Action toys transform Hasbro’s second quarter

Back in action: Toy maker Hasbro has posted an 8% increase in revenue for its second quarter, driven by sales of boy-skewing Transformers and Marvel products.
July 21, 2014

Boys toys are driving up sales for the second-largest toy maker in the US. Hasbro has reported an 8% increase in its second quarter revenue, driven by increased demand for Transformers and Marvel products.

Overall, company revenues were up 8% to US$829.3 million for the three months ending in June. Earnings were US$33.5 million, down slightly from US$36.5 million in 2013.

In its boys category, the toy maker posted a 32% increase in sales to US$335.8 million, driven by growth in the Transformers and Marvel product lines. With Transformers: Age of Extinction being a blockbuster release during the second quarter, the boys action toys were in high demand.

The toyco also saw profits for its girl-skewing toys. Sales in the girls category rose 10% to US$163.8 million. Along with the My Little Pony and athletic-chic Nerf Rebelle line, My Little Pony Equestria Girls also contributed to strong growth in this category. Of late, girl toys in particular have been critical for Hasbro. The company’s first quarter profits were largely driven by sales in My Little Pony and Nerf Rebelle. The female-skewing brands have proven to be strong sales-drivers for the company.

These results are a contrast to Mattel’s second quarter earnings. The toyco competitor posted its third straight decline in quarterly revenue last week, as sales sagged for Barbie and Fisher-Price products. While it reported a more profitable second quarter, Hasbro is not without its own difficulties.

Its Q2 growth was offset by softer sales in the games and preschool categories, with Hasbro posting a 12% decrease in revenue for its games segment. Sales for Monopoly, The Game of Life and initial shipments of Simon Swipe – one of the new gaming initiatives launching for the crucial holiday season – and last year’s acquisition of Backflip Studios all contributed positively to the category. These gains, however, were offset by declines in several brands, including Twister, Duel Masters and Magic: The Gathering.

Meanwhile, Hasbro’s preschool line saw revenues drop 4%. While Play-Doh and Transformers Rescue Bots had increased revenues, sales declined for Hasbro’s core Playskool and Sesame Street products.

On the global front, the toy maker posted a 17% increase in international sales,which also helped drive revenue for this quarter. In the US and Canada, sales decreased 2%, with revenue in the boys and girls categories offset by drops in the games and preschool segments.

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