Skip to main content
The Globe and Mail
Support Quality Journalism
The Globe and Mail
First Access to Latest
Investment News
Collection of curated
e-books and guides
Inform your decisions via
Globe Investor Tools
Just$1.99
per week
for first 24 weeks

Enjoy unlimited digital access
Enjoy Unlimited Digital Access
Get full access to globeandmail.com
Just $1.99 per week for the first 24 weeks
Just $1.99 per week for the first 24 weeks
var select={root:".js-sub-pencil",control:".js-sub-pencil-control",open:"o-sub-pencil--open",closed:"o-sub-pencil--closed"},dom={},allowExpand=!0;function pencilInit(o){var e=arguments.length>1&&void 0!==arguments[1]&&arguments[1];select.root=o,dom.root=document.querySelector(select.root),dom.root&&(dom.control=document.querySelector(select.control),dom.control.addEventListener("click",onToggleClicked),setPanelState(e),window.addEventListener("scroll",onWindowScroll),dom.root.removeAttribute("hidden"))}function isPanelOpen(){return dom.root.classList.contains(select.open)}function setPanelState(o){dom.root.classList[o?"add":"remove"](select.open),dom.root.classList[o?"remove":"add"](select.closed),dom.control.setAttribute("aria-expanded",o)}function onToggleClicked(){var l=!isPanelOpen();setPanelState(l)}function onWindowScroll(){window.requestAnimationFrame(function() {var l=isPanelOpen(),n=0===(document.body.scrollTop||document.documentElement.scrollTop);n||l||!allowExpand?n&&l&&(allowExpand=!0,setPanelState(!1)):(allowExpand=!1,setPanelState(!0))});}pencilInit(".js-sub-pencil",!1); // via darwin-bg var slideIndex = 0; carousel(); function carousel() { var i; var x = document.getElementsByClassName("subs_valueprop"); for (i = 0; i < x.length; i++) { x[i].style.display = "none"; } slideIndex++; if (slideIndex> x.length) { slideIndex = 1; } x[slideIndex - 1].style.display = "block"; setTimeout(carousel, 2500); }

Star Wars action figures manufactured by Hasbro sit on display at the Toy Retailers Association DreamToys 2015 event in London on Nov. 4, 2015.

Simon Dawson/Bloomberg

Stormtroopers, lightsabers and Elsa dolls powered Hasbro Inc’s holiday-quarter profit as toy demand was spurred by the release of new Star Wars and Frozen movies, sending the company’s shares 7 per cent higher.

Lower costs during the quarter, mainly due to a decrease in ad spending, also helped the company beat profit estimates for the period.

“The Rise of Skywalker,” the final installment in the over four-decade old Star Wars saga, has grossed over $1 billion worldwide since its December release and was a boon for Hasbro, which has the license to make toys based on the franchise’s collection of droids and otherworldly characters.

Story continues below advertisement

Although the movie was panned by several critics, the bump in Hasbro’s revenue from sales of Star Wars action figures and vehicles showed just how important big entertainment properties have become to toymakers.

Revenue from Hasbro’s partner brands unit, which includes sales of toys based on the Star Wars and Frozen movies, rose nearly 50 per cent to $408.5 million in the fourth quarter.

“It was a crapshoot going into the fourth quarter. All bets were off considering Hasbro really missed the mark in the prior quarter,” said James Zahn, senior editor at trade magazine “The Toy Book.”

He added sales were also helped by pre-orders for toys based on “Baby Yoda,” a character from the “The Mandalorian” series on Disney+ that has become a viral sensation on social media.

Chief Executive Officer Brian Goldner said Disney+, the streaming site launched by Walt Disney Co last November, will give Hasbro a lift this year.

“We’re seeing great impact from Disney+. The fact that the library of Disney Princess films are now available together only gives us more opportunity to continue to work with Disney to bring to life those characters in product,” Goldner said.

Sales were also driven by the November release of “Frozen 2,” which re-energized demand for Hasbro’s dolls based on the franchise’s main characters Elsa, Anna and Olaf.

Story continues below advertisement

Costs fell to 40.4 per cent of total revenue from 43.3 per cent a year earlier, helped by an about 30 per cent cut in advertising spending.

Net income rose to $267.3 million in the quarter ended Dec. 29, bumped up by $102.5 million in foreign currency gains.

Excluding items, the company earned $1.24 per share, above analysts’ average estimate of 91 cents, according to IBES data from Refinitiv.

Net revenue rose 2.8 per cent to $1.43 billion, marginally missing estimates of $1.44 billion.

Follow related topics

Report an error
Tickers mentioned in this story
Due to technical reasons, we have temporarily removed commenting from our articles. We hope to have this fixed soon. Thank you for your patience. If you are looking to give feedback on our new site, please send it along to feedback@globeandmail.com. If you want to write a letter to the editor, please forward to letters@globeandmail.com.

Welcome to The Globe and Mail’s comment community. This is a space where subscribers can engage with each other and Globe staff. Non-subscribers can read and sort comments but will not be able to engage with them in any way. Click here to subscribe.

If you would like to write a letter to the editor, please forward it to letters@globeandmail.com. Readers can also interact with The Globe on Facebook and Twitter .

Welcome to The Globe and Mail’s comment community. This is a space where subscribers can engage with each other and Globe staff. Non-subscribers can read and sort comments but will not be able to engage with them in any way. Click here to subscribe.

If you would like to write a letter to the editor, please forward it to letters@globeandmail.com. Readers can also interact with The Globe on Facebook and Twitter .

Welcome to The Globe and Mail’s comment community. This is a space where subscribers can engage with each other and Globe staff.

We aim to create a safe and valuable space for discussion and debate. That means:

  • Treat others as you wish to be treated
  • Criticize ideas, not people
  • Stay on topic
  • Avoid the use of toxic and offensive language
  • Flag bad behaviour

Comments that violate our community guidelines will be removed.

Read our community guidelines here

Discussion loading ...

To view this site properly, enable cookies in your browser. Read our privacy policy to learn more.
How to enable cookies