mattel has launched a figurine collection designed to support today’s heroes — the ones that are leading the fight against COVID-19 and keeping communities up and running. dubbed #ThankYouHeroes, the special edition line of collectible action figures and little people community champions honors doctors, nurses, delivery drivers and emergency medical technicians. 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.
‘we launched #FirstRespondersFirst to support healthcare workers and their families who are on the frontlines of this pandemic,’said arianna huffington, founder and CEO of thrive global, one of the organizations behind the #FirstRespondersFirst initiative.‘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 honor healthcare first responders and everyday heroes and their families.’
the #ThankYouHeroes collection includes 16 different action figures while the brand is also introducing a special five-character little people set comprised of a doctor, nurse, EMT, delivery driver and grocery store worker. in addition to this launch, mattel is also contributing to the fight against COVID-19 by making face shields and cloth face masks for medical professionals. the company is producing 500,000 face shields for healthcare workers and has provided toy donations to non-profit partners.
‘#ThankYouHeroes is designed to immortalize and honor healthcare and every day heroes, and to drive additional donations to support first responders,’comments 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 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.’