Mattel just unveiled its #ThankYouHeroes. The 16 figures make up a “special edition line of collectible action figures and Little People Community Champions that honors the individuals leading the fight against COVID-19 as well as the everyday heroes who are working to keep communities up and running,” they explained.
In addition to the action figures like the ones pictured above, Mattel is offering a 5 piece set of Little People® Community Champions aimed at the younger set of kids (or the adult collector) under the Fisher Price label.
The figures have to be ordered by the end of May here: http://MattelPlayroom.com/ThankYouHeroes. However, the toy company does seem to have the holiday season as the target delivery date, with shipping only guaranteed by the end of the year.
So why order now? The incentive for consumers is not just to secure the toy but to support the community. The action figures are priced at $20 a piece, but $15 of that is earmarked for the First-Responders-First Initiative supporting first responders and health care workers.
Ordering now is a way for customers to help out during the crisis while looking forward to the special edition arrival down the road.