Mattel Launches New “Play it Forward” Line

Mattel Launches New

On April 29,2020, Mattel toy company announced in a news release its newest line of merchandise as part of its “Play it Forward” platform. The special edition line includes action figures and Little People Community Champions and will eventually spread into the company’s other brands. 

Mattel is a worldwide entertainment company that produces toys and products for children of all ages and was founded in 1945. Their brands include but are not limited to Barbie®, Fisher-Price®, Hot Wheels®, and American Girl®. The company produces film, television shows, toys, games, music, and live events working in collaboration with leading technology and retail companies. 

Their newest line of toys is labeled “#ThankYouHeroes” and is “designed to immortalize and honor healthcare and everyday heroes” according to Chuck Scothon, Senior Vice President of Fisher-Price and Global Head of Infant and Preschool, Mattel. He states that it is the companies hope that these toys help make these hard times easier for both children and adults, whether it is a “gift to recognize someone working on the front lines” or just play time.

The line includes 16 different figures ranging from doctors to delivery drivers. Mattel is also releasing a special five-character Little People set that includes a doctor, nurse, EMT, delivery driver, and grocery store workers.

The new line of toys is also a fundraiser for the “#FirstRespondersFirst” program, a program administered by The Entertainment Industry Foundation (EIF). The #FirstRespondersFirst program is helping to a provide range of things from essential protective equipment for healthcare workers, to childcare and mental health support. Beginning April 29th through May 31st, 2020, $15 from each online purchase will be donated by Mattel to The Entertainment Industry Foundation in support of the fundraiser.

According to the news release, in addition to the launch of the #ThankYouHeroes toys, the company is also contributing to the fight against COVID-19 by donating face shields and cloth face masks for medical professionals. The company is producing 500,000 face shields for healthcare workers, a large increase from the original 100,000 commitment.

They are also making toy donations to several non-profits and Bright Horizons Child Care Centers, special childcare hubs offering free childcare for children of frontline healthcare workers. The company has also launched its Mattel Playroom, a free online resource for parents and caregivers providing activities from the company’s iconic brands.

The line of toys is available for pre-order through May 31st, 2020 at “” for $20, with $15 from each purchase being donated. The company expects these to ship to consumers by December 31st,2020.