In a local creative landscape where designer toys are still finding their footing, Sanele Qwabe is carving out a space of his own. As the founder of Kind Kid, Qwabe is redefining what decorative toys can be—blending storytelling, nostalgia, and fine art into collectible pieces that resonate beyond aesthetics.
Hailing from Durban, the 28-year-old creator has long been drawn to the world of animation and cartoons. He credits artists like Hebru Brantley, the Chicago-based visionary behind Flyboy, for influencing his approach to character-driven design. “Growing up, I wasn’t big on having toys, but I’ve always loved animation—especially when I started discovering the world through the internet,” he shares
Sanele Qwabe , founder of Kind Kid Company,
His journey into designer toys wasn’t an obvious one. Initially, Qwabe explored his creativity through film, directing a short called Blue, a love story centred around a stuffed animal trapped in a claw machine. That single character design would evolve into the first iteration of Kind Kid—turning an animated story into something tangible.
Curiosity and consistency can get you anything you desire,” he says.
His early steps into the toy industry were marked by trial and error, self-investment, and an eagerness to refine his craft. Using the 3D software Blender, Qwabe develops each Kind Kid character from scratch, often starting with abstract shapes and letting the design emerge organically.
I prefer it that way because it’s more fun. I never know which toy will emerge until months later, when I realise the psychological inspiration behind it. Sometimes, as artists, we create and only later understand what our minds were trying to make sense of”-He explains
Beyond the aesthetics, Qwabe is intentional about what Kind Kid represents. His ethos—rooted in authenticity and integrity—has led him to turn down lucrative brand collaborations that don’t align with his values. “I’ve had offers from alcohol and vape brands, but I want Kind Kid to stand for something beyond commerce.”
As he continues to introduce the concept of designer toys to a broader South African audience, accessibility remains a key part of his strategy. His goal? To inspire kids to explore the toy design industry—something he wishes he had exposure to growing up.
With Kind Kid, Qwabe isn’t just making toys. He’s building a creative universe where nostalgia, storytelling, and artistry meet—a world where childhood imagination never fades.
Check out his website: https://kindkidcompany.org/shop/
