Hasbro 2013 Annual Report Download - page 6

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Behind a successful global entertainment, licensing
and retail strategy which re-launched MY LITTLE PONY
in 2010, MY LITTLE PONY has grown to represent
approximately $650 million at retail across the brand
blueprint. In 2013, we grew both the core MY LITTLE
PONY products as well as successfully launched MY
LITTLE PONY EQUESTRIA GIRLS. According to NPD, for
the week of Christmas, December 22 to 28, 2013, Hasbro’s
MY LITTLE PONY EQUESTRIA GIRLS was the #1 selling
Fashion Themed Doll in the United States, taking the top
spot from veteran players in this toy category.2
The combination of strong consumer insights, global
digital content and engaging storytelling, innovative
products and comprehensive retail execution, enabled
MY LITTLE PONY to post three years of revenue growth,
expand its geographic and demographic reach and be
well positioned entering 2014.
We also expanded another Franchise Brand, NERF,
into the Girls space in 2013 with the launch of NERF
REBELLE. The introduction of NERF REBELLE oered
an entirely new play pattern for girls around the world.
According to NPD, across five markets, NERF REBELLE
was the #1 new brand in the Sports Activities & Game
category for 2013.3 Importantly, our core NERF business
grew overall and in both the U.S. and Canada segment as
well as internationally excluding NERF REBELLE.
Additionally, in its second year since re-launch,
FURBY continued to contribute to the Girls category
year-over-year gains. FURBY launched in non-English
speaking markets in 2013, and had a very strong
performance internationally with more than 70% of
revenues emanating from outside the U.S. and Canada
segment. In its second year, FURBY was the #1 toy in the
top five European markets according to NPD.4
Leveraging the success of our global television
content, LITTLEST PET SHOP, is poised for re-launch in
2014 with new product and an integrated entertainment,
social media and digital campaign adding to the robust
global Girls portfolio of Hasbro brands.
Additionally, our Preschool category grew revenues
in 2013 with growth in our Franchise Brands PLAY-DOH
and TRANSFORMERS RESCUE BOTS as well as growth
in SESAME STREET, highlighted by BIG HUGS ELMO.
It’s worth noting that 2013 was the largest revenue year
for PLAY-DOH in the brand’s 60 year history and we are
excited about the new innovation in the brand for 2014.
Gaming Turnaround Continues
In 2013, our Games category grew 10%, marking two
consecutive years of increases. In 2011, we made the
decision to dramatically change our approach to gaming,
and to invest more heavily in fewer initiatives. We are now
ANNUAL 2013 REPORT
NERF REBELLE was
the #1 new brand in
the Sports Activities
& Game category
for 2013