EL SEGUNDO, Calif.--(BUSINESS WIRE)--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.
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.
