Mattel is continuing to show support for essential workers on the frontlines who are leading the fight against COVID-19. Today they introduced their newest initiative, the #ThankYouHeroes Barbie program. For every eligible career doll sold between May 14-17, Barbie will donate a doll to the First Responders Children’s Foundation.

Barbie #ThankYouHeroes

As part of the Barbie buy a doll, donate a doll effort, the brand spotlights everyday heroes supporting the community such as medical professionals, food-service workers, scientists, firefighters, and more. When an eligible Barbie career doll or playset is purchased during the promotion period the brand will donate a doll to the First Responders Children’s Foundation to be gifted to these heroes’ families to inspire play.

“As Barbie has always highlighted role models to inspire the limitless potential in the next generation, we are proud to launch a program celebrating the real-life heroes working on the front lines and supporting their families through the First Responders Children’s Foundation,” said Lisa McKnight, SVP and Global Head of Barbie and Dolls, Mattel. “We want to do our part to give back and inspire today’s kids to take after these heroes one day.”

Barbie #ThankYouHeroes

“First Responders Children’s Foundation is excited to deploy Barbie to first responder families across the country during a time when their children are in need of a little joy in their lives,” said Jillian Crane, President of First Responders Children’s Foundation. “There’s no doubt that first responders on the front lines of the COVID-19 pandemic are sacrificing so much to protect our families, and it’s our responsibility as a nation to help them through this crisis by providing grants, scholarships and partnerships such as our program with Mattel that encourage consumers to support these efforts with the buy a doll, donate a doll program that benefits first responder families. This partnership also marks the official launch of the Foundation’s Happy & Healthy Child Program, an initiative that will support the year-round needs of first responders’ children.”

The new Barbie program follows the launch of Fisher-Price’s #ThankYouHeroes collection, the first product line to be introduced as part of the Company’s Play it Forward platform. Additional brand programs will be launching in the coming weeks.

—Jennifer Swartvagher

All photos courtesy of Mattel

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