
Under mounting toy pressures, Hasbro has a secret sauce that Mattel hasn't matched
CNBC
Hasbro's secret weapon has been its Wizards of the Coast division, which includes Dungeons & Dragons, Magic: The Gathering and the company's digital games.
The gap is widening between rival toy makers Hasbro and Mattel — thanks in part to a 30-year-old trading card game.
The toy giants have flip-flopped dominance in the space for decades, jockeying for the most coveted master licenses to put new fan favorites — Disney princesses and "Star Wars" characters among them — on store shelves. But as the industry recovers from a period of declining sales, Hasbro is the one winning over Wall Street.
For the fiscal year 2025, Hasbro reported revenue gains of 14%, reaching $4.7 billion, while Mattel saw its net sales drop 1% to $5.3 billion.
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