When Mattel released its Share-A-Smile™ Becky®, Toys “R” Us (the initial exclusive retailer for the doll), hired EIN SOF to secure Marlee Matlin and kids with disabilities for the cover it its Toys “R” Us Toy Guide for Differently-Abled Kids!
Then, EIN SOF was hired to help Toys “R” Us with a New York-based casting search for youth models with disabilities (babies and kids with disabilities, ages six months to 10 years old) to appear in the company’s specialty advertising and subsequent issues of its Toy Guide.