This page contains affiliate links. We may earn commissions when readers interact with or purchase items through these links. For more information, see our affiliate disclosures here.

Hasbro Says Transformers is one of the Brightest Spots for Growth / Sales in their Entire Toy Portfolio

Transformers News: Hasbro Says Transformers is one of the Brightest Spots for Growth / Sales in their Entire Toy Portfolio

Wednesday, February 14th, 2024 1:00PM CST

Categories: Toy News, Company News
Posted by: william-james88   Views: 63,123

Topic Options: View Discussion · Sign in or Join to reply

According to Hasbro's 4th quarter earning call, of all the brands and toys being sold by Hasbro, Transformers has the most enviable growth. Of course, this is due to more toys out during a movie year (with Rise of the Beasts getting its own line) but what's important is the toys sold. We had seen and heard from Hasbro in the past that franchises like Star Wars may not sell well (or be profitable for a toy maker) during a movie year. But it isn't the case for Transformers, which had a 35% growth and shows that it can still be a brand that sells toys.

Below are the quotes from Hasbro regarding the specific brand from their 2023 Q4 Earnings call:

In the back half of 2023, we started to see the first evidence of our new team and products working. Take FURBY, for example. This was a product we took our time testing and iterating based on consumer insights. It paid off as FURBY was one of the top new toy introductions in 2023. We continued the FURBY craze in December with the launch of Furblets, another hit introduction, and we’re excited to continue building this franchise in 2024. 2023 was also a strong year for our TRANSFORMERS franchise. On the back of the hit movie, Transformers Rise of the Beasts from our partners in Paramount, driving point of sale growth of 35%. We have some exciting activations planned as we celebrate the brand’s 40th anniversary in 2024, as well as the star-studded animated movie, Transformers One, coming this summer along with fresh merchandise.


As far as our financial participation goes for revenue and profit, it’s like having the equivalent of $1 billion movie supporting Monopoly, except every year, with the impact growing sequentially as the game works through our minimum guarantees and marketing allowances. Baldur’s Gate III from our partners of Larian continues to win awards around the world and is one of the highest rated video games of all time. We expect a long tail into 2024 and beyond for this mega hit. Last but not least, we have a compelling new lineup of adventures, core rulebooks, and new digital first offerings for D&D as we celebrate this iconic brand’s 50th anniversary. We’ll launch the biggest update to fifth edition since its introduction in 2014, reinventing everything from the artwork of our iconic monsters, to new classes, to new mechanics, to bold new ways to bring to life the world of D &D digitally.

All of this will add up to more and more impressive product as the year goes on, leading into an even brighter 2025. We look forward to sharing more about 2025. All new brands, entertainment collaborations, and a chance to really show what this team is capable of later this year. Wrapping up, 2023 was a challenging year, but not without significant wins. Wins we believe augur the Hasbro to come. A company rededicated to play, innovation, and fun for fans of all ages. Last year, we launched a top toy with FURBY. We won a Game of the Year award with Twister Air. And we wowed tens of millions with Monopoly Go! Transformers Rise of the Beast, Baldur’s Gate III, and Magic Lord of the Rings, all while cleaning up the business, selling eOne, paying down debt, and clearing excess inventory, which makes for a healthier, stronger Hasbro to start 2024.


Adjusting for the exit of brands and markets, revenue would have declined by 15%. And despite the tougher category backdrop, we delivered some bright spots within our toy portfolio, including Transformers, Twister Air, Furby, and GI Joe. On a reported basis, the Entertainment segment revenue declined by 31% as the writers’ and actors’ strikes impacted content deliveries. Family Brands revenue grew 6% from streaming deals of animated content in support of Hasbro’s brands. Total Hasbro Inc. 2023 adjusted operating profit was $477 million, down 48% versus last year, primarily driven by the nonrecurring expenses, as well as lower revenues. 2023 adjusted net earnings of $349 million, or $2.51 per diluted share, was down 44% versus last year. Besides the charges for inventory, earnings were negatively impacted by content impairments and higher royalty expense, partially offset by our cost savings program and a one-time tax benefit.


Transformers News: Hasbro Says Transformers is one of the Brightest Spots for Growth/Sales in their Entire Portfolio

News Search

Got Transformers News? Let us know here!

Most Popular Transformers News

Most Recent Transformers News

Re: Hasbro Says Transformers is one of the Brightest Spots for Growth / Sales in their Entire Toy Portfolio (2176599)
Posted by DeathReviews on February 14th, 2024 @ 4:29pm CST
Not sure how they're tabulating their numbers. I just know that in just one store, there are at least a dozen Toxitron Grimlocks, many Cloudcovers, Laser Cycles, ROTB Smash-n-changers, weird plush Optimus Primes, and other figures which don't seem to be moving at all - which say that sales may not be as brisk as Hasbro is reporting. The artificial popularity of some figures like ROTB Studio Series Prime and Leader Snarl seem to be triggered only by their equally artificial rarity.
Re: Hasbro Says Transformers is one of the Brightest Spots for Growth / Sales in their Entire Toy Portfolio (2176601)
Posted by chuckdawg1999 on February 14th, 2024 @ 5:13pm CST
I think it's important to note in layman's terms that Hasbro is doing well with its games and girl's brands. Also, Transformers, GI Joe, and the like are because they own them outright and don't have to pay licensing fees like they do for Star Wars and Marvel, two brands that have had a rough couple of years.
Re: Hasbro Says Transformers is one of the Brightest Spots for Growth / Sales in their Entire Toy Portfolio (2176604)
Posted by Cheetron on February 14th, 2024 @ 5:35pm CST
There are transformers from 2022 still on my shelves. Nothing has moved in a long time. I remember the same things being out for Xmas 2022. How can they say things sold?
Re: Hasbro Says Transformers is one of the Brightest Spots for Growth / Sales in their Entire Toy Portfolio (2176612)
Posted by Brokebot on February 14th, 2024 @ 9:51pm CST
chuckdawg1999 wrote:I think it's important to note in layman's terms that Hasbro is doing well with its games and girl's brands. Also, Transformers, GI Joe, and the like are because they own them outright and don't have to pay licensing fees like they do for Star Wars and Marvel, two brands that have had a rough couple of years.


There's a YouTube channel that delights in touring the toy shelves at various Ollie's and showing off the piles of Star Wars and Marvel crap that still don't sell.

As for myself, I try to hunt for Transformers and there never seem to be more than 10-15 figures on the shelf anywhere.
Re: Hasbro Says Transformers is one of the Brightest Spots for Growth / Sales in their Entire Toy Portfolio (2176615)
Posted by chuckdawg1999 on February 14th, 2024 @ 10:36pm CST
Brokebot wrote:
chuckdawg1999 wrote:I think it's important to note in layman's terms that Hasbro is doing well with its games and girl's brands. Also, Transformers, GI Joe, and the like are because they own them outright and don't have to pay licensing fees like they do for Star Wars and Marvel, two brands that have had a rough couple of years.


There's a YouTube channel that delights in touring the toy shelves at various Ollie's and showing off the piles of Star Wars and Marvel crap that still don't sell.

As for myself, I try to hunt for Transformers and there never seem to be more than 10-15 figures on the shelf anywhere.


World Class BS?
Re: Hasbro Says Transformers is one of the Brightest Spots for Growth / Sales in their Entire Toy Portfolio (2176618)
Posted by Flashwave on February 15th, 2024 @ 12:03am CST
chuckdawg1999 wrote:I think it's important to note in layman's terms that Hasbro is doing well with its games and girl's brands. Also, Transformers, GI Joe, and the like are because they own them outright and don't have to pay licensing fees like they do for Star Wars and Marvel, two brands that have had a rough couple of years.

Your post raises a question from me, does Hasbro base its sales numbers on end point Retailer sales or just in the amount of product the retailers purchase from them? Or is it some combination of both?

Regarding the Toxitron series, it’s all anecdotal, but my stores are not holding onto them for very long here in west central Indianapolis area. Of the offerings, obviously the 2/case figures and Cloudcover who is a solid case are sticking around longer than Dead End and… sideswipe? Who are 1 PRR but we are nowhere near the shelf warming levels of Override or Grapple. (Very surprised btw that Override didn’t move as well?)
Re: Hasbro Says Transformers is one of the Brightest Spots for Growth / Sales in their Entire Toy Portfolio (2176634)
Posted by william-james88 on February 15th, 2024 @ 1:05pm CST
DeathReviews wrote:Not sure how they're tabulating their numbers. I just know that in just one store, there are at least a dozen Toxitron Grimlocks, many Cloudcovers, Laser Cycles, ROTB Smash-n-changers, weird plush Optimus Primes, and other figures which don't seem to be moving at all - which say that sales may not be as brisk as Hasbro is reporting. The artificial popularity of some figures like ROTB Studio Series Prime and Leader Snarl seem to be triggered only by their equally artificial rarity.


Cheetron wrote:There are transformers from 2022 still on my shelves. Nothing has moved in a long time. I remember the same things being out for Xmas 2022. How can they say things sold?


Here is how they are tabulating it:

Amount of toys bought by retailers + Amount of toys bought by consumers directly (through Hasbro Pulse) - Amount of toys left in their warehouse.

And Transformers beats most brands in that sense for them.
Re: Hasbro Says Transformers is one of the Brightest Spots for Growth / Sales in their Entire Toy Portfolio (2176636)
Posted by #1 Signal Lancer fan on February 15th, 2024 @ 1:34pm CST
Its important to note that in-store experiences don't reflect sales as a whole.

Plenty of toys are bought online these days, and sales on Pulse or Amazon count towards this.

Also, while shelfwarmers may not be selling, that doesn't mean other, more popular figures aren't going on the shelf and being bought just as quickly.

Lastly, growth is relative to where it was before. While not many may be selling, if more are selling than the last few years, that's growth.
Re: Hasbro Says Transformers is one of the Brightest Spots for Growth / Sales in their Entire Toy Portfolio (2176797)
Posted by TulioDude on February 20th, 2024 @ 11:57am CST
Transformers are performing well after making more modern Armada toys. As it should be.

Day 1512 of waiting for Transformers Armada Masterpiece news.
Re: Hasbro Says Transformers is one of the Brightest Spots for Growth / Sales in their Entire Toy Portfolio (2176805)
Posted by chuckdawg1999 on February 20th, 2024 @ 2:32pm CST
TulioDude wrote:Transformers are performing well after making more modern Armada toys. As it should be.

Day 1512 of waiting for Transformers Armada Masterpiece news.


Coincidence? I THINK NOT!!!!!

Transformers and More @ The Seibertron Store

Visit our store on eBay
These are affiliate links. We may earn commissions when you purchase items or services through these links.
Visit shop.seibertron.com to buy "WFC-K33 SLAMMER Transformers War for Cybertron Kingdom Deluxe Hasbro 2022 New"
NEW!
WFC-K33 SLAMMER Tr ...
Visit shop.seibertron.com to buy "CORONATION STARSCREAM Transformers Studio Series 86-12 Leader 2022 King 220907A"
CORONATION STARSCR ...
Visit shop.seibertron.com to buy "WRECK-GAR Transformers Studio Series 86-09 Animated Movie Voyager 2021 New"
WRECK-GAR Transfor ...
Visit shop.seibertron.com to buy "WFC-E15 RACE TRACK PATROL Transformers Earthrise Micromasters Hasbro 2020 New"
NEW!
WFC-E15 RACE TRACK ...
Visit shop.seibertron.com to buy "WFC-E1 SOUNDBARRIER Transformers War Cybertron Earthrise Battle Master 2020 New"
WFC-E1 SOUNDBARRIE ...
Visit shop.seibertron.com to buy "WFC-K32 PIPES Transformers War for Cybertron Kingdom Deluxe Hasbro 2022 New"
WFC-K32 PIPES Tran ...
Visit shop.seibertron.com to buy "TRANSFORMERS #9 Cover B IDW Comic 2019 BOLD NEW ERA SIEGE 9B (CA) Tramontano"
TRANSFORMERS #9 Co ...
Visit shop.seibertron.com to buy "WHEELIE Transformers Studio Series 86 Core Class Hasbro 2022 New"
WHEELIE Transforme ...
Visit shop.seibertron.com to buy "WFC-K38 RED ALERT Transformers War Cybertron Kingdom Deluxe Walgreens 2021 New"
WFC-K38 RED ALERT ...
Visit shop.seibertron.com to buy "TRANSFORMERS #9 Cover A IDW Comic 2019 BOLD NEW ERA SIEGE 9A (CA) Miyao"
TRANSFORMERS #9 Co ...
Visit shop.seibertron.com to buy "TRANSFORMERS #5 Cover B IDW Comic Book 2019 BOLD NEW ERA SIEGE 5B (CA) Whitman"
TRANSFORMERS #5 Co ...
Visit shop.seibertron.com to buy "WFC-K10 MEGATRON Transformers War Cybertron Kingdom Leader Beast Wars 2021 New"
WFC-K10 MEGATRON T ...
Visit shop.seibertron.com to buy "SCRAPHEAP Transformers Studio Series 86-24 Animated Movie Voyager 2024 New"
SCRAPHEAP Transfor ...
Visit shop.seibertron.com to buy "WFC-S13 ULTRA MAGNUS Transformers War for Cybertron Siege Leader 2019 220825A"
WFC-S13 ULTRA MAGN ...
* Price and quantities subject to change. Shipping costs, taxes and other fees not included in cost shown. Refer to listing for current price and availability.
Find the items above and thousands more at the Seibertron Store on eBay
Transformers Podcast: Twincast / Podcast #347 - Swooped In
Twincast / Podcast #347:
"Swooped In"
MP3 · iTunes · RSS · View · Discuss · Ask
Posted: Saturday, April 6th, 2024

Featured Products on Amazon.com

These are affiliate links. We may earn commissions when you purchase items or services through these links.
Buy "Transformers: Generations Power of The Primes Legends Class Roadtrap" on AMAZON
Buy "Transformers: Generations Power of The Primes Legends Class Autobot Tailgate" on AMAZON
Buy "Transformers: Generations Power of The Primes Legends Class Battleslash" on AMAZON
Buy "Transformers Generations Titans Return Deluxe Misfire and Aimless" on AMAZON
Buy "Transformers: Generations Power of The Primes Megatronus Prime Master" on AMAZON
Buy "Transformers Studio Series 13 Voyager Class Movie 2 Megatron" on AMAZON
Buy "Transformers Generations Power of The Primes Voyager Class Elita-1" on AMAZON
Buy "Transformers Studio Series 09 Voyager Class Movie 2 Thundercracker" on AMAZON
Buy "Hasbro Transformers: The Last Knight Premier Edition Deluxe Cogman" on AMAZON
Buy "Transformers MV5 Titan Changer Megatron Action Figure" on AMAZON
Buy "Transformers: Robots in Disguise Combiner Force Legion Autobot Twinferno" on AMAZON
Buy "Transformers: Generations Power of The Primes Alpha Trion Prime Master" on AMAZON