Hasbro kidults: How the Toy Giant’s Adult‑Focus Fuels a 16% Revenue Jump

Hasbro is reshaping its identity, moving beyond the playground to court a growing cohort of “kidults.” CEO Chris Cocks, who took the helm in 2022, is steering the venerable toy maker toward card games and adult‑focused entertainment.

Hasbro kidults drive revenue surge

The latest quarterly report showed revenue climbing ↑ 16% to $1.14 billion, outpacing the Reuters consensus of $1.07 billion and nudging the stock up 9% year‑to‑date.

At the heart of the rebound sits the 33‑year‑old Magic: The Gathering franchise, now bolstered by a Marvel crossover. Sales for the card line jumped ↑ 32%, breaching the $500 million quarterly threshold for the first time.

“Magic is not a niche hobby business; it is a mega‑franchise,” Cocks told analysts.

While the broader toy market is waking from a pandemic‑induced lull—Bloomberg notes a double‑digit rise in April—Hasbro’s resurgence is powered largely by adult women, who now account for over half of industry growth, according to research firm Circana.

New offerings such as Blooms by Play‑Doh, a craft kit for realistic floral arrangements, signal the company’s first deliberate foray into adult‑only products.

Cocks, a former Xbox executive, has also trimmed the video‑game budget by at least 25% annually, opting for co‑publishing deals that tie new titles to existing card and role‑playing IPs.

By redefining itself as a “play industry” player rather than a pure toy house, Hasbro appears to be hitting the right notes with its “kidults” strategy.

Words by: Darius Flint

Tactical & Emergency Desk Reporter