Kids with disabilities featured in Kmart's Easter catalogue

23 March 2016

Advertiser: Kmart

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Attention Kmart shoppers, there’s an awesome new addition to the brand’s latest catalog.

Kmart has made history by including children with disabilities in its Easter catalogue, and people are loving it.

"Just wanted to say how wonderful I think your new catalogue is... Great to see such an inclusive company," one commenter wrote on the Kmart Facebook page.

Dear @Kmart_Australia
Thank whomever decided to include disabled ppl in your campaign. We've waited to be mainstream w/out pity for so long.

— Susan Wood (@Swoodalocalypse) March 22, 2016

Love the diversity and representations in this Kmart catalogue spread

— Julie + bb (@Happyhappyhaps) March 21, 2016

The catalogue features 11-year-old Cooper Smith, who has Cerebral Palsy, on his walking frame as he shows off a giant Easter egg, while another page sees a young boy with Down syndrome playing with Star Wars figurines. Another model is 6-year-old Matilda McKirdy who also has Down syndrome.

Kmart isn't the only retailer making a move towards diversity recently, Target released a catalogue that featured plus size women for Valentine's Day.


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