Mattel has announced that Barbie is donating $5 for each eligible doctor, nurse and paramedic doll sold at Target during the month of August to the First Responders Children’s Foundation (FRCF), benefiting the children of first responders.
This is a continuation of Mattel’s #ThankYouHeroes signature program, launched last year as part of the company’s broader “Play it Forward” platform, focused on leveraging Mattel’s iconic brands to give back to communities in times of need.
The brand is also spotlighting six women who are modern, real-life heroes of the pandemic and honoring them with their own one-of-a-kind doll made in their likeness. Experts in their fields who have shown unprecedented courage during a challenging time, the six role models have made a positive impact in their communities, inspiring current and future generations. The global lineup of women honored with a one-of-a-kind doll includes:
- Amy O’Sullivan, RN (U.S.) – emergency room nurse who treated the first COVID-19 patient in Brooklyn at the Wyckoff Heights Medical Center, became ill and was intubated, then a few weeks later returned to work to continue taking care of others;
- Dr. Audery Cruz (U.S.) – a frontline worker from Las Vegas, who during the pandemic, joined forces with other Asian-American physicians to fight racial bias and discrimination;
- Dr. Chika Stacy Oriuwa (Canada) – a psychiatry resident at the University of Toronto, Ontario, who has advocated against systemic racism in healthcare, which has been further highlighted by the pandemic;
- Professor Sarah Gilbert (U.K) – a professor of vaccinology who led the development of the University of Oxford vaccine in the U.K.;
- Dr. Jaqueline Goes de Jesus (Brazil) – a biomedical researcher credited for leading the sequencing of the genome of a COVID-19 variant in Brazil; and
- Dr. Kirby White (Australia) - a general practitioner in who co-founded Gowns for Doctors, a gown that could be laundered and re-used, allowing frontline workers in Victoria, AU to continue seeing patients during the pandemic.
With more than 200 careers, Barbie continues to celebrate role models, as every child imagines that they can be anything – but seeing that they can, and hearing the stories of others, makes all the difference. The brand recognizes that all frontline workers have made tremendous sacrifices when confronting the pandemic and the challenges it heightened. To shine a light on their efforts, Barbie is sharing their stories to inspire the next generation to emulate these heroes and give back.
Barbie is also introducing the Fast Cast Clinic, with a Barbie doctor doll and four distinct play areas: a medical station, exam table, x-ray machine and gift shop. The innovative new set includes dough that can be shaped to create leg and arm casts and create wraps with the bandage maker, allowing children to play out roles across the medical field. With dough containers to create casts, a set of crutches and more than 30 pieces, the Fast Cast Clinic is available at major retailers.
Mattel’s #ThankYouHeroes program was created in 2020 to honor individuals who have led the fight against COVID-19 as well as the everyday heroes who have kept communities up and running. The line consisted of special-edition products from Fisher-Price, Matchbox, MEGA, UNO and American Girl, along with Barbie.