For the first time ever, Kmart Australia has included children with disabilities among the kids featured in their latest catalogue.
The Easter themed catalogue included a young boy with Down syndrome playing with Star Wars toys, and another boy who has Cerebral palsy holding an Easter egg.
Kmart says that the new initiative was aimed at better representing Australias diverse population. This is not a new focus for Kmart Australia, but an extension of our broader and very important focus on improving diversity within our business and truly representing our team, customers and communities that we operate in and are part of, a spokesperson for the department store said.
Buzzfeed spoke to Bronwyn, the mother of 11-year-old Cooper who was photographed holding the Easter egg, about the photo shoot.
“For me, the shoot was very respectful and engaging. They spoke to Cooper just as they would any other 11-year-old. He felt extremely welcome and proud.
“He still couldnt really believe he was in the catalogue! He was so excited to see himself represent Kmart and represent kids who have a disability. He is very proud of who he is, including the fact he has Cerebral palsy.”
The public were quick to praise the retail outlet for featuring the young boys, posting many positive comments on social media sites including the Facebook posts below.
Target Australia has also previously featured a 12-year-old boy with Cerebral palsy in their catalogue.
Photos sourced from Kmart.com.au