Word: hasbro
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...popularity of toy-inspired shows, however, may be starting to fade because of oversaturation. "We're winding down these programs," says Stephen Schwartz, director of marketing for Hasbro, which has already canceled two toy-linked shows, Glo Friends and Potato Head. Ironically enough, the marketplace itself is proving to be a nemesis of TV's cartoon characters, just when federal regulators are beginning to think that it is once again time to lay down...
Nothing infuriates critics of children's TV more than cartoon shows that are produced or partly financed by toy manufacturers. Mattel, for example, used He-Man and the Masters of the Universe to help sell an estimated $175 million worth of toys last year, while Hasbro's Transformers helped generate sales of $214 million. Under President Reagan, the Federal Communications Commission has removed all limits on advertising in children's programming and refused to take action against shows that detractors call "program-length commercials...
Does General Motors tell Ford? Do Coke and Pepsi swap recipes? Maybe not, but two rivals in the toy industry are marrying their successful products in a surprising team-up. The unlikely allies: Hasbro, whose G.I. Joe toys have been best sellers for years, and Worlds of Wonder, creators of Teddy Ruxpin, the talking bear, and Lazer Tag, which was the rage last Christmas among youngsters and even denizens of college dorms...
...when hit by a shot from an opponent's weapon. Both parts will have the red-white-and-blue G.I. Joe logo. Worlds of Wonder, which will produce the set, wants its Lazer toys to start reaching the eight-and-under audience, where G.I. Joe's name holds sway. Hasbro, meanwhile, gets a 4% to 6% cut of the wholesale price...
...Strategic Air Command base. Understandably. A successful new product can mean buckets of the stuff that grown-ups' dreams are made of. Coleco came charging out of the Cabbage Patch with its pathetic but lovable doll, and currently ranks third, with annual sales of more than $500 million. Hasbro, the leader, with $1.3 billion in sales projected for this year, is considered the industry hotshot. Every year some 4,000 new products soar and roar out of the factories in hopes of finding a place under the nation's Christmas trees...