- Mattel is launching a collection of action figures and Little People characters designed to represent doctors, nurses, first responders, delivery drivers, and grocery store workers.
- The collection, which Mattel is calling #ThankYouHeros, is available for pre-order starting Wednesday through May 31 on Mattel’s website.
- Proceeds from sales of the toys through May 31 will go to FirstRespondersFirst, a fund for frontline workers, Mattel said.
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The toy giant Mattel is launching a collection of Fisher-Price action figures to celebrate the “everyday heroes” on the front lines of the coronavirus pandemic, including medical workers, grocery store employees, and delivery drivers, the company said Wednesday.
The collection includes 16 action figures, as well as five Little People characters, including a doctor, nurse, emergency medical technician, delivery driver, and grocery store worker.
Mattel said it will donate all net proceeds from the collection, which it’s calling #ThankYouHeroes, through May 31 to FirstRespondersFirst, a fund established to support frontline healthcare workers.
The fund provides essential supplies, equipment, accommodations, child care, food, mental health support, and other resources to medical workers, according to its website.
Each item in the collection will cost $20, and $15 of each sale will go to the fund. The collection is available for pre-order starting Wednesday through May 31 on Mattel’s website.
The toys are expected to ship to consumers by December 31, the company said.
“#ThankYouHeroes is designed to immortalize and honor healthcare and every day 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 for 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,” Scothon continued.
Mattel has also been donating toys to nonprofit partners amid the pandemic and making face shields and cloth masks. The company said it plans to produce about 500,000 face shields for medical workers.