Hasbro
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BrandStack.ai is a brand intelligence platform trusted by leading global brands to drive brand growth across channels and markets. By delivering AI-powered brand insights and strategic market recommendations, BrandStack.ai helps brands strengthen brand performance across Search, Social, Video, Display, CTV / TV, Audio, and more.
Investment Recommendations
Targeted investment recommendations for Hasbro, aimed at boosting brand interest, strengthening market presence, and accelerating brand growth.
| Category | Description | Markets |
|---|---|---|
|
Growth Opportunity
|
Mid-size markets with positive brand interest trends
|
12 DMAs
4 States
|
|
High Growth Priority
|
Large markets showing strong consistent growth
|
20 DMAs
2 States
|
|
Maintain & Optimize
|
Stable markets with consistent performance
|
23 DMAs
|
|
Turnaround Priority
|
Markets requiring immediate attention / improvement
|
151 DMAs
44 States
|
Brand Insights
Brand Insights reveal Hasbro’s brand interest across U.S. regions, highlighting growth opportunities, market trends, and strategic focus areas.
Hasbro shows challenging performance with -15.4% average growth across 51 markets (36.3% avg brand interest), with positive growth in 3 of 51 markets
Top performing markets for Hasbro demonstrate exceptional results in Montana (+23.1% growth, 32.0% brand interest, +6.0% change) and Delaware (+13.2% growth, 43.0% brand interest, +5.0% change)
Hasbro has 1 market with high growth (>15%), 1 market with moderate growth (5-15%), 2 stable markets (0-5%), and 47 declining markets
Notable high-growth markets for Hasbro include Montana (+23.1% growth, 32.0% brand interest)
Competitive Insights
Competitive Insights analyze vast market data to pinpoint high-competition regions in the Toys industry.
For Hasbro, our benchmarks and BrandStack's AI powered algorithms reveal key insights to refine marketing strategies and boost brand interest across channels.
For Hasbro, our benchmarks and BrandStack's AI powered algorithms reveal key insights to refine marketing strategies and boost brand interest across channels.
Mattel demonstrates category leadership at state level with 13.2% average brand interest growth, showing exceptional performance in Arkansas (+15.5%, 67.0% brand interest), Connecticut (+15.7%, 59.0% brand interest), and District of Columbia (+16.3%, 57.0% brand interest)
In high-growth state markets, Mattel maintains an average brand interest of 61.4% with consistent performance across 19 markets
Mattel shows strong momentum with 13.2% average brand interest growth across key state markets: Rhode Island (+42.9% growth, +6.0% brand interest), Massachusetts (+42.4% growth, +14.0% brand interest), and Maine (+32.6% growth, +15.0% brand interest)
Mattel captured additional brand interest in 43 state markets, averaging +8.2% brand interest growth in key growth state
Investment Recommendations
Strategic recommendations for Hasbro in the Toys category, highlighting market opportunities and potential growth areas.
Based on comprehensive analysis of market share, growth trends, and competitive positioning across different markets.
Based on comprehensive analysis of market share, growth trends, and competitive positioning across different markets.
Growth Opportunity
Mid-size markets with positive brand interest trends
12
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| Indianapolis IN | 1,026,188 | 39.0% | -18.8% | +5.4% |
| Norfolk-Portsmouth-Newport News VA | 656,362 | 39.0% | -9.3% | +5.4% |
| Birmingham AL | 651,287 | 39.0% | -7.1% | +14.7% |
| Louisville KY | 612,910 | 44.0% | -2.2% | +18.9% |
| Wilkes Barre-Scranton PA | 501,832 | 36.0% | +9.1% | +2.9% |
| Ft. Smith-Fayetteville-Springdale-Rogers AR | 287,564 | 37.0% | +2.8% | +27.6% |
| Johnstown-Altoona PA | 241,655 | 48.0% | +0.0% | +54.8% |
| Augusta GA | 240,635 | 42.0% | +5.0% | +16.7% |
High Growth Priority
Large markets showing strong consistent growth
20
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| Roanoke-Lynchburg VA | 387,932 | 36.0% | +28.6% | -20.0% |
| Savannah GA | 321,334 | 50.0% | +8.7% | +56.3% |
| Cedar Rapids-Waterloo-Iowa City & Dubuque IA | 306,748 | 54.0% | +22.7% | +38.5% |
| Lincoln & Hastings-Kearney NE | 247,903 | 46.0% | +31.4% | +43.8% |
| Ft. Wayne IN | 242,556 | 44.0% | +46.7% | +10.0% |
| Montgomery (Selma) AL | 211,769 | 42.0% | +27.3% | +0.0% |
| La Crosse-Eau Claire WI | 192,704 | 50.0% | +35.1% | +11.1% |
| Wilmington NC | 186,609 | 33.0% | +450.0% | -28.3% |
Maintain & Optimize
Stable markets with consistent performance
23
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| Dayton OH | 418,047 | 43.0% | +0.0% | +2.4% |
| Wheeling WV-Steubenville OH | 108,851 | 0.0% | +0.0% | +0.0% |
| Billings, MT | 100,428 | 0.0% | +0.0% | +0.0% |
| Dothan AL | 89,769 | 0.0% | +0.0% | +0.0% |
| Quincy IL-Hannibal MO-Keokuk IA | 83,989 | 0.0% | +0.0% | +0.0% |
| Elmira NY | 80,555 | 44.0% | +2.3% | +0.0% |
| Jonesboro AR | 73,449 | 0.0% | +0.0% | +0.0% |
| Grand Junction-Montrose CO | 66,615 | 0.0% | +0.0% | +0.0% |
Turnaround Priority
Markets requiring immediate attention / improvement
151
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| New York NY | 6,567,593 | 35.0% | -22.2% | -14.6% |
| Los Angeles CA | 4,962,377 | 22.0% | -21.4% | -8.3% |
| Chicago IL | 3,081,097 | 32.0% | -18.0% | -11.1% |
| Philadelphia PA | 2,642,616 | 34.0% | -15.0% | -10.5% |
| Dallas-Ft. Worth TX | 2,585,309 | 28.0% | -17.7% | -12.5% |
| Atlanta GA | 2,277,873 | 38.0% | -9.5% | -2.6% |
| Houston TX | 2,266,381 | 33.0% | -21.4% | -13.2% |
| Washington DC (Hagerstown MD) | 2,224,748 | 35.0% | -22.2% | -16.7% |
Brand Insights
Brand Insights for Hasbro in the Toys category provide in-depth analysis of the brand's performance, market positioning, and growth opportunities.
These insights are derived from comprehensive data analysis, covering areas such as market share, growth trends, and competitive dynamics.
These insights are derived from comprehensive data analysis, covering areas such as market share, growth trends, and competitive dynamics.
Hasbro shows challenging performance with -4.2% average growth across 205 markets (25.1% avg brand interest), with positive growth in 25 of 205 markets
Top performing markets for Hasbro demonstrate exceptional results in Yuma AZ-El Centro CA (+900.0% growth, 30.0% brand interest, +27.0% change), Joplin MO-Pittsburg KS (+816.7% growth, 55.0% brand interest, +49.0% change), and Laredo TX (+800.0% growth, 36.0% brand interest, +32.0% change)
Hasbro has 17 markets with high growth (>15%), 5 markets with moderate growth (5-15%), 30 stable markets (0-5%), and 153 declining markets
Notable high-growth markets for Hasbro include Bangor ME (+26.7% growth, 57.0% brand interest), Cedar Rapids-Waterloo-Iowa City & Dubuque IA (+22.7% growth, 54.0% brand interest), and Columbia-Jefferson City MO (+40.0% growth, 42.0% brand interest)
Hasbro demonstrates strong market momentum with combined growth and brand interest gains in key markets: Bangor ME (+26.7% growth, +12.0% gain, 57.0% current brand interest), Cedar Rapids-Waterloo-Iowa City & Dubuque IA (+22.7% growth, +10.0% gain, 54.0% current brand interest), and Columbia-Jefferson City MO (+40.0% growth, +12.0% gain, 42.0% current brand interest)
Hasbro successfully defends strong market positions while maintaining brand interest growth in Bangor ME (maintained 57.0% brand interest, +26.7% growth), Cedar Rapids-Waterloo-Iowa City & Dubuque IA (maintained 54.0% brand interest, +22.7% growth), and Columbia-Jefferson City MO (maintained 42.0% brand interest, +40.0% growth)
In small markets, Hasbro shows modest growth with notable brand interest: Bangor ME (+26.7% growth, 57.0% brand interest) and Cedar Rapids-Waterloo-Iowa City & Dubuque IA (+22.7% growth, 54.0% brand interest)
Hasbro maintains dominant market position with >35% brand interest in key markets: Bangor ME (57.0% brand interest, +26.7% growth), Cedar Rapids-Waterloo-Iowa City & Dubuque IA (54.0% brand interest, +22.7% growth), and Columbia-Jefferson City MO (42.0% brand interest, +40.0% growth)
Hasbro achieves significant brand interest gains in Bangor ME (+12.0% brand interest growth, now at 57.0%), Cedar Rapids-Waterloo-Iowa City & Dubuque IA (+10.0% brand interest growth, now at 54.0%), and Columbia-Jefferson City MO (+12.0% brand interest growth, now at 42.0%)
Hasbro shows accelerating brand interest growth in Bangor ME (+26.7% growth, 57.0% brand interest) and Cedar Rapids-Waterloo-Iowa City & Dubuque IA (+22.7% growth, 54.0% brand interest)
Hasbro maintains stable brand interest performance in mature markets: Charleston SC (-2.5% growth, 39.0% brand interest) and Denver CO (-2.9% growth, 33.0% brand interest)
Hasbro faces growth challenges in historically strong markets: Albany-Schenectady-Troy NY (-21.9% growth, 32.0% brand interest) and Albuquerque-Santa Fe NM (-25.0% growth, 27.0% brand interest)
Hasbro performance in major markets: Atlanta GA (-9.5% growth, 38.0% brand interest, 2.7M TVHH), Baltimore MD (-31.1% growth, 31.0% brand interest, 1.1M TVHH), and Boston MA-Manchester NH (-23.1% growth, 50.0% brand interest, 2.6M TVHH)
Hasbro shows positive brand interest growth in markets representing 4.6% of total TVHH coverage
Hasbro maintains strong brand interest positions (>30% share) in key markets: Albany-Schenectady-Troy NY (32.0% brand interest, -9.0% change), Albuquerque-Santa Fe NM (27.0% brand interest, -9.0% change), and Amarillo TX (23.0% brand interest, -18.0% change)
Hasbro achieves significant brand interest gains in Bangor ME (+12.0% brand interest), Cedar Rapids-Waterloo-Iowa City & Dubuque IA (+10.0% brand interest), and Columbia-Jefferson City MO (+12.0% brand interest)
Competitive Insights
Competitive Insights showcase how Hasbro performs against competitors across different markets.
These insights are generated by analyzing competitive performance data across hundreds of thousands of data points.
Each insight highlights specific market opportunities and challenges where Hasbro can focus its competitive strategy.
Each insight highlights specific market opportunities and challenges where Hasbro can focus its competitive strategy.
Mattel demonstrates category leadership at dma level with 13.2% average brand interest growth, showing exceptional performance in Abilene-Sweetwater TX (+58.7%, 100.0% brand interest), Albany GA (+78.6%, 100.0% brand interest), and Albany-Schenectady-Troy NY (+15.2%, 68.0% brand interest)
In high-growth dma markets, Mattel maintains an average brand interest of 75.8% with consistent performance across 78 markets
Mattel shows strong momentum with 13.2% average brand interest growth across key dma markets: Beaumont-Port Arthur TX (+809.1% growth, +89.0% brand interest), Eureka CA (+143.9% growth, +59.0% brand interest), and San Angelo TX (+122.2% growth, +55.0% brand interest)
Mattel captured additional brand interest in 127 dma markets, averaging +16.4% brand interest growth in key growth dma
In direct competition, Mattel outperforms Hasbro with 42.2 percentage point brand interest advantage across 203 shared markets: Alexandria LA (gap: 0.0% brand interest, 0.0% growth), Augusta GA (gap: 16.0% brand interest, 8.3% growth), and Bangor ME (gap: 14.0% brand interest, 48.5% growth)
In select markets, Hasbro outperforms Mattel despite weaker overall growth (-4.2% vs +13.2% overall): Augusta GA (Hasbro: +5.0% growth vs Mattel: -3.3% growth), Bangor ME (Hasbro leads: 57.0% share, +26.7% growth vs Mattel: 43.0%, -21.8%), and Cedar Rapids-Waterloo-Iowa City & Dubuque IA (Hasbro leads: 54.0% share, +22.7% growth vs Mattel: 46.0%, -17.9%)
Hasbro successfully defends market leadership positions while maintaining brand interest growth in Bangor ME (maintained 57.0% brand interest, +26.7% growth), Cedar Rapids-Waterloo-Iowa City & Dubuque IA (maintained 54.0% brand interest, +22.7% growth), and Columbia-Jefferson City MO (maintained 42.0% brand interest, +40.0% growth)
Mattel successfully defends market leadership positions while maintaining brand interest growth in Abilene-Sweetwater TX (maintained 100.0% brand interest, +58.7% growth), Albany GA (maintained 100.0% brand interest, +78.6% growth), and Albany-Schenectady-Troy NY (maintained 68.0% brand interest, +15.2% growth)
Mattel maintains strong brand interest position in key markets: Baltimore MD (69.0% brand interest, +25.4% growth), Boston MA-Manchester NH (50.0% brand interest, +42.9% growth), and Cincinnati OH (74.0% brand interest, +19.4% growth)
Mattel dominates head-to-head competition against Hasbro in 160 of 173 competitive DMA markets, with superior brand interest in key battlegrounds: Abilene-Sweetwater TX (100.0% vs 0.0% brand interest), Albany GA (100.0% vs 0.0% brand interest), and Albany-Schenectady-Troy NY (68.0% vs 32.0% brand interest)
Mattel emerges as competitive threat to Hasbro with superior growth momentum (+13.2% vs -4.2%) across contested markets: Abilene-Sweetwater TX (Mattel leads: 100.0% share, +58.7% growth vs Hasbro: 0.0%, -100.0%), Albany GA (Mattel leads: 100.0% share, +78.6% growth vs Hasbro: 0.0%, -100.0%), and Albany-Schenectady-Troy NY (Mattel leads: 68.0% share, +15.2% growth vs Hasbro: 32.0%, -21.9%)
Mattel demonstrates competitive strength with 154 high brand interest dma markets and 77 high-growth dma markets, notably in Beaumont-Port Arthur TX (100.0% brand interest, +809.1% growth), Eureka CA (100.0% brand interest, +143.9% growth), and San Angelo TX (100.0% brand interest, +122.2% growth)
Hasbro demonstrates competitive strength with 30 high brand interest dma markets and 17 high-growth dma markets, notably in Yuma AZ-El Centro CA (30.0% brand interest, +900.0% growth), Joplin MO-Pittsburg KS (55.0% brand interest, +816.7% growth), and Laredo TX (36.0% brand interest, +800.0% growth)
Hasbro maintains validated market dominance (>35% brand interest) across 6 key markets where it leads all competitors: Providence RI-New Bedford MA (76.0% brand interest, validated dominance), Bangor ME (57.0% brand interest, validated dominance), and Cedar Rapids-Waterloo-Iowa City & Dubuque IA (54.0% brand interest, validated dominance)
Mattel maintains validated market dominance (>35% brand interest) across 171 key markets where it leads all competitors: Augusta GA (58.0% brand interest, validated dominance), Columbia-Jefferson City MO (58.0% brand interest, validated dominance), and Elmira NY (56.0% brand interest, validated dominance)
Major market competition: Hasbro and Mattel show significant brand interest performance differences in key markets: Atlanta GA (Hasbro: -9.5%, Mattel: +6.9%) and Baltimore MD (Hasbro: -31.1%, Mattel: +25.4%)