Daily Insights

A New Kind of Superhero

By: Mackenzie Baker | May 08, 2020

The real-life heroes working tirelessly through the Coronavirus crisis have been turned into superhero dolls thanks to Mattel. 

To honor all those serving their communities during the pandemic, Mattel has created a new line of action figures. The line is called #ThankYouHeroes and includes collection dolls of nurses, doctors, EMT’s, and delivery drivers. The toy brand also created a “Little People Community Champions” set which includes a doctor, nurse, EMT, delivery driver, and grocery store worker. The collections were announced on Instagram, with the #ThankYouHeroes hashtag included to help maximize exposure, according to a Gartner report. The sets commemorate the sacrifices and bravery of those who have continued going out and working in the midst of a pandemic. Mattel is encouraging customers to buy the dolls as gifts for heroes they know or as a “tool to help children” initiate conversations about their feelings on the crisis. 

Until May 31, fans can preorder the action figure sets online for $20 each. For every toy purchase made from the #ThankYouHeroes collection, $15 will be donated to #FirstRespondersFirst, a fund set up to provide personal protective equipment and essential supplies to first responders and their families during the Coronavirus pandemic. The donation efforts are part of a new brand platform called #PlayItForward, and Mattel plans to launch more efforts like the #ThankYouHeroes in the future. In addition to immortalizing frontline heroes as dolls, the brand produced 500,000 face shields, far surpassing its original goal of 100,000. Mattel has also donated toys and money to Bright Horizons Child Care Centers, which have been opened to care for children of healthcare workers during the pandemic. 

Mattel is giving back to frontline workers in a way that appeals to both adults and children. The action figures could serve as a reminder of those who worked to serve their communities, and the brands that lent a hand to them during the pandemic.