UNO (R) Introduces The First Card Game For The Colorblind
EL SEGUNDO, Calif., Sept. 6, 2017 /PRNewswire/ -- Today, on International Colorblind Awareness Day, UNO announced the launch of its newest deck, UNO (R) ColorADD, the world's first card game for the colorblind.
Designed in partnership with ColorADD, the global organization for colorblind accessibility and education, the deck features its proprietary code, an inclusive and non-discriminative language that enables people with any type of color blindness to identify color. The code is based on three graphic symbols representing three primary colors. These symbols can be found on the top-left and bottom-right corners of each card to define UNO's iconic red, yellow, green and blue suits.
"Our partnership with ColorADD allows us to extend the game play to the 350 million people globally and 13 million Americans who are colorblind," said Ray Adler, Senior Director, Global Games at Mattel. "UNO is a truly universal game and we are continuing to look for ways to make one of the world's most popular card games all inclusive."
Of the 350 million people worldwide who are affected by some form of color blindness, the most commonly confused colors are between red and green-two of UNO's four colors.
"Our color coding system has been incorporated in various ways, including in grammar schools, public transportation, hospitals, and consumer goods such as colored pencils and clothing," said Miguel Neiva, Creator of ColorADD. "By partnering with UNO, we can bring our mission to an even broader audience, promoting inclusivity and raising awareness for an often-overlooked, and under-discussed, condition."
Visit Shop.Mattel.com/UNO for more information on UNO ColorADD or to purchase for $5.99.
About Mattel
Mattel (NASDAQ: MAT) is a global learning, development and play company that inspires the next generation of kids to shape a brighter tomorrow. Through our portfolio of iconic consumer brands, including American Girl (R), Barbie (R), Fisher-Price (R), Hot Wheels (R) and Thomas & Friends?,,?, we create systems of play, content and experiences that help kids unlock their full potential. Mattel also creates inspiring and innovative products in collaboration with leading entertainment and technology companies as well as other partners. With a global workforce of approximately 32,000 people, Mattel operates in 40 countries and territories and sells products in more than 150 nations. Visit us online at www.mattel.com.
About ColorADD
ColorADD is a global organization leading the industry for colorblind accessibility and education. ColorADD has pioneered a color identification system for colorblind people as a universal and inclusive code in support of the estimated 350 million people around the world who are affected by color blindness. For more information, please visit www.coloradd.net.
Media Contacts:
Candice Jacobson
Mattel Global Communications
Candice.Jacobson@Mattel.com
310-252-4619
Muriel Lussier
Weber Shandwick
MLussier@WeberShandwick.com
212-445-8283
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SOURCEUNO
