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Hasbro's Little Cash Cows

Sales of the company's toys for girls have soared from $60 million to $600 million in five years

Hasbro (HAS) has long been known for its toys for boys: Transformers, Star Wars light sabers, and the original action figure, G.I. Joe. Now it has found something for girls that is so popular it gets as much space in Toys 'R' Us as Barbie dolls: the Littlest Pet Shop, a collection of inch-tall kittens, puppies, hamsters, and turtles that inhabit a pet store.

Littlest Pet Shop's success has helped send sales of girls' toys soaring at Hasbro—from $60 million to more than $600 million in five years. What's really interesting is that it's an old brand executives have just dusted off. The Littlest Pet Shop was first introduced in 1992 to modest acclaim. After four years enthusiasm dwindled, and the line was retired.