Hasbro’s girls division made big headlines in September when it nabbed the licensing rights to Disney’s Princess and Frozen brands, but the toyco’s 7% revenue increase to US$1.47 billion in its most recent quarterly results was spurred primarily by its thriving boys division.
Riding on the strength of Star Wars, Nerf, Transformers and Marvel products, Hasbro’s boys category revenue shot up 22% to US$478.5 million in Q3, compared to US$395.2 million a year prior.
Hasbro’s girls division will have to wait until 2016 before it can start selling Cinderella and Elsa dolls, but the category still grew 5% to US$407.7 million this quarter, thanks to gains in the My Little Pony, Equestria Girls and Nerf Rebelle brands. The revenue gains in the category were partially offset by a drop in Furby sales.
The games category also had a modest 2% gain in Q3 2014. The growth for Monopoly, Magic: The Gathering and Operation was partially offset by declines with Jenga and Telepods, the physical toy that uses QR codes to scan characters into an app game.
The only division to see a revenue decrease was the preschool category, falling 7% to US$188.5 million this quarter, compared to US$202.2 million a year ago. The growth in Play-Doh and Transformers Rescue Bots was not enough to overcome the decline in sales of Playskool and Sesame Street products.
Overall, Hasbro’s net earnings for Q3 2014 increased 43% to US$180.5 million, compared to US$126.6 million a year earlier.
Moving forward, Hasbro Studios recently announced that a My Little Pony movie is in the works, but on the small screen it sold 10% of its stake in the children’s network The Hub to Discovery. The Hub has been rebranded as Discovery Family Channel, while Hasbro will still maintain a 40% ownership stake in the network.