A new line of action figures and toys was launched by Mattel under the hashtag #ThankYouHeroes . "The 16 action figures ($20 each) of doctors, nurses, EMTs and delivery drivers come in various genders and skin colors." The net proceeds ($15) from each sale will go to #FirstRespondersFirst . I thought at first -- yikes. Is this merely capitalizing on the hero narrative we see around first responders in lieu of what they need (PPE!) In a sense, yes. Is this helping? Maybe it helps parents help their children navigate the dynamics of the pandemic. Can the company do more? They are: "These new Fisher-Price toys are part of what Mattel calls its new "Play It Forward" toy initiative to support communities in times of need. Mattel also has donated cloth masks to medical personnel and is now producing 500,000 face shields to donate." It ultimately begs the question: what is the role of a toy company in a pandemic? How do we delineate between pandering to consumers' desire to thank first responders, and meaningful support? Those answers are unclear to me - it seems to have "checked all the boxes" (even around #diversity , hey) but leaves a strange taste. What do you think? Thanks to Alicia Esposito for finding! Link in comments …see more