Learn how Mattel said thank you to our heroes on the front lines. #ThankYouHeroes

Our Play It Forward program will continue to leverage our iconic brands to raise awareness of, and give back to, important causes.

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.


First Responders First logoThe 2020 #ThankYouHeroes campaign benefitted #FirstRespondersFirst, an initiative created to support first responder healthcare workers as they serve on the frontlines of the COVID-19 pandemic. For more information about #FirstRespondersFirst, click here.

Say thank you. Make a hero smile. #PlayItForward

*Additional Terms

$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.