“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.
