Thank You, Heroes! Mattel empowers kids to thank frontline workers

Kuala Lumpur, 8 April 2021 – Calling all little ones! Mattel, a leading global children’s entertainment company, announced today an online contest to help consumers share their messages of thanks to frontline workers in the healthcare industry. This new program complements the company’s efforts to donate limited edition #ThankYouHeroes UNO decks and toys to public hospitals in the country.

As the COVID-19 pandemic took over the world, parents and caregivers expressed the trouble they were having balancing working and playing from home and how they needed resources to help. Mattel created Mattel Playroom, a website featuring activities and content from its iconic brands. Shortly thereafter, the company launched Play it Forward, conceived to leverage the company’s brands to drive awareness of, and give back to, important social causes. #ThankYouHeroes is the first campaign launched under this platform, designed to honour and thank the frontline healthcare workers and everyday heroes keeping communities up and running, while also giving back to healthcare workers and their families. The #ThankYouHeroes line featured products from brands like Fisher-Price®, Mega Construx®, Matchbox®, and UNO®. While the #ThankYouHeroes products were not available locally, Mattel Continental Asia has developed a campaign to thank our nation’s frontliner healthcare workers. 

From now until 9 April 2021, Mattel Continental Asia will be hosting an online contest for kids to write thank you notes to the frontline healthcare workers at the Kuala Lumpur Hospital (HKL) and Sungai Buloh Hospital. Mattel will collate the expressions of thanks and send them along with a toy donation for children undergoing treatment . In addition, 50 children will be chosen to receive a limited edition #ThankYouHeroes UNO tin which features beloved characters as healthcare and everyday heroes such as HeMan® as a grocery delivery worker and Barbie® as a scientist. 

“Our #ThankYouHeroes line, focused on honoring and immortalizing frontline healthcare workers and everyday heroes, received tremendous consumer response,” said Mr. Ivan Franco, General Manager, Mattel South Asia. “We are pleased to bring the line to Continental Asia through this program that gives children a vehicle  to express their thanks to frontline healthcare workers as they continue to work round the clock to keep us safe.”

Join Mattel in recognising and thanking our everyday heroes and say #ThankYouHeroes by joining this contest on their Facebook at 

About Mattel
Mattel is a leading global children’s entertainment company that specializes in design and production of quality toys and consumer products. We create innovative products and experiences that inspire, entertain and develop children through play. We engage consumers through our portfolio of iconic franchises, including Barbie®, Hot Wheels®, American Girl®, Fisher-Price®, Thomas & Friends® and MEGA®, as well as other popular brands that we own or license in partnership with global entertainment companies. Our offerings include film and television content, gaming, music and live events. We operate in 40 locations and sell products in more than 150 countries in collaboration with the world’s leading retail and technology companies. Since its founding in 1945, Mattel is proud to be a trusted partner in exploring the wonder of childhood and empowering kids to reach their full potential. Visit us online at