Orijin Bees just made it easier to shop for more inclusive dolls.

The Black doll brand recently introduced a filter tool that allows shoppers to categorize its best-selling dolls by skin tone and curl pattern. The filter options include three skin tones and four hair types ranging from 3C to 4C.

The first-of-its-kind shopping tool is a result of the toy industry’s growing demand for representation. It allows customers to shop for a doll that most closely represents the little brown child in their life.

The user-friendly website expansion marks another big step in Orijin Bee’s mission to add inclusion to toy aisles.

Orijin Bees dolls, a 2022 Toy of the Year Award finalist, have been featured in Oprah’s Favorite Things and nominated for Mom’s Choice Award. The brand founded by 7-year-old Esi and her mother Melissa Orijin secured a deal with Target last year.

Esi is the inspiration behind Orijin Bees. After struggling with confidence as the only Black girl in her class, her mother wanted to make sure she had a doll that looked like her.

The company name stands for “Our Representation is Just Inclusion Normalized, Beautifully Empowering Every Soul.” Orijin Bees also has the Get One Gift One program that helps dolls get into the hands of underserved children.