"Following a flat performance in 2024, the U.S. toy industry regained its footing in 2025, fueled by renewed consumer demand and a clear shift toward higher--value purchases," said Juli Lennett, U.S.
The deal will affect a combined population of 2 billion people across economies representing about a quarter of global GDP.
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Hasbro teams with Amazon MGM on Voltron toys for the 2026 Prime Video film—key licensing move for HAS/AMZN investors.