. Showers designed Afro Unicorn to reflect uniqueness and empower others to embrace their own inner unicorn.
Rapid Expansion Across Categories
What started as hand-printed t-shirts quickly took off into a variety of retail categories like party supplies, apparel, beauty products, fruit snacks, and toys.
Showers now works with licensing partners to widely distribute Afro Unicorn items directly to stores, evolving from her early e-commerce sales. With distribution in over 3,500 stores, the brand continues reaching new heights.
