Kmart Australia Features Girl With Down Syndrome in Its Latest Commercial

Playtime has never looked more inclusive, thanks to a Kmart’s latest commercial. The 30-second advertisement features a young girl with Down syndrome dressed in a pink bird costume playing with a boy wearing a dinosaur costume.

Girl wearing pink bird costume

“We are thrilled to see Australia Kmart getting onboard with inclusive advertising,” said Kathyrn Driscoll, president and founder of Changing the Face of Beauty, an organization dedicated to promoting inclusivity in advertising. “Brands can change the way people with disabilities are perceived by valuing them as consumers in their advertising.”

This is not the first time Kmart Australia has featured inclusive advertising. In March, the retailer’s catalogue featured children with disabilities. Since then, every catalogue has featured at least one child with special needs. This month’s catalogue features a differently abled girl on multiple pages playing with a variety of toys.

Image of a Kmart catalogue of different children playing with different toys.

Will inclusive advertising make its way over to the States? A spokesperson for Kmart U.S. replied to The Mighty’s request for comment saying “[T]he United States is not associated with the Kmart in Australia.”

You can watch the commercial below.

Find this story helpful? Share it with someone you care about.

Related to Down Syndrome

brothers hugging

My Brother With Down Syndrome Inspires Me to Speak Out

The aroma of freshly cut grass filled the air. The tall lights on the court made the spring night come alive. The laughter of teenage boys was enough to make anyone smile. We had been playing pickup basketball on the outdoor court for the past two hours with no signs of stopping — until a [...]
baby wrapped in a swaddle

The Lessons Our Baby With Down Syndrome Has Already Taught Us

Twelve days ago, TJ and I were sent to the hospital and were told, “Today is the day. It is delivery day.” We didn’t know what to expect, since we were only 34 weeks pregnant. We experienced only a few minor complications, but, most importantly, we were going to become parents in 30 some hours! [...]
Down Syndrome UK documentary.

Why I Fear Living in 'a World Without Down Syndrome'

As the mother of a child with Down syndrome, I’ve struggled to read several recent articles where the lives of people with Down syndrome are being quantified in terms of cold, hard cash. These disturbing articles are all discussing the introduction of the NIPT – Non-Invasive Prenatal Tests to the U.K’s National Health Service. The [...]
girl smiling

When I Paid It Forward and Helped Other Moms of Children With Down Syndrome

October is Down Syndrome Awareness Month. A lot of people in our community post daily facts about DS or cute pics of their kid or things like that. I thought I’d just share our story and some thoughts. We are still relatively new to the club. My daughter, Lu, will be 2 in November. But this is [...]