Sponsored By

Mattel Expands #ThankYouHeroes Line

Mattel has announced the expansion of #ThankYouHeroes in new lines from Matchbox, Mega Construx and UNO.

License Global

May 20, 2020

3 Min Read

Mattel has announced the expansion of #ThankYouHeroes, a collection of toys designed to honor the individuals leading the fight against COVID-19 as well as the everyday heroes who are working to keep communities up and running.

“Mattel’s #ThankYouHeroes collection has tapped into something powerful: the tremendous gratitude we are all feeling for the frontline healthcare workers who are risking so much to protect us,” says Arianna Huffington, founder and chief executive officer, Thrive Global. “Expanding the collection will continue to put a spotlight on their contributions and sacrifices, so we can honor and support them as they go about their life-saving work.”

The expanded collection, which is part of the company’s Play it Forward platform, focuses on leveraging Mattel brands to give back to communities in times of need with new items from Matchbox, Mega Construx and UNO. All net proceeds from the line will go to #FirstRespondersFirst, an initiative created to support first responder healthcare workers as they serve on the frontlines of the COVID-19 pandemic.

“For 75 years, purposeful play has been at Mattel’s core, and we know toys can have a significant impact, particularly in unprecedented times like these,” says Richard Dickson, president and chief operating officer, Mattel. “That’s the intent of our Play it Forward platform, which is about leveraging our brands to drive awareness for, and give back to, important causes. Our #ThankYouHeroes line, focused on honoring and immortalizing frontline healthcare workers and everyday heroes, has already received tremendous consumer response. These new items from Matchbox, Mega and UNO will enable us to further recognize and thank today’s heroes while also driving additional donations to support first responders.”

Mattel’s new #ThankYouHeroes products include the following:

  • Matchbox #ThankYouHeroes frontline heroes vehicles gift set, which features seven die-cast vehicles including an ambulance, garbage truck, grocery delivery van, news helicopter, mobile hospital, package delivery van and police car;

  • Two Mega Construx #ThankYouHeroes building sets. The first set features a police cruiser, delivery cart and medical lab, along with five action figures comprised of a police officer, scientist, two EMTs and an ambulance driver. The second set features a food delivery truck and kitchen, along with three action figures comprised of a firefighter, cook and food delivery worker; and

  • UNO #ThankYouHeroes tin. The new UNO cards include Mattel’s brands and characters as frontline and everyday heroes, including He-Man as a grocery delivery worker and Barbie as a scientist.

These new items join the Fisher-Price #ThankYouHeroes assortment of 16 different action figures featuring a selection of doctors, nurses, EMTs and delivery drivers, as well as a special five-character Little People set comprised of a doctor, nurse, EMT, delivery driver and grocery store worker. In addition, last week, Barbie announced the brand will donate a doll (up to 30,000 dolls) for each eligible career doll that was sold from May 14-17 to the First Responders Children’s Foundation, benefiting the children of first responders.

The new #ThankYouHeroes items are available for pre-order through May 31 at MattelPlayroom.com/ThankYouHeroes. Matchbox and Mega Construx products retail for $20, with $15 from each sale being donated to #FirstRespondersFirst, and the UNO product retails for $10, with $8 from each sale being donated to #FirstRespondersFirst. Items are expected to ship to consumers by December 31, 2020.

Read more about:


About the Author(s)

License Global

License Global is the leading news source for the brand licensing industry, delivering award-winning editorial content including news, trends, analysis, and special reports about the global consumer product and retail marketplace.

Through its print edition, website, daily e-newsletter and event publications, License Global reaches more than 150,000 executives and professionals in all major markets. The magazine also serves as the official publication for the sector’s trade events, which include Licensing Expo, Brand Licensing Europe, Licensing Expo Japan, Licensing Expo Shanghai and the Licensing Leadership Summit.

Subscribe for updates directly into your inbox.




Subscribe and receive the latest news from the industry Article
Join 62,000+ members. Yes, it's completely free.

You May Also Like