Hasbro Is Banking on Movie Blockbusters to Sell Toys to Boys

Hasbro's My Little Pony Princess Twilight Sparkle pony at the American International Toy Fair on Feb. 12, 2013 in New York Photograph by Mark Lennihan/AP Photo

Parents may call Hasbro lots of things: all-star purveyor of My Little Pony, maker of living room clutter, corporate parent of Mr. Potato Head. For investors, however, Hasbro is less a pure toymaker than a merchandising extension of Hollywood blockbusters, be it Transformers or Star Wars. And as go the movies, so go Hasbro’s fortunes. Which is why 2013—not a major year for kids’ movie-toy franchises—was less than stellar, following broader trends in the industry that have hurt the story for toymakers.

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