How Mattel and Hasbro are keeping up with the toy times

The year-end holiday season accounts for 40% of revenue for toymakers Mattel and Hasbro, and they face stiff competition this year from independent toymakers, new video-game consoles -- and each other. Hasbro, which typically focuses on toys for boys, has extended its My Little Pony brand and is marketing a Nerf Rebelle line for girls. Mattel, for its part, is focusing marketing on millennial and Hispanic moms in an effort to "get her out of the gate, then graduate her into the girls' and boys' business," said Lisa McKnight, senior vice president of U.S. marketing.

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