Toys 'R' Us Wins with Parents of "Differently-Abled" Kids

For nearly 20 years Toys ‘R’ Us has published the annual Toys ‘R’ Us Toy Guide for Differently-Abled Kids, an easy-to-use resource featuring specially selected toys that aid in the development of children with physical, cognitive or developmental disabilities. Although the Guide has been around for quite awhile, this latest version has gotten a lot of press. Why? There has been a lot of discussion about marketing to parents of special needs children which is why this year’s Guide (with Whoopi Goldberg on the cover) has become part of numerous marketing to mom discussions. The topic has been top of mind for Nadine Vogel, founder and president of Springboard Consulting and 2008 M2Moms® presenter, for years. She recently spoke with M2Moms® E-ssentials editor Patti Minglin about the new Toys ‘R’ Us Guide—what works, what she would like to see done differently and what other industries should be taking good marketing notes.

Patti Minglin: Overall, what about this Guide do you find appealing?

Nadine Vogel: I really like the color-coded pictorial representation of children’s abilities such as auditory, fine motor, etc.  I also like the fact that a variety of disabilities are represented in photos including “hidden disabilities” (editor’s note: “Hidden disabilities” is a phrase that means a person’s disability is not obviously apparent or visible).

Minglin: Is there anything you wish they would have done differently?

Vogel: The one thing I wish was/is handled differently is the actual marketing, outreach and easy availability of the guide.  For instance, almost every elementary school child at some point is invited to a birthday party of a child who has special needs.  And in every instance, that child’s parent agonizes over the “appropriate” gift depending on the disability.  There’s a huge opportunity to market directly to these moms.  Or what about the grandparents and other family members who experience that same wrenching feeling when Christmas or Chanukah or Kwanza comes around?  The guide and Toys ‘R’ Us has a huge revenue opportunity way beyond what they have realized so far.

Minglin: So interesting, Nadine. I didn’t even think of the implications beyond the parents themselves. What does it say to consumers and brands that a big retailer such as Toys ‘R’ Us is putting such an emphasis on families with special needs children?

Vogel: It says in a very big way that just like any other family, parents who have children with special needs make purchasing decisions about where to shop, what to buy, etc with their child’s needs and interests first and foremost. More than that however, it acknowledges the size of this population (approx 23 million parents have at least one child between the ages of 5-16 with a disability) along with its’ incredible spending power.  It says, if you’re not marketing to this very large, loyal population, you’re really missing out!

Minglin: What can other brands take from this approach?   

Vogel: That marketing directly to this segment will not hurt their “other” business but rather enhance it.  It also says, however, that the marketing must be handled in an appropriate, authentic manner (from language to visuals, etc).  

Minglin: Toys and clothing seem to be some of the obvious industries that would benefit by meeting the needs of families with children that have special needs. But what other industries should also take note?  

Vogel: The entertainment industry from children’s television programming and gaming (video’s/online) to events such as the circus, character shows, theme parks, etc.  The childcare industry, hospitality/travel industry (hotel camps such as Camp Hyatt, children’s programs on cruise lines, restaurant chains), summer camps, and the list goes on and on….

Minglin: Thank you, Nadine—as always, you are so insightful. Looking forward to “diving in” to your new book, Dive In (editor’s note: Look for an upcoming book review on M2Moms® E-ssentials).