A holiday brand that won over Barbara Corcoran on “Shark Tank” has a new hometown — Toledo. Black Paper Party co-founder and CEO Madia Willis moved to the Glass City in June, bringing the company with her.

Photo via Wikimedia Commons

Founded in 2020 by Willis, J’Aaron Merchant and Jasmine Hudson, Black Paper Party makes inclusive holiday wrapping paper, gift bags, stockings, ornaments and décor that center Black families — a lane the founders say the holiday aisle had long ignored.

The brand won Macy’s first Workshop pitch competition, then landed a $250,000 deal from Barbara Corcoran on “Shark Tank” in December 2023 for 10% equity.

The 2026 holiday collection is rolling out now at Walmart, Macy’s and Family Dollar, plus online — in 4,300+ retail locations, according to the brand.

By the end of 2024 the brand had hit $1.4 million in annual revenue. Target dropped the brand in spring 2025 after ending its DEI commitments, and Dollar General renewed for 2026.

Willis spent this summer at Black Tech Week in Cincinnati looking for help building an app for the brand — and met an Ohio developer who joined the team. A first version of the app is now in development.

A nationally known, Black-owned brand choosing Toledo as its home base — with holiday product on shelves right now — is exactly the kind of win the Glass City’s small-business scene is built on.