Hasbro Navigates Restructuring Amid Trademark Revival and Tariff Pressures
Jun/18/2025
As Hasbro revives its nostalgic brand portfolio—filing a new U.S. trademark for 'CROSSFIRE', a parlor-style game kit—its broader business strategy reveals a company under economic and operational duress. The toymaker, best known for franchises like Monopoly and Nerf, announced it would lay off approximately 150 employees, or 3% of its global workforce, as part of a sweeping multi-year restructuring initiative aimed at trimming $1 billion in costs. This latest round follows deeper cuts made in 2023 and comes as the company grapples with tariff-driven cost inflation, especially given its heavy reliance on Chinese manufacturing. CEO Chris Cocks has explicitly linked the downsizing to protectionist trade policy, warning that tariffs not only compress margins but ultimately raise prices for consumers and jeopardize jobs. Despite these headwinds, Hasbro’s performance in tabletop gaming remains buoyant—Magic: The Gathering and Dungeons & Dragons have delivered robust first-quarter growth, with overall sales climbing 17%. However, share prices dipped 3.3% following the layoff announcement, signaling investor unease about long-term exposure to geopolitical and supply chain volatility, even as the stock remains up 21% year to date. Following visualisation shows detail info on new Hasbro trademark.
