Disney Princess and Star Wars help Hasbro to Q1 sales surge

The global toymaker has growth its overall revenue to $812 million this year.
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Disney favourites Star Wars and Disney Princess have helped global toy maker Hasbro to a 16 per cent jump in its first quarter sales.

The firm’s latest results have surpassed analysts forecasts for Q1 sales as Hasbro saw sales of ‘boys’ toys surge by 24 per cent and ‘girls’ by an impressive 41 per cent, taking its overall revenue to $831.2 million.

Hasbro has credited its better than expected first quarter growth to the late release of Disney’s Star Wars: The Force Awakens in 2015, driving sales across its boys portfolio and winning the Disney Princess fashion doll business from Mattel to grow the girls’ offering.

“Retail and consumer demand for Star Wars remained very high,” CEO Brian Goldner told analysts during a conference call. He added that the initial consumer response to Hasbro’s Disney Princess line was “very positive”.

The Princess line is now expected to benefit further with added diversity this year thanks to the addition of Elena of Avalor and Moana, while the Hasbro-Disney tie-up will continue with future plans around the Marvel Universe.

According to Fortune, Goldner said that Hasbro can also aim to build excitement about the Star Wars property with the release of the film on home video and the continuation of the sci-fi saga’s franchise with the release of Rogue One later this year.

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