Toy Makers Reach Into Product Attic†

Wall Street Journal, March 3, 2009 — To cope with slumping sales, toy makers are trying to breathe new life into some old brands.

This year, Zizzle LLC is rolling out a doll called P.J. Sparkles that has a tiara that lights up and a dress that can be transformed into pajamas. But the line isn't new: It was retired by Mattel Inc., its original manufacturer, nearly 20 years ago.

Hasbro banking on “Transformers” hitting it big

Film based on hit toys, �sort of opens another chapter for us,� executive says

MSNBC, June 18, 2007 — Hasbro hopes the upcoming release of "Transformers" — based on the company's "robots in disguise" toys introduced in the 1980s — will herald a new era for the company that in the past few years has remade itself from a toy maker to an entertainment company.

All Companies Need Innovation; Hasbro Finds a New Magic†

Wall Street Journal, February 26, 2007 — Every Friday at lunch, game designers, marketing managers and other employees at Hasbro's games division gather in the cafeteria to play board games. Some compete over Scrabble, Sorry, Clue or more than a dozen other famous games invented decades ago and still manufactured at a factory here. Others play games sold by competitors, or they enjoy their own childhood favorites no longer on store shelves.