Mattel Announces 80% of Global Games Portfolio Will be Colorblind Accessible by End of 2024 to Support Diverse, Equitable, and Inclusive Communities
25 Juin 2024 - 3:00PM
Business Wire
Mobile versions of Mattel fan-favorite card
games will now also feature colorblind identification
Mattel, Inc. (NASDAQ: MAT) announced today that 80 percent of
its global games portfolio will be colorblind accessible by the end
of the year, and 90 percent in 2025, as part of its commitment to
create more inclusive play experiences. This shift will include the
UNO® brand, the world’s #1 traditional game1, and many more
fan-favorites such as Phase 10®, DOS™, Blokus®, and Tumblin’
Monkeys® games.
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Mattel announces 80% of global games
portfolio will be colorblind accessible by end of 2024 to support
diverse, equitable, and inclusive communities. (Photo: Business
Wire)
Knowing that approximately 300 million people around the world
experience some form of colorblindness2, Mattel is working to break
down barriers to game play and help advance awareness of those
affected by colorblindness. When creating these recent
portfolio-wide changes, Mattel partnered with several experts in
the color vision deficiency field, consulted with individuals who
experience colorblindness, including Mattel designers who
themselves are colorblind, and developed custom solutions for
games, such as patterns, tactile clues, and symbols, to ensure
color was not the only way to differentiate cards or components.
This also follows a revolutionary launch from the UNO line in 2017
with UNO ColorADD, that was specifically designed for the
colorblind community.
“At Mattel, we are proud that our portfolio of games continues
to bring people together – transcending languages and cultures –
and this initiative to offer more colorblind accessible games is
another proof point on our inclusivity journey,” said Ray Adler,
Vice President, Global Head of Games at Mattel. “We’re proud to
help spread awareness for the colorblind community and make our
products accessible for more people, so that all fans can come
together and enjoy universal gameplay.”
In the spirit of this exciting initiative and leading into the
start of summer camp season, Mattel Games will be donating
colorblind accessible games to local YMCA summer camps across the
U.S. The donation will serve as an important resource to celebrate
this milestone and empower children to reach their full potential
through inclusive play.
“Mattel is committed to designing products that better reflect
the world today and create positive social impact. This includes
bringing more representative and inclusive products to market
across Mattel brands,” said Mason Williams, Global Head of
Diversity, Equity, and Inclusion, Mattel.
This announcement coincides with Mattel Play It Forward Global
Volunteer Week, June 24-28, which enables its iconic brands to give
back to communities that need it most. Play It Forward is a
designated period each year during which the Mattel global offices
host a week of opportunities for employees to share their time and
talents to support local nonprofits serving children and their
families. This year, Mattel Games will be donating GIANT UNO decks
and Tumblin’ Monkeys games to all children in attendance at
activations taking place at Mattel headquarters. Both games will
feature the newly updated colorblind accessible features.
In addition, all mobile versions of Mattel fan-favorite card
games including UNO! Mobile, Phase 10 Mobile, and Skip-Bo Mobile
will feature colorblind identification. Led by mobile game
developer and publisher Mattel163, Mattel’s joint venture with
NetEase, the new ‘Beyond Colors’ mobile decks each display a unique
and unified set of symbols, such as squares and triangles for easy
identification and differentiation between the classic card colors.
Free to all players, the ‘Beyond Colors’ update can be enabled in a
user’s personal account settings via card deck options. The ‘Beyond
Colors’ decks are the latest feature Mattel163 has developed as
part of their wider plans to strive for inclusion and accessibility
in mobile gaming, which began with their initial launch of UNO!
Mobile in 2019. Since then, UNO! Mobile has been enjoyed by over
300 million users.
To learn more about Mattel’s colorblind initiative and updated
product, visit the FAQ page on Mattel.com.
1 Source: Circana/Retail Tracking Service/G10/JAN-DEC
2022-2023/Games Excl Trade Card Game Subsegment/Projected USD
2 Per the Cleveland Clinic.
About Mattel
Mattel is a leading global toy and family entertainment company
and owner of one of the most iconic brand portfolios in the world.
We engage consumers and fans through our franchise brands,
including Barbie®, Hot Wheels®, Fisher-Price®, American Girl®,
Thomas & Friends™, UNO®, Masters of the Universe®, Matchbox®,
Monster High®, MEGA® and Polly Pocket®, as well as other popular
properties that we own or license in partnership with global
entertainment companies. Our offerings include toys, content,
consumer products, digital and live experiences. Our products are
sold in collaboration with the world’s leading retail and ecommerce
companies. Since its founding in 1945, Mattel is proud to be a
trusted partner in empowering generations to explore the wonder of
childhood and reach their full potential. Visit us at
mattel.com.
BLOKUS:
©[YEAR] Mattel. BLOKUS™ and associated trademarks and trade
dress are owned by SEKKOIA. Blokus™ is based on the original
concept by Bernard Tavitian.
PHASE 10:
©[YEAR] Mattel. PHASE 10™ is a registered trademark of Kenneth
R. Johnson in the US and registered to Mattel outside of the
U.S.
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Sarah Larkin Sarah.larkin@mattel.com
Mattel (NASDAQ:MAT)
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