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Brief Published: 14 Apr 2020

Mattel & Hasbro’s Online Resources for At-Home Families


With families facing the prospect of months under lockdown, US toy giants Mattel and Hasbro have both launched free online resources for kids – from tools to bolster their emotional resilience, to branded crafting projects. We profile the key features.

While the US toy market currently stands at around $27bn annually in value, sales are dipping (2019’s figures showed a 4% decrease on 2018 – The Toy Association, 2019). Covid-19 presents key opportunities for the industry to show its value to parents in multiple guises. 

Mattel – which owns Barbie and Power Rangers – has created printable colouring pages, stop-motion and live-action videos and crafting and DIY projects relating to its ranges. In addition, its Keep Playing hub will also feature learning-at-home tips and insights in partnership with US trade body The Toy Association and its play experts.  

Hasbro – which has the Play Doh brand under its umbrella – has released mindfulness videos and parenting articles for those keen to instil gratitude and purpose in their children during this time. Meanwhile, its Bring Home the Fun hub includes ideas for activities and stimulating games to keep youngsters occupied.

For more on kid-centric Covid-19 brand responses, see Edutainment as Parental Support: Brands, Kids & Covid-19.