Youth Co-Founder & Self-Advocate: Jaiden Farrell

Jaiden Farrell, a proud self-advocate and the co-founder of Jai At Play, was diagnosed with Autism in 2014 when he was a little over two years old. Back then, I was told all the things he might never do, including talk or work a “normal” job. But I refused to let that be the final say over his life, and Jaiden continues to defy those expectations. Jai At Play carries his name and his face in our logo, so he’ll never have to prove his worth to work for someone else. Today, he’s using his voice and experiences to help raise awareness and acceptance, build understanding, and make a real difference.

As the original inspiration behind Jai At Play, Jaiden actively contributes to the development of our products, helps co-facilitate our programs that teach all children about Autism- as well as the adults who care for and support them- and always finds a way to share kindness, encouragement, and support with those around him. From concept creation to packaging orders to modeling our apparel, Jaiden’s creativity, enthusiasm, and input help ensure that everything we offer is relatable and includes the voice and experiences of an autistic youth who understands what this work means.

Running Jai At Play together has boosted Jaiden’s confidence, self-awareness, and sense of belonging. When he encounters other kids who don’t understand Autism or who struggle with their own diagnosis, he feels less alone and more capable of helping them build their understanding and self-esteem, because he understands himself, embraces his Autism, and knows we’re in this together. His journey is a reminder that being different doesn’t make you any less deserving of love, kindness, respect, or support. Jaiden doesn’t just speak up for himself- he speaks up for so many other autistic children and families, and he’s a constant reminder of why this work matters and why we’ll never stop doing it.

We truly appreciate the support and love we receive, and Jaiden personally wants to thank you all. In his own words, “You’re my friend now!”

 Meet Shekira 

Founder & CEO: Shekira Farrell

Shekira Farrell is a proud Autism Mom and passionate advocate who turned her personal journey into a growing business and movement for Autism awareness, acceptance, and inclusive Autism education. She is the founder and CEO of Jai At Play, a fully neurodivergent-owned, mother-son business committed to creating innovative, culturally relevant, and affirming tools and programs that change how the world views, understands, and interacts with Autism. Inspired by her son Jaiden’s diagnosis in 2014- and the long list of things she was told he might never do, including talk or work a “normal” job- Shekira refused to accept those limits. Instead, she built something that would give him the opportunity to share his strengths, personality, and ideas with the world.

With over a decade of experience as an Autism advocate, Autism parent, and years of insight as a late-diagnosed neurodivergent adult, Shekira has become a trusted voice in real-world Autism education and community engagement. She’s a sought-after speaker and program developer, known for leading with authenticity, creativity, and compassion while making Autism education more inclusive, engaging, and relatable. She didn’t come into this work through formal training, but through lived experience and a deep sense of purpose- to challenge harmful narratives and misconceptions, provide better Autism representation, and help create a kinder, more accepting world for her son and families like theirs.

When she couldn’t find resources her son could relate to, ones that would help him learn more about himself and his Autism, she created them herself. Through immersive programs and innovative learning resources, Shekira has led partnerships with organizations like the Boys & Girls Clubs of America and Child Care Resources of New Jersey, delivering meaningful experiences that have reached hundreds of children, families, and educators across the country. Under her leadership, Jai At Play has grown from a personal mission into a nationally recognized brand with viral reach, impactful resources, and growing demand. Through her work and everyday life, Shekira continues to be the change she wishes to see- building a future where Autism is better understood, embraced, supported, and celebrated.

 How We're Different 

A Different Approach, A Real Perspective

We didn’t create Jai At Play because it was profitable. We created it because it was needed. There wasn’t enough positive Autism representation or relatable, inclusive resources for families like ours, so I built something that reflected what we needed and still need today. We’re not pushing outdated, clinical, or harmful narratives, misinformation, or misconceptions. We’re not trying to “fix” or get rid of Autism. We’re a fully and proudly neurodivergent-owned, mother-son small business showing that it’s not Autism that needs changing, but people’s perceptions of it. We’re here to change how Autism is viewed, understood, and interacted with, while redefining Autism education for young learners and fostering kindness, empathy, and inclusion.

Led by Lived Experience

Everything we offer is inspired by our Autism journey and based on real lives, real experiences, and real needs. We know what it feels like not to see yourself represented. We know what it’s like to be told all the things your child won’t or can’t do, just because of an Autism diagnosis. And we also know the power of support, compassion, and community. Our products and programs were created with intention and with autistic children and their families in mind- families who deserve to feel seen, valued, and included. Families who deserve to be part of the conversation and reflected in the resources being offered.

Representation That Matters

From our Flashcards to our Coloring Book, from our staff trainings to our community workshops, we intentionally include diverse autistic children and families, especially those who are often marginalized and unrepresented. Because it matters. When kids see themselves in the characters, tools, and stories they learn from, they gain a sense of belonging, and it gives them the confidence to embrace who they are. That kind of positive representation also helps create safer, more inclusive spaces for all children to learn, grow, and thrive together.