Mattel Debuts Barbie #ThankYouHeroes Program

Mattel continues to expand its “Play it Forward” initiatives with the launch of a Barbie #ThankYouHeroes buy a doll, donate a doll effort.

For each eligible career doll sold from May 14-17, Barbie will donate a doll to the First Responders Children’s Foundation, benefiting the kids of first responders leading the fight against COVID-19.

“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,” says Lisa McKnight, senior vice president and global head of Barbie and dolls, Mattel. “We know this generation is hyper-aware of what is happening right now as they chalk sidewalks, make signs, and lean out windows to cheer each night to thank our front-line workers. We want to do our part to give back and inspire today’s kids to take after these heroes one day.”

The Barbie program follows the recent debut of the Fisher-Price #ThankYouHeroes collection and a variety of philanthropic efforts that Mattel has engaged in over the course of the pandemic. Additionally, Mattel continues to produce face shields and masks for healthcare workers across the country.

About the author

James Zahn

James Zahn, AKA The Rock Father, is Editor-in-Chief of The Toy Book, a Senior Editor at The Toy Insider and The Pop Insider, and Editor of The Toy Report, The Toy Book‘s weekly industry newsletter. As a pop culture and toy industry expert, Zahn has appeared as a panelist and guest at events including Comic-Con International: San Diego (SDCC) Wizard World Chicago, and the ASTRA Marketplace & Academy. Zahn has more than 30 years of experience in the entertainment, retail, and publishing industries, and is frequently called upon to offer expert commentary for publications such as Forbes, Marketwatch, the Wall Street Journal, the New York Times, USA Today, Reuters, the Washington Post, and more. James has appeared on History Channel’s Modern Marvels, was interviewed by Larry King and Anderson Cooper, and has been seen on Yahoo! Finance, CNN, CNBC, FOX Business, NBC, ABC, CBS, WGN, The CW, and more. Zahn joined the Adventure Media & Events family in 2016, initially serving as a member of the Parent Advisory Board after penning articles for the Netflix Stream Team, Fandango Family, PBS KIDS, Sprout Parents (now Universal Kids), PopSugar, and Chicago Parent. He eventually joined the company full time as a Senior Editor and moved up the ranks to Deputy Editor and Editor-in-Chief.