Mattel announced the launch of #ThankYouHeroes, a new, special edition line of collectible action figures and Little People Community Champions that honors the individuals leading the fight against COVID-19 as well as the everyday heroes who are working to keep communities up and running.

All net proceeds from the line will go to #FirstRespondersFirst, an initiative created to support first responder healthcare workers as they serve on the frontlines of the COVID-19 pandemic.

The Fisher-Price collection is the first of several brand efforts from Mattel designed to support today’s heroes, with others kicking off in the coming weeks as part of the Company’s broader “Play it Forward” platform, which focuses on leveraging Mattel brands to give back to communities in times of need.

Fisher-Price’s #ThankYouHeroes assortment includes 16 different action figures featuring a selection of doctors, nurses, EMTs, and delivery drivers. The brand is also introducing a special five-character Little People set comprised of a doctor, nurse, EMT, delivery driver, and grocery store worker.

“#ThankYouHeroes is designed to immortalize and honor healthcare and every day heroes, and to drive additional donations to support first responders,” said Chuck Scothon, Senior Vice President of Fisher-Price and Global Head of Infant and Preschool, Mattel. “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.”

In addition to the launch of #ThankYouHeroes, Mattel is contributing to the fight against COVID-19 by making face shields and cloth face masks for medical professionals. The Company is now producing 500,000 face shields for healthcare workers, up from its original commitment of 100,000.

#ThankYouHeroes will be available for pre-order starting today through May 31, 2020. Each item will retail at $20, with $15 from each sale being donated to #FirstRespondersFirst. Items are expected to ship to consumers by December 31, 2020.