Mattel launched a new collection of special edition action figures and they pay homage to the "heroes of the pandemic." In the #ThankYouHeroes range, the toy manufacturer is giving thanks to first responders during the COVID-19 pandemic. This includes EMTs, doctors, nurses, grocery workers, and delivery drivers.
Proceeds from the special edition action figures will go to the #FirstRespondersFirst initiative, which was founded by the Harvard T.H. Chan School of Public Health, Thrive Global, and the CAA Foundation.
Mattel's #ThankYouHeroes is part of "several [upcoming] brand efforts" that are designed to provide relief during the health pandemic and is integrated as part of the company's greater commitment to social responsibility.
In addition, Mattel has also launched the Mattel Playroom which is a free digital resource that "combats stay-at-home boredom."
Image Credit: Mattel
Key Themes Behind This Trend
- Special Edition Action Figures
- Opportunity for toy manufacturers to create special edition action figures to pay homage to different types of heroes and raise funds for charitable initiatives.
- #thankyouheroes Range
- Opportunity for brands to show gratitude to essential workers and contribute to relief efforts through specially designed products.
- Mattel Playroom
- Opportunity for companies to create digital resources that entertain and educate children during periods of stay-at-home orders.
Where This Applies
- Toy Manufacturing
- Toy manufacturers can create special edition action figures that honor and support first responders and essential workers.
- Charitable Initiatives
- Organizations can leverage specially designed products to raise funds for initiatives that support first responders and essential workers.
- Digital Entertainment
- Companies can develop digital resources to engage and entertain children during times of limited physical activity.
