Mattel Unveils Barbie Program #ThankYouHeroes Benefitting First Responders’ Children

May 13, 2020

Mattel is celebrating the brave heroes working on the frontlines of the coronavirus pandemic.

The company introduced a new initiative called #ThankYouHeroes as part of their “Play It Forward” platform, which allows the company to give back to communities in times of need.

As part of the initiative, for every doll sold between May 14-17, they will donate a doll to the First Responders Children’s Foundation, which was created in 2002 to support children who have lost a parent in the line of duty.

Barbie has always celebrated career-driven role models, and these dolls spotlight the “everyday heroes supporting our community,” including essential workers and professions such as doctors, nurses, firefighters, scientists, and those working in the food service industry.

"As Barbie has always highlighted role models to inspire the limitless potential in the next generation, we are proud to launch a program celebrating the real-life heroes working on the front lines and supporting their families through the First Responders Children’s Foundation," Lisa McKnight, the SVP and global head of Barbie and Dolls at Mattel, said in a press release.

"We know this generation is hyper-aware of what is happening right now as they chalk sidewalks, make signs, and lean out windows to cheer each night to thank our front-line workers," McKnight continued. "We want to do our part to give back and inspire today’s kids to take after these heroes one day."

PEOPLE reports that roughly 30,000 dolls will be donated to the foundation.

Last month, Mattel released a special edition of collectible Little People action figures that thanked heroes such as doctors, EMTS, delivery drivers and nurses. Net proceeds made from purchases between April 29 - May 31 support #FirstRespondersFirst, a fund set up to provide essential supplies and equipment to healthcare workers on the frontlines and their families.

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