Consumer Products

Boys remain the backbone of Hasbro’s sales boom

Toys aimed at boys - particularly of the Star Wars variety - allowed Hasbro to cap off 2015 with overall net revenues up 4% to US$4.45 billion.
February 8, 2016

Toys aimed at boys – particularly of the Star Wars and Jurassic World variety – allowed Rhode Island toy company Hasbro to cap off 2015 with overall net revenues up 4% to US$4.45 billion.

Net earnings for the year  increased by 9% to US$451.8 million, compared to US$415.9 million in 2014.

For the fourth quarter of 2015, net revenues increased 13% to US$1.47 billion compared to US$1.30 billion in 2014, while reported net earnings for the fourth quarter 2015 were US$175.8 million compared to US$169.9 million in 2014.

Full-year 2015 US and Canada segment revenues increased by 10% to US$2.23 billion, compared to US$2.02 billion in 2014, while emerging markets increased approximately 15% (absent the impact of foreign exchange).

In terms of segment breakdowns, the Entertainment and Licensing unit was a big winner in 2015, with double-digit revenue growth. This segment saw revenues of US$244.7 million in 2015, over US$219.5 million in 2014, partly driven by the multi-year digital streaming deal for Hasbro Studios television programming signed during the first quarter 2015, as well as growth in consumer product licensing revenues. This encompasses Hasbro’s line of Star Wars toys based on Disney’s box-office sensation The Force Awakens.

Thanks to Star Wars, Nerf, Jurassic World and Marvel, Boys revenues for the full-year were US$1.8 billion - marking a 20% boost compared with 2014. And Boys saw a 35% rise in revenues in Q4 alone, to US$570 million, following in the same footsteps as the company’s Q3 earnings report.

Also seeing significant growth was Preschool, with a 17% gain in revenues to US$596.8 million, while Games revenues grew by 1% to US$1.3 billion in 2015.

Girls revenues fell 22% to US$798 million for the full year, as Furby continues to be a large culprit in declining sales. My Little Pony revenues grew, but Equestria Girls sustained losses, as did Disney Princess and Disney’s Frozen following modest initial shipments in Q4 of 2015.

Singing a similar financial tune last week was Hasbro rival Mattel, which amid rumors of a potential merger of the two toycos, posted a 1% rise in gross full-year sales (to US$6.28 billion), largely driven by its boy-skewing Hot Wheels brand

About The Author
Wendy is Kidscreen’s Associate Editor. When she’s not sourcing material for the brand's daily email newsletter, she’s researching, writing and connecting with others about the newest trends in digital media. Contact Wendy at


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