Growth in all markets
The American toy manufacturer has ended 2014 with a 4.3 billion dollar turnover (some 3.8 billion euro), which is a 5 % increase compared to 2013 and even a 7 % growth if exchange rate fluctuations are eliminated. Particularly its non-US toys geared towards boys performance is remarkable, helped by brands like Transformers, Star Wars, The Avengers and Jurassic Park.
Net profit grew 45 % compared to 2013, reaching 415.9 million dollars. The difference with its main competitor Mattel could not be greater: Barbie and Fisher-Price sales have been dwindling for years and Mattel was even forced to fire its CEO recently.
Hasbro has been able to tap into the success of brands like Transformers and movies based on the popular Marvel Comics universe (like Spider-Man), which is something Mattel does not have. With upcoming sequels in the Star Wars, The Avengers and Jurassic Park brands, Hasbro will probably be able to close the gap with Mattel considerably, especially as it has also been able to steal away the Disney princess doll license right from under Mattel’s nose. It will be able to sell these dolls, with the hugely popular Frozen franchise included, from 2016.
