At Mattel, we talk to children and caregivers all the time and Generation Alpha—kids born since 2010—stress to us that they want to live lives of purpose and do things that give back to society. They have more awareness and appreciation for heroes like doctors, nurses, first responders, food service workers and others than any other generation before them.
In this uncertain time, the power of play is more important than ever. So, we have committed to bringing our iconic brands together to support communities in need through Mattel’s Play it Forward initiative. A few weeks ago, we introduced the Fisher-Price #ThankYouHeroes line of action heroes honoring those who work tirelessly to keep our communities safe. All net proceeds from the new collectible line go to #FirstRespondersFirst, an initiative created to support first responder healthcare workers as they serve on the frontlines of the COVID-19 pandemic.
This week, we took the next step to Play it Forward with the Barbie #ThankYouHeroes program, donating a doll to the First Responders Children’s Foundation for every eligible career doll sold from May 14-17. In a time when play is essential, Barbie is bringing the power of play to families that need it most, while honoring those on the front lines through this program.
The brand has always celebrated role models to show girls they can be anything and through this buy a doll, donate a doll effort, Barbie spotlights everyday heroes supporting the community. As children 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.
Barbie has always been on a mission to show girls that they can be anything, even real-life heroes. It is really important that we create an inclusive experience that reminds girls of their limitless potential and our goal is for every child to see themselves reflected in our product line. That’s why we are so likeminded with the SeeHer movement. Our world is broad and multidimensional, and gender equality is not just about females. We must stay in front of this increasingly diverse world. For us, and our kids.