Mattel and The Entertainer partner to support Ukraine

Published on: 6th April 2022

Proceeds from a selection of Mattel brands, including Barbie, Hot Wheels, Scrabble and Fisher-Price, will be donated to charities working with the war-torn country.

In-store displays at The Entertainer clearly highlight to shoppers which Mattel toys are included in the charity campaign.

The Entertainer and Mattel have launched a special retailer sales programme to support Ukraine. As of Thursday 31st March, 100% of proceeds (excluding VAT) from selected Mattel products sold in The Entertainer stores are being donated to the British Red Cross and The Salvation Army’s Ukraine Crisis Appeals.

The charity partnership centres upon four of The Entertainer’s best-selling Mattel products; the Barbie You Can Be Anything Travel playset, the Hot Wheels Infinity playset, Scrabble, and the Fisher-Price Laugh & Learn 123 Schoolbook Activity Toy.

The Entertainer is providing the funds up-front to both the British Red Cross and The Salvation Army’s Ukraine Crisis Appeals ahead of the sales programme launch, to ensure families and those affected can receive urgent support.

Gary Grant, founder and executive chairman of The Entertainer, said: “So many innocent people have been impacted by this conflict and it’s important that we stand and show our support however we can. These charities are providing a diverse range of services across multiple locations, ensuring that help is provided to the people who need it most, as quickly as possible. We hope that our partnership with Mattel will provide additional funds to support their vital work. Our prayer is that this conflict will end quickly and that we can again respect the value of life.”

Michael Hick, vice president and country manager, Mattel UK, added: “We have all been devastated and saddened by the impact the conflict is having on innocent children and families. We are humbled and proud to be partnering with The Entertainer on this important initiative, where together with our customers and communities we can help support the work of these charities.”

Family favourite brands Barbie, Scrabble, Hot Wheels and Fisher-Price will all help raise much-needed funds for the victims of the conflict in Ukraine.

Paul Amadi, chief supporter officer at British Red Cross, commented: “The Red Cross is responding to the unfolding crisis in Ukraine. People are losing their homes and lives, families are being separated, and people are fleeing the country. We are hugely grateful for this donation, which will help us reach displaced people in Ukraine and those fleeing to neighbouring countries with food, water, medicine, medical equipment and other essentials.”

Ben Gilbert, team leader of The Salvation Army’s International Projects Office, said: “We are on the ground in Ukraine and neighbouring countries offering urgently needed practical and emotional support for people fleeing danger. We’re so grateful for this generous donation, which will help us provide emergency accommodation and provisions such as food, water and blankets. We are also committed to helping the people of Ukraine through the process of rebuilding their lives.”

Customers can purchase the selected toys in store or online at



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