Kmart features children with disabilities in new catalogue

Two young boys with disabilities have appeared in the latest retail campaign for Kmart Australia in a move the company says is about better representation of the Australian people. 

Kmart Australia's new campaign featuring children with disabilities Source: Facebook: Kmart Australia

Kmart's decision to feature 11-year-old Cooper who has cerebral palsy, and another boy, is part of a company decision to show more diversity in catalogue models and better represent the wider population in the process. 

Cooper's mother, Bronwyn, says her son felt very welcome and included at the photoshoot, Nine News reports.

"They spoke to Cooper just as they would any other 11-year-old," Bronwyn says.  "He felt extremely welcome and proud.  He is very proud of who he is, including the fact he has cerebral palsy."

A spokesperson told Buzzfeed in Australia that Kmart has a "very important focus on improving diversity within our business and truly representing our team, customers and communities that we operate in and are part of."

Customer feedback on the retailer's Facebook page has been positive with one mother posting, "I thank you for doing your bit to normalise kids with disabilities!"

A Kmart spokesperson told ONE News says the latest New Zealand catalogue features the same diversity messaging and one of the boys features in advertising here.