Bullish Hasbro claims UK leadership

Success of key summer ranges sees firm top market share chart; games and Transformers lead the charge.
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With Transformers riding high and its game range performing strongly, a bullish Hasbro has highlighted its position as the number one UK toy manufacturer, according to NPD figures.

On the back of the movie sequel’s summer success, the Transformers range sold £2.6 million at retail in July giving it a 33 per cent share of the action figures sector.

However, the firm’s current dominant market share is also driven by its games range, which is up 50 per cent in July with a 33.5 per cent share. Within this, Monopoly sales are up 45 per cent, Guess Who? up 257 per cent, Connect 4 up 337 per cent, Operation 193 per cent and Cluedo up 109 per cent.

Littlest Pet Shop is also up 28 per cent in July and Nerf up 100 per cent. Despite the rises, however, with the total market down 13 per cent, Hasbro sales are down 19 per cent so far as a year on year comparison, although July sales are up 28 per cent on the same month in 2008 and up 36 per cent in terms of units.

Hasbro’s UK managing director, Jonathan Evans, (pictured) commented: “2009 was always going to be a challenging year - the first half of 2008 was enormously successful for us making comparisons tough enough; but coupled with the recession and the loss of Woolworths we have had to make sure we have the best possible plans in place.

“This is now coming to fruition and the most pleasing aspect of it is that we are seeing significant growth across our core brands and focus lines such as Nerf, the games range, Playskool and Littlest Pet Shop, as well as from the entertainment provided by Transformers: Revenge of the Fallen and GI Joe: The Rise of Cobra ranges.

“We have plenty more to come in the main season and we are confident that we will comfortably outperform the market and achieve significant share growth in 2009.”


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