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.
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