Unfinished Man
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Friday, April 19, 2019
Fisher-Price® Re-launches Rescue Heroes® Brand For Today’s Kids and Families
February 17, 2019
The popular preschool brand returns to celebrate real life heroism through toys and content, exclusively at Walmart

NEW YORK, Feb. 15, 2019 — 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.

Daniel Pickett
Daniel “Julius Marx” Pickett has been around toys his whole life. The first line he ever collected was Mego’s World’s Greatest Super Heroes line back in the 70s. He has been surrounded by collectables ever since. In 1999 he was confounded by a lack of information and news about some of his favorite toy lines he was collecting. Since he couldn’t find the information he decided to pursue it himself thinking other people might also be interested in the same news. He started writing a weekly column on the toy industry and action figure for a toy news site and in a years time he tripled the sites daily traffic with his updates, reviews and product features. He built relationships with every major toy manufacturer and many sculptors, painters and mold makers. He grew his hobby into a world wide expertise that the industry has embraced. In 2004 he teamed up with his toy buddy Jason “ToyOtter” Geyer and they created their own website www.ActionFigureInsider.com. Daniel has been quoted in both industry and mass media press outlets. Over the years Daniel and AFi have been sought out as experts in the field. Daniel was regularly featured on “Attack of the Show” on the G4 network as the primary contributor to their “Mint On Card” segment, and our front page has been linked to from USA Today’s “Pop Candy” Blog twice. Daniel’s content has also been featured on MSNBC.com, Time.com, The Wall Street Journal, The Saturday Evening Post, CNN.com, AssociatedPress.com Wired.com, Fark.com, Boing-Boing, Gizmodo.com, Ain’t It Cool News, the Official Star Wars blog, Geekologie, G4, CNet and Toy Fare magazine, among many others. He has consulted on toy lines, books, documentaries and TV shows. But all of that really just sounds snooty and “tootin’ his own horn” – the long and short of it is that Daniel loves toys and he LOVES talking about them.
Read other articles by Daniel Pickett.




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