Mattel Innovates to Reach Overlooked Players

Sep 8, 2017 6:25 PM ET
Blog

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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