David MylesAmsterdam is arguably one of my favourite European cities. It was here, in the vibrant Buikslotermeerplein district, that I interviewed Ellen Brudet, the founder of Colourful Goodies. Her business is dedicated to creating Black dolls with afro-textured hair. Though situated in a physical location, Ellen notes it functions less like a standard shop and more as a hub. She warmly welcomes inquiries from passersby and schedules appointments for clients to collect their customised dolls. Our conversation was brief but inspiring; the self-confessed workaholic had to rush off to a children’s book reading just 1,000 yards away.
The selection of dolls that feature children and adults of both genders is studiedly inclusive, ranging from dolls that are disabled to those with Down syndrome and albinism and skin conditions such as vitiligo. Ellen is appalled at how segments of the population in countries like South Africa, Zambia, and Tanzania treat people with albinism, and she views her dolls with albinism as a salient mobiliser in heightening awareness of the condition.
Girl with down syndrome
Driven by her commitment to philanthropy, Ellen has donated over 500 albinism dolls to protective spaces and communities serving people with albinism. “I wanted to raise awareness that they are beautiful and they can be who they are. But now they also make my clothing. Part of my clothing is made with people with albinism inside Tanzania and outside the country,” says Ellen. This is a collaborative project with an organisation called Inside the Same. “They are doing a lot of things with people with albinism,” she adds.
A doll with albinisme (Dutch) – albinism
Other dolls sold by Colourful Goodies include those in traditional attire from countries like Ghana, Nigeria, Tanzania, and Kenya. The collection also features dolls celebrating her heritage from the South American country of Suriname. As a Netherlands native, she encourages both children and adults to embrace the diversity of Blackness in all its shades, traditions, and customs from diaspora to the African continent. Ellen said: ‘’I wanted to have specific dolls with traditional clothing, so I was looking for the right fabrics from Africa. So, I clothed them all with African fabrics and I had three ladies that were sowing my doll’s clothing.’’
A doll representing garments from the South American country, Suriname
Colourful Goodies came into fruition after Ellen grow frustrated at never being able to identify herself in toys, or within books. ‘’I thought this needs to change. So, I started with birth cards for newly born babies and birthday cards. I created images with Black babies and things like that’’ recalls Ellen.
For the first nine years of existence, Colourful Goodies never sold dolls. Seeing the shortcomings of dolls within Amsterdam, the wider Netherlands and globally, Ellen expanded her business to cater almost entirely to bespoke Black dolls. Two years later, her range of dolls featured Afro-textured hair. ‘’They [the dolls] were bald’’ remarks business owner. Goodies also have a selection of Asian dolls. Ellen says they ‘’are recognisable for people from Asian.’’
Founder, Ellen Brudet of Colourful Goodies with one of her dolls.
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When Colourful Goodies was initially founded in 2006, it was called Coloured Goodies. Seven years ago, she decided to change the name because, in places such as the UK and North America, the term is loaded with abominable historical connotations. She argues the Netherlands doesn’t have the same connotations but does not shy away from the hideous blackfacing that occurs annually in conjunction with the Christmas festive season.
”When I started no one believed in it”
Ellen is also the author of two children’s books. The book series features two characters, a girl named Nine and boy called Mella. A clever play on words means that “together they are Melanine [the Dutch spelling for melanin],” says Ellen. Her slogan is “made to be seen,” which coincides with the theme of her books.
Ellen affirms the importance of Nine and Mella having friends who reflect society. “Even if you have one leg, you are OK,” she notes. The characters have a neighbourhood friend, Mike, who is in a wheelchair, and another friend, Benthe, who has red hair and wears glasses. The books also highlight conditions such as Down syndrome and vitiligo.
The first title of the book series is At Our Place. This book is what is known as faction—based on fiction and truth—as the book is centred around herself and her brother having a White mom and a Black dad. The successive book is entitled Party Everywhere, which underscores religious celebrations such as Eid al-Fitr (Suikerfeest), Christian-oriented traditions such as Lent, as well as Animal Day.
Additionally, the Surinamese Dutch tradition of Keti Koti is acknowledged in the book. This festival calls for reflection and celebration of the end of enslavement, occurring annually on 1 July. Next year, Ellen intends to release a third book to complete the trilogy. Presently Ellen’s books are only available in the Dutch language.
In synchrony with the 750th anniversary of Amsterdam, Ellen once again illustrated her painstaking commitment to widening access to diverse literature. “The government chose my books to give away to 38,000 kids,” says Ellen with a firm sense of gratification.
A woman with Ellen at the 750 years of Amsterdam celebration in 2025
Ellen routinely has inquiries from places such as North America and notable people such as the rapper The Game, who captivated social media in 2018 when he shared a picture from his daughter posing with a doll that has vitiligo, which was purchased from Colourful Goodies online.
Rapper The Game’s daughter, California ‘Cali’ Lynn Dream Taylor, poses with a doll with vitiligo.”
“It is more common now to see people of colour and children of colour in books, but I was the first to open the door,” says Ellen, marking her twentieth anniversary year. “When I started, no one believed in it,” the author adds. Ellen echoes the sentiments of someone who likened her overshadowing to the actress and film producer Viola Davis. “We do a lot of good things, but we never get paid the same as the white actress. I do a lot of things. They give me awards, but my bank account is empty’’ says Ellen.
Ellen is accepting offers to speak and run workshops in the UK and North America. Organisations and individuals who wish to formally invite the business owner are advised to email her at info@colourfulgoodies.nl or call her cell phone in the UK on 00 31 (or +31 from cell phone) 687298838 or from the North America 011-31 (or+31 from cell phone) 687298838.
Click to enlarge- 20th Anniversary of Colourful Goodies on Saturday 15th August 2026
