• by Sarah Mahoney  @mahoney_sarah, April 1, 2020

Tension is high in living rooms around the world, as parents and kids continue to struggle with isolation and home-schooling. Toy marketers want to help, and Lego, Mattel and Hasbro are stepping up to help families.

Lego is leading the way with a $50 million donation -- huge compared to other corporate gifts so far. It’s splitting the gift between Education Cannot Wait, a group that offers education for kids caught in crises; a group of existing groups it already works with through the Lego Foundation; and charity partners serving communities in areas where Lego has a significant presence. The aim, it says in its statement, is to quickly “reach crisis-affected children with essential supplies and provide support to continue learning through play.”

Mattel is also stepping up efforts to help families, launching a #KeepPlaying initiative through a content hub called Mattel Playroom. It features activities from all its brands, including Barbie, Hot Wheels, Fisher-Price and American Girl. Among the options? Printable coloring pages and activities, free ready-to-play games, DIY and craft projects. It’s also including animated, stop-motion and live-action videos, as well as some downloadable apps.

The El Segundo, Calif.-based marketer says it is also providing tips for parents and has plans to integrate more content weekly.

Hasbro’s calls its new offering “Bring Home the Fun,” packing the site full of activities and games to keep kids engaged for longer periods. It also i offers mindfulness tips and videos aimed at helping parents find ways to manage stress in tough times.

The Pawtucket, Rhode Island-based toy company, with such brands as Play-Doh, Nerf and Monopoly, is also dialing up charitable efforts, supporting Save the Children and No Kid Hungry, and distributing Hasbro toys and games to vulnerable children.