Bob Schwartz

Many folks are appreciative of the inspirational corporate messaging and offers during the pandemic, especially when combined with corporate generosity. Still, once in a while, the kind reaction may be: okay, we get it, you are a genuinely enlightened company. Thanks.

This latest development from Mattel may seem like more of the well-intentioned same. But with heroes keeping us safe, healthy, fed and supplied, you can never run out of ways to remind us—and our kids.

Adweek:

Mattel Commemorates the Heroes of the Pandemic With New Line of Action Figures

Fisher-Price honors delivery drivers, nurses, EMTs, doctors and grocery workers

Step aside, G.I. Joe. Make way, Captain America. Wonder Woman, you can take a break. The coronavirus pandemic has called for a new squadron of real-life heroes to protect the planet on the frontlines of the crisis.

Mattel’s latest special edition collection, #ThankYouHeroes, is adding a few new faces to the classic action figure hierarchy by commemorating delivery drivers, nurses, EMTs, doctors and grocery workers. These Covid-19 warriors, who are diligently working to keep communities up and running, will now fight to keep playtime fun too.

Proceeds from the new Fisher-Price line of 16 action figures and five Little People Community Champions will go to #FirstRespondersFirst, an initiative created by the Harvard T.H. Chan School of Public Health, Thrive Global and the CAA Foundation to support first responders. Mattel is also providing toys to Bright Horizons daycare centers, which recently opened in partnership with #FirstRespondersFirst for the children of first responders.

According to Mattel, these topical toys will be the first of several brand efforts designed to support today’s everyday heroes, with others kicking off in the coming weeks as part of the California-based company’s broader platform for social responsibility.

“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,” said Chuck Scothon, SVP of Fisher-Price and global head of infant and preschool for Mattel, in a statement.

In addition to #ThankYouHeroes, Mattel is producing face shields and cloth face masks, and has provided toy donations to nonprofit partners domestically and around the world including Baby2Baby, Feed the Children, LA Family Housing, Partners for Pediatric Vision and UCLA Mattel Children’s Hospital.