It has been nearly two years since its release, but our kids’ obsession with Frozen shows no signs of slowing down — and Queen Elsa is still a very popular Halloween costume choice for girls and boys this year.
So it means a lot to parents and disability advocates everywhere that Target, one of the largest distributors of children’s Halloween costumes, isn’t just offering a Queen Elsa costume, but they featured a little girl with crutches modeling the iconic blue dress in their ad.
The ad was first praised by mom Jen Spickenagel Kroll, who wrote in a post on Facebook on October 18:
I love you. Thank you for including a child with braces and arm crutches into your advertising campaign! And as Elsa, no less! My daughter (with arm crutches and prosthetic legs) is going to FLIP when she sees this! Including children with special needs into advertising makes them less of a spectacle to the general public when they venture out into the real world. Normalizing disabilities in children is PRICELESS.
Since then, her post has received worldwide attention and has been shared over 5,700 times. And that’s not all. Advocacy groups, parents of children with disabilities, and others have taken to Twitter to thank Target. Responding to the overwhelmingly positive feedback, the store’s customer service Twitter account has taken time to respond to supporters saying that its advertising team “tries hard to include all of our guests.”
@coolgurlcool We're really glad that you liked it! Our Advertising team tries hard to include all of our guests. Thanks for tweeting us!
— AskTarget (@AskTarget) October 23, 2015
From removing gender labels from toy and bedding aisles, to featuring more diverse models in their ads, it is clear that Target has made significant strides this year in being more inclusive of all their guests. We can only hope that other companies follow their lead.