NEW YORK, Feb. 15, 2019 /PRNewswire/ -- Today,
Fisher-Price®, the leading global brand for infants and
preschoolers, will re-launch Rescue Heroes®, a preschool toy
line featuring action figures that honor real life heroes who work
together to combat disasters whenever or wherever they happen.
Through play, the Rescue Heroes toy line aims to stimulate
children's imagination and sense of adventure without involving
violence. The product line will be available exclusively at Walmart
stores nationwide and at Walmart.com beginning this summer.
Fisher-Price and Walmart are teaming up to bring Rescue Heroes
to families and give parents and children a preschool-friendly way
to engage in meaningful conversation about the heroism displayed in
the world around us such as from first responders. In today's
world, it is hard to turn on the news without hearing about a
manmade or natural disaster; from the California Camp Fires to a
tsunami in Southeast Asia, these
disasters are difficult topics to address with kids. As a way to
engage and empower families, Fisher-Price is hosting an exciting
Rescue Heroes parking lot event this summer at Walmart stores
across the nation to give kids an opportunity to physically engage
with fire trucks and police cars with the goal of getting familiar
with how they work and the purpose they serve.
"We're excited to be the exclusive retailer for the Rescue
Heroes toy line that carries such a powerful and important
message," said Anne Marie Kehoe, vice president of toys at
Walmart. "We hope that through localized parking lot events, we are
helping guide young families in teaching their children about
deserving heroes and how they too can help their community."
"As Fisher-Price looks to reinforce its position in helping
parents of kids zero to five years old, Rescue Heroes is a great
example of a unique offering that works to provide greater purpose
to play," said Chuck Scothon, SVP of
Fisher-Price and Global Head of Infant
Pre-School. "Rescue Heroes for us serves to recognize and
honor everyday heroes, from first responders to young children who
perform incredible, noble acts. It's a departure from action
figures built around good versus evil storytelling, providing mom
an alternative she can feel good about," said Scothon.
This year, Rescue Heroes and Fisher-Price are teaming up with
Joe Torrillo, a former Fire
Department New York (FDNY) Firefighter and honoring his service
with his own one-of-a-kind Rescue Heroes action figure. Joe was on
his way to a FDNY Rescue Heroes launch on September 11, 2001, when he stopped to jump into
action at the World Trade Center and ultimately survived being
buried alive by both collapses. Today, Joe remains an inspirational
figure who embraces everything a true hero stands for.
"As a former member of the FDNY, Rescue Heroes and the message
they send to kids, hits very close to home. I am thrilled that
Fisher-Price is re-launching this inspirational toy line and
honored to be receiving my very own action figure," stated
Joe Torrillo, former FDNY
Firefighter.
Beginning in April, a suite of digital content, including
animated episodes, will roll out across YouTube Kids and
Fisher-Price platforms to further stimulate a child's sense of
adventure through Rescue Heroes content. "Kid Heroes" content
will highlight kids across the country who are heroes in their
communities, including nationally recognized "kid hero"
Roman McConn. Roman is a 7-year-old
Texan who channeled his love for animals into a philanthropic
venture, Project Freedom Ride, to help animals in shelters find
permanent homes.
Starting today, consumers can pre-order the new Rescue Heroes
toy line exclusively at Walmart.com.
About Mattel
Mattel (NASDAQ: MAT) 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 www.mattel.com.
Contact:
Mattel PR
Lisa Lee Fujioka
(310) 252-106
Lisa.Fujioka@mattel.com
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SOURCE Mattel, Inc.