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 80^th 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

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.

Books and Breakfast with Barney

In June, Mattel hosted a special event with partner organizations, including Easterseals SoCal, as part of their 80^th 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

Toys not only provide entertainment but also serve as tools for learning and development. In this article, we will explore practical ways toys can help support your child as they grow, discuss types of toys that may help, and offer tips on how parents can encourage their child’s learning and development.

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

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

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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 80^th anniversary celebration and how they are supporting organizations like Easterseals through their ‘Play it Forward’ initiative.

Stay in Touch!

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Easterseals Southern California has been bustling with impactful activities and meaningful advocacy. From volunteer events and high-level legislative meetings to celebrating achievements in disability inclusion through film, there’s always something exciting happening.

Dive into the latest events and initiatives making a difference at Easterseals.

Volunteers Spread Joy at Easterseals Senior Day Services in Brea

Rexford Industrial and their dedicated volunteers spent the day at our Adult & Senior Day Services center in Brea, CA recently. It was an event full of flower-arranging, painting, eating, and enjoying each other’s company. During a special “Sharing Session,” the participants and volunteers at Brea talked about people and events that inspired them. It was a great way to spread joy and also honor Older Americans Month. Thank you, Rexford Industrial!

Easterseals Advocates for Medicaid in Washington D.C.

Easterseals Southern California leaders, board members, and disability advocates traveled to Washington, D.C. to speak directly with legislators about the critical importance of protecting Medicaid. Our delegation—including Easterseals SoCal CEO Mark Whitley; advocates Tiffany Yu, Emily Ladau, and Andrea Jennings; and ESSC Board leaders—met with 29 Congressional offices, representing all but three of ESSC’s federal Congressional districts and both of California’s Senators.

Together, we addressed key concerns about Medicaid access and emphasized the need for bipartisan support. We also shared personal stories to highlight how proposed cuts would severely impact people with disabilities—limiting access to essential services and putting vital support systems at risk for individuals striving to live, work, and thrive in their communities. We’re proud to stand up for accessibility and equity at the national level. Advocacy is how we drive lasting impact. Take action with Easterseals and let your voice be heard. 

Easterseals Disability Film Challenge Announces 2025 Winners

The 12^th annual Easterseals Disability Film Challenge Awards Show was held on Thursday, May 8 at Sony Pictures Studios, where hundreds gathered to celebrate disability inclusion in film. Prior to the Awards Show, film challenge participants and celebrities walked the “orange carpet” for photo ops and interviews with media outlets. Awards presented for this year’s “Thriller and Suspense” theme included:

• Best Actor: Dashiell Meier
• Best Director: Shane Hillier
• Best Awareness Campaign: Anna Pakman
• Best Writer: Steve Way and Danny Kurtzman
• Best Editor: Lily Drummond
• Best Film: Lee Cleaveland

To see more highlights from the event, watch the video below and visit the Easterseals Disability Film Challenge website to watch the 2025 film entries.

Recognizing Mental Health Awareness at the NAMI Walk

In recognition of Mental Health Awareness Month, Easterseals was proud to sponsor and host a booth at the 2025 National Alliance on Mental Illness (NAMI) Walk – Greater Los Angeles County Mental Health Festival, marking our first time participating in this impactful event!

Held at the Los Angeles State Historic Park, the festival brought together nearly 2,000 attendees for a day of connection, community, and advocacy. With live music, engaging activities, and meaningful conversations, we joined fellow supporters to raise awareness and help break the stigma surrounding mental health.

Reimagining Hollywood at the Cannes Film Festival

Easterseals SoCal partnered with the American Pavilion at the Cannes Film Festival to discuss our Reimagining Hollywood: A New Lens on Disability Report. Our panel featured Nic Novicki, CEO and Founder of the Easterseals Disability Film Challenge, and Nancy Weintraub, Chief Advancement Officer at Easterseals Southern California, and was moderated by Keith Simanton, Managing Editor of IMDPro. We took a deep dive into the state of disability inclusion in entertainment – progress, wins, and the path ahead – focused on advancing authentic representation on and off screen.

Stay In the Know 

Learn more about what we’re doing at Easterseals on our website, and be sure to follow us on social media to stay up-to-date on the latest happenings across our service lines:  

• Facebook: @EastersealsSoCal 

• Instagram: @EastersealsSoCal 

• TikTok: @EastersealsSoCal 

• Bluesky: @eastersealssocal.bsky.social 

• LinkedIn: https://www.linkedin.com/company/easterseals-southern-california/ 

• YouTube: @EastersealsSouthernCalifornia