Hasbro had a $128M loss, but its biggest loss is losing its Disney princess licensing rights and Trollz franchise.
👉 Background: Hasbro launched waaaay back in the roaring twenties - 1923 to be precise. It was created by the Hassenfeld Brothers… Has-Bro.
👉 What happened: But now, 100 years after launch, Habro just announced Its sales for the past quarter - which fell 17%. We’re talking a $128M loss after posting a profit the year before.
👉 What else: Yes, it struggled during the holidays as parents cut back on costlier name brands. But the biggest loss? It lost its Disney princess licensing rights and Trollz franchise to Mattel. Thankfully, it had some Magic: The Gathering to fall back on.
💡Just like in the movie industry, a superstar card game can carry the big load of a team. As consumer shopping slows from the highs of bored-people-peak-pandemic, toy companies and movie studios are leveraging their biggest franchises.
💡These are the brands with passionate fan bases that keep sales humming along. Hasbro believes that Magic the Gathering fans are motivated to spend on products they really enjoy - come rain, hail or shine
💡And that’s why Hasbro has also been leaning on its Dungeons & Dragons franchise. It ain’t no different with movie studios pumping out more and more Marvel movies… because it just.. works!
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