Last Updated on December 23, 2019 by Danielle
Star Wars Toys help Hasbro achieve double digit revenue gains in 2015.
Hasbro exceeded expectations with double-digit revenue gains thanks to rapid sales of Star Wars toys in the 4th quarter, which were some of the hottest toys for Christmas. Star Wars toys generated $700 million in 2015.
Hasbro’s heavy Star Wars lineup led to a 35% increase in the boys toy segment, while there was a 17% decrease in the girls segment. Star Wars: The Force Awakens was the fastest movie in history to surpass $1 billion in box office sales, and it helped boost the preschool category with a 17% increase in sales. Hasbro’s games segment increased 11%, driven by Magic: The Gathering and Monopoly, which is one of the best family board games of all time.
The girls category was negatively impacted by declines in the Furby brand, weren’t flying off shelves as in previous years. This year Hasbro has a lineup of new toys for girls that includes Disney Princess and Frozen dolls.
In contrast, the boys category was further supported by the Nerf and Jurassic World brands which are some of the best boys toys for Hasbro in terms of sales.
Considering the U.S. and Canada, sales increased 29% to over $690 million. Evidently, foreign exchanges negatively impacted the international toy segment.
Hasbro reported a profit of nearly $176 million for 2015, an increase compared to the 2014’s results of nearly $170 million. Revenue increased to nearly $1.5 billion, an increase of 13%.
Hasbro’s strong performance has come at a tough time for the toy industry. Children are transitioning from traditional toys to electronic games and consumer electronics.
Rival, Mattel, also showed strength, reporting a 1% increase in worldwide 4th quarter sales, ending the eight consecutive periods of double-digit declines. Mattel also recently announced plans to unveil a new Barbie doll in three body sizes – tall, petite, and curvy – addressing concerns about unrealistic proportions and losing its appeal to children.