Hairy Tales

Client: Tangle Teezer

Agency: Don't Cry Wolf

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.

To support the release of the books, Don't Cry Wolf created a short animation. ‘Zel, Let Out Your Hair’ is inspired by Rapunzel, Zel shows that Black hair in all its shapes and forms, from afro to braided crown, is a superpower and a whole world of adventure. The animated version of ‘Zel, Let Out Your Hair’ is narrated by Lexi Underwood, star of Little Fires Everywhere.