A subtle, complicated and thorny dynamic exists between disability rights leaders and organizations of parents of kids with disabilities. Mattel had already chosen to partner with the National Parent Network on Disabilities (NPND) and didn’t know which grass-roots national disability organizations with which to collaborate. Mattel wanted to produce a Washington, DC event, but didn’t have the contacts, network or market insights to make it a success, nor expertise to frame the story from a disability-savvy perspective. Accessibility and compliance with Title III of the ADA (public accommodations) in Toys “R” Us stores was an unknown variable, but needed to be trouble shot with the anticipated influx of customers with disabilities. Plus Toys “R” Us chose an inadvertently offensive “Toy Guide for Differently-Abled Kids!” name to disability rights activists.