- All net proceeds from the new collectible line, which includes action figures and Little People® Community Champions, will go to #FirstRespondersFirst*
- The Fisher-Price launch is the first of several from Mattel brands designed to support today’s heroes, with others launching in the coming weeks as part of the Company’s new “Play it Forward” platform focused on leveraging Mattel brands to give back to communities in times of need
EL SEGUNDO, Calif., April 29, 2020 — Mattel (NASDAQ: MAT) announced today the launch of #ThankYouHeroes, 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*. The Fisher-Price collection is the first of several brand efforts from Mattel designed to support today’s heroes, with others kicking off in the coming weeks as part of the Company’s broader “Play it Forward” platform, which focuses on leveraging Mattel brands to give back to communities in times of need.
Fisher-Price’s #ThankYouHeroes assortment includes 16 different action figures featuring a selection of doctors, nurses, EMTs and delivery drivers. The brand is also introducing a special five-character Little People set comprised of a doctor, nurse, EMT, delivery driver and grocery store worker.
“#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, 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."
In addition to the launch of #ThankYouHeroes, Mattel is contributing to the fight against COVID-19 by making face shields and cloth face masks for medical professionals. The Company is now producing 500,000 face shields for healthcare workers, up from its original commitment of 100,000. Mattel has also provided toy donations to non-profit partners including Baby2Baby, Feed the Children, LA Family Housing, LA Students Most in Need (through the Los Angeles Unified School District), Partners for Pediatric Vision, Save the Children and UCLA Mattel Children’s Hospital, among others. Additionally, the Company is donating toys to various Bright Horizons Child Care Centers that have been opened as special child care hubs, offering free child care for the children of frontline healthcare workers, through the #FirstRespondersFirst initiative. Mattel also recently launched the Mattel Playroom, a free online resource for parents and caregivers, which features activities and content from the Company’s iconic portfolio of brands.
#ThankYouHeroes will be available for pre-order starting today 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.
Mattel is a leading global children’s entertainment company that specializes in design and production of quality toys and consumer products. We create innovative products and experiences that inspire, entertain and develop children through play. We engage consumers through our portfolio of iconic franchises, including Barbie®, Hot Wheels®, American Girl®, Fisher-Price®, Thomas & Friends™ and MEGA®, as well as other popular brands that we own or license in partnership with global entertainment companies. Our offerings include film and television content, gaming, music and live events. We operate in 40 locations and sell products in more than 150 countries in collaboration with the world’s leading retail and technology companies. Since its founding in 1945, Mattel is proud to be a trusted partner in exploring the wonder of childhood and empowering kids to reach their full potential. Visit us online at www.mattel.com.
#FirstRespondersFirst, an initiative of Harvard T.H. Chan School of Public Health, Thrive Global, and the CAA Foundation, takes a whole human approach to supporting first responder healthcare workers as they serve on the frontlines of the COVID-19 pandemic. #FirstRespondersFirst’s fundraising call to action helps provide essential protective equipment, accommodations, child care, food, mental health support, and other resources to this demographically and socially diverse workforce, ranging from minimum-wage hourly workers in home-care settings to social workers, nurses, physicians, and beyond, through its implementing collaborators Americares, Direct Relief, World Central Kitchen, and Bright Horizons, with additional support from Marriott International, IHG Hotels & Resorts, Modelo, and Cisco, among others. Powered by Thrive Global's behavior change platform, #FirstRespondersFirst also provides access to Harvard Chan School’s evidence-based content, specifically tailored to this critical workforce, to help improve the physical and mental well-being of healthcare workers. Dutch Bros Coffee, the country’s largest privately held drive-thru coffee company, serves as #FirstRespondersFirst’s premier corporate donor. #FirstRespondersFirst is a fund administered by The Entertainment Industry Foundation (EIF), a Charity Navigator 4 Star Charity that meets all 20 BBB Charity Standards.
* Beginning April 29, 2020 through May 31, 2020, $15 from each online purchase of a toy from the #ThankYouHeroes Collection will be donated by Mattel to The Entertainment Industry Foundation, in support of #FirstRespondersFirst, dedicated to providing essential supplies, equipment and resources for frontline healthcare workers and their families. Offer open only to residents of the U.S/D.C. No portion of the purchase is tax deductible. No discounts, offers or coupons may be applied to the purchase of items from the #ThankYouHeroes Collection. For more information about the #FirstRespondersFirst, visit https://thriveglobal.com/categories/first-responders-first/. Offer may be extended in Mattel’s sole and absolute discretion. Mattel reserves the right to suspend or cancel the promotion in its sole discretion for any reason including in the event of force majeure.