Mattel launches new action figures honoring frontline workers

Mattel launches new action figures honoring frontline workers

Mattel’s Fisher-Price brand is launching new special edition collectible action figures, as well as Little People Community Champions, in honor of the tireless efforts of today’s frontline workers.

According to the official press release, the introduction of the new line of action figures is part of the company’s #ThankYouHeroes initiative. 

Sales proceeds from Fisher-Price’s latest collectibles will go directly to the #FirstRespondersFirst initiative, which provides support for first responders currently battling the coronavirus pandemic in the front lines. 

Apart from the website announcement, Mattel also took the opportunity to promote the newly launched action figures through its official Twitter page.

Those who want to pre-order can already do so through Mattel’s website. Each action figure can be purchased at twenty bucks, and 75% of that will be funneled to the #FirstRespondersFirst program. Shipping will commence by the end of this year.

Real-life modern-day heroes now made collectible

As noted in the press release, the new line of collectible action figures marks the first time that a Mattel-owned brand has launched a special edition paying tribute to real-life heroes in our society.. 

But it won’t stop there— as part of an even bigger “Play It Forward” campaign, the American toy manufacturer is also looking to create additional initiatives that will have some of its other brands get involved in supporting the fight against COVID-19, as well as other charitable causes.

As for the #ThankYouHeroes collection from the Fisher-Price brand, it consists of 16 action figures dedicated to today’s essential workers, including a doctor, nurse, EMT, and even a delivery driver.

And through the Little People Community Champion lineup, Fisher-Price is also launching a new set that features five new characters: a doctor, nurse, EMT, delivery driver, and of course, grocery store worker.

Mattel action figures frontliners

Lending a helping hand

Apart from introducing a new line of action figures for the #ThankYouHeroes campaign, Mattel is also directly contributing to the fight against the pandemic. 

Beyond manufacturing toys, the U.S. based company is also producing face shields and fabric face masks to be used by healthcare workers. 

Per the press release, Mattel is now making half a million face shields, a significant increase from the 100,000 units it had originally promised. 

Outside of its coronavirus-related efforts, the company has also donated toys to non-profit organizations which includes:

  • Baby2Baby
  • Feed the Children
  • L.A. Family Housing
  • L.A. Students Most in Need (via the Los Angeles Unified School District)
  • Partners for Pediatric Vision
  • Save the Children
  • U.C.L.A. Mattel Children’s Hospital

On top of that, the aforementioned #FirstRespondersFirst initiative is also giving away toys to several Bright Horizons Child Care Centers that have been turned into special child care centers that provide child care, free of charge, to help frontline workers.

Lastly, with the launch of its Mattel Playroom, parents and caregivers are now given access to a free online resource that offers activities and content for kids.

Thanking the frontliners

Mattel isn’t the only one expressing gratitude for the efforts of healthcare workers and other frontliners in battling COVID-19.

ILM artists recently created artworks in honor of these heroes. Celebrity couple Keith Urban and Nicole Kidman also showed their appreciation in a recent concert.

Images courtesy of Mattel and Mattel Shop

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