Dive Brief:

• Hasbro created a new content marketing program targeted at families looking for things to do while home during coronavirus-related school closures, according to a press release.
• The Bring Home the Fun website features games and activities for kids, as well as suggestions for projects that include Hasbro toys like Play-Doh crafts and trick shot challenges for Nerf blasters. There are mindfulness videos and parenting articles about how to teach kids gratitude and purpose, including a video featuring Hasbro employees, many of whom are parents juggling working remotely and homeschooling their kids.
• A social media push includes the hashtag #BringHometheFun for parents to share their tips for at-home activities. Hasbro is also donating toys and money to charities Save the Children and No Kid Hungry to support children during this time of need.​

Dive Insight:

Hasbro is tapping into the needs of parents who are looking for ways to teach and entertain their kids while balancing their own remote work as the coronavirus pandemic keeps people indoors. The message acknowledges the fears and uncertainty that everyone faces, but also the benefits, such as being home to witness a child's first steps.​

Toy makers like Hasbro and Mattel have had a rough few years thanks to the closure of Toys R Us and growing consumer interest in digital-based entertainment. However, the brands could be well positioned to meet changing consumer needs during the pandemic, according to stock analysts cited by MarketWatch. That is because with people putting off pricey entertainment like going to Disneyland — which is closed during the health crisis — relatively inexpensive toys that keep kids entertained at home could be an attractive purchase for many parents.

The Bring Home the Fun website offers parents peace of mind during uncertain times, as the opening video shows how Hasbro employees — parents themselves —​ are in the same boat. The relatable message comes with lots of activity ideas from the toy maker, most of which include the brand's products. The main focus is on best-selling items that parents potentially already own, such as Nerf guns and Play-Doh, but there are links to new shoppable products as well.

Hasbro's efforts follow a similar content marketing push from snack maker Nature's Bakery. The CPG company launched the Snack Sized Adventure campaign last week with the "What on Earth should I do with my kids" website featuring game ideas for kids stuck at home. The site features ideas for homebound fun, as well as suggested ideas from Nature's Bakery line of snacks for each adventure.

Hasbro is also donating money and toys to charities, a move that helps promote the company as a brand willing to help out during tough times. Since the coronavirus hit the U.S., mission-based marketing messages have soared 42%, per a recent report from the IAB.