The company announced on Wednesday the launch of #ThankYouHeroes, a new, special-edition line of collectible action figures and Little People Community Champions that honors people leading the fight against COVID-19.
All net proceeds from the line will go to #FirstRespondersFirst, an initiative created to support first responder healthcare workers as they serve on the front lines of the COVID-19 pandemic.
"#ThankYouHeroes is designed to immortalize and honor healthcare and every day heroes, and to drive additional donations to support first responders," Senior Vice President of Fisher-Price Chuck Scothon said.
The Fisher-Price launch is the first of several from Mattel brands designed to support today's heroes.
Mattel plans to kick off other brands in the coming weeks as part of their broader 'Play it Forward' platform focused on giving back to communities in times of need.
Fisher-Price's #ThankYouHeroes collection includes 16 different action figures, featuring a selection of doctors, nurses, EMTs and delivery drivers.
The five-character Little People set will include a doctor, nurse, EMT, delivery driver and grocery store worker.
In addition to the launch of #ThankYouHeroes, Mattel is contributing to the fight against the virus by making face shields and cloth face masks for medical professionals.
MORE CORONAVIRUS COVID-19 COVERAGE
COVID-19 Help, Information and Resources
UPDATES
Grieving the lost: Tri-State residents who have died
New Jersey
Connecticut
New York City
Long Island
RELATED INFORMATION
Share your coronavirus story with Eyewitness News
Stimulus check scams and other coronavirus hoaxes
Coronavirus prevention: how clean are your hands?
Centers for Disease Control and Prevention on coronavirus
Total count of NYC COVID-19 cases based on patient address