Mattel announced today the launch of Thank You Heroes, a new, special edition line of collectible action figures and Little People Community Champions that honors the individuals leading the fight against COVID-19 as well as the everyday heroes who are working to keep communities up and running. 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.
Fisher-Price’s Thank You Heroes collection features 16 different action figures including a selection of doctors, nurses, EMTs, and delivery drivers.
“Thank You Heroes is designed to immortalize and honor healthcare and everyday heroes, and to drive additional donations to support first responders,” said 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.”
“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.”
#ThankYouHeroes will be available for pre-order starting April 30, 2020, through May 31, 2020, at http://MattelPlayroom.com/ThankYouHeroes. Each item will retail at $20, with $15 from each sale being donated to #FirstRespondersFirst. Items are expected to ship to consumers by December 31, 2020.