UNO: “The Color of Inclusion”
For nearly 50 years, UNO has dominated as the world’s #1 card game.
UNO tasked us with bringing their universally-beloved brand to the next level of cultural awareness and sales.
We created the world’s first colorblind-accessible UNO deck: UNO ColorADD.
Empathy in Spades
UNO has long been beloved for its universal gameplay based on matching numbers and colors. It’s a simple and inclusive game for players of all ages. Except for people who struggle to distinguish between UNO’s four iconic colors. In fact, approximately 350 million people worldwide are colorblind.
So Mattel decided to make the world’s most universally inclusive card game even more inclusive by partnering with ColorADD to create a new deck using their proprietary “Color Alphabet” (easy to use symbols that represent colors).