These Incredible Toys Let Paralyzed Adults Play With Their Families at Last

360i and Axios Helped Create the Christopher and Dana Reeve Foundation's 'Adaptoys'

Published On
May 02, 2016

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The Christopher & Dana Reeve Foundation, ad agency 360i and tech company Axios have collaborated to create a range of toys that allow people with paralysis to engage in active play with their families.

Adaptoys are the first adapted versions of popular toys for the paralyzed, and use technology including motion sensors, voice activation and sip-and-puff. Prototypes include a remote control car which is powered by a headset equipped with a straw, into which users can exhale to cause the car to accelerate, or inhale to reverse. Motion sensors on the headset steer the car left or right based on the user's head movement. There's also a voice-controlled pitching machine that throws a ball on the user's command, tossing pop-ups, groundballs and strikes.

The Foundation has launched a crowdfunding page to bring the toys to a wider market, and 360i has created this video showing how they work. It features former Rutgers football player Eric LeGrand, who was paralyzed during a 2010 game, and Donna Lowich, who is living with quadriplegia. Both are shown playing with the race cars and ball pitcher with their families.


May 02, 2016
Brand :
Client :
Agency :
Technology Company :
Axios NYC
Production Company :
Post Production :
Chief Creative Officer :
Pierre Lipton
Group Creative Director :
Fabio Seidl
Creative Director :
Corel Theuma
Creative Director :
James Rogala
Vice President, Group Account Director :
Deborah Korono
Account Supervisor :
Maiko Kitagawa
Vice President, Innovation Technology :
Layne Harris
Associate Creative Technologist :
Alexis Moses
Senior Innovation Strategist :
Fitz Maro
Vice President, Head of Production :
Lucia Grillo
Head of Content Production :
Sharon Harte
Senior Content Producer :
Lorraine Schaffer
Senior Integrated Producer :
Jamie-Leigh Florence
Associate Director, Influencer Marketing :
Justin Riviera
Senior Social Publicist :
Lauren Minella
Technical Director :
Jameson Edwards
Front-End Development :
James Daly
Quality Assurance Testing :
Paulie Srinauan
Company :
Axios NYC
Technical Director :
David Yepez
Technical Director :
Courtland Premo
Company :
Executive Producer :
Veronica Diaferia
Director :
Charlie Mysak
Director, Photography :
David Vollrath
Producer :
Ella Nuortila
Company :
Editor :
Jim Rubino
Assistant Editor :
Dan Nassar
Producer :
Meg Hall
Colorist :
Shawn King
Audio Producer :
David Wolfe

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