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Mattel's #ThankYouHeroes Campaign Supports Frontline Workers and Children's Foundation

Mattel's #ThankYouHeroes Campaign Supports Frontline Workers and Children's Foundation

Mattel's #ThankYouHeroes campaign is showing appreciation to our first responders by making donations to first responders and their families.


UPDATED May 13: At 7pm everyday, us New Yorkers take a moment to clap for all of the frontline workers in our city as a small token of thanks for all they are doing to keep us safe during the Coronavirus pandemic. Mattel is saying its own version of thank you through the #ThankYouHeroes campaign, which includes an action figure collection and five-figure set of Little People Community Champions from Fisher-Price. As part of the newest addition to the #ThankYouHeroes campaign, from May 14 through May 17, Mattel will donate one of every eligible career dolls sold to the First Responders Children's Foundation, benefiting the children of first responders leading the fight against COVID-19. 

The action figure collection includes 16 toys—four doctors, four nurses, four EMTs, and four delivery drivers in varying genders and skin tones. The Little People Community Champions from Fisher-Price includes a doctor, nurse, EMT, delivery driver, and grocery store worker. Through May 31, the toys can be preordered for $20. $15 of each online purchase will be donated by Mattel to the Entertainment Industry Foundation in support of #FirstRespondersFirst, which helps provide essential items to frontline healthcare workers and their families. The toys are expected to ship to consumers by December 31.



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“As Barbie has always highlighted role models to inspire the limitless potential in the next generation, we are proud to launch a program celebrating the real-life heroes working on the front lines and supporting their families through the First Responders Children’s Foundation,” Lisa McKnight, SVP and global head of Barbie and Dolls, Mattel, said in a press release. “We want to do our part to give back and inspire today’s kids to take after these heroes one day.”

In addition, Mattel is making face shields and cloth face masks for medical professionals. The company has committed to produce 500,000 face shields for healthcare workers, originally having committed 100,000. It has also donated to non-profit partners including Baby2Baby, Feed the Children, LA Family Housing, LA Students Most in Need, Partners for Pediatric Vision, Save the Children, and UCLA Mattel Children's Hospital. 

RELATED: Disney Now Makes Cloth Face Masks for Kids and Adults

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Melissa Wickes

Author: Melissa Wickes, a graduate of Binghamton University and the NYU Summer Publishing Institute, is the production editor for NYMetroParents. When she's not writing, she can be found playing the guitar or eating pasta. See More

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