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Consumer Products

Fisher-Price relaunches Rescue Heroes brand

The Mattel-owned company is relaunching its toy line featuring everyday heroes exclusively at Walmart stores in the US, with digital content to be released in April.
February 20, 2019

Mattel’s preschool toyco Fisher-Price is relaunching its Rescue Heroes toy line, which will be exclusively available at Walmart stores in the US and at Walmart.com beginning this summer. The line features a group of heroes, such as firefighters and police officers, who work together to combat disasters.

In April, a suite of digital content will roll out across YouTube Kids and Fisher-Price platforms. Additional new branded “Kid Heroes” content will highlight kids across the US who are heroes in their communities, including seven-year-old Roman McConn who runs the animal rescue group Project Freedom Ride alongside his mother.

Fisher-Price is pairing the relaunch with a number of campaigns, including outdoor events at Walmart stores where kids will have the chance to learn more about firetrucks and police cars. It will also create a one-of-a kind Rescue Heroes action figure in honor of former New York firefighter Joe Torrillo, who jumped into action on September 11, 2001 and survived the collapse of the Twin Towers.

In other Fisher-Price news, the company recently won the Infant/Toddler Toy of the Year distinction for its Fisher-Price Laugh & Learn Smart Home and the Preschool Toy of the Year award for the Fisher-Price Think & Learn Rocktopus.

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Online writer for Kidscreen. Have a story that's of interest to Kidscreen readers? Contact Ryan at rtuchow@brunico.com

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