Breaking Barriers: How Brands Are Championing Autism Inclusion

In recent years, global brands have been making significant strides in promoting inclusivity and representation for neurodivergent individuals. From entertainment to product design, these efforts are reshaping industries to be more accommodating and supportive of autistic individuals. Two standout examples of this movement include Mattel’s introduction of Bruno the Brake Car in Thomas & Friends and the National Autistic Society’s (NAS) collaborations with brands to create sensory-friendly products.

Bruno the Brake Car: A Game-Changer in Children's Entertainment

Mattel took a groundbreaking step towards authentic autism representation by introducing Bruno the Brake Car as the first autistic character in Thomas & Friends in 2022. Developed in collaboration with the Autistic Self Advocacy Network (ASAN) and Easterseals Southern California, Bruno was designed with careful attention to authenticity and inclusivity.

To ensure a genuine portrayal, Mattel worked closely with autistic writers and advocates, and Bruno’s character is even voiced by actors on the autism spectrum. His personality embodies key traits commonly associated with autism: he is joyful, detail-oriented, and appreciates schedules and routines. Additionally, his design incorporates flapping movements with his lanterns, a nod to stimming—a self-regulatory behavior that many autistic individuals use to manage sensory input.

Bruno’s introduction reflects a broader push in children's media to represent neurodiversity accurately, helping to foster understanding, acceptance, and support for autistic children. By seeing characters like themselves in beloved franchises, neurodivergent children can feel acknowledged and valued.

The National Autistic Society’s Sensory-Friendly Innovations

Beyond entertainment, organizations like the National Autistic Society (NAS) have been partnering with brands to develop sensory-friendly products that cater to the unique needs of autistic individuals. These collaborations focus on minimizing sensory discomforts, such as hypersensitivity to light, sound, or texture, creating more inclusive environments.

Hovia’s Sensory Wallpaper Collection

One of the most innovative collaborations is Hovia’s sensory wallpaper collection, designed in partnership with the NAS. The collection features four unique designs, each aimed at reducing visual overstimulation and creating a calming atmosphere:

• Gentle Blue Shades – Encourages relaxation and helps reduce anxiety.
• Soft Greens – Promotes a sense of connection with nature and mental well-being.
• Neutral Tones – Ideal for those who prefer a minimalist, low-stimulation environment.
• Warm Pinks – A soothing choice that adds comfort without overwhelming the senses.

These wallpapers are ideal for bedrooms, study areas, and therapy spaces, offering a simple yet impactful way to create sensory-friendly environments for autistic individuals.

Other Sensory-Friendly Initiatives by the National Autistic Society

The NAS has also partnered with various brands to introduce more neurodivergent-friendly products and services, including:

• Sensory-Friendly Clothing – Collaborations with brands like Marks & Spencer have led to the creation of clothing with softer fabrics, no scratchy labels, and adaptive features designed for comfort.
• Quiet Shopping Hours – Retailers like Tesco, Sainsbury’s, and Morrisons have introduced designated times when stores dim lights, lower music, and reduce noise to create a more comfortable shopping experience.
• Autism-Friendly Entertainment – Many theatres and cinemas now offer sensory-friendly screenings, adjusting lighting and sound levels to accommodate autistic viewers.
• Workplace Inclusion – Companies are making efforts to support neurodivergent employees by introducing workplace adjustments such as quiet rooms, flexible lighting, and noise-cancelling office spaces.

The Growing Trend of Sensory-Inclusive Design

As awareness of neurodiversity grows, more brands are recognizing the importance of sensory-inclusive design. Whether it’s through media representation, product innovation, or environmental adjustments, these initiatives are helping to create a world that is more inclusive, understanding, and accommodating for autistic individuals.

The introduction of Bruno the Brake Car and sensory-friendly collaborations like Hovia’s wallpaper collection demonstrate how brands can integrate authentic representation and thoughtful design to support neurodivergent individuals. As this trend continues, businesses across various industries will need to embrace inclusivity—not just as a corporate initiative, but as a core value that fosters real change in society.