Mattel Releases #ThankYouHeroes Collection of Action Figures in Honor of Frontline Workers


If there’s one thing we’ve learned from the novel coronavirus, it’s that not all superheroes wear capes.

Health care workers around the globe are working tirelessly to save lives in the fight against COVID-19. And while saying ‘thank you’ may never be enough, Mattel is ensuring these everyday heroes are honored for their work.

The toymaker launched its #ThankYouHeroes collection Wednesday, featuring 16 action figures based on doctors, nurses, EMT’s and delivery drivers in varying genders and skin tones.

“A new kind of hero has arrived,” the website reads. “We’re talking about those brave souls who carry on doing their jobs despite the risks in order to keep the rest of us safe, secure and healthy. We salute these heroes, and we think they’re pretty amazing role models for kids. Let’s play their heroism forward by lending a helping hand and sharing a little gratitude.”

#ThankYouHeroes is the first of many in the company’s “Play it Forward” initiative, which aims to give back through every purchase and play.

Online purchases of the $20 figures can be made from April 29 through May 31. Mattel will donate $15 of every doll sold to #FirstRespondersFirst, a fund launched by Thrive Global, dedicated to providing essential items to frontline health care workers and their families.

The collection “is designed to immortalize and honor healthcare and every day heroes, and to drive additional donations to support first responders,” Chuck Scothon, Senior Vice President of Fisher-Price and global head of infant and preschool said in a press release.

“Whether these toys are given as a gift to recognize someone working on the front lines, or used as a tool to help children have conversations about how they are feeling, it is our hope that Fisher-Price toys, and play in general, can ultimately make these difficult times easier for both kids and adults.”

In addition to the action figures, Mattel also created a similar line of “Little People” for younger children. The “Community Champions” include a doctor, nurse, EMT, delivery driver, and grocery store worker.

Since the start of the pandemic, Mattel has produced 500,000 face shields for health care workers—surpassing its original goal of 100,000. The company has also donated money to non-profit partners and provided toys to several Bright Horizons Child Care Centers, which have remained open for children of front-line health care workers.

We are producing 100,000 face shields, which will be distributed to medical professionals across the U.S. We are so proud of our team for continuing to help protect our healthcare heroes. #MattelProud

Posted by Mattel on Friday, April 17, 2020

All purchases from the #ThankYouHeroes collection are pre-orders, and will be shipped by 12/31/20.

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Bri Lamm
Bri Lamm is the Editor of! An outgoing introvert with a heart that beats for adventure, she lives to serve the Lord, experience the world, and eat macaroni and cheese all while capturing life’s greatest moments on one of her favorite cameras. Follow her on Facebook!