Hasbro brought in $500 million from ‘Star Wars’

Sales of lightsabers and action figures associated with Disney’s “Star Wars: The Force Awakens” were so brisk that the toy maker reported record revenue in 2015 and beat analyst estimates for the fourth quarter, ended December 27.

Analysts on average had expected a profit of $1.30 per share and revenue of $1.37bn, according to Thomson Reuters I/B/E/S. In 2014, Hasbro won the rights to the popular dolls away from toy-making rival Mattel Inc.

However, the sales decline in the category slowed from the prior two quarters due to “modest initial shipments” for Disney Princess dolls, which Hasbro makes under a contract with Walt Disney Co.

Girls category revenues declined 22 per cent in 2015 to $798.2 million with Furby representing the largest revenue decline.

Hasbro’s deep lineup of toys related to the blockbuster film led to a 35% sales increase in its boys segment, helping overall revenue rise 13% to $1.47 billion.

Shares of Hasbro rose $1.19, or 1.6 percent, to $75.29 in late afternoon trading on Monday.

Increased Nerf revenues along with strong showings for Star Wars, Jurassic World and Marvel helped to offset a decline in Transformers. The company also raised its quarterly dividend 11 percent to 51 cents from 46 cents.

Regardless of how things shake out at the tip-top of the box office standings, Disney chairman Alan Horn released the following statement to commemorate Star Wars: The Force Awakens blasting into the coveted $2 billion club. And the company forecasts “Star Wars” sales this year to be around that level again.

Hasbro soundly monopolizes the long-term game, however, with its 10-year total return of 376%, far outpacing the 190% and 84% gains of Mattel and the broad market, respectively.

Hasbro still had a tough time winning over girls.