Girl Power Boosts Hasbro’s Sales Past $5 Billion For First Time Ever

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Last Updated on December 9, 2021 by Danielle


Hasbro’s revenues grow to new heights thanks to Disney Princess and Disney Frozen acquisition.

Hasbro performed better than expectations in 2016 thanks to the acquisition of the Disney Princess and Disney Frozen licenses and significant growth in its Girls category of toys. In fact, its 2016 revenue set a record with revenues of $5.02 B (US).

The company experienced a 50% surge in girl-themed toys, driving revenues to $1.2 B. The Disney Princess and Frozen toys, DreamWorks’ Trolls toys, Baby Alive, FurReal Friends and Easy-Bake Oven products drove the surge in this category. Recall, Hasbro won the rights for dolls based on the Disney Princess property from Mattel in 2014 but began selling them in 2016, which drove a large part of the surge.

Boys toy revenues increased to $1.85 B, a 4 % increase, driven by Nerf and Yo-Kai Watch. Preschool sales were down only 1%, primarily driven by soft demand for Playskool toys. For the 4th quarter of 2016, revenues increased 11% to $1.6 B. In Q4 2016, the Girls category ballooned 52% to $394 M and in comparison the Boys category saw a reduction of 3% to $552 M. The Games category experienced gains in 2016 and in Q4 because of Magic: The Gathering, Pie Face, Duel Masters, Simon, Bop-It and Speak Out, the newest kids’ game.

As of Q1 2017, Hasbro will begin reporting its revenue by brand portfolio instead of by Boys, Girls, Games, and Preschool. The new categories include Franchise Brands, Partner Brands, Hasbro Gaming, and Emerging Brands.

So with this new categorization, Franchise Brands had $2.32 B in revenue (+2%), Partner Brands had $1.4 B (+28%), Hasbro Gaming reported $813 M (+23%), and Emerging Brands pulled in $398 M in revenue for 2016.

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