Major U.S. toymakers like
) are set to entertain at the upcoming Licensing Expo 2014. This
year's expo is being held from Jun 17 to 19 at the Mandalay Bay
Convention Center in Las Vegas, NV.
Hasbro will focus on innovative products and entertainment based on
its key brands, across multiple entertainment mediums including
Film, TV, Digital Shorts, Publishing and Digital Gaming. Toys,
apparel, housewares and sporting goods inspired by its popular
brands will also be on display.
The spotlight will mostly be on the much awaited Jun 27 release of
the feature film Transformers: Age of Extinction from Paramount
Pictures. In fact, Hasbro's Transformers brand and Paramount have
teamed up with multiple global promotional companies to promote the
film through an array of retail, consumer as well as digital
Apart from Transformers, My Little Pony franchise, Littlest Pet
shop, Nerf, Play-Doh, Magic: The Gathering and Monopoly will also
be showcased by Hasbro. The toymaker has already teamed up with
major retailers like Target, Wal-Mart, Benetton, Hot Topic, Leader,
Ripley's and St. Jacks for consumer products based on My Little
Pony franchise and Littlest Pet shop franchises.
) will launch toys based on these two franchises through its new
Happy Meal program in global markets this year. Additionally, the
fast food restaurant will bring back The Monopoly brand to over 20
Mattel, on the other hand, is trying to script a turnaround after
declining sales of its Barbie, Hot Wheels and Matchbox brands
affected earnings in the past few quarters. In the Licensing Expo,
Mattel will unveil its multiple apparel partnerships inspired by
the Barbie brand with Forever 21, Uniqlo Co. Ltd., Primark and Lord
Mattel will also announce new partnerships and product offerings
for infants, kids, teens and adults with global programs for its
key franchises including Thomas and Friends, Monster High, Ever
After High, Hot Wheels and Fisher-Price at Las Vegas Expo.
The Licensing Expo, organized by Advanstar Licensing, connects more
than 15,000 licensees, manufacturers and retailers with the
industry's most recognized intellectual property and global
retailers looking for exclusive partnerships.
The toy industry is currently witnessing a general decline in
demand due to macroeconomic uncertainty and children's shift toward
videogames and personal electronic devices. Therefore, these
toymakers will be intent on securing valuable partnership deals
with digital gaming firms and movie franchises.
Hasbro currently has a Zacks Rank #3 (Hold), while Mattel carries a
Zacks Rank #4 (Sell). A better-ranked stock in the same sector is
Electronic Arts Inc.
) sporting a Zacks Rank #1 (Strong Buy).
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