EL SEGUNDO, Calif.--(BUSINESS WIRE)--Mattel, Inc. (NASDAQ: MAT) announced today the expansion of #ThankYouHeroes, a collection of toys designed to honor the individuals leading the fight against COVID-19 as well as the everyday heroes who are working to keep communities up and running. The expanded collection, which is part of the Company’s broader Play it Forward platform focused on leveraging Mattel brands to give back to communities in times of need, includes new items from Matchbox, Mega Construx and UNO. 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.*
“For 75 years, purposeful play has been at Mattel’s core, and we know toys can have a significant impact, particularly in unprecedented times like these,” said Richard Dickson, President and COO, Mattel. “That’s the intent of our Play it Forward platform, which is about leveraging our brands to drive awareness for, and give back to, important causes. Our #ThankYouHeroes line, focused on honoring and immortalizing frontline healthcare workers and everyday heroes, has already received tremendous consumer response. These new items from Matchbox, Mega and UNO will enable us to further recognize and thank today’s heroes while also driving additional donations to support first responders.”
“Mattel’s #ThankYouHeroes collection has tapped into something powerful: the tremendous gratitude we are all feeling for the frontline healthcare workers who are risking so much to protect us,” said Arianna Huffington, Founder and CEO of Thrive Global. “Expanding the collection will continue to put a spotlight on their contributions and sacrifices, so we can honor and support them as they go about their life-saving work.”
Mattel’s new #ThankYouHeroes products include:
- Matchbox #ThankYouHeroes Frontline Heroes Vehicles Gift Set – The set features seven die-cast vehicles including an ambulance, garbage truck, grocery delivery van, news helicopter, mobile hospital, package delivery van and police car.
- Two Mega Construx #ThankYouHeroes Building Sets – The first set features a police cruiser, delivery cart and medical lab, along with five action figures comprised of a police officer, scientist, two EMTs and an ambulance driver. The second set features a food delivery truck and kitchen, along with three action figures comprised of a firefighter, cook and food delivery worker.
- UNO #ThankYouHeroes Tin – The new UNO cards include Mattel’s iconic brands and characters as frontline and everyday heroes, including He-Man® as a grocery delivery worker and Barbie® as a scientist.
These new items join the Fisher-Price #ThankYouHeroes assortment of 16 different action figures featuring a selection of doctors, nurses, EMTs and delivery drivers, as well as a special five-character Little People set comprised of a doctor, nurse, EMT, delivery driver and grocery store worker. In addition, last week Barbie announced the brand will donate a doll (up to 30,000 dolls) for each eligible career doll that was sold from May 14, 2020 – May 17, 2020 to the First Responders Children’s Foundation, benefiting the children of first responders.
The new #ThankYouHeroes items are available for pre-order starting today through May 31, 2020 at http://MattelPlayroom.com/ThankYouHeroes. Matchbox and Mega Construx products retail for $20, with $15 from each sale being donated to #FirstRespondersFirst, and the UNO product retails for $10, with $8 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 Cisco, IHG Hotels & Resorts, Marriott International, Mattel, and Modelo, 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.
*Through May 31, 2020, $8 from each $10 item and $15 from each $20 item purchased from the #ThankYouHeroes Collection will be donated by Mattel to #FirstRespondersFirst, a fund dedicated to providing essential supplies, equipment and resources for frontline healthcare workers and their families. #FirstRespondersFirst is a fund administered by The Entertainment Industry Foundation (EIF), a 501(c)(3) non-profit charitable organization. Offer open only to residents of the U.S/D.C. No portion of the purchase is tax deductible. No discounts, other offers or coupons may be applied to the purchase of items from the #ThankYouHeroes Collection. 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. For more information about the #FirstRespondersFirst visit https://thriveglobal.com/categories/first-responders-first.