Mattel’s Fisher-Price Unveils #ThankYouHeroes Collection

All net proceeds from the new line will benefit healthcare workers and their families.
License Global

May 1, 2020

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Mattel has announced the launch of #ThankYouHeroes, a new limited-edition line of collectible action figures and Little People Community Champions from Fisher-Price that honors individuals leading the fight against COVID-19 as well as the everyday heroes who are working to keep communities up and running.

“#ThankYouHeroes is designed to immortalize and honor healthcare and everyday heroes and to drive additional donations to support first responders,” says Chuck Scothon, senior vice president, Fisher-Price and global infant and preschool head, 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.”

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. The Fisher-Price collection is the first of several brand efforts from Mattel designed to support today’s heroes, with others kicking off in the following weeks as part of the company’s “Play it Forward” platform, which focuses on leveraging Mattel brands to give back to communities in times of need.

“We launched #FirstRespondersFirst to support healthcare workers and their families who are on the frontline of this pandemic,” says Arianna Huffington, founder and chief executive officer, 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.”

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