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80th Anniversary of Mattel.
Article

80 Years of Mattel: Easterseals Reflects on an Uplifting Partnership

To celebrate and honor their 80th Anniversary, we’re reflecting on our partnership and providing helpful resources and information for parents.

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Easterseals Southern California is thrilled to recognize Mattel’s eight decades of innovation, creativity, and fun during Disability Pride Month this July! To celebrate and honor their 80th Anniversary, we’re reflecting on our partnership and providing helpful resources and information for parents.

In the article below, check out:

  • Easterseals’ past and present collaborations with Mattel
  • Practical ways toys can support early childhood development
  • Resources for parents seeking education and services

A Look at Easterseals’ Partnership with Mattel

Thomas the train and Bruno the tank engine on the rails side-by-side.

Bruno the Brake Car: The First Thomas & Friends Character with Autism

In 2022, Bruno the Brake Car was introduced as the first character with autism in the beloved Thomas & Friends: All Engines Go series. Bruno was produced by Mattel in collaboration with the Easterseals Southern California Autism Services Team, Easterseals Autism Strategist Aaron Likens, and other organizations. Bruno is characterized by his joyful demeanor and love for routines, which resonates with many autistic children. His experiences with sensory overload and busy environments provide relatable moments for viewers, making him a significant addition to the Thomas and Friends universe.

Play it Forward Toy Donations

Over the last several years, Mattel has made a meaningful impact through toy donations to our Child Development and Autism Services programs. They have also donated toys for the Grand Opening of our Autism Services location in Covina and a Holiday Party for our autism families featuring then LA Chargers Cornerback Essang Bassey.

For their 80th Anniversary, Mattel selected Easterseals as a featured partner for July and will donate toys to Easterseals Southern California along with 40+ other Easterseals locations across the country that offer services for children.

Two individuals exchanging items at a community event, with one person handing over a boxed toy to another who is offering a small item in return. There are tents and other people in the background.
Person standing behind a stall full of toys and games at an Easterseals Southern California event, interacting with a visitor.
Two individuals exchanging items at a community event, with one person handing over a boxed toy to another who is offering a small item in return. There are tents and other people in the background.

Books and Breakfast with Barney

In June, Mattel hosted a special event with partner organizations, including Easterseals SoCal, as part of their 80th anniversary celebration. Children from Easterseals Autism Services attended to enjoy reading and fun with their favorite purple dinosaur, Barney.

In-Store Donations

During the month of July, Mattel will be encouraging customers at their owned toy store locations (El Segundo, CA; San Bernardino, CA; Fort Worth, TX; and East Aurora, NY) to make a donation to Easterseals at check out. This is a simple way to engage families in the celebration of Disability Pride Month and to share the message of inclusive play for all. Follow @thematteltoystore for more information on the locations, available toys and more! You might even see some Easterseals associates and families making an appearance in their social stories!

Our collaborations with Mattel have not only brought joy to countless children but have also underscored the powerful role play can have in a child’s growth. With that in mind, we’re sharing practical ways toys can support early childhood development—turning fun into foundational learning.

The Importance of Toys for a Child’s Early Development

Adult and children engaged in building toys at a table in a colorful classroom setting.

5 Ways Toys Can Support Early Childhood Development

1. Cognitive Development

Toys that encourage problem-solving and critical thinking can greatly benefit a child’s cognitive development. Puzzle toys, building blocks, and shape sorters are excellent examples. These toys challenge children to think logically, recognize patterns, and develop spatial awareness.

2. Language and Communication Skills

Interactive toys that promote language use can support the development of communication skills. Books, storytelling kits, and talking dolls can encourage children to express themselves verbally, understand narratives, and expand their vocabulary.

3. Social and Emotional Development

Role-playing toys such as dolls, action figures, and playsets allow children to engage in imaginative play, which helps them understand social roles and develop empathy. Playing with others fosters social interaction, cooperation, and emotional regulation.

4. Fine Motor Skills

Toys that require manipulation, such as art supplies, playdough, and threading beads, help children develop fine motor skills. These activities enhance hand-eye coordination, dexterity, and precision.

5. Gross Motor Skills

Active play toys like balls, ride-on toys, and climbing structures are essential for developing gross motor skills. These toys encourage physical activity, coordination, balance, and overall physical fitness.

Types of Toys That Encourage Learning

Two people are happily playing with colorful building blocks on a table.

1. Educational Toys

Educational toys are designed to support learning in specific areas such as math, science, and literacy. Examples include counting toys, science kits, and alphabet blocks. These toys make learning fun and engaging.

2. Sensory Toys

Sensory toys stimulate a child’s senses and are particularly beneficial for children with developmental delays or sensory processing issues. Examples include textured balls, sensory bins, and musical instruments.

3. Creative Toys

Creative toys like art supplies, building kits, and musical instruments encourage children to express themselves and explore their creativity. These toys help develop problem-solving skills and boost confidence.

4. Interactive Toys

Interactive toys such as electronic learning devices and interactive books provide immediate feedback and engage children in educational activities. These toys can adapt to a child’s learning pace and style.

How Parents Can Support Their Child’s Learning and Development

Adult and child playing with colorful building blocks on the floor.

1. Engage in Play

Parents should actively participate in their child’s playtime. By playing together, parents can guide their children, model behaviors, and reinforce learning concepts.

2. Provide a Variety of Toys

Offering a diverse range of toys can cater to different aspects of a child’s development. Rotate toys regularly to keep playtime fresh and exciting.

3. Create a Safe Play Environment

Ensure that the play area is safe, clean, and conducive to exploration. Remove hazards and provide age-appropriate toys.

4. Encourage Exploration

Allow children to explore and experiment with toys. Encourage curiosity and praise efforts rather than focusing solely on outcomes.

5. Foster Social Interaction

Arrange playdates and group activities to help children develop social skills. Playing with peers teaches sharing, cooperation, and conflict resolution.

3 Mattel Toys that Support Childhood Development

Fisher-Price Laugh & Learn Series

Designed to engage children through interactive play, the Fisher-Price Laugh & Learn series includes a variety of toys that teach fundamental concepts such as numbers, letters, and shapes. These toys often feature songs, phrases, and sounds that stimulate cognitive development and introduce early learning skills in a fun and engaging manner.

Mega Bloks

Mega Bloks are large, easy-to-handle building blocks that encourage creativity and fine motor skills development. These blocks allow children to build and construct various structures, promoting spatial awareness, problem-solving skills, and hand-eye coordination. The bright colors and simple designs make them appealing and accessible to young children.

Barbie Career Dolls

Barbie Career Dolls aim to inspire young minds by showcasing a variety of professions and career paths. These dolls come with accessories related to different jobs, such as doctors, astronauts, and chefs, encouraging imaginative play and helping children understand the concept of different careers.

By choosing the right types of toys and actively engaging in play, parents can help their children develop essential skills that will serve them well throughout their lives. Whether through cognitive challenges, language development, or social interaction, toys offer numerous opportunities for growth and learning. 

Helpful Resources for Parents

‘Ask Me’ Video Series

Easterseals Southern California has curated a series of videos on some of the most Googled questions about child development and autism. Check out the series here and view our video below about how to seek services for your child.

Take the ‘Ages & Stages’ Screening

Easterseals offers a free, comprehensive, and confidential online screening tool to help guide and keep track of your child’s growth and development during these first five years. We encourage you to take 10–20 minutes to check with the Ages & Stages Questionnaires®, Third Edition™ (ASQ-3).

Easterseals Children’s Services

If your family is seeking support for your child, Easterseals has Child Development Centers in Ventura, North San Diego County, and the Inland Empire serving children from birth to five years of age. The centers feature safe and caring environments, state-of-the-art tools and programs, individualized learning plans, highly qualified teachers and are inclusive of children with or without disabilities. Programs include:

  • Day care
  • Head Start
  • Early Heart Start
  • Nutrition services
  • Family support services
  • Home-based support, and more.

Learn more on our website.

Explore Stories of Disability Pride

In 2024, Easterseals launched a PSA campaign called ‘Disability is Not a Dirty Word’ focused around sharing real stories of disability pride. Our website DisabilityPride.com features videos of real people sharing their journey to disability pride and offers you the opportunity to share your own story. Visit DisabilityPride.com to take the quiz, purchase merchandise, and share your story.

Easterseals Southern California is proud to partner with Mattel to further amplify the message of disability pride while supporting early childhood development. Discover more about Mattel’s 80th anniversary celebration and how they are supporting organizations like Easterseals through their ‘Play it Forward’ initiative.

Stay in Touch!

Sign-up for Easterseals monthly E-newsletter to access helpful resources, uplifting stories about disability, and to stay connected with our many initiatives in Southern California.

Follow EastersealsSoCal on Social Media

*Portions of this article were written with the support of AI technology.

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