Now it’s Barbie’s turn to step up. The forever-young grande dame of glamour dolls is doing her part for the families of essential workers in the fight against the coronavirus. Two weeks after Mattel stablemate Fisher-Price inaugurated the company’s philanthropic cross-brand Play It Forward platform with essential-worker action figures and Little People Community Champions, Barbie is instituting its own initiative, also under the #ThankYouHeroes handle. Today through May 17, for every Career Barbie sold at participating retailers, the brand will donate a Barbie to the First Responders Children’s Foundation. Founded in the wake of 9/11, the organization initially set out to award scholarships to the children of first responders killed in the line of duty. It has expanded to provide other forms of support, including financial assistance to families impacted by the COVID-19 pandemic.
All Career Barbie dolls and play set purchases qualify for the donation match up to a total of 30,000 items and a dollar value that will fall between $300,000 and $600,000. Products in Barbie’s career range are priced from $9.99 to $19.99. In addition to Barbie.com, participating retailers include Walmart Inc., Target Corp. and Amazon Inc.
“We are proud to launch a program celebrating the real-life heroes working
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