Hasbro remains the world's #2 toymaker behind Mattel, but faces the threat of losing that position during 2013 to fast-expanding Lego. Hasbro lacks the iconic brand power of Mattel's Barbie or its Danish rival's Lego bricks, although the huge success of three movies based around Hasbro's Transformers toy range have substantially boosted global sales of that particular brand. In general, Hasbro is stronger than Mattel in the boy's sector, and its other brands include GI Joe and his international counterpart Action Man. It also has a much larger portfolio of traditional board games, including perennial classics Monopoly and Trivial Pursuit. Other recent successes have been licensed products based on Marvel and Star Wars characters and My Little Pony and Littlest Pet Shop animal figures. Encouraged by the success of Transformers, and its own past forays into entertainment content development, the group launched its own cable TV channel in the US in 2010, The Hub, a joint venture with Discovery.
Which agencies handle advertising for Hasbro? Find out more from Adbrands Account Assignments
Who are the competitors of Hasbro? See also Toys & Games Sector index for other companies
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