“Play is never canceled. You can cancel school, you can suspend retail stores or close movie theaters, but you cannot cancel play.”

For Mattel CEO Ynon Kreiz, taking the helm of one the world’s iconic companies two years ago was a privilege and a responsibility. In the age of COVID-19, he views the company’s mission as more important than ever to help children—and their parents—navigate the challenge.

The company has even launched a special line of action figures called Thank You Heroes, which, as Kreiz describes to Mike Milken, “celebrates the individuals that are part of the frontline fight against COVID-19….We are contributing all net proceeds to a charity called First Responders First.”