In a population where 54% of Brazilians are of African descent, only 7% of the dolls sold in the country are black. As a child and teenager, Jozi Belizario tried to look for toys that represented her color but couldn't find any. In 2017, she created the Aneesa store, the first e-commerce store dedicated only to toys with a black phenotype. Jozi, who is also a kindergarten teacher, takes the dolls into the classroom and helps her students recognize themselves in the toys' features.