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Q2 girls sales surge 35 per cent at Hasbro as Frozen, Disney Princess and Star Wars excel

Hit licences Frozen and Disney Princess have helped global toymaker Hasbro see a 35 per cent surge in sales of its girls’ category toys this year.

In what it has posted as better than expected second quarter sales, the firm has revealed that its overall quarterly results benefited from a trio of Disney-owned properties that includes Star Wars in the boys’ portfolio.

Hasbro’s second quarter earnings rose to $52.1 million from $41.9 million in the same period one year ago, while partner brand revenue grew 15 per cent, driven primarily by the three big licences.

First quarter sales of Star Wars toys after the December release of Star Wars: The Force Awakens led Hasbro CEO Brian Goldner to indicate that ‘2016 revenue could be in line with last year.’

In a financial report on Monday, July 18th, he said: “Our initiatives for the second half of the year feature innovative offerings for Hasbro franchise brands and partner brands, including newly announced products such as Furby Connect and Speak Out, as well as support for upcoming major feature films, Lucasfilm’s Rogue One: A Star Wars Story and DreamWorks’ Trolls.”

Hasbro’s girls category revenue meanwhile surged 35 per cent to $172.3 million, while the boys category rose four per cent with strong sales for Nerf and Star Wars as well as the recent addition of Yo-Kai Watch.

“Hasbro’s line of Disney Princess and Disney’s Frozen fashion and small dolls along with revenue growth in Baby Alive led the increase in the quarter,” said Hasbro.

Elsewhere, the firm’s entertainment and licensing segment net revenue rose nine per cent to $51.9 million driven by growth in consumer products and digital gaming. The segment’s operating profit jumped 86 per cent to $13.8 million.

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