Here at Maxis, inclusivity is one of our key values. We know that inclusion matters, and we aim to ensure that everyone feels represented — not just in our games but also in how we work; it’s ingrained in the very culture of our studio.

So when we got the opportunity to work with both legendary beauty brand Dark & Lovely and multi-award-winning gaming content creator and DE&I advocate Danielle “Ebonix” Udogaranya, we leaped at the chance. The result is “Play in Color,” a campaign and documentary that shines a spotlight on the importance of authentic representation in gaming.

For much of the history of the video game industry, authentic representation and features of people of color and other marginalized communities have been significantly underrepresented. These groups have made up a substantial segment of the gaming community from the very beginning, but games have often dramatically underrepresented Black hairstyles in particular.

At Maxis, we’ve been grateful for the chance to help make progress toward better representation through in-game releases. This includes Vitiligo skin features; updates to Townies, in-game characters, incorporating different backgrounds, regional features, and skin tones to match their story; and collaborations with our extensive community of talented creators. Our updates give players of The Sims the resources to create characters that look like them and tell stories that reflect their lived experiences – but there is so much more room to grow.

This is why we’re so pleased to be collaborating with Dark & Lovely and Ebonix to help draw attention to both the progress being made and the need for continued improvement. To start, we’re supporting our partners with the launch of this campaign that includes a documentary video showcasing the voices of Ebonix, The Sims 4 teammates Senior Creative Director Anna Huerta and Assistant Producer Kaelah Smallwood, and Taireek Simms from the Dark & Lovely team who are helping to drive this progress.

Next, building on previous collaborations with Ebonix on in-game features like skin tones and nail options, we’re working with the hair professionals at Dark & Lovely to introduce 24 color combinations across two existing hairstyles in April 2024, inspired by the company’s newest color Immersive Bolds collection.

Then, in a free content drop, we’ll introduce a new locs hairstyle that’s also developed in collaboration with Dark & Lovely and available to players in July 2024.