Hasbro board games are seen on sale in a target store in Austin, Texas, December 12, 2023.
Brandon Bell | Getty images
If the 145% sample of President Donald Trump from imports from China is sustained, Hasbro Estimates could see up to $ 300 million at the start of its net profit.
The toy manufacturer published better than expected profits on Thursday, but investors and analysts were more focused on the current business war that Trump’s White House led against the largest manufacturer of the toy industry.
Hasbro maintained the full -year guidelines that it published in the last quarter, citing the uncertainty of the current tariff environment.
“Our forecasts assume various scenarios for China prices, ranging from 50% to the rate of 145% and 10% for the rest of the world,” said Gina Goetter, financial director and operating head at Hasbro, when calling on Thursday. “This results in a gross impact of $ 100 million estimated at $ 300 million in the company in 2025. Before any attenuation.”
The CEO Chris Cocks said when calling the company’s profits when “although no business is isolated, Hasbro is well positioned”, noting that the company’s unchanged advice are “supported by our robust games and license companies and our strategic flexibility”.
“The prolonged tariff conditions create structural costs and strengthen the unpredictability of the market,” he said, adding, “ultimately, the prices result in higher consumer prices”.
Cocks also warned against “potential job losses while we adapt to the absorption of increased costs and the reduction in the profits of our shareholders”.
The activity of American games of the company benefits from the digital and national supply, because many of its board games are manufactured in the Massachusetts. His sorcerers in the coastal division, which includes Magic: The Gathering and Dungeons & Dragons, has a pricing exhibition of less than $ 10 million, said cocks, because a large part of the domestic product is manufactured in North Carolina, Texas and Japan.
Play-Doh is exhibited in the Hasbro exhibition hall during the International Toys Fair in New York.
Bloomberg | Bloomberg | Getty images
The company’s toys segment faces a higher exhibition, because a larger part of these goods is made in China. Cocks said the company explored options to move its supply chain to other countries.
“Some of this, however, is accompanied by the cost,” he said. “When we make board games in the United States, it is much more expensive to manufacture here than in China.”
He added that the company can move the supply of Play-Doh, for example from China to its factory in Türkiye. In this scenario, Turkey manufacturers would redirect Europe’s expeditions to American and Chinese factories could fill in the European market.
Other products are more difficult to sort out, especially those that include electronics, high -end decoration and foam components, said cocks.
“China will continue to be a major manufacturing center for us around the world, largely due to specialized capacities developed over the decades,” he said.
Goetter said that a large part of the manufacturing changes would be observed in 2026 and depend on if these countries already have in place the capacities and the infrastructure to manufacture certain products.
Hasbro also accelerates its $ 1 billion cost savings plan in order to compensate for pricing pressures, but noted that price increases are inevitable.
“We will have to increase prices in a 145% tariff diet with China,” said cocks. “We just try to do it as selectively as possible and minimize the burden for the fans and families we serve.”
Goetter and Cocks admitted that Hasbro’s plans were flexible and change as the tariff situation evolves. The company hopes for a “more predictable and favorable American trade policy environment”.
“We are trying to play both defense and offensive at the same time,” said Goetter.
