For some inexplicable reason, Hasbro wants to make even more toys, which will likely end up at Ollies Bargain Outlet. Today, they announced a “multi-year” extension on their contract with the Walt Disney Company to make Marvel and Star Wars toys.
What does this agreement cover?
This extended agreement will allow Hasbro to continue making games and toys featuring the characters from Marvel and Star Wars, including The Black Series and The Vintage Collection figures, Lightsabers, Marvel Legends, Disney Jr. Marvel’s Spidey and His Amazing Friends, and the upcoming Iron Man and his Awesome Friends.
Hasbro will also continue to make a lot of kids’ and preschool toys for the market.
When they don’t sell, they plug the shelves of secondary market stores. Our Walmart couldn’t give Reva figures away, and the pegs are always full, and not because they’ve been restocked due to demand.
Hasbro likely needs the Disney brand recognition.
Hasbro has not been doing well as of late. Their stock keeps falling, and they keep finding themselves in situations with Magic: The Gathering or Dungeons & Dragons fans.
The company needs this announcement to bolster their stock price (which went up over $9 today over their earnings call and announcements like this one.)
Between the announcement of Disney’s extension and some growth in the digital market, the company’s stock increased.
Jobs will likely be cut.
However, with the good news came some news that Hasbro CEO Chris Cocks will likely cut jobs to keep the company going.
“Prolonged tariff conditions create structural costs and heighten market unpredictability,” he said, adding, “ultimately tariffs translate into higher consumer prices.”
Cocks also warned of “potential job losses as we adjust to absorb increased costs and reduced profit for our shareholders.”
I personally do not see how they can raise prices more on some of their toys. They have already lowered the quality of their products. Transformers are a prime example.
The only way the costs come down is by making the toys cheaply, and it shows.
But I digress.
Here are the obligatory quotes from Hasbro and Disney regarding the extension,
Tim Kilpin, Hasbro’s President of Toys, Board Games, Licensing, and Entertainment, said,
“It’s an honor to be able to deepen our relationship with Disney Consumer Products to create even more magical play experiences for consumers across the globe. Star Wars and Marvel provide an extensive array of captivating content that gives us an unlimited trove of fresh ideas to create from. Our collaboration spans more than half a century, and we look forward to strengthening our relationship by bringing consumers everywhere brand-new play experiences tied to the exciting universes and characters of Star Wars and Marvel.”
Paul Gitter, Executive VP of Global Brand Commercialization at Disney Consumer Products, offered this statement,
“We look forward to continuing to collaborate with Hasbro to evolve our expansive portfolio of Star Wars and Marvel toys that bring these iconic adventures into daily life. From must-have collectibles to Lightsaber toys, we aim to push the boundaries of creativity to deliver innovative products and engaging play experiences that bring our fans closer to their favorite stories and characters.”
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