- For every eligible career Barbie doll sold at ToysRUs from 3 August to 31 August 2020 Barbie will donate a doll to the Children’s Hospital Trust and Red Cross War Memorial Children’s Hospital.
- Program is part of Company’s broader Play it Forward platform, which focuses on leveraging Mattel brands to give back to communities in times of need.
Mattel South Africa announced today that, as part of its Barbie #ThankYouHeroes programme, it will donate a Barbie doll for each eligible career doll purchased from ToysRUs stores nation-wide. This initiative taking place from the 3rd of August 2020 to the 31st of August 2020, is aiming to donate about 1500 dolls to the Children’s Hospital Trust (CHT).
The CHT is an NPO that raises funds to advance child healthcare through the Red Cross War Memorial Children’s Hospital. From upgrades to its buildings and facilities, to the implementation of several projects and programmes and upskilling of medical professionals from across Africa.
The Barbie #ThankYouHeroes programme is part of Mattel’s broader “Play it Forward” platform, which focuses on leveraging Mattel brands to give back to communities in times of need.
The ‘buy a doll, donate a doll’ initiative will see dolls handed over to the Red Cross War Memorial Children’s Hospital will then be distributed to patients diagnosed with the corona virus. The aim is to bring joy and encourage children to aspire to become whatever they would like to be in the world.
“As Barbie highlights role models to inspire the limitless potential in the next generation, we are proud to launch a programme celebrating the real-life heroes working on the frontlines and supporting their families,” said Lisa McKnight, SVP and Global Head of Barbie and Dolls, Mattel. With 200 careers and counting, Barbie celebrates inclusivity and diversity through its dolls which show girls that they can be anything that their heart’s desire”. “We want to do our part to give back and inspire today’s kids to take after their heroes one day”, she adds.
“The children who receive care at the Red Cross War Memorial Children’s Hospital often remind us the value of resilience and no matter how awful they feel, they will share a smile and find a way to crawl into our hearts. Several children have been through a very tough time and receiving a gift will bring joy to their lives. We sincerely appreciate the support and cannot wait to share the gifts with them”, says CEO of the CHT, Chantel Cooper.
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 www.mattel.com.
About The Children’s Hospital Trust
The Children’s Hospital Trust was established in 1994 to fundraise for the Red Cross War Memorial Children’s Hospital and in 2011 expanded its reach to fundraise for paediatric healthcare in the Western Cape and beyond. Since 1994, the Trust has proudly assisted the Hospital to upgrade its buildings and equipment and to develop its professional staff. 100% of all donations go directly to the Hospital and prioritised paediatric healthcare needs, and not a single cent is spent on administration costs. The Trust is a non-profit organisation that relies on the benevolence of donors to realise its aims and objectives. It enjoys a record of sound financial administration and good governance, but whilst it has raised funds to address many pressing needs, much has yet to be done. www.childrenshospitaltrust.org.za.
About The Red Cross War Memorial Children’s Hospital
The Red Cross War Memorial Children’s Hospital was built in 1956 and remains a cornerstone of child healthcare in Southern Africa. The Hospital is the first stand-alone tertiary hospital in sub-Saharan Africa, dedicated entirely to children and manages 250 000 patient visits each year. Most of these patients are from poor and marginalised communities and one third are younger than a year. The Hospital’s patients are referred from the Western Cape, the rest of South Africa and our continent. The Hospital provides training to paediatric healthcare professionals from the entire sub-continent and does important research into the illnesses of childhood, which has global impact.