Hasbro is not a toy company.

 

At least not in the traditional sense of a toy company. In modern history, during my thirty or so years of experience, toy companies were often described as having a ‘roller coaster’ business pattern, with great successes followed by equally severe downturns. Indeed, it seemed to me over the years that a great success always led to a company’s downfall shortly thereafter. 

            

Time and again a company with a mega hit would be on their knees only a couple of years later. Tonka had Pound Puppies and within years was gone. Kenner had Star Wars and then they were gone. Galoob had Micro Machines and then they were gone. Mattel had Masters of the Universe and within a couple years even they were on the ropes. Coleco had Cabbage Patch Kids and vanished soon thereafter. Schaper had Stompers, Ideal had the Rubick's Cube, and poof!, they were gone. 

            

The examples go on and on. Why does this happen, how does this happen again and again? I am sure this is the subject of business school lectures and texts. 

            

Toy companies introduce items and lines that last a season or two, or three, and are replaced by new products on a regular basis. With the exception of evergreen, classic brands, like Hot Wheels, Barbie, and a few others, this has been the toy industry way. 

           

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