Toy maker Mattel launched a new toy line this week honoring workers on the front lines of the coronavirus pandemic.
The company, through its Fisher-Price brand began selling a ‘Thank You Heroes’ line of 16 new action figures.
The line includes nurses, doctors, EMTs delivery drivers in various genders and skin colors.
Toy maker Mattel launched a new toy line this week, ‘Thank You Heroes,’ honoring workers on the front lines of the coronavirus pandemic. Pictured are figures from the nurses collection
Pictured are figures from the doctors collection from Mattel’s new ‘Thank You Heroes’ toy line
The ‘Thank You Heroes’ toy line emergency medical technicians collection is pictured
Mattel’s ‘Thank You Heroes’ line also features a delivery drivers collection (pictured)
Mattel, known for its iconic Barbie doll and Hot Wheels cars, sells each figure for $20 and pledges to donate $15 from the proceeds to First Responders First, a fund established to help pay for personal protective equipment, or PPE and other ‘essential supplies,’ needed by frontline workers during the outbreak.
First Responders First also will cover the cost of accommodations, child care, food, mental health support and other resources for protecting frontline healthcare workers and their patients.
Fisher-Price also offers a five-character Little People set version of the figures complete for $20 that includes a grocery store worker.
The toys are scheduled for shipment to consumers by December 31.
So far, there have been 1,050,794 cases in the US of the coronavirus, which has been blamed for 60,481 dearths.
Fisher-Price also offers a five-character Little People set version of the first responders (pictured), also for $20. Mattel pledges to send $15 from each sale of the new toy line to support First Responders First for essential supplies, equipment and resources
Mattel’s website for the new toys invites consumers to ‘Say thank you. Make a hero smile. #PlayItForward.’
The First Responders First fund, which is to benefit from sales of the toy line was started last month by the Harvard T.H. Chan School of Public Health; Thrive Global, a firm founded by Arianna Huffington that makes behavior change technology and media to support individuals struggling with stress and burnout; and the CAA Foundation, the philanthropic arm of talent firm the Creative Arts Agency.
Mattel’s Fisher-Price ‘is an iconic brand and the products speak to something deep inside of us,’ Huffington, who also co-founded Huffington Post told USA TODAY.
‘It’s wonderful to see that connection bringing joy to the children but also giving all of us one more way to honor (the frontline responders). I don’t think we can have enough ways to honor them.’