The Wall Street Journal (paywall) is reporting via undisclosed sources that Hasbro has been in talks to take over / merge with Mattel. This has been rumored before but apparently has fired back up recently. No specifics, costs, or process have been revealed at this time. Shares for Mattel are up on the news. Hasbro is currently worth near 11 billion, while Mattel is worth 5 billion. The merger would put Barbie, Transformers, Nerf and Hot Wheels under one roof, not to mention licenses for both DC and Marvel, creating a truly dominant market player. Let us know what you think about the possibility of this juggernaut!