Inclusive marketing and disability: value creation strategies for organisations and society in the toy industry

Issues of diversity and inclusion increasingly influence the purchasing process and brand loyalty of new generations of customers. Additionally, scholars and policymakers are calling for a more inclusive society and advocating for the integration of people with disabilities. However, there is a lack of research investigating these issues from a marketing perspective. Using a strategy of inquiry regarding in-depth multiple case studies from different players of the toy industry, this paper highlights how to set market- ing strategies that develop and communicate new offerings by promoting both Marketing and Social Value and fostering the social inclusion of children with a disability. The proposed model contri- butes to the emerging literature of Inclusive Marketing and will help marketers implement a socially inclusive approach.