About Lammily South Africa

When I was a young girl, I struggled with my self-esteem, always comparing my look to those of other ‘more beautiful’ girls. The “perfect is beautiful” message that the world communicates to young girls has instilled a false sense of self-esteem and has created a challenge for girls and even grown women to overcome.

In 2014, I discovered Lammily USA and immediately fell in love with the brand and the message they were conveying to young children and their parents- ‘real is beautiful’. Lammily dolls represented a more normal-looking girl with average proportions and I knew that this was my way to help young children and their mothers to overcome the challenge that I had faced.  I decided to get involved with Lammily and spread their message in South Africa. An opportunity to speak, to share my story and to influence the younger generations by distributing Lammily dolls to the South African market.

Lammily dolls have given us a way to help young girls develop a healthy self-image and self-esteem, as well as teaching them various skills, how to look after themselves, to believe in their abilities and encourage them to be anything they dream to be. Lammily is also a family, letting children belong to a community that will continue to support them and let them know that they are beautiful.

I have dreamt about making a difference in the lives of young girls who share my struggles and Lammily has given me the opportunity to do just that, to empower young children to live out their dreams and to believe that they are beautiful and have something unique to offer.

-Antjie Coetzee


Where it All Began

In early 2013, Nickolay Lamm started creating research-based illustrations which often went “viral”. His projects are often covered by Huffington Post, Business Insider, Yahoo!, Buzzfeed, and more. You can see his work on his website, nickolaylamm.com. One of these viral illustrations was what the media nicknamed “Normal Barbie”. That one project led to the birth of Lammily. Lamm began this project by asking the question: what if fashion dolls were made using standard human body proportions? From this, he created Lammily dolls which were designed using the proportions of the average 19-year-old American girl. 


Our Mission

Real is beautiful.  Lammily’s goal is to empower children of all shapes and sizes to develop self-esteem, have a positive body image and to be accepting of others. Lammily is the first doll to use a realistic body shape and proportions in its design. Doll play is an important part of a child’s life as they grow, and we believe the Lammily doll is healthy, relatable and makes a positive impact on child development.

Lammily will show the world that what they may think are imperfections, are truly their most beautiful characteristics. In a world where children are bombarded with advertisements and images of unrealistic expectations, children begin doubting their beauty as early as age 9. Lammily is determined to change the lives of future generations by changing the standards, images and perceptions of how children judge themselves by showing that realism is truly beautiful.

We know that our Lammily dolls can have an impact on our customers and can change how they see themselves and others.  We also believe in starting conversations and educating children about the real changes that occur as they grow older.