Mattel Innovates to Reach Overlooked Players
As companies continue to campaign for acceptance, many have begun to reflect on their customer bases to ensure that all fans are acknowledged. Some brands have begun portraying non-traditional individuals in their ads, while others have created moments-in-time to encourage inclusivity. While these campaigns spark conversation, one brand is focused on more than raising awareness - it innovated its product to reach a broader audience.
In honor of International Colorblind Awareness Day, Mattel has launched the world’s first card game adapted for the color blind: UNO ColorADD. To achieve this, the game goliath partnered with ColorADD, a global organization for colorblind accessibility and education, to launch an inclusive adaptation of the classic game. This version features ColorAdDD’s proprietary code, “an inclusive and non-discriminative language which enables people with color blindness to identify color.”
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