More than half of Brazil's population is black or mix-raced. Yet they're under-represented in many sectors of society. And that includes stores selling black dolls. But, as CGTN's Lucrecia Franco reports, change is underway.

This is Dandara, a handmade doll named after a 17th century Afro-Brazilian heroine who fought for the eradication of slavery in colonial Brazil. She's the best-selling toy of a company called Era Uma Vez o Mundo, meaning Once Upon a Time the World, a tiny but mighty Rio de Janeiro brand that opened the first brick and mortar black doll store in Brazil. Jaciana and Leandro Melquiades are the entrepreneurs behind the venture that aims to empower Afro-Brazilian children by offering dolls they can relate to.

JACIANA MELQUIADES DOLL STORE OWNER "Growing up with a lack of representation made me face serious self-esteem and body image issues and a distorted view of reality because everyone said that what was beautiful didn't look like me."

The Melquiades are among the 54 percent of Brazilians who identify themselves as black or of mixed-race. They say their business is a battle against racism in the toy industry.

LEANDRO MELQUIADES DOLL STORE OWNER "It is not true that there is no demand for black dolls in Brazil, so much that the day we opened the store all the dolls we used to sell online in one month, were sold in an hour and a half."

And they are pricey. Each doll costs around 17 dollars.

LUCRECIA FRANCO RIO DE JANEIRO "Although Brazilians of African descent comprise more than half of Brazil's population, only seven percent of the dolls sold in the country are black."

Andrea Gomides is the founder of the social accelerator Ekloos. She says recognizing a need was key to financing the venture."

ANDREA GOMIDES FOUNDER, EKLOOS "Today, 93 percent of the dolls in Brazil are white so imagine how difficult is to enter this market where people don't have the habit of buying black dolls. First, we need to have more stores like this one."

The Melquiades goal is to sell 10-thousand black dolls this year both on online and on the brand's new physical store, combining purpose and profit. Lucrecia Franco, CGTN, Rio de Janeiro.