Market Research Updated May 2014
The following are highlights from research on the Children with Disabilities Market compiled by the National Lekotek Center (501(c)3). Its purpose is to inform companies about the emerging special needs market for their strategic planning and product development.
Statistics U.S. Census Bureau A survey on Disability Characteristics using U.S. Census data has found that 1 in 20 schoolaged children is reported as having a disability. This represents 2.8 million children or 5.3% of the child population. American Community Survey, 2012
IDEA / U.S. Department of Education The 31st Annual Report to Congress and the National Center for Education Statistics reported 6.4 million children are served by the Individuals with Disabilities Education Act. This represents 13% of students enrolled in schools. National Center for Education Statistics, Table 204.70
U.S. Department of Health and Human Services A survey conducted by the Centers for Disease Control and Prevention’s National Center for Health Statistics in 2009/10, identified 11.2 million or 15.1% of all U.S. children ages 0-17 have special healthcare needs. And 23% of households with children have at least one child with special health care needs. National Survey of Children with Special Health Care Needs (latest as of 2014)
Center for Disease Control and Prevention The Center for Disease Control and Prevention reports that 1 in 68 children is on the autism spectrum. This is a 30% increase from 2012. This represents 1 in 42 boys and 1 in 189 girls. Survey “Prevalence of Autism Spectrum Disorder among Children Aged 8 years – Autism and Developmental Disabilities published 3.27.2014
National Resource Center on ADHD According to the Center for Disease Control Report, Vital and Health Statistics, Series 10, Number 258, 5.9 million children between the ages of 3 to 17 have ADHD (9.5% of child population). Centers for Disease Control and Prevention December 2013
Support Super Bowl The 2014 Special Olympics USA Games were featured on the FOX Sports 1 Super Bowl PreGame Show. The segment highlighted the Special Olympics’ athletes and coaches along with training clips. “The TV audience doesn’t get any bigger than for Super Bowl Sunday…” This Super Bowl had a record-breaking viewership with 111.5 million viewers and the pregame show viewership rose to a 12-year high. 2014 Special Olympics Segment 2014 Super Bowl viewship statistics 02.02.2014
ESPN and Disney Disney and ESPN announced a global Special Olympics unified sports initiative “which leverages the power of sports to promote an environment of social inclusion and acceptance...” ESPN will be the official broadcaster of the 2015 Special Olympics World Games in Los Angeles. Article by Christy White ESPN Will Broadcast the 2015 World Games in LA 04.30.2014
State of the Union Address Children matter … President Obama’s State of the Union Address’s comprehensive early learning agenda invests in and strengthens early childhood education, care and development of our nation’s youngest learners. It helps to prevent achievement gaps before they start and invests children as our most critical national resources. President Obama’s 2014 State of the Union Address 01.28.2014
President’s State of the Union Address, Republican Response It is important to couple high-expectations for children with disabilities and high-quality intervention services as early as possible. This is a top CEC (Council for Exceptional Children) priority. Statement by CEC President Robin D. Brewer 02.28.2014
Travel & Entertainment Trends Royal Caribbean Royal Caribbean is one of the first cruise lines to announce its interest in children with special needs. Ron Pettit, ADA & Access Compliant Consultant for Royal Caribbean Cruise Line announced, “We’ve achieved certification in making sure that our products and services that we offered on board, are autism-friendly, and accommodate families with autism onboard our cruise ships.” Article by Valarie D'Elia Autism-Friendly Destinations Cater to Kids' Special Needs Published 04.14.2014
Philadelphia Zoo The Philadelphia Zoo has an accessible children’s division called KidZooU guided by the Universal Design concept, ensuring that every child can safely connect with wildlife. KidZooU opened in April 2013. Philadelphia Zoo
Disney Parks “Our Disability Access Service is designed for guests who, due to certain disabilities, cannot tolerate extended wait times at attractions. In circumstances where the service might not meet guest’s needs, we work individually with guests to ensure we are able to accommodate them.” Statement from Disney Parks, April, 2014
In the News Fashion Fashion designer Carrie Hammer was the first to feature a model in a wheelchair during the 2014 NY Fashion Week and stated, "I made the decision to cast 'role models not runway models.'" Article by Maggie Freleng Designer Puts Wheelchair in the N.Y. Fashion Mix Published 12.12.2014
Sports ESPN creates online journalism videos that highlight current events, many of which relate to people and/or athletes who have special needs. ESPN E:60 Videos
Education The ClemsonLIFE program at Clemson University is designed for students with intellectual disabilities who desire a postsecondary experience on a college campus. A video of Rion Holcombe, a 20 year old young man with Down syndrome receiving an acceptance letter in the mail to attend Clemson University as a college student has gone viral with more than 1.8 million views. Clemson University Rion Holcombe video Posted 12.06.2013
Online Resources Amazon World’s largest bookseller as of May, 2014, listed 34,474 entries when searching the subject “Children with Special Needs” on their online site.
Google World’s largest search engine functions as an accurate way to access popularity and consumer interest in a particular subject by documenting the number of views particular search terms have generated. (As of May, 2014)
414 million 109 million 45.8 million 3.7 million 4.7 million
‘Children with Special Needs’ ‘Children with Disabilities’ ‘Toys Children with Special Needs’ ’Toys Children with Disabilities’ ‘Retailers Special Needs Market”
Advertisements The expansion of the special needs market has led to an increase in print and television advertisements that include children and adults with special needs. In May 2013 Care.com, a website that links caregivers with people who are looking for care, created a national commercial with a boy who has Down syndrome. Girls Scouts of America features two girls in the Fall 2013 catalog both of whom have special needs. Care.com Tough Judges commercial Girl Scouts Fall 2013 Catalog
Industry Trends Toy Initiatives The following are companies who have already identified the special needs market and have started to connect. •
Learning Resources website has a special needs tab to search for products
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Toys “R” Us has been doing their Toy Guide for Differently-Abled Kids since 1993 – over 20 years
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Melissa & Doug has recently created an online resource called Special Needs Toy Guide and a section on their website to “shop by skill” to support and assist their consumers
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Fat Brain Toys website allows consumers to search by developmental skill and by specific disability. In April 2013 Fat Brain Toys added a “Special Perspective” section that allows consumers to post reviews on how they use the toy with their child who has special needs
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VTech has a new Developmental Milestones section on vtechkids.com to help parents make more informed toy selections – age with developmental stages to match their products
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Fisher-Price has a Family Playtime section on their website that includes play tips, toys, learning activities and helpful information by age