New toys from 360i bring playtime to patients living with paralysis

Agency partners with Christopher & Dana Reeve Foundation to create more accessible toys

360i and tech company Axios created these adapted versions of toys for the Christopher & Dana Reeve Foundation to help people with disabilities play with their families. A two-minute spot explains the project and directs viewers to a crowdfunding site for Adaptoys. Eric LeGrand, a former Rutgers football player, talks about how he can’t play with his nephews because he is he paralyzed from the neck down after a 2010 football injury. But his Adaptoy R/C car lets him control it through a suck-and-blow system he activates with his mouth. And a grandmother plays ball with her granddaughter using a voice-activated pitch machine. The spot will run on TV, online and social channels.


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