Inclusive retail: Target sees me and my disability

Without knowing me, Target sees me.

Me, and the estimated 3.3 million people in the United States who have a disability and need to use a wheelchair.

Dan and I were on a recent shopping trip to this iconic mega-merchandise retailer because we needed an extra stand of lights for our Christmas tree. As I rolled down the aisle in my power wheelchair, an item on a strategically positioned holiday kiosk literally stopped me in my tracks.

“Dan!” I shouted. “Come here! We HAVE to buy this! We have to!”

There on the shelf, right at my eye level, was a stuffed Santa Claus who uses a wheelchair.

I had never seen anything like this before, but it was Santa. In a wheelchair. Just like me.

We all want to see ourselves represented and to be included. I find it ironic how much many of us want to be original or seen as an individual, but heaven forbid we get left out or aren’t represented. Well, as a person who has struggled with my weight for decades, I know what it feels like.

I remember growing up and not really having a role model who looked like me—except for Natalie Green (played my Mindy Cohn) from the Facts of Life and then Ellenor Frutt (played Camryn Manheim) from The Practice. But today young girls see representations of role models in all shapes and sizes. 

It was more of the same for me when I became a wheelchair user 21 years ago and there wasn’t a lot of disability representation like there is today. In fact, when I pursued my Master of Arts in Humanities degree 10 years ago, I focused my studies on disability theory and inclusion. I wanted to look into how the world could do more to see and include others like me.

Guess I was ahead of the curve, because today’s society is more aware of ensuring better inclusion and representation of disabilities. This includes everything from the 1990 passing of the Americans with Disabilities Act to toys like Legos and Barbie.

I was so thrilled when I saw a stuffed Santa at Target. It was such a great thing! But of course, representation and inclusion of people with disabilities always could be better.