El Segundo-based toy manufacturer Mattel Inc. launched a website with free games, activities and content to help children stay occupied at home during the Covid-19 pandemic.

The Mattel Playroom, in addition to games, printable coloring pages, crafting projects, videos and downloadable apps, also offers tips for parents and caregivers on keeping kids entertained at home.

“We believe in the power of play and how essential it is for child development, especially in these difficult times when so much is in flux for kids and families,” Mattel’s President and Chief Operating Officer Richard Dickson said in a statement.

“We recognize the unique challenges that parents and caregivers are facing right now both working and playing from home and have designed the Mattel Playroom to be a valuable resource for them,” Dickson added.

Los Angeles Mayor Eric Garcetti urged Angelenos to stay at home and limit all outside activities until April 19.

Mattel owns a portfolio of brands including American Girl, Barbie, Fisher-Price, Hot Wheels and Thomas & Friends.

The toy manufacturer closed all American Girl retail stores in the United States and absorbed a 35% cut in market value to about $3 billion as the news of the pandemic spread.