Christopher & Dana Reeve Foundation Brings Play to the Paralyzed With ‘Adaptoys’

We’ve come across better portmanteaus than “Adaptoys”, but this campaign from 360i is definitely heartwarming. Working with the Christopher & Dana Reeve Foundation and technology company AXIOS, 360i is adapting tech toys that let people who are paralyzed play with kids! How great is that?

The video features Donna Lowich, a grandmother of three, and former football player Eric Legrand playing with children. Lowich plays catch with her granddaughters using a voice-activated pitching machine, and Legrand is able to race remote control cars using a mouth-powered remote control.

The end of the spot includes a call to action: they’re trying to raise $155,000 to build 100 “Adaptoy” race cars. The campaign is a personal one for Pierre Lipton, CCO of 360i, because his father is physically disabled. Lipton, the Christopher & Dana Reeve Foundation, and AXIOS are all working to bridge the gap between children and adults who want to play together despite the confines of paralysis.