9 Story & Karma’s World Launch New Initiative


9 Story Media Group and Karma’s World Entertainment have launched a licensing-based initiative for Karma’s World that is designed to support Black-owned businesses.

The first licensees to participate are the haircare companies CurlyKids Mixed Texture HairCare and Firstline Brands. Also as part of the program, 9 Story has teamed with The Gathering Spot, a private membership club that serves as a hub for developing Black businesses and offers opportunities for collaborations, connections and experiences.

Participants in the initiative will receive combined offerings, customized memberships and more.

New products coming from the new partners include Karma’s World detangling shampoo, detangling conditioner and detangling spray from CurlyKids and three silk bonnets and pillowcases from Firstline. Each company is a first-time licensee.

Karma’s World, from executive producer Chris “Ludacris” Bridges, centers on the themes of self-expression, identity, leadership, creativity and the importance of community by following 10-year-old Karma Grant, an aspiring musical artist and rapper. The latest season—the fourth—debuted on Netflix in September 2022.

“Creating a program that supports Black-owned businesses speaks to the themes of representation and community that live throughout Karma’s World,” Bridges said. “This unique opportunity supports the power of entrepreneurship in inclusive spaces and puts Black excellence on display.”

“Diversity and inclusion are in the DNA of the Karma’s World brand,” agreed Kyra Halperin, co-VP of 9 Story Brands. “Black-owned businesses have been historically underrepresented within the licensing industry, and it’s critical that we work with partners that align with the DNA of the brand and work toward better representation on-shelf. We are thrilled to partner with CurlyKids Mixed Texture HairCare and Firstline Brands—each a first-time licensee—to develop exciting and innovative extensions of the Karma’s World universe.”

Sandy Williams Bordenave, co-founder of CurlyKids HairCare, said, “Black television, Black media, Black art, Black hair products—these things all strive, thrive and arrive together. We at CurlyKids HairCare appreciate Mr. Bridges and his team’s diligence to find and select Black-owned haircare companies like ours that speak to representation and engagement. Collaborating to help grow the Karma’s World brand alongside CurlyKids HairCare synchronizes with our own family experience. As parents of a beautiful young Black woman, we see our little girl in Karma, a viewpoint we wish more of the world would adopt.”

“This is our first foray into the world of licensing, and we could not have chosen better partners than 9 Story and Karma’s World for our Camryn’s BFF line,” added Joni Odum, CEO of Firstline Brands. “At Firstline, our focus for nearly 37 years has been prioritizing and elevating textured haircare needs. With the support and resources of 9 Story’s Black-owned Business initiative, we’ll achieve our mission on a much larger scale while introducing Karma’s World fans to our innovative Camryn’s BFF product assortment.”