Editing Hasbro (section)

==== 1985–2007 ====
On June 6, 1985,<ref name=":2" /> the company changed its name again to just '''Hasbro, Inc.'''<ref name=idch/> The Jumpstarters toys were the subject of a lawsuit in 1985 when Hasbro sued a toy manufacturer for selling toys based on their Transformers design. Hasbro won the suit.<ref>{{Cite web|url=https://www.law.cornell.edu/wex/copyright|title=Copyright|website=Law.cornell.edu|access-date=February 16, 2022|archive-date=October 10, 2021|archive-url=https://web.archive.org/web/20211010190729/https://www.law.cornell.edu/wex/copyright|url-status=live}}</ref>

In the mid-1980s, Hasbro moved past [[Mattel]] to become the world's largest toy company. Hasbro then moved to outsell Mattel's [[Barbie]] in the fashion doll market with the 1986 introduction of [[Jerrica Benton|Jem]], a record producer/rock musician dual identity fashion doll. Jem initially posted strong sales but plummeted and was withdrawn from the market in 1987. Hasbro followed up in 1988 with [[Maxie's World#Maxie toy line|Maxie]], a Barbie-sized blonde doll, so that Barbie clothing and accessories would fit. Maxie lasted until 1990.<ref name=idch/>

Under Alan's initiative in the late 1980s, Hasbro moved to increase international sales by taking toys overseas that had failed in the US market and selling them for as much as four times the original price. This increased international sales from $268 million in 1985 to $433 million in 1988.<ref name=idch/>

In 1988, Hasbro purchased part of [[Coleco]] Industries' indoor and outdoor children's furniture and ride-on toy product lines for $21 million including two just closed manufacturing plants in Amsterdam, New York.<ref>{{cite news|title=Company News; Hasbro in Accord For Coleco Lines|url=https://www.nytimes.com/1988/07/12/business/company-news-hasbro-in-accord-for-coleco-lines.html?src=pm|access-date=February 8, 2013|newspaper=New York Times|date=July 12, 1988|archive-date=December 22, 2012|archive-url=https://web.archive.org/web/20121222005936/http://www.nytimes.com/1988/07/12/business/company-news-hasbro-in-accord-for-coleco-lines.html?src=pm|url-status=live}}</ref> In July 1989, Hasbro acquired bankrupt [[Coleco]] for $85 million.<ref>{{cite news|title=Company News; Hasbro's Purchase Of Coleco's Assets|url=https://www.nytimes.com/1989/07/13/business/company-news-hasbro-s-purchase-of-coleco-s-assets.html?src=pm|access-date=February 8, 2013|newspaper=New York Times|date=July 13, 1989|agency=AP|archive-date=August 30, 2024|archive-url=https://web.archive.org/web/20240830064458/https://www.nytimes.com/1989/07/13/business/company-news-hasbro-s-purchase-of-coleco-s-assets.html?src=pm|url-status=live}}</ref> Stephen Hassenfeld died later that year with the company having gone from sales of $104 million in the year he took control to 1989 sales of over $1.4 billion.<ref name=idch/>

Alan succeeded Stephen as chairman and CEO. In 1991, Hasbro purchased [[Tonka|Tonka Corp.]] for $486 million, along with its units [[Parker Brothers]], the maker of [[Monopoly (game)|Monopoly]], and [[Kenner Products]]. Milton Bradley and Parker Brothers were merged into one division. Alan moved to expand Hasbro overseas with new units in Greece, Hungary, and Mexico.<ref name=idch/>

Alan saw the Far East as an important market to expand. In 1992, Hasbro purchased Nomura Toys Ltd. in Japan, and majority ownership of Palmyra, a Southeast Asian toy distributor. These increased the proportion of international sales from 22% in 1985 to 45% ($1.28 billion) in 1995. In 1993, Hasbro lost its bid for [[J. W. Spear & Sons]], a U.K.-based game maker, to [[Mattel]].<ref name=idch/>

In the US, Hasbro's growth since 1980 was from acquisitions and the leveraging of the new assets. New product development was not as successful except for film and TV tie-in product lines with [[Jurassic Park (film)|Jurassic Park]] and [[Barney & Friends|Barney]]. Thus, US sales were stagnant in the early 1990s, falling from 1993 to 1995. To turn domestic performance around in 1994, Hasbro merged the Hasbro Toy, Playskool, Playskool Baby, Kenner, and Kid Dimension units into the Hasbro Toy Group.  Meanwhile, Mattel purchased [[Fisher-Price]] and retook the top spot in the toy industry.<ref name=idch/>

[[Hasbro Interactive]] was started in 1995 and released the Monopoly game on CD-ROM. Mattel also proposed a merger that year, but was turned down by the Hasbro board in 1996 due to antitrust issues and Justice Department investigation into exclusionary policies between toy manufacturers and toy retailers, particularly [[Toys "R" Us]].<ref name=idch/>

[[File:Hasbro wordmark and smile.svg|thumb|Wordmark used since October 1, 1998]]
[[File:Hasbro logo (1998-2009).svg|thumb|Logo used from October 1, 1998 to 2009, the wordmark is still in use]]
In 1998, Hasbro bought [[Avalon Hill]] for $6 million<ref>{{cite news|last=Leffall|first=J.|title=Monarch Avalon to sell game unit to Hasbro In wake of loss, local company to get $6 million in cash|url=https://www.baltimoresun.com/1998/08/05/monarch-avalon-to-sell-game-unit-to-hasbro-in-wake-of-loss-local-company-to-get-6-million-in-cash-acquisitions/|access-date=February 9, 2013|newspaper=The Baltimore Sun|date=August 5, 1998|archive-date=September 11, 2016|archive-url=https://web.archive.org/web/20160911152817/http://articles.baltimoresun.com/1998-08-05/business/1998217009_1_avalon-hasbro-monarch-services|url-status=live}}</ref><ref>{{cite journal|last1=de Rosa|first1=Peter L.|title=The Fall of Avalon Hill|journal=Academic Gaming Review|date=Summer 2002|volume=4|issue=4|url=https://home.earthlink.net/~pdr4455/fah.html|access-date=June 2, 2017|archive-url=https://web.archive.org/web/20160129025756/http://home.earthlink.net/~pdr4455/fah.html|archive-date=January 29, 2016|url-status=dead}}</ref> and [[Galoob]] for $220 million.<ref name="hasbrosale">Fost, Dan.[https://www.sfgate.com/business/article/Hasbro-Adds-Galoob-to-Its-Toy-Chest-2988518.php Hasbro Adds Galoob to Its Toy Chest] {{Webarchive|url=https://web.archive.org/web/20100722052517/http://articles.sfgate.com/1998-09-29/business/17730903_1_hasbro-galoob-star-wars-lucasfilm |date=July 22, 2010 }}." ''[[San Francisco Chronicle]]''. Tuesday September 29, 1998. Retrieved on April 25, 2010.</ref> That same year, Milton Bradley merged with Parker Bros. to form Hasbro Games. In 1999, Hasbro paid {{US$|325 million|long=no}} for rights to ''[[Pokémon]]'' toys.<ref>{{cite book |last1=Kohler |first1=Chris |title=Power-Up: How Japanese Video Games Gave the World an Extra Life |date=October 21, 2016 |publisher=[[Courier Dover Publications]] |isbn=978-0-486-80149-0 |page=234 |url=https://books.google.com/books?id=lD4fDQAAQBAJ&pg=PA234 |access-date=October 22, 2021 |archive-date=January 17, 2023 |archive-url=https://web.archive.org/web/20230117000839/https://books.google.com/books?id=lD4fDQAAQBAJ&pg=PA234 |url-status=live }}</ref> The same year, [[Wizards of the Coast]] was bought in a deal worth $325&nbsp;million.<ref>{{cite web|title=Hasbro to Acquire Wizards of the Coast|url=http://boardgames.about.com/library/news/bl990911.htm|date=September 11, 1999|publisher=[[About.com]]|url-status=live|archive-url=https://web.archive.org/web/20000818163917/http://boardgames.about.com/library/news/bl990911.htm|archive-date=August 18, 2000|access-date=January 4, 2008}}</ref> Wizards of the Coast is now a subsidiary of Hasbro and has Avalon Hill as its division. In 2001 money-losing Hasbro Interactive was sold to [[Infogrames]], a French software concern, for $100&nbsp;million.<ref>[https://www.nytimes.com/2001/01/30/business/company-news-hasbro-completes-sale-of-interactive-business.html Company News; Hasbro Completes Sale Of Interactive Business] {{Webarchive|url=https://web.archive.org/web/20110314170927/http://query.nytimes.com/gst/fullpage.html?res=9F00E4DC1E3FF933A05752C0A9679C8B63&n=Top/News/Business/Companies/Hasbro%20Inc |date=March 14, 2011 }} from ''[[The New York Times]]''</ref> Hasbro entered the building block toy with its [[Built to Rule]] line in 2003, which did not hold together well or were too hard for the targeted age group, thus ended in 2005.<ref name=ut>{{cite news|title=Hasbro pushes into Lego's land with new blocks|url=https://usatoday30.usatoday.com/money/companies/2011-02-12-hasbro-transformers_N.htm|access-date=November 6, 2015|work=USA Today|agency=AP|publisher=Gannett Co. Inc.|date=February 13, 2011|archive-date=April 29, 2016|archive-url=https://web.archive.org/web/20160429083347/http://usatoday30.usatoday.com/money/companies/2011-02-12-hasbro-transformers_N.htm|url-status=live}}</ref>

In 2004, the company entered into a deal with [[Paramount Home Entertainment]] to release its programs based on its games and toys on VHS and DVD.<ref>{{Cite web |last=Tformers.com |title=Hasbro and Paramount to Join Forces |url=https://tformers.com/transformers-/3031/news.html |access-date=2024-02-20 |website=Tformers |archive-date=February 20, 2024 |archive-url=https://web.archive.org/web/20240220151554/https://tformers.com/transformers-/3031/news.html |url-status=live }}</ref>