Toy market news

Mattel expands #ThankYouHeroes with donations, pandemic hero-inspired dolls

Mattel is growing its #ThankYouHeroes initiative with a large donation in partnership with Target. For every Barbie doctor, nurse, and paramedic doll sold at Target, it will donate $5 to the First Responders Children’s Foundation (FCRF), a charity that helps families of those who have died on the frontlines. In addition, a new line of dolls will celebrate the heroes of the pandemic.

Six new dolls are inspired by real-life heroes. Amy O’Sullivan, RN treated the first COVID-19 patient in Brooklyn, became ill herself, and recovered to return a few weeks later and save even more lives. Audrey Sue Cruz joined forces with other Asian-American physicians to combat racial bias and discrimination. Chicka Stacy Oriuwa has advocated against systemic racism in healthcare, which has been further highlighted by the pandemic. Jaqueline Goes de Jesus is a biomedical researcher credited with leading the sequencing of the genome of a COVID-19 variant in Brazil. Kirby White co-founded the Gowns for Doctors initiative, which kept frontline workers in Victoria, Australia safe with laundered PPE.

Yesterday, Barbie also announced the introduction of the Fast Cast Clinic, which includes a Doctor doll, a medical station, an exam table, an x-ray machine, and a gift shop. Kids can use the included dough to create and shape casts, create wraps with the bandage maker, and play out roles across the medical field.