Mattel has announced the launch of #ThankYouHeroes, a new, special edition line of collectable action figures and Little People Community Champions that honours the individuals leading the fight against Covid-19, as well as the everyday heroes who are working to keep communities up and running.
Chuck Scothon, senior vice president of Fisher-Price and global head of infant and pre-school at Mattel, says: “#ThankYouHeroes is designed to immortalise and honour healthcare and everyday heroes, and to drive additional donations to support first responders.
“Whether these toys are given as a gift to recognise 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.”
Fisher-Price’s #ThankYouHeroes assortment includes 16 different action figures featuring a selection of doctors, nurses, EMTs and delivery drivers. The brand is also introducing a special five-character Little People set comprised of a doctor, nurse, EMT, delivery driver and grocery store worker.
All net proceeds from the line will go to #FirstRespondersFirst, an initiative created to support first responder healthcare workers as they serve on the front-lines of the Covid-19 pandemic*.
Arianna Huffington, founder and CEO of Thrive Global, one of the organisations behind the #FirstRespondersFirst initiative, says: "We launched #FirstRespondersFirst to support healthcare workers and their families who are on the front-lines of this pandemic.
“Mattel’s iconic brands and products speak to something deep within us. So it will be wonderful to see this new Fisher-Price collection not only bring joy to children, but give parents and caregivers a new way to honour healthcare first responders and everyday heroes and their families."
The Fisher-Price collection is the first of several brand efforts from Mattel designed to support today’s heroes, with others kicking off in the coming weeks as part of the company’s broader Play it Forward platform, which focuses on leveraging Mattel brands to give back to communities in times of need.
In addition to the launch of #ThankYouHeroes, Mattel is contributing to the fight against Covid-19 by making face shields and cloth face masks for medical professionals. The Company is now producing 500,000 face shields for healthcare workers, up from its original commitment of 100,000.
Mattel has also provided toy donations to non-profit partners including Baby2Baby, Feed the Children, LA Family Housing, LA Students Most in Need (through the Los Angeles Unified School District), Partners for Pediatric Vision, Save the Children and UCLA Mattel Children’s Hospital, among others.
Additionally, the Company is donating toys to various Bright Horizons Child Care Centres that have been opened as special childcare hubs, offering free childcare for the children of front-line healthcare workers, through the #FirstRespondersFirst initiative.
Mattel also recently launched the Mattel Playroom, a free online resource for parents and caregivers, which features activities and content from the Company’s iconic portfolio of brands.
#ThankYouHeroes are available for pre-order from now until 31 May 2020 at http://MattelPlayroom.com/ThankYouHeroes. Each item will retail at $20, with $15 from each sale being donated to #FirstRespondersFirst. Items are expected to ship to consumers by 31 December 2020.