Toys 'R' Us spotlights special needs
Retailer ups print run of guide, adds special needs boutique
By Staff -- Gifts and Dec, 9/7/2007 8:20:00 AM
WAYNE, N.J.—Toys “R” Us has release of the latest edition of the Toys “R” Us Toy Guide for Differently-Abled Kids, a toy guide for parents and friends of children with disabilities.
The annual guide, available in all Toys “R” Us stores nationwide and online at www.Toysrus.com/DifferentlyAbled, features specially selected toys that can be used to help the development of children with physical and cognitive disabilities. Each year, Toys “R” Us works with the National Lekotek Center, a nonprofit organization dedicated to evaluating toys for children with disabilities, to carefully evaluate and select all the products featured in the guide. The end result is upwards of 80 everyday toys for children of all ages, and all items that can be used to promote the development of specific skills, such as auditory, language, visual, fine motor, thinking and social skills. Symbols are assigned to each toy so parents can easily identify items that are best suited for their child’s needs.
“The magic of toys and the learning they inspire is never more evident than when in the hands of a differently-abled child,” said Jerry Storch, chairman and CEO, Toys “R” Us. “As a company committed to all kids and families, we are proud to offer this unique resource to help parents find toys to empower, uplift and build developmental skills for the special child in their lives.”
This year’s cover model, Maria Shriver, appears with a 4-year-old, Katelyn Reed, who has Down Syndrome. “I am so thrilled to join Toys 'R' Us in its efforts to bring joy and laughter to children of all abilities through the power of play,” said Maria Shriver, first lady of California and mother of four children. “The toys featured throughout the guide provide a wonderful way to inspire children with special needs, encouraging them to have fun while learning everyday skills.”
In addition to toy recommendations, the guide also includes the National Lekotek Center’s “Top Ten Tips for Buying Toys,” a list of questions compiled by Lekotek’s experts to guide consumers when selecting toys for children with disabilities. This year, the there’s also an easy-to-use toy-finder index that lists toys in separate skill-building categories, which allows users to quickly find and select toys that are appropriate for a child’s specific needs and interests.
To complement the guide, Toys “R” Us stores will also have in-store and online program to further assist customers shopping for toys for ‘differently-abled’ children. Throughout the month of September, all Toys “R” Us locations across the country will showcase products in the guide in in-store boutiques. To make the guide more accessible, the company has increased the number of print copies to 3 million. All products featured in the guide are also available online.
In addition to the National Lekotek Center, this year Toys “R” Us is working with some of the world’s leading special needs organizations to educate the families and communities they serve by providing information in the guide, including Autism Speaks, Children and Adults with Attention Deficit/Hyperactivity Disorder (CHADD), Muscular Dystrophy Association (MDA), National Association of Special Education Teachers (NASET) and the National Down Syndrome Society (NDSS).
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Toys “R” Us’ special addition
Sep 25, 2006
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