A new kind of hero has arrived.

We're talking about those brave souls who carry on doing their jobs despite the risks in order to keep the rest of us safe, secure and healthy. We salute these heroes, and we think they're pretty amazing role models for kids. Let's play their heroism forward by lending a helping hand and sharing a little gratitude.

FRFHere’s how it works. Beginning April 29, 2020 through May 31, 2020, when you purchase one or more of #ThankYouHeroes collection items online, the net proceeds from the sale of each item you purchase will be donated to #FirstRespondersFirst, a fund dedicated to providing essential supplies, equipment and resources for protecting frontline healthcare workers and their families. Click here for additional terms.

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Say thank you. Make a hero smile. #PlayItForward

Meet the Little People® Community Champions

Fisher-Price logoThese community champions work hard every day to help us stay healthy, safe and stocked with everything we need.

Mega Construx® Thank You Heroes Building Sets

MEGA construx logoNot all heroes are built the same! Say thanks to the real-life heroes with these buildable sets.

Matchbox® Thank You Frontline Heroes Giftset

Matchbox logoWe salute these heroes and the vehicles they use to help them do their jobs every day.

UNO® Thank You Heroes Tin

UNO logoUNO® Thank You Heroes honors frontline healthcare and emergency workers.

*$8 from each $10 item purchased and $15 from each $20 item purchased online from the #ThankYouHeroes Collection will be donated by Mattel to #FirstRespondersFirst, a fund dedicated to providing essential supplies, equipment and resources for frontline healthcare workers and their families. #FirstRespondersFirst is a fund administered by The Entertainment Industry Foundation (EIF), a 501(c)(3) non-profit charitable organization. Offer open only to residents of the U.S/D.C. No portion of the purchase is tax deductible. No discounts, other offers or coupons may be applied to the purchase of items from the #ThankYouHeroes Collection. Offer may be extended in Mattel’s sole and absolute discretion. Mattel reserves the right to suspend or cancel the promotion in its sole discretion for any reason including in the event of force majeure. Click here for more information about #FirstRespondersFirst.