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00:00Now we're very pleased with our business now. We think the potential in this market is absolutely huge. And again it all goes back to activating that brand blueprint. So when you think about both the growth of this market as well as the growth of the vehicles that we think Hasbro is so strong at. So our ability to deliver great content. And we know with the growth of you know things like the digital space in China that gives us even more opportunity to drive our content. We think about the growth of the big gaming space both physical but especially digital. We have some great partnerships underway that really help us drive those experiences digitally so we think the market potential here is huge. And we think that we're well positioned to do that based on the strength of our of our brands and our ability to activate our brand blueprint. Yeah we've been very excited by our relationship with Lucasfilm and now Lucas Disney on the Star Wars brand as you know it's a long history that we have together and we launch fourth Friday September 4th this year items for the new movie The Force Awakens Episode 7 and we've been thrilled with response. Consumers have had and we're excited to see this franchise really relaunch in a great way when the movie comes out December 18th .

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Hasbro Sees 'Absolutely Huge' Potential in China Market

Billy Lagor, senior vice president and general manager for the Asia-Pacific at Hasbro Inc., talks about China's market, and the toy license for the next "Star Wars" film. He speaks on Bloomberg Television's "Trending Business." (Source: Bloomberg)