The demand for toys & # 39; BumbleBee & # 39; Transformers helps Hasbro to exceed revenue estimates



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Hasbro announced a surprising quarterly profit on Tuesday, as the film success of "Bumblebee", Transformers' spin-off, led to the sale of its stock toys, allowing the company's shares to sell. to achieve their best day for more than two decades.

Bumblebee is the first film resulting from an expanded partnership between Hasbro and Paramount Pictures, which generated $ 470 million worldwide after its release late last year.

"The families who watched Bumblebee during the Christmas holidays announced that toys were in vogue from the beginning of 2019 (…) and with Blu-Ray, sales have risen again," said James Zahn , editor of The Toy Book magazine.

Strong sales of Transformers and other long-standing brands, including Play-Doh and Monopoly, have also helped Hasbro achieve a surprise surge in its quarterly revenue – the company's first since the bankruptcy of his key client Toys "R" Us in 2017.

"[Bumblebee] Transformers is successfully launching a new generation of children and is once again engaging our loyal fans around the world, "said Managing Director Brian Goldner.

The shares of Hasbro rose 15.5% to $ 101.79 in early trading, while their rival Mattel Inc. rose about 4%.

The company has also promised more profitable growth for the rest of the year, with the screening of Disney's big films, including "Avengers: End Game", which will open later this week.

The Avengers toys have increased sales over the Easter weekend and, with the release of the new movies "Star Wars", "Frozen" and "Spider-Man", revenue growth should accelerate, has announced the company.

Hasbro puts the emphasis on reaching agreements with popular entertainment franchises, while children prefer more and more video games and toys based on social media trends rather than on GI Joe Figurines and Barbie dolls.

The company also spent more money on virtual games, turning its old "Magic: The Gathering" trading card game into a new online sports program generating revenue.

The new versions of the popular Monopoly board game, based on the "Fortnite" video game and HBO's hit show "Game of Thrones," also helped revive interest in the family game night. .

"Hasbro goes through different fandoms and attracts an audience that would not traditionally buy a Monopoly game," Zahn said.

The company posted a profit of 21 cents per share, exceeding market expectations of a loss of 11 cents per share.

The results were a significant recovery from a loss of $ 112.5 million recorded a year earlier, when the company incurred $ 61 million in costs related to the bankruptcy of Toys "R" Us.

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