Tariffs Are Having Outsized Effects on Smaller Toymakers -- Market Talk

Dow Jones11-14

1404 ET - Tariff uncertainty has prompted toymakers to take a more cautious approach to innovation this year, favoring products tied to proven and evergreen brands over risky new product lines, Greg Ahearn, chief executive of trade group The Toy Association, tells WSJ. This trend may benefit larger companies like Mattel and Hasbro, which house legacy brands including Barbie, Hot Wheels, Transformers and Play-Doh. At the same time, Mattel and Hasbro benefit from great supply chain flexibility, Davidson analysts say in a research note. "Smaller producers lost share on toy lists across the board," they analysts say, referring to a recent survey on holiday toy lists, "as sourcing was likely challenged with tariffs." (connor.hart@wsj.com)

(END) Dow Jones Newswires

November 13, 2025 14:04 ET (19:04 GMT)

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