Toy stocks: BofA sees multiple drivers for upside

Investing.com -- Bank of America analysts see multiple growth drivers for Hasbro (NASDAQ: HAS) and Mattel (NASDAQ: MAT) following the New York Toy Fair, where they attended meetings and product walk-throughs with both companies.

“We maintain Buy on both HAS and MAT,” BofA stated in a note Wednesday.

For Hasbro, BofA noted a “very good” reception to its toy lineup. The bank “expects particular momentum from its new Play-Doh Barbie collection.”

The firm also anticipates marketing activations for Monopoly’s 90th anniversary and Peppa Pig to drive momentum.

Hasbro emphasized its “Playing to Win” strategy, prioritizing “growth brands” like Magic: The Gathering and Play-Doh, while “reinvent brands” like Nerf shift “more towards sports from traditional blasters.”

BofA highlighted potential upside in Hasbro’s Wizards of the Coast division: “We believe Magic: The Gathering presents potential upside in WOTC for HAS as the Final Fantasy set could be the best selling of all-time.”

The analysts noted that hobby shops that had not previously carried Magic were attempting to stock the Final Fantasy set, and distributors were making significant purchases.

For Mattel, BofA pointed to a strong theatrical slate and product innovation across its brands. “MAT highlighted the new ‘You Create’ lineup set to be released on February 28th for $100, which features swappable doll bodies, heads, and wigs.”

The firm also cited Mattel’s success in licensing, noting its “recently announced multi-year licensing agreement with DC Characters and Stories (2H26 release).”

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