Kidscreen » Archive » Toycos go after the neurodiversity area of interest

Last year, the Centers for Disease Control (CDC) reported that one in 44 children in the US had some form of autism spectrum disorder (ASD). That translates into about 1.65 million kids ages 17 and under. In Canada, the incidence is one in 60, according to Health Canada; and the World Health Organization reports similar rates in developed countries around the world.

Since the early 1970s, medical professionals have developed considerably more knowledge about ASD. This has led to a better understanding of how to design educational experiences to help young people with ASD develop and achieve to the best of their ability.

There’s another significant trend as well—greater visibility of people on the spectrum in mainstream culture. This can be seen on screen in TV shows and films, and increasingly in the marketplace as well.

There are millions of kids worldwide with ASD whose parents and caregivers are eager to find products that support their teaching efforts—and that often means toys. The principles of capitalism dictate that where there’s a market need, supply should follow, and several manufacturers are doing exactly that. Game publisher Asmodee has launched a dedicated division called Access+ that aims to provide equal and inclusive access to board games.

The studio draws on the expertise of researchers to adapt Asmodee’s existing games for players with cognitive disorders affecting speech, social relations, attention, emotional control, planning and memory.

The first products in the Access+ line are adaptations of Dobble/Spot It!, Cortex and Timeline (pictured) that will be available worldwide next year. Each game has been revised based on extensive testing of materials, rules and game mechanics to create a positive, enriching experience for players of all abilities to enjoy.

Meanwhile, Fat Brain Toys has developed a comprehensive Special Needs Resource Center on its site that details appropriate toys for 23 different conditions, from ADD/ADHD to vision impairment. Simply by clicking on the condition, shoppers can find which toys will support kids with those conditions.

For kids with autism, appropriate play is particularly important. Research shows that early intervention can improve learning, social and verbal skills, as well as behavior regulation. But beyond toys, what parents want most—for themselves and others—is information. I speak to this from personal experience. My sister has a severe form of autism and grew up at a time when information was hard to come by, propelling my mother to become an early activist for greater understanding and awareness.

Authenticity is key when creating products for specific communities, and companies working in the kids entertainment space are uniquely poised to offer information through the channels they operate in, whether it’s inclusive characters on shows like Sesame Street or toys and their packaging and marketing collateral.

Goodwill has a halo effect. Many new parents—younger Millennials and Gen Z alike—want to support companies that support their values, inclusion being one of them. In today’s market, this is a multi-faceted opportunity with benefits for kids on the autistic spectrum and the companies that create toys and games for them.

This story originally appeared in Kidscreen‘s August/September 2022 magazine.