The Aussie retailer has added two new dolls to its inclusion range, having already received an “overwhelming” response from customers.
Kmart has expanded its inclusion dolls range with Guide Dog handlers (and their dogs) Luke and Lacey.
The retailer worked closely with Guide Dogs Australia who provided advice on the design of the dolls, which retail for just $5 each.
The Guide Dog dolls feature a person with low vision or blindness, with the aim to promote inclusion and accessibility in families.
“We know one in five people in Australia have a disability and we want our product ranges to reflect that,” Marcelle Harrison, Kmart’s Head of Diversity and Inclusion told news.com.au.
“To truly represent the communities we operate in. Part of that means creating dolls that reflect the people who shop in our stores; the people who are part of everyday Australia.”
She said Kmart’s relationship with Guide Dogs Australia has enabled them to work collaboratively to ensure the dolls “accurately reflect people with low vision or blindness”.
“It’s the same practice we undertake with all our inclusive doll ranges,” Ms Harrison said.
“At the end of the day, we want children to see themselves represented in our product ranges, so we can reduce the stigma associated with disability.”
Kmart CEO John Gualtieri said the inclusive dolls are not just for children with disability and their families, but for all children.
“It can help form positive self-image, it can teach acceptance, and it can help children learn more about people different from themselves,” Mr Gualtieri said.
Ms Harrison said they have been “overwhelmed” with the response from customers.
“But we know there is always work to be done in this space. We are committed to constantly evolving and expanding our range of diversity in store.”
The Guide Dog dolls joins other new dolls on Kmart shelves including one who uses a wheelchair, one who is vision impaired and another on crutches.
Last December, the Aussie retailer was also praised for launching its range of Down syndrome dolls in what was labelled a big win for disability representation.
The dolls – named Baby Charlie with Down syndrome – was welcomed by Down syndrome Australia (DSA).
“They reached out to DSA early in the process to consult with us about their ideas, and we’re happy to see dolls with Down syndrome in their new line of inclusive toys,” DSA management said in a statement at the time.
Parents have since posted positive comments about the dolls on social media, commending the retailer for allowing children with the condition to finally have a doll they can relate to.
“My 7 year old daughter Georgia has Cerebral Palsy and Autism, my mother came across these amazing dolls in Kmart, my daughter absolutely loves them. I think it is such a beautiful idea that the company has came up with these beautiful Dolls with Down syndrome,” one woman wrote on Facebook.
Another Facebook user whose son has Down syndrome labelled the dolls a “great start”.
“I think it’s a great start on inclusion … I will be buying some to donate to his school,” she said.
Originally published as Kmart adds Guide Dog handler dolls to its inclusion range
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