Retailers can often find it difficult to advise parents or other shoppers when they are looking for toys suitable for a child with disabilities or other difficulties. Anna Taylor, research assistant at Fundamentally Children, offers some top tips for toy retailers looking to reach out to the disability market.
“Outside of the toy market, businesses are quickly realising the value of marketing to consumers with disabilities and the value of the ‘purple pound’. In the UK, 800,000 children have a disability of some sort – that’s at least one in every 20 children that visits your store. So instead of thinking of this as a ‘niche’ market, why not be part of the growing drive to promote inclusivity?”
Inclusive toys
“Almost all toys are accessible. Certain toys will be more interesting than others but it’s likely that you have some toys on your shelves right now that are perfect for a child with a disability.”
Retailer awareness
“Having a child with a disability can be stressful and even isolating for parents, so they will appreciate retailers who go the extra mile to understand their child.”
Children with a hearing impairment
“Toys that have different textures and materials, lights, mirrors, and movement are ideal as multi-sensory stimulation is important. Toys that light up or move in response to pressing a button are good too. Total hearing loss is rare, so you needn’t write-off toys with sound. In fact, these can help improve certain listening skills. Be aware that some noise levels can cause discomfort, so recommend ones that you know have volume control.”
Children with a visual impairment
“Of the 26,000 children in the UK who have a visual impairment, two-thirds of them were diagnosed at birth or within the first year of their life. It is rare for children with a visual impairment to have complete vision loss. Bright colours and high contrasts can be the easiest for them to see and play with. The toys should also offer the chance to explore different materials and textures. Some children who have a visual impairment don’t like stuffed toys, because the lack of distinct boundaries can be confusing.”
