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Mattel’s salute to the frontline key workers playing their role in helping the world fight the coronavirus pandemic have been paid recognition at this year’s all-virtual Toy of the Year Awards amid a triumphant sweep of four award category wins for the global toy maker.
It was the firm’s own Fisher Price brand that took home the win in the Action Figure of the Year category during the live-streamed event over the weekend, as the industry recognised the success and the message behind its popular #ThankYouHeroes action figure line.
Launched at the height of the pandemic last year, the #ThankYouHeroes action figure range pays homage to the real life super heroes that have each done their bit in the face of the crisis. As part of the company’s #PlayItForward campaign, proceeds from the sale of each action figure between April 29th 2020 and May 31st 2020 were donated directly to #FirstRespondersFirst, a fund dedicated to providing essential supplies, equipment, and r