Toy market news

Transformers, NERF, Wizards of the Coast boost Hasbro sales as eOne slows revenue growth

Hasbro kicked off 2021 with strong performance during its first quarter of reporting under its recently announced new trio of operating and financial reporting segments: Consumer Products, Wizards of the Coast and Digital Gaming,  and Entertainment. The sales of consumer products, including toys and games, grew 14% while Wizards of the Coast and digital gaming spiked 15%.

Overall revenue grew 1% as the production pipeline of Entertainment One (eOne) remains disrupted due to the COVID-19 pandemic and a delay in project delivery and release. The Entertainment segment fell 32% in Q1.

Hasbro says that Magic: The Gathering, Play-Doh, NERF, Transformers, and Baby Alive saw big growth in its owned franchise brands. Partner brands, including Lucasfilm’s Star Wars and The Mandalorian, Marvel products, and Disney Princess continue to see a big boost thanks to the availability of streaming content based on Disney+. Consumer products sales in North America spiked 13% in Q1. Emerging Hasbro brands, including G.I. Joe, Super Soaker, and Furreal Friends were highlighted as experiencing growth.

Hasbro Gaming was down slightly in Q1 as it begins to run up against hard comps from the beginning of the pandemic era in which the segment outperformed. Still, total gaming was up 7% with highlights including Dungeons & Dragons, Yahtzee, Clue, and the new brand, Foosketball.

At the cash registers, POS is up 9% globally. Transformers POS is up 40% driven by fresh digital content, including the War for Cybertron Trilogy on Netflix. Disney Princess POS was up 60%. Total e-commerce sales spiked 70% in Q1.

Press release