Boys brands drive Hasbro sales

Transformers and Beyblade help the category grow 35 per cent.
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Hasbro's revenues went up seven per cent to $4.29 billion in 2011.

The toy maker reported sales of $1.82 million in the boys category, with Transformers and Beyblade driving growth to 35 per cent.

The addition of the Sesame Street licence helped Hasbro's pre-school sales grow four per cent.

Hasbro CEO Brian Goldner said: "Globally, the Hasbro team is focused on the key tenants of our branded-play strategy, which is centered on relentless innovation of our core brands, the invention of new brands, and the expansion of play experiences into new immersive brand expression."

Read the full story on ToyNews.

Find out about Hasbro's plans for Transformers in 2012 by clicking here.

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