Mattel Expands #ThankYouHeroes Line

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:

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.