Kids in South LA were treated to double the holiday joy on Wednesday at a toy giveaway that featured two alternative versions of Saint Nick in the form of Black Santa and Soulful Santa.
The Neighborhood Nip Foundation, in partnership with the Think Watts Foundation, hosted the toy giveaway near Slauson Avenue and Crenshaw Boulevard — the original location of rapper Nipsey Hussle’s The Marathon Clothing store in South LA.
Hundreds of children attended the Christmas celebration, where they received bikes, toy trucks, dolls and other unwrapped toys. Hot chocolate was served up with toppings from marshmallows to whipped cream.
A tale of two Black Santas
The Soulful Santa Experience, founded this year by Casee Kelly, provided the traditional experience of taking photos with Santa Claus. Kelly told The LA Local she founded the company after collecting Black Santa figurines for years. She said she believes representation is important for Black children, something she didn’t see as a child.
“It started with my collection, and I started bringing him (Black Santa) to my house every year for my family and extended family. Now we’re here, so I’m just excited to be able to expand what I find is a beautiful and magical experience for our kids.”
Then there’s the Black Santa Company, founded by LA native and former NBA player Baron Davis. This Black Santa also participated in the toy giveaway, walking around the event taking photos and dancing with people of all ages.
Davis, who wears a full beard, created a Black Santa mascot that wears a red sweatsuit and resembles his image. He got the idea to launch the company nine years ago after dressing up as Santa Claus for Halloween, as he explained in a promotional video on the company’s website.
“Black Santa could be something super cool for the African American audience. Be a character, a hero, something that I know Black people would love and enjoy,” Davis said in the video. “We talk about this every Christmas. Where is Black Santa? Where can we find Black Santa merchandise or ornaments, anything that represents us?”
The evolution of Black Santa
Black Santa is not a new phenomenon, having evolved in the early 20th century. The mythical character was popularized by Black entertainers like Bill “Bojangles” Robinson in the 1930s in Harlem, New York, according to historian E. James West, who wrote “Searching for Black Santa: The Contested History of an American Holiday Tradition” for the journal Comparative American Studies in 2023.
West asserts that Black Santa grew to become symbolic of Black representation and resistance against racist images and caricatures, particularly those perpetuated in minstrel shows of that era. Minstrel shows were performed by White actors who wore black makeup, or blackface, to portray Black characters in ways that were stereotypical, racist, negative and demeaning.
Black Santa was also seen during the Civil Rights Era at parades and marches to protest injustice. Department stores like Blumenstein’s in Harlem also used Black Santa to symbolize Black economic empowerment, West wrote.
The cultural impact of Black Santa is still felt today. Black Santa continues to stand as a positive representation for Black families, especially during the Christmas season.
Kaylynn Miles, who attended the South LA toy giveaway with her children, said seeing a Black Santa is important in her household.
“It helps with their imagination,” Miles said. “It builds character and helps them to talk about Santa to their friends.”
