Mattel has thrown its weight behind the It Gets Better Project, an international nonprofit organisation dedicated to empowering and connecting the LGBTQ+ community around the world, with the launch of the new UNO Play with Pride.
The new rainbow themed and It Gets Better Project branded deck has been developed to celebrate inclusivity with the LGBTQ+ community through a special Pride edition of the much-loved card game. The partnership riffs off UNO’s long-term mission of ‘bringing people together.’
On top of the launch of the UNO Play with Pride deck, Mattel has donated a sum of $50,000 to the It Gets Better Project in support of its global initiatives to support LGTQ+ youth. The toy maker will also be a partner of the It Gets Better Project digital pride festival in June.
The festival will bring together the organization and the general public to participate in virtual conversations with trailblazers in the LGBTQ+ community as they discuss important topics in the community over a game of UNO Play with Pride.
Launched to the US market, UNO Play with Pride is available exclusively at Target.com and Target retailers nationwide, and according to Mattel has been designed ‘to champion diversity in the toy aisle and bring this celebratory, inclusive deck to the masses.’
It Gets Better is an international movement which envisions a world in which all LGBTQ+ youth are free to live equally. The organisation strives to tell the stories of LGBTQ+ people and to provide positive and reassuring messages to LGBTQ+ young people.