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ANALYSIS: The battle for second - ToyNews

ANALYSIS: The battle for second

Lego and Hasbro are challenging each other's established core markets as they battle for market share.
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Hasbro's move into construction with its Kre-O line and Lego's move into games, mean the two toy giants are going to head to head in categories that each of them dominate.

To read Lutz Muller's excellent analysis of this battle for shelf space click here.

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The battle for second place

For years, the second and the third largest toy company were content to share top-range licenses such as Star Wars, to cater to the same young boy demographic, and to otherwise keep out of each other?s way ? with one short-lived exception.

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The Copyrights Group is one of the licensing arms within The Vivendi Group. Acquired by Vivendi in 2016 Copyrights manages the licensing for a portfolio of properties to include Paddington Bear. Some of the other companies within the Vivendi Group include Universal Music Group, and their licensing arm Bravado, Gameloft and Studiocanal to name a few.