Mattel launches Fisher-Price #ThankYouHeroes action figures to raise money for #FirstRespondersFirst

Mattel has launched a special edition line of collectible action figures called #ThankYouHeroes to honour the individuals leading the fight against COVID-19 and raise funds for #FirstRespondersFirst.

#FirstRespondersFirst is an initiative created to support first responder healthcare workers and 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.

“#ThankYouHeroes is designed to immortalise and honour healthcare and every day heroes, and to drive additional donations to support first responders,” said Chuck Scothon, Senior Vice President of Fisher-Price and Global Head of Infant and Preschool, Mattel.

“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.”

Arianna Huffington, Founder and CEO of Thrive Global, one of the organisations behind the #FirstRespondersFirst initiative, added: “We launched #FirstRespondersFirst to support healthcare workers and their families who are on the frontlines 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.”

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 firm 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, Mattel is donating toys to various Bright Horizons Child Care Centers that have been opened as special child care hubs, offering free child care for the children of frontline healthcare workers, through the #FirstRespondersFirst initiative.

#ThankYouHeroes will be available for pre-order starting today through to May 31st 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 December 31, 2020.

—-

To stay in the loop with the latest news, interviews and features from the world of toy and game design, sign up to our weekly newsletter here

More Recent News

One month left to send in your nominations for Mojo Nation 100: 2025 Edition

The deadline for nominations is Friday, November 29th.

Hug Me Pillows’ John Lewis pop-up enjoys “overwhelming” response

“Seeing how new customers and educators have embraced Hug Me Pillows as a tool for comfort and emotional well-being is truly heartwarming,” said Hug Me Pillows Creator Lucy Freeth.

Hasbro brings Harry Potter to Monopoly Deal

The game sees players try and collect three different sets of magical items to win.

Moose Toys, e.l.f. Cosmetics and Gamefam team up for XOX Kweenie Roblox campaign

“Our cross-game campaign will deliver massive scale and reach, delighting millions of players where they hang out,” said Ricardo Briceno, Chief Business Officer of Gamefam.

LEGO’s Innovation Campus designed to “foster creativity, inclusivity and the free flow of ideas”

“The space will serve as a global centre for product and design excellence,” said Julia Goldin, CPMO of the LEGO Group.

Asmodee USA embarks on exclusive distribution partnership with UP Games

“Teaming up with the creative minds at UP Games allows us to offer players light strategy games crafted by renowned designers, ensuring a fresh, fun experience for every type of gamer,” said Julien Sharp, Country Manager at Asmodee North America.