Our sister site TFW2005 covered the Q2 2013 earnings call for Hasbro. While boys toys overall did not sell well, there is actually some good news:
Hasbro CEO was happy to announce the extended partnership with Disney. Hasbro has extended their rights to manufacture toys based on Marvel and Star Wars characters and stories till 2020. Their new partnership with Disney (which now owns both Marvel and Star Wars Franchises) now includes Guardians Of The Galaxy. Hasbro said it will pay up to $225 million in guaranteed payments to Disney in anticipation of the next three Star Wars sequel motion pictures and other potential Star Wars-related entertainment that weren’t contemplated under the previous agreement. Hasbro will pay $75 million at the signing and the rest will become due with the planned releases of the new Star Wars sequel films. Star Wars: Episode VII is currently planned for summer 2015.
With movies bringing more and more momentum for Hasbro, this may explain why Hasbro is tying it’s toylines more to movies, such as rebranding(next year) the Marvel Universe line as The Avengers and having upcoming Marvel Legends tied into upcoming Marvel movie releases.