Toys 'R' Us woos kids with disabilities

Beeler, Amanda
November 1999
Advertising Age;11/8/1999, Vol. 70 Issue 46, p58
Trade Publication
This article focuses on the Toys 'R' Us Toy Guide for Differently Abled Kids guidebook released by toy retailer Toys 'R' Us in the U.S. in November 1999. The book features more than 60 toys suitable for children with a variety of disabilities. The company produced the guide with help from the National Lekotek Center, a non-profit group that promotes play for children with disabilities. Initially the guide was available only in stores, but a mail-order form in 1998 was inserted and in 1999, 45% of the almost 1 million copies were sent to families on mailing lists maintained by the company, Lekotek and the National Parent Network on Disabilities.


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