Mattel to make games accessible to colour-blind players

Toymaker Mattel has taken a step towards inclusivity by announcing plans to make 80 per cent of its games, including popular games like Uno, Tumblin’ Monkeys, and Blokus, colour-blind accessible by the end of 2024. 

And by the end of 2025, Mattel aims to extend this accessibility to 90 per cent of its games. This initiative also includes updates to the mobile versions of its games through Mattel 163, the company’s online game studio. 

To achieve this goal, Mattel is developing custom solutions for each game, allowing players to differentiate components through means other than colour. 

These methods include adding symbols or icons, patterns, and tactile clues. 

As part of its commitment to the colour-blind community, Mattel will also donate $30,000 worth of accessible games to summer camps. This initiative is particularly helpful given that data shows 1 out of 12 men and 1 out of 200 women are colour-blind.

Interestingly, this is not Mattel’s first foray into accessibility. 

In 2017, the brand partnered with ColorAdd to create the Uno ColorAdd deck, and in 2019, it introduced Uno Braille to ensure that visually impaired players could enjoy the game as well.

Universal needs of consumers and the importance of accessibility

Mattel’s commitment to accessibility comes from the understanding that children - and, in fact, people of all ages - want to play games without feeling excluded. 

More brands need to realise that an aspect of one’s identity should not prevent them from participating fully in shared experiences. And more brands need to design keeping differences in mind, being mindful of the diverse identities they serve. 

Values drive brand decision-making

Mattel’s says its purpose is to “empower generations to explore the wonder of childhood and reach their full potential,” while its mission is to “create innovative products and experiences that inspire fans, entertain audiences, and develop children through play.” 

Revisiting your brand’s mission, vision, and values is essential for any brand that wants to cater to people with different needs. 

Evaluate whether your mission statement is inherently inclusive of a broad range of people who face barriers that your brand works to solve. 

Inclusivity doesn’t require an immediate overhaul but rather a steadfast commitment to making gradual strides towards a more inclusive future. 

Co-creation is core to success

And don’t at all shy away from partnering with the right people in making headway on this front. 

Mattel themselves have partnered with experts in the field of colour deficiency to work on accessible versions of their games, consulting with individuals as well as designers who have colour blindness. 

This co-creation process was integral to producing products that genuinely meet the needs of the community, as the insights come from people with lived experience.

Co-creation is key to making inclusive products. It not only lowers the pressure of getting everything right on your own but also ensures the end products are more authentic and effective. 

So remember - if you’re on the path to making your products and services more inclusive, start by revisiting your mission and incorporating inclusivity there. Realign your values, and partner with the right people to co-create your offerings.

This story was originally published in Forbes.