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.
Other companies doing their bit:
Fairfax & Favor: UK luxury footwear brand donates 10% of sales to NHS charities