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At a Glance

Uppers

Top corporation in “play” industry

One of Fortune magazine's 100 Best Companies to Work For

Downers

Recent layoffs

Outdated facilities and infrastructure

The Bottom Line

While Hasbro has garnered an exhaustive list of awards and recognition, the company is in need of comprehensive updating.

About Hasbro, Inc.

It's all fun and games at Hasbro, the #2 toy maker in the US (after Mattel) and the producer of such childhood favorites as G.I. Joe, Play-Doh, Tonka toys, Transformers, Mr. Potato Head, Nerf balls, and My Little Pony. Hasbro has a significant relationship with Disney, producing merchandise for the entertainment giant's megabrands including Star Wars, Marvel (including Spider-Man, Thor, and Captain America), and Frozen and other Dreamworks features. Besides toys, Hasbro makes board games such as Scrabble, Monopoly, and Trivial Pursuit, as well as trading cards including Magic: The Gathering (through its Wizards of the Coast unit) and Dungeons & Dragons.

Operations

Hasbro divides its products into four brand categories: Franchise Brands, Partner Brands, Hasbro Gaming, and Emerging Brands.

Franchise Brands are the company's core growth drivers, and consist of seven brands that offer sustained revenue for the long term: Baby Alive, Magic: the Gathering, Monopoly, My Little Pony, Nerf, Play-Doh, and Transformers. Franchise Brands account for close to 55% of Hasbro's revenue.

Partner Brands encompasses Hasbro's licensed brands (principally from Disney) for which it makes toys and games. These include Marvel, Star Wars, Disney's Descendants, Dreamworks' Trolls, Sony's Ghostbusters, and Sesame Street. Thid segment accounts for more than 20% of revenue.

Hasbro's Gaming portfolio counts such well-known board games as Pie Face, Connect 4, Elefun & Friends, Jenga, The Game of Life, Operation, Scrabble, Trivial Pursuit, and Twister. The category also includes trading cards and digital games. Hasbro Gaming generates more than 15% of revenue.

Emerging Brands consists of those brands Hasbro believes have the potential to become Franchise Brands but need further development and investment. These include Littlest Pet Shop, Easy-Bake, FurReal Friends, Furby, Playskool, and Power Rangers. It makes up for the remaining revenue (less than 10%).

Geographic Reach

More than 50% of Rhode Island-based Hasbro's total sales are generated in the US and Canada. Europe is its largest international market, accounting for more than 55% of international sales, while Latin America and Asia Pacific made up the rest. The toy maker operates in 45-plus countries across the Americas, Europe, Middle East & Africa, and Asia, though almost all of its products are sourced from third-party facilities the Far East (mostly in China).

Sales and Marketing

Hasbro's products are sold through wholesalers, distributors, chain stores, discount stores, drug stores, mail order houses, catalog stores, and department stores, among other traditional retailers, large and small, as well as internet-based "e-retailers." The company's largest customers are Walmart (which accounts for around 20% of sales) and Target (nearly 10%). 

Hasbro markets products via television and digital devices (including Netflix and iTunes). It also showcases certain new products at the American International Toy Fair, held each February in New York City. Increasingly, the company is producing content for social media channels such as Facebook, Instagram, and YouTube.

Financial Performance

After several years of increasing sales, Hasbro's revenue took a dive in 2018. Net income has fluctuated; profits surged in 2015 and 2016 but have fallen almost 50% since 2014.

Sales in 2018 dipped 12% to $4.6 billion compared with $5.2 billion in 2017. The company cites unfavorable foreign currency translation as a contributing factor.

Net income also was driven downward by 44% in 2018 to $220 million, the second year of decline after posting profits of $397 million in 2017 and $551 million in 2016. Profits were affected by an impairment charge related to its acquisition of Backflip Studios, severance costs related to restructuring activities, and continued bad debt charges from the Toys"R"Us bankruptcy in the US and Canada.

Cash at the end of fiscal 2018 was $1.2 billion, a decrease of $398.9 million from the prior year. Cash from operations contributed $646.0 million to the coffers, while investing activities used $286.5 million, mainly for items such as machinery, equipment, and software, as well as the acquisition of the Power Rangers brand from Saban. Financing activities used another $737.1 million for dividends to stockholders and the company's stock repurchase program.

Strategy

Hasbro was hurt by the bankruptcy of Toys"R"Us in 2017 (Toys"R"Us then represented 9% of global revenue) but has since repositioned itself to once again become profitable. The company has redesigned its market strategy moving toward becoming a digitally-driven play and entertainment company focused on growing its online e-commerce channels. In 2018, the company became the #1 toy and game company on Amazon in the US and Canada and is now targeting growth in Europe, where Amazon is its #1 customer.

The company is using its brands to expand its digital and entertainment offerings. With the purchase of Power Rangers, it has added a new entertainment brand to its portfolio and aims to capitalize on the Power Rangers television series going forward. The company has invested in its Magic: The Gathering brand by introducing an online version of the game through Magic: The Gathering Arena. Hasbro is generating new interest in its Transformers brand with the 2018 debut of Bumblebee, a feature film centered on the Transformers characters. It hopes to leverage the popularity of Transformers to launch future entertainment, gaming, publishing, and merchandise vehicles for the franchise.

In 2018, Hasbro used Social Media channels such as Facebook, Instagram, and YouTube to drive brand impressions and established a Content to Commerce studio to create posts on these platforms. It also launched Hasbro Pulse, a new fan-focused site where customers can share product insights and reviews. The site is available in the US with plans for launching in other regions beginning in 2020.

Hasbro is also implementing cost-cutting activities to increase profits such as streamlining staff with a restructuring program. Tariffs are also influencing decisions. The company has announced that it is reducing sourcing from China from 69% to less than 50% by 2020 and exploring new manufacturing operations in India and Vietnam. 

Mergers and Acquisitions

In 2019, Hasbro acquired the worldwide toy licensing rights to Sony's Ghostbusters. It also agreed to buy Canadian studio Entertainment One, a film and TV production company which makes "Peppa Pig" and "The Walking Dead, for $4 billion.

In 2018, Hasbro acquired Saban Properties' Power Rangers and other entertainment assets including My Pet Monster, Popples, Julius Jr., Luna Petunia, and Treehouse Detectives. The total cash and stock deal was valued at $522 million. Launched in 1993, Mighty Morphin Power Rangers is one of the longest-running kids' live-action series in television history. Hasbro plans to begin distributing Power Rangers brand toys through its all its retail channels globally starting in the spring of 2019.

Company Background

Hasbro traces its roots back to 1923 when Henry and Helal Hassenfeld formed Hassenfeld Brothers in Pawtucket, Rhode Island. Starting out manufacturing pencils and fabric-covered pencil boxes, the company branched into the toy industry during the 1940s by introducing toy nurse and doctor kits. The company's toy division was the first to use TV to promote a toy product—Mr. Potato Head in 1952.

Expansion continued in the mid-1960s with the introduction of the G.I. Joe doll, which quickly became its primary toy line. Hassenfeld Brothers went public in 1968 and changed its name to Hasbro Industries. It bought Romper Room (TV productions) the next year.

In 1980, the toy and pencil divisions split into two companies. The toy division continued to operate under the Hasbro name; the pencil division (Empire Pencil Corporation in Shelbyville, Tennessee became a separate corporation.

Hasbro, Inc.

1027 NEWPORT AVE
Pawtucket, RI 02861-2500
Phone: 1 (401) 431-8697

Stats

Employer Type: Publicly Owned
Stock Symbol: HAS
Stock Exchange: , NASDAQ
EVP and Chief Global Operations and Business Development Officer: Duncan J. Billing
President: Johnathan A. Frascotti
Chairman and CEO: Brian D. Goldner
Employees (This Location): 2,800
Employees (All Locations): 5,800

Major Office Locations

Pawtucket, RI

Other Locations

Burbank, CA
Chino, CA
Exton, PA
Pawtucket, RI
Providence, RI
Allen, TX
Grand Prairie, TX
Newport, Wales
Longueuil, Canada
Oslo, Norway
Khimki, Russia
Malmö, Sweden
Helsinki, Finland