In honor of the brave and selfless individuals leading the fight against COVID-19, Mattel recently released a special edition line of collectible action figures and Little People Community Champions called #ThankYouHeroes.
The #ThankYouHeroes collection from Fisher-Price includes 16 different action figures featuring a selection of doctors, nurses, emergency medical technicians (EMTs), and delivery drivers. The line also includes a special five-character Little People set comprised of a doctor, nurse, EMT, delivery driver, and grocery store worker.
All items in the collection are now available for pre-order at Mattel’s Play Room website until May 31st, with shipping slated for December 31st. Each toy in the line retails for $20, with $15 from each sale being donated to #FirstRespondersFirst, an initiative dedicated to providing essential supplies, equipment, and resources for frontline healthcare workers and their families.
“#ThankYouHeroes is designed to immortalize and honor 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 at Mattel. “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.”
Meanwhile, Arianna Huffington, founder and CEO of Thrive Global, one of the organizations behind the #FirstRespondersFirst initiative, said that “Mattel’s iconic brands and products speak to something deep within us” so it’s “wonderful to see this new Fisher-Price collection not only bring joy to children, but give parents and caregivers a new way to honor healthcare first responders and everyday heroes and their families.”
Fisher-Price’s #ThankYouHeroes collection is just the first of several brand efforts from Mattel designed to support today’s heroes. Other similar initiatives are set to be launched in the coming weeks as part of Mattel’s “Play it Forward” platform, which focuses on leveraging the toymaker’s brands to give back to communities in times of need.