UNO® Introduces First Official Braille Deck
October 01 2019 - 5:00AM
Business Wire
In Partnership with the National Federation of
the Blind, UNO Braille enables blind and sighted to play together,
making game play widely accessible
UNO®, the number one card game globally* by Mattel (NASDAQ:
MAT), today announced the debut of UNO Braille, the first official
UNO card deck featuring braille. The new game will make game play
widely accessible for the more than 7 million blind and low-vision
Americans in the U.S.
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UNO® Introduces First Official Braille
Deck (Photo: Business Wire)
Designed in partnership with the National Federation of the
Blind, the oldest and largest organization of blind people in the
United States, UNO Braille features braille on the corner of each
playing card to indicate the card’s color and number or action.
“With the launch of UNO Braille, we’re making a real impact on a
community that has been underserved by providing a game that both
blind and sighted people can play together,” said Ray Adler, Global
Head of Games at Mattel. “We are proud to have UNO Braille
on-shelves and to be making UNO more accessible and inclusive to
even more families.”
UNO Braille packaging features braille on the front and back for
clear identification, and directs players to UNOBraille.com where
they can find play instructions featuring .BRF (braille readable
files) for download. Players can also access voice-enabled
instructions through Amazon Alexa and Google Home.
“UNO Braille is doing more than making this beloved game more
accessible. It’s also helping promote the importance and normalcy
of braille by putting it in places people might not expect, and
integrating it into the play of blind children,” said Mark
Riccobono, President of the National Federation of the Blind. “The
fact that a blind person is now able to play a classic game of UNO
straight out of the box with both blind and sighted friends or
family members is a truly meaningful moment for our community. I
look forward to enjoying UNO Braille with my own family and I know
that blind people across the nation will embrace this important and
exciting step toward more inclusion and accessibility.”
This isn’t the first time UNO has re-imagined its classic game
play to expand inclusivity. In 2017, UNO introduced UNO ColorADD –
the first accessible card game for those with color blindness.
UNO Braille is available through Target stores nationwide and on
Target.com for $9.99. Visit UNOBraille.com for more
information.
About Mattel
Mattel is a leading global children’s entertainment company that
specializes in design and production of quality toys and consumer
products. We create innovative products and experiences that
inspire, entertain and develop children through play. We engage
consumers through our portfolio of iconic franchises, including
Barbie®, Hot Wheels®, American Girl®, Fisher-Price®, Thomas &
Friends® and Mega®, as well as other popular brands that we own or
license in partnership with global entertainment companies. Our
offerings include film and television content, gaming, music and
live events. We operate in 40 locations and sell products in more
than 150 countries in collaboration with the world’s leading retail
and technology companies. Since its founding in 1945, Mattel is
proud to be a trusted partner in exploring the wonder of childhood
and empowering kids to reach their full potential. Visit us online
at www.mattel.com.
About the National Federation of the Blind
The National Federation of the Blind (NFB), headquartered in
Baltimore, is the oldest and largest nationwide organization of
blind Americans. Founded in 1940, the NFB consists of affiliates,
chapters, and divisions in the fifty states, Washington DC, and
Puerto Rico. The NFB defends the rights of blind people of all ages
and provides information and support to families with blind
children, older Americans who are losing vision, and more. We
believe in the hopes and dreams of blind people and work together
to transform them into reality. Learn more about our many programs
and initiatives at www.nfb.org.
*The NPD Group/Retail Tracking Service/G12/January to June
2019/Card Games Class/Projected USD
MAT-GAME
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Media Contacts Devin Tucker
Mattel Devin.Tucker@mattel.com (310) 252-6978
Joanna Hein Weber Shandwick JHein@webershandwick.com (212)
445-8487
Stephanie Cascone National Federation of the Blind
scascone@nfb.org (443) 934-0666
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