Mattel, Amazon MGM Studios and Save the Children announced a global fundraising campaign on April 28 tied to the June 5 release of “Masters of the Universe.”

Mattel said fans can donate through Pledge or by texting HERO to 707070 starting April 28. The company said all donations will go directly to Save the Children.

Mattel said the campaign marks “Masters of the Universe Day,” which the source text said Los Angeles Mayor Tom Bradley declared in 1987. Mattel said the campaign will continue through and after the film’s June 5 global release.

Mattel said the campaign will include retail events, community screenings, experiential events and fan content. Mattel said the effort is part of its Play It Forward initiative with Save the Children, which the company said has lasted more than 20 years.